In this episode of The LIGHTWORK Podcast I explore the concept of the 12 Archetypal Personalities as identified according to Carl Jung and how they relate to our modern, everyday experiences of self and the world around us including: Understanding our self, the roles of others in our lives and ours in theirs, our connection to ancient knowledge through the 'Collective Unconscious' and Memes and also how brand archetypes are used to influence our buying and spending habits. 

Sources: https://conorneill.com/2018/04/21/understanding-personality-the-12-jungian-archetypes/