Most people who start a business aren’t entrepreneurs.

The word "entrepreneur" gets thrown around too easily today. People start a newsletter, open a coaching offer, or launch a product. They proudly wear the badge of an entrepreneur. There is nothing wrong with that, but it won’t help you building a business.

True entrepreneurs operate differently. They think differently They build differently. And most importantly they’re wired for risk and scale in a way most creators simply aren’t.

This matters. Because if you misread your own nature, you’ll follow the wrong playbook. And that’s the fastest path to burnout.

What if there’s another way? One that starts not with strategy, but with self-awareness.

That’s where the archetypes come in.

I've observed countless creators and aspiring founders begin passionately, only to hit a wall. They juggle every role, feel overwhelmed, and wonder why their business dream turned into another exhausting job. The problem? They're applying entrepreneurial strategies without having an entrepreneurial nature.

Archetypes in Business

The solution lies in recognizing your dominant business archetype. Archetypes, originally introduced by psychologist Carl Jung, offer deep insights into human behavior. We can apply this powerful tool directly to business. Though everyone carries traits of each archetype, usually one leads, significantly influencing your strengths, blind spots, and ultimate business potential.

For clarity and simplicity, I'll focus here on three primary archetypes: the Artist, the Manager, and the Entrepreneur. Understanding which one you embody allows you to build authentically, leverage your strengths, and compensate for your natural weaknesses. It clarifies key business decisions: who to hire, what systems to create, and how (or even whether) you'll scale.

Let’s break each one down.

1. The Artist

• Core drive: Mastery and creative expression
• Superpower: Deep talent and devotion to craft
• Weakness: Struggles with scale and delegation

Artists create value through love. And that love shows.

If you're a creator, there's a good chance you're an Artist at heart.

The Artist archetype isn't limited to painters, designers, or writers. It's anyone who leads with talent, care, and devotion to the craft. Artists are driven by mastery and meaning. They want their work to speak for itself. They care deeply about their clients or audience (sometimes even more than they care about the business itself).

You can feel the Artist’s presence in any great brand. The copy that sings. The coaching that changes lives. The product that’s so good it feels like magic.

• At their best: The Artist creates extraordinary value through talent, care, and connection.
• At their worst: They become the bottleneck. The business is just a job with no exit.

2. The Manager

• Core drive: Order and efficiency
• Superpower: Building and optimizing systems
• Weakness: May struggle to innovate or lead

Managers love turning ideas into action. 
They don’t need the spotlight. They want results.

Managers love organizing, streamlining, and improving how things run. They're not focused on creating the product or service itself. What they want is to get a great result. They are the glue between vision and execution. They love solving process problems and keeping teams aligned.

At their best: Managers turn chaos into structure and ideas into reality.
At their worst: They protect the status quo and lose touch with innovation.

Important note: Not all Managers are leaders. Leadership requires vision and inspiration. Some Managers make amazing COOs, but not all are ready to drive the ship.

3. Entrepreneur

• Core drive: Opportunity and leverage
• Superpower: Building and scaling profitable businesses
• Weakness: Emotional detachment from products or services, risk-taking leading to instability

Entrepreneurs don’t fall in love with the work. 
They fall in love with the leverage.

Where Artists love the craft and Managers love the process, Entrepreneurs love the game.

The true Entrepreneur isn’t emotionally attached to a product, service, or even industry. They’re focused on building and scaling businesses. They’ll sell a successful company without blinking and start another one next week in a totally different space.

Entrepreneurs see opportunity everywhere. They move fast. They take big risks, make bold bets, and have a high tolerance for uncertainty.

They’re wired to build systems, hire great people, and get out of the way. For them, success looks like building a machine that prints money without needing their constant involvement. And if that machine breaks? They’ll build another one.

None of these archetypes is “better” than the others. They’re all essential. But knowing your archetype allows you to build around your strengths and proactively address identify your blindspots.

In my experience, most founders and creators are Artists at heart. That’s why the rest of this article will focus on what it really means to build a business as an Artist and how to avoid the traps that come with it.

From Operator to Owner

As an Artist archetype, I can almost guarantee that you don't own a real business. You own a job. And not a cushy CEO job where you delegate from your private yacht. No, I'm talking about the kind of job where you work your ass off, and if you stop, so does the money.

I know, because I've been there.

If you're an Artist at your core, your work isn't just work. It feels like an extension of yourself. You pour your heart into it, which is exactly why the thought of selling your business feels like selling your soul. That's also why most Artists have zero exit strategy. Most don't even know what it is, let alone why they need one.

But here’s the uncomfortable truth: 

If you ever want to achieve financial freedom, you absolutely must have an exit strategy.

Wait, what the heck is an “exit strategy”? Glad you asked. An exit strategy is basically your plan for how to eventually step away or sell your business. Entrepreneurs get this immediately. They start businesses specifically to sell them later, cash out, and move on to their next big idea. They have no problem divorcing themselves emotionally from the business. They’re perfectly fine selling their life’s work because it was never about the work itself. It was always about the payoff at the end.

Entrepreneurs are willing to sell their life's work. For an Artist this sounds almost impossible to do. Instead, they end up stuck, self-employed in a stressful, inefficient, yet high-paying job. You’re basically an employee in your own company. If you don’t show up, neither does your paycheck.

And this goes on and on. Many Artists are still grinding away long after retirement age, stuck on a treadmill they can’t step off. Vacations? Good luck. Days off? Sure, if you don’t mind losing money. Sounds awesome, right?

I learned all this the hard way. My business became a relentless job, no matter how much money it made. It wasn’t until I finally understood the real meaning of an exit strategy that things changed. And it changed everything.

Here’s the secret:

An exit strategy doesn’t necessarily mean selling your business.

It means intentionally designing your business to run smoothly and profitably without your constant involvement. In other words, it’s turning your job into an actual business.

Here are five moves that can transform your Artist business from an endless hustle into a powerful, freeing, and scalable expression of your gift:

1. Document Your Genius

You have a gift. A way of doing things that produces results other people can’t replicate. But if it's all stuck in your head, it’s a liability, not an asset.

Start small. Outline how you work with clients. Record your screen. Turn your magic into frameworks. Create clear, repeatable systems that someone else could follow without completely messing it up.

Think of this as turning grandma’s special recipe into something your cousin could cook without poisoning everyone.

Ask yourself: if someone needed to take over your role tomorrow, could they do it? If the answer is no, start here.

2. Admit You Can’t Do Everything

Artists tend to be perfectionists who secretly believe they're better at everything. Spoiler alert: you're not. The sooner you admit you suck at certain things (administration, accounting, sales…pick your poison), the sooner you can hire someone who doesn't suck at it.

Outsource task and hire other Artists. Maybe you need a Manager to handle systems or an Entrepreneurs for rapid growth or advice. You stick to your craft. Everyone wins.

3. Create Scalable Offers

If your entire business model involves personal one-on-one time, you're headed for burnout city. You have limited hours, and once they're gone, so is your income.

Scale means creating products or services that serve multiple people simultaneously. Online courses, group programs, digital products or anything that can deliver huge value without needing constant hand-holding. Think Netflix, not Blockbuster. (You remember Blockbuster, right? Exactly.)

“I’ll just raise my prices” works until it doesn’t. Scaling isn't about charging more. It’s about decoupling time from value.

4. Build Recurring Revenue

Every Artist knows the feast-and-famine cycle. One month you’re on top of the world, the next you’re in a panic spiral, wondering if it’s all over.

Recurring revenue = stability = sanity