Frequently Asked Questions

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A. Archetypes are timeless stories and characters that connect our collective unconscious. Swiss psychologist, Carl Jung, used the word ‘archetype’ to refer to recurring patterns found in our universal human stories. He identified the themes, symbols, and imagery as part of the human psyche. More recently Dr. Carol Pearson built out Jung’s work with a body of research that examined archetypal attributes within organizations.

CultureTalk is based on 12 archetypal patterns that are: Innocent, Everyperson, Hero, Caregiver, Explorer, Lover, Revolutionary, Creator, Ruler, Magician, Sage, Jester.

A. In our experience, we find that the Archetypes and their story lines are significantly more memorable, powerful, and easier to understand than any other cultural or individual tool’s results. They’re simple, yet complex, and give us the words and analogies we’re looking for when we’re struggling to define an intangible experience.

No matter what language you speak, you understand what it means to be a Hero, or an Explorer, or a Sage. We believe that if you open up to the power of archetypes, everyone will get them, remember them, and use them.

A. No! The CultureTalk results are reported on a scale that measures the presence of each Archetype in you or your organization’s culture. Every archetype has a positive and shadow side and each one has an important role in keeping balance in our human experience.

A. We do find that certain patterns can come up more often in certain industries. This is often because of the role you play for others. For example, consultants are usually hired to bring a fresh perspective and may align with the Magician. Or, a professional services firm may take on the burdens of their clients, like a Caregiver. A research firm may be a Sage and an ad agency may align with the Creator. However, these are not exclusive…a research firm can be creative and an agency can be sage-like.

What people expect of you versus how you operate on the inside (your corporate culture) leaves room for exciting differentiation. In fact, unique archetypal patterns that are different from your competitors are often a distinctive advantage.

A. Each archetype brings unique strengths that can be beneficial to many workplaces. Instead of limiting specific careers to specific Archetypes, we promote the idea that each one can bring important values to balance or promote any healthy career or corporate culture.

For example, one may assume that every doctor needs to be a Caregiver. But, we know that not every doctor’s role is the same. Family practice professionals may benefit from the Lover, helping them build long-term relationships with patients. Surgeons may need to develop their Hero to keep them on their feet for long hours and a little Jester to relax at the end of the day. But a Surgeon could also be a process-driven Ruler or a Revolutionary testing new techniques.

Archetypes bring an exciting balance of confirmed truths and open interpretation that we encourage every CultureTalk customer to explore.

A. We believe culture can shift. However, we also believe that every Archetype can be beneficial – there are no wrong or bad patterns. Therefore, it takes an open mind to see the potential in each storyline. With that said, organizations and people evolve as they face new and different challenges. Using your archetypal results, you can make concerted efforts to support a different Archetype if you feel it will support you or your company through your current phase in life.

A. Yes! We are growing a library of Archetypal resources – from e-books and e-courses to personal meditations, team building materials and more. We are also building a community of Archetypally-aware individuals and organizations who are sharing their stories through our events and social channels.

Customer Service

A. If you have misplaced your report, please contact a member of the CultureTalk team at or call us at 518 245 9414. We are happy to email you a PDF version!

A. Yes, we can discuss opportunities for discounts on bulk orders. Please contact a member of the CultureTalk team at or call us at 518 245 9414 with your request.

A. The CultureTalk tools are currently available in English. However, we do have plans for translations as we continue to grow our international network. If you have a specific language need, we are happy to make it priority. Let’s talk – or call us at 518 245 9414.

A. Yes, if you lose your internet connection, you can still take the survey without re-purchasing. However, because the surveys are best answered in a single session, they do not ‘auto-save’ and you will be brought back to the beginning.

A. All CultureTalk emails have a link in the footer with an option to unsubscribe. Or feel free to contact us directly and one of our team members will be happy to assist you.

A. Maintaining user privacy is very important to us. We do not release the results of CultureTalk for Individuals to anyone other than the survey taker. We do not release the results of CultureTalk for Organizations to anyone but our direct contact at the organization. For individuals who participate in CultureTalk for Organizations, your responses are anonymous.

All survey answers may be seen by our internal validation and product testing teams; however, no names or personal identification details will be shared.

Also, CultureTalk will be compiling data over time to identify trends that may valuable information to individuals and organizations. These trends will not identify either individuals or organizations.

Organizational Culture

A. We think of organizational culture (also known as corporate culture) as an invisible force made up of beliefs and behaviors that operate ‘beneath the surface’ and impact how individuals unite, respond and move forward (or backward!) behind a common purpose.

Every organization has an implied code of acceptable behavior, driven by its distinct, underlying core values and beliefs. Organizational culture powerfully guides the boundaries of both internal and external dynamics.

A. Some form of corporate culture has always existed by default since the origins of business. But it is only in recent years that awareness has grown and systems developed to define and deliberately design a particular, desired culture.

Learn more about how it affects almost every area of your company and how leadership can intentionally nurture culture to help your organization thrive.



A. The CultureTalk journey began in 2003, when Cynthia Forstmann and Theresa Agresta met Dr. Carol Pearson, author and academic, who introduced them to the idea of Archetypes in organizations. They became certified to use Pearson’s work and built a process for building brands around archetypal profiles for their creative studio, Allegory.

Allegory’s pioneering work in the field of brand storytelling helped leaders and teams position their offerings, build market share and shift their approach in support of strategic goals. Experiencing the transformations that archetypal understanding can inspire, expansion was a natural evolution.

In 2015, Andrea Cotter joined the partnership and together they launched CultureTalk – a culmination of their work with Archetypes and the manifestation of a bigger vision. Exploring the stories that give meaning to life and work, it will help individuals and organizations realize their true potential.

A. We believe culture exists in every organization. But, until now, it has been difficult to measure. After years of consulting and our own experiences in a variety of companies, we felt first-hand the influence culture can have on employee engagement, personal fulfillment, and business success. CultureTalk is our effort to help business and individuals have more authentic and meaningful experiences.

A. Our team is always available to help guide you through the interpretation of your report, as sometimes it takes an outside guide to help you validate results. As always, keep in mind that there are no right or wrong answers, nor are there “preferred” Archetypes. If you’re looking for help shifting your Archetypes, CultureTalk offers a number of workshops and training sessions to help guide you on your journey.

A. CultureTalk customers are not limited to any specific type of person, job, business or industry. They do all have a few things in common: a mindset or goal of being open to change and learning. Culture is a journey and CultureTalk is just the first step.

For a specific list of recent customers, please read our testimonials.

Survey For Organizations

A. The CultureTalk Survey for Organizations is a 96-question survey that will measure your corporate culture as it aligns with the 12 Archetypes. For surveys with multiple respondents, you can collect data using customized demographics. For example, you may view your overall company results and those for each department, location or job title.

Each report is personalized to your organization’s results and will include:

  • An introduction to measuring culture and identity
  • An explanation of the 12 Archetypes
  • Your results
  • Detailed descriptions of your top Archetypes
  • Instructions for interpreting and validating your results
  • Recommended ways to apply your results

Training for Certifications

A. The program is intended for marketing and communications practitioners, HR professionals, coaches, and consultants. It is particularly useful for anyone that facilitates organizational leadership and change management programs.

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