Who is Your Spiritual Archetype?
The greatest professional compliment I’ve ever received was from a dear friend and client who referred to me as her “Rick Rubin.” Wow! I think of my friend’s comment every day - especially on those “what the fuck” days.
It obviously struck a chord. I’ve long admired music producers, especially Sam Phillips, Dave Cobb, and Shooter Jennings but most of all, Rick Rubin. I first heard of Rick Rubin years ago, but what really drew me to him is the work he did with Johnny Cash on the “American Recordings” in the last years of Johnny’s life.
Rubin is a mystic. His book, “The Creative Act” is almost like sacred text for me. If you don’t know much about Rick Rubin, he is known for his obsession with minimalism and authenticity, and his wizard-like ability to draw out the raw, true essence of artists' music. He is the unparalleled master of elevating artists, helping them discover and amplify their true voices. This comparison resonates deeply with my professional mission: to amplify the spiritual essence of brands - especially for solo entrepreneurs.
It is also struck me that “Rick Rubin” is more than metaphor for a collaborative relationship. It is also a spiritual archetype, especially for coaches and creatives. It transcends the worn-out conversations about “value proposition”, “unique market fit”, “target audience”, “positioning”, and even the entire conversation about branding. I’m 100% certain that Rick Rubin doesn’t worry about any of this shit. Instead, he focuses on being invaluable, irreplaceable, and original. He focuses on principles, standards, and intuition.
“Without the spiritual component, the artist works with a crucial disadvantage. The spiritual world provides a sense of wonder and a degree of open-mindedness not always found within the confines of science. The world of reason can be narrow and filled with dead ends, while a spiritual viewpoint is limitless and invites fantastic possibilities. The unseen world is boundless.”
― Rick Rubin
School of Philosophy
An essential element of my Ethos approach to branding is to help my client’s develop a unique School of Philosophy. Whether or not they call it that or even aware of it, every thought leader has a School of Philosophy; a set of standards, principles, and ideological/spiritual framework that guides all decisions.
As it relates to embracing the role of being my clients’ “Rick Rubin”, here are my eight principles:
Embrace Simplicity
Strip away the unnecessary. Focus on the core elements that make the work powerful and meaningful. In branding, this means honing in on the essence of the brand. Eliminate jargon and extraneous details. Get to the heart of what makes the brand unique and compelling. Simplicity cuts through the noise and allows the true message to shine.
Be Your True Self
Authenticity is paramount. Always create from a place of truth and personal integrity. For brands, this translates to being genuine in all communications and actions. Don’t try to be something you’re not. Authenticity builds trust and loyalty, creating a deeper connection with your audience. It’s about showing up as your true self, consistently and honestly.
Listen Deeply
Whether it's to the music, the artist, or your inner voice, deep listening is essential for true understanding and connection. In the context of branding, this means truly hearing what your customers and community are saying. It’s about understanding their needs, desires, and feedback on a profound level. Deep listening helps you create a brand that resonates deeply with its audience.
Cultivate Presence
Be fully present in the moment. Engage with the process and the people involved without distraction. Presence in branding involves being attuned to the market, aware of trends, and fully engaged with your team and audience. It’s about being mindful and responsive, ensuring that every interaction and decision is thoughtful and intentional.
Honor the Process
Creativity is a journey, not a destination. Respect the process, and allow it to unfold naturally. In branding, this means understanding that building a brand is an evolving journey. It requires patience, experimentation, and refinement. Trust the process and allow your brand to grow and develop organically over time.
Seek Timelessness
Aim to create work that stands the test of time, transcending trends and fads. Timeless branding means focusing on fundamental truths and values that remain relevant regardless of changing trends. It’s about creating a brand identity that endures and resonates across generations, rooted in enduring principles and values.
Practice Emotional Nudity
True art often comes from a place of vulnerability. Embrace it and encourage others to do the same. In branding, vulnerability means being open and transparent. It’s about sharing your journey, including the challenges and failures, not just the successes. This openness fosters deeper connections and humanizes the brand, making it more relatable and trustworthy.
Trust Your Soul
Intuition can be a powerful guide. Trust your inner voice and sensorial feelings in the creative process. In branding, this principle emphasizes the importance of intuition and gut feelings. While data and analytics are important, intuition often guides the most profound insights and decisions. Trust your instincts to guide you toward the most authentic and impactful branding choices.
“One of the greatest rewards of making art is our ability to share it. Even if there is no audience to receive it, we build the muscle of making something and putting it out into the world. Finishing our work is a good habit to develop. It boosts confidence. Despite our insecurities, the more times we can bring ourselves to release our work, the less weight insecurity has.”
