The Magician Archetype

The Magician Archetype

By: Shweta Soman, Deepa Soman

Having introduced the concept of Archetypes in the previous article, let us have an in-depth look at one archetype in particular viz. the Magician.


The Magician, associated with mystery and transformation, is a thinker who seeks power through knowledge. Often perceived as gifted, intelligent or intuitive, his/her abilities seem almost magical to onlookers. Magicians aim to understand the way the world works and appear to operate on a plane above everyone else.  They often leave people mesmerized and amazed by their seemingly otherworldly capabilities. The Magician archetype may also beknown by other names such as visionary, catalyst, healer, charismatic leader or inventor. Magicians tend to dazzle onlookers with grand ventures and the ability to accomplish great tasks. They have highly influential personalities with the ability to transform people’s feelings or perspectives about almost anything.  Following is an overview of the Magician Archetype.





Goal: To make dreams come true, understand the laws of the universe

Greatest fear: Unintended negative consequences

Weakness: Becoming manipulative

Talent: Finding win-win solutions, imagining a better future

Also known as: Visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man, intuitive, wizard, inventor, transformer

Voice: Expansive, moving and articulate

What customers feel:  “I want to experience that,” “I’m on the cutting edge,” fascinated, enchanted


While the Magician archetype is generally invoked by fields that are shrouded in mystery, the manifestation of this archetype has evolved significantly over the years. In the early years, it was embodied by medicine men and shamans followed by alchemists and later by scientists and physicists. It is also seen in products that are exotic or involve a special ritual – swirling brandy or popping a bottle of champagne. Charismatic politicians, entrepreneurs, life coaches and cult leaders are real world examples of Magicians. Krishna from Mahabharata is a classic case of the archetypal Magician. In fiction, the Magician is generally a mentor or a catalyst who encourages the Hero to go on his grand quest to fight evil. He/she will generally operate from the side-lines, always guiding the Hero but never actively participating. However, owing to the tremendous influence that Magicians wield, they can easily fall into the trap of knowingly or unknowingly becoming manipulative.


Brands that embody this archetype foster “magical moments” — experiences that feel special, novel, and exciting — as well as more lasting change. Magician brands help people transform


  • from sickness and pain to the picture of health (pharmaceuticals, nutraceuticals , herbal remedies)
  • from crow’s feet and greying hair to the regained beauty of youth (beauty products and cosmetic surgeons)
  • from feeling lost and confused to total enlightenment (spiritual gurus, churches, life coaches)
  • from dirty and neglected to fresh and sparkly (cleaning companies, restoration services, hygiene products)
  • from ultimate chaos to perfect peace (spas, retreats, travel agencies)
  • from financial lack to bountiful prosperity (MLM opportunities, career agencies)
  • from inefficient to productive (technology industry, consultants)


Apple, with its almost cult-like following, would be a great example of the Magician archetype. Everything from the charismatic leader they had in Steve Jobs to the magic-show like quality that their product unveilings have, perfectly fit this archetype. Their products, particularly the iPhone, promise to transform customers’ lives and all their communication portray them as almost magical. Other brands that fit into this archetype would be MAC, Mary Kay, MasterCard, Dyson and Polaroid.


However, as these brands can sometimes fall into the trap of over-selling the transformational quality of their products, they can often be very polarising. It is also embodied byproducts like nuclear energy due to the secrecy around it and for its usefulness as well as potential for great destruction.


The Magician is perhaps the most powerful archetype of all and, should he manage to successfully avoid his traps, has the potential for causing lasting change and transforming the society for the better.




  1. Mark, M., Pearson, C. (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. New York: McGraw-Hill.


1992 - 1996
1997 - 2001
2001 - 2007
2013 - 2019


Deepa starts working at Hindustan Unilever Ltd., and after working there for a few years decides to take a career break to take care of her son. The family plans to move to Jamaica, and she wishes to resume working. There are not a lot of opportunities post a career break for her, and this makes her realise the plight of women all across the world who are trying to resume working after taking a break. The seed for Lumière is planted. Deepa joins J.A. Young Research Ltd. to get back to her roots, and ultimately decides to start her own firm under her CA's advise.



Start of Lumière Consultancy in Jamaica



The family is aching to return to India, and post the birth of her second child, Deepa gets an offer from HUL to rejoin them. She has an itch to make it on her own, and so declines. This results in a different type of engagement between the two, and Lumière engages exclusively with HUL by expanding their scope. Deepa builds a stronghold in consumer behavior, and Lumière develops into an entity of its own. Inception of 'Consumer Centricity', which is their future key to strength, begins. With an expansion in their work, they need more resources and a group of like-minded talented professional women to join the team. Lumière gives them solace, a place to grow, rebuild their careers, and achieve goals beyond their expectations. They begin with mentoring initiatives, with an urge to inspire young individuals. People approach them through word-of-mouth, references, and to create opportunities beyong market research, Lumière becomes a Pvt. Ltd. company.



An opportunity arises to be a part of something big, to analyse the growth mindset and the creation of a best practice document for sequential recycling. Lumière makes an impact across categories and branches into Product Testing and Category Creation.



Lumière touches ₹ 1 crore. Their brochure is presented at MRSI. The company turns 10, and Milind joins the team as an observer. This becomes the phase of Lumière's upheavel: from scaling up, digitization and automation of processes, to plugging in leakages across departments and accounts. Their billings reach ₹ 3 crores.



Rashmi Bansal dedicates a chapter of her book 'Follow Every Rainbow' to Deepa and Lumière. The company enters adulthood, and they facilitate change management for Lumière. The introduction of the Gallup Strengths to the portfolio is a game changer. A revamp of the technological infrastructure ensues, giving way to an articulation of Lumière 3.0.