The Entertainer

About the Entertainer

Everyone wants more fun in their life, and Entertainers are great at making things fun. The Entertainer encourages us to live in the moment and see the joy in life. Like the court jesters of old, this archetype also serves a critical role: it pokes fun at things that are too serious and holds a special license to speak truths no one else will.

We love Entertainers because they make us laugh, give us an escape from daily stress, and offer a breath of fresh air from boredom.

If your product, service, or brand is an invitation to stop and enjoy life, the Entertainer may be your archetype. Entertainer products are often priced moderate to low, and they might include guilty indulgences that aren’t strictly good for you but offer a mini-vacation, an invitation to live a little. This archetype is also an excellent fit for a subversive brand pitting itself against a large, self-important competitor, the way Pepsi plays against Coca-Cola.

The Entertainer Subtypes

Party and Play

This subtype focuses on fun for its own sake, where any excuse is a good excuse for a party. Party and Play brands are savants of self-gratification and pleasure, seeing joy as the most valuable pursuit. The question this brand answers: “What is worth celebrating?”

On Stage

Also known as the Comedian or the Singer. On Stage loves being the center of attention. This subtype teases, plays pranks, and encourages us not to take things too seriously, giving us a place to escape our ordinary lives. The question: “What is your talent, and how can you make people feel good?”

The Thrill Seeker

Also known as the Gambler or Daredevil. The Thrill Seeker is comfortable with risk and does things others won’t because they’re too dangerous. They feel alive through extreme behaviors, rely on intuition, and show people what’s possible when you aren’t held back by fear. The question: “What are people afraid of, and what can I show them through that fear?”

The Entertainer’s Worldview

The Entertainer’s highest value is fun, and its sworn enemy is boredom. This archetype prizes excitement, humor, joy, amusement, anything clever, and living fully in the moment.

Entertainers believe you only live once, so make the most of it. Don’t take life too seriously, go with the flow, and remember that laughter is the best medicine. Their enemies are anything that stifles fun: censorship, judgment, etiquette, perfection, and the admonition to “be quiet.” They also resist exclusiveness, because they want everyone invited to the party.

The Shadow Side

Every archetype has one. The Entertainer’s shadow includes difficulty dealing with tragedy, wasting time, ignoring the future, and being irresponsible or frivolous. This archetype can need too much attention and validation, and it’s prone to procrastination. Great Entertainer brands keep the party going while still delivering on their promises.

Brand Don’ts for the Entertainer

• Never take anything too seriously, including business, life, or ideas.
• Don’t spread hate or fear, and don’t focus on anything depressing.
• Avoid promoting education and sharing information over pure entertainment.
• Don’t adopt a “guru” or authority status.
• Instead of building authority, topple self-satisfied people by poking fun at them.