― Rick Rubin
Brand Poetry
These principles are reflected in another part of my Ethos model: Brand Poetry - my unique approach to brand messaging and language. Much like Rubin’s work, it’s about stripping away the unnecessary to reveal the pure, resonant truth of who you are and what you stand for. Poetry distills complex emotions into concise, evocative language, using rhythm and metaphor to create deep resonance. Brand Poetry applies these principles to messaging, forging a spiritual connection with the audience. And like the music that’s produced, it’s not really about making the record. It’s about sharing your gift with the world.
Distilled Essence
Brand Poetry involves distilling the brand's essence into its purest form. This means crafting messages that are not only clear and concise but also deeply evocative. It’s about finding the words that resonate on a soul level, creating a connection that goes beyond the surface. This approach transforms branding from a mechanical process into an art form, where every word carries weight and meaning.
Connecting Spiritually with your Audience
The goal of Brand Poetry is to forge a spiritual connection with the audience. It’s about creating messages that resonate deeply, touching the hearts and minds of the audience. This spiritual connection is what makes a brand truly memorable and impactful. It goes beyond selling a product or service; it’s about creating a relationship built on shared values and deep understanding.
Sharing Your Gift
Ultimately, like the music produced by Rick Rubin, the goal of Brand Poetry is not just about crafting the perfect message. It’s about sharing your unique gift with the world. It’s about expressing your brand’s true essence and making a meaningful impact. This approach ensures that your brand stands out, not just for what it offers, but for the deeper connection it creates with its audience.
By embodying these principles, I strive to be the “Rick Rubin” for my clients, helping them discover and amplify their true voices. It’s about moving beyond traditional branding and marketing strategies and embracing a more profound, authentic, and impactful approach. Just as Rick Rubin elevates artists to their highest potential, I aim to elevate brands to their truest, most resonant selves.
Discovering your Archetype
I share all of this as an example of a way of thinking; a framework for developing a spiritual/relationship archetype that most resonates with you. Your archetype very likely may not be “Rick Rubin”. But it will be someone that embodies your values; someone that seems to speak your language; someone that you continually draw inspiration from. Here are some questions you can use to help you select your archetype:
What are your core values?
Reflect on the principles that matter most to you. Is it authenticity, innovation, compassion, resilience, or something else? Your archetype should embody these values.
What qualities do you admire in others?
Think about the people you look up to. What specific traits do they possess that you find inspiring? Are they visionaries, empathetic leaders, relentless innovators, or perhaps something else?
Who exemplifies your professional mission?
Consider individuals whose work aligns closely with your professional goals. Who is making an impact in the areas you are passionate about? Who is breaking new ground in ways you aspire to?
What kind of impact do you want to have?
Reflect on the legacy you want to leave. Who do you see as a role model in achieving such an impact? Is it a transformative leader, a social change advocate, or a creative pioneer?
Who speaks your language?
Identify individuals who communicate in a way that resonates with you. It could be their style, their philosophy, or the way they engage with their audience. Who do you feel an instant connection with?
Who continually inspires you?
Think about who motivates you to push boundaries and strive for excellence. Whose journey or achievements do you find yourself referring to for inspiration during challenging times?
Who represents authenticity to you?
Consider individuals who are unapologetically themselves. Who do you admire for their genuine nature and honesty, both in their personal and professional lives?
Who encourages vulnerability and openness?
Reflect on those who embrace vulnerability as a strength. Who do you see as a beacon of openness, encouraging others to share their true selves?
How does their approach align with your work?
Analyze how their methods and philosophies can be integrated into your own practices. Are there specific strategies they use that you can adopt or adapt?
What can you learn from their journey?
Study their path to success, including their failures and challenges. What lessons can you draw from their experiences that apply to your own professional journey?
To reiterate, this is NOT about copying someone; being a karaoke singer for someone else’s music. It is about drawing inspiration from so that you can play a similar role in the lives of the people you love, lead, coach, or mentor.
By consciously selecting and embodying your archetype, you create a powerful touchstone for your professional journey. This process helps you stay true to yourself, make decisions with clarity, and navigate challenges with resilience and purpose. Whether your archetype is a visionary leader, a creative genius, or a compassionate guide, their influence can help you elevate your work and achieve your mission with authenticity and integrity.
Once you have done this exercise, then you are ready to develop your own School of Philosophy. If you want to “get in the studio” and make something magical together, holler at me. I’m happy to be your “Rick Rubin” too :)
Loved this piece 🙏