16 Business Identity Types

 

The Traditionalist

Examples: Macy’s  | Blockbuster   | Kodak 

  • Motivated by the past

  • Conservative (with resources, not necessarily politics)

  • Legacy-oriented

  • Reputationally strong

 

The Reluctant Heir

Examples: IBM  | Yahoo  

  • At a crossroads

  • Big on imagination, low on execution

  • Conflicted between vision and execution

  • Disruptive in intent, but not practice

 

The Soldier

Examples: Checker's Drive-In  | Honda   | Kia 

  • Loyal

  • Respectful

  • Observant

  • Marked by simplicity

 

The Hobbyist

Examples: Scrub Daddy (Shark Tank)    | Zip2   | Delorean Motor Company  

  • Curious but cautious

  • Detail-oriented

  • Distractible

  • Reactive

 
 

The Student Teacher

Examples: Big Brothers, Big Sisters

  • Energetic

  • Optimistic

  • Limited by resources

 

The Activist

Examples: Teach for America | Bernie Sanders 2016 Campaign

  • Diverse

  • Subversive

  • Passionate

 

The Old Cowboy

Examples: NASA | Texas

• Independent

• Selective 

• Long Suffering 

• Resourceful  

 

The Prophet

Examples: ACLU | Atlantic Records in the 1950's

  • Charismatic and engaging

  • Doggedly determined

  • Highly mission/vision driven

  • Values passion over experience

 
 

2- Minutes to Complete

 

The Anarchist

Examples: WeWork Pre-2019 | Theranos | Google Pre-1999

  • Passionate

  • Disruptive

  • Difficult to sustain

 

The New Guard

Examples: Uber | YoutubeTV

  • Profit driven

  • Up and coming

  • The "new" way of doing something old

 

The Maverick

Examples: Space X | Google 1999-2011

• Optimistic 

• Confident 

• Disruptive 

 

The Scientist

Examples: Goop Labs | Hims | Tesla | Google (Current)

• Specialized 

• Structured for prolific experimentation 

• Ambitious and focused 

 

The Duchess

Examples: Porsche | Gucci | Pelaton | Chick-Fil-A

• Exclusive 

• Dedicated to quality 

• Relational

 

The Way Maker

Examples: Glossier | Teledoc | Kylie Cosmetics | Airbnb

• Innovative 

• Story and mission driven 

• Brand-forward 

 

The Old Guard

Examples: McDonalds | JP Morgan Chase | Deloitte | ComcasT

• Established 

• Grounded in reputation 

• Influential 

 

The Energizer

Examples: Instagram | Lulu Lemon | Deisel Clothing Brand

• Profit-focused 

• Energetic 

• Influential 

 

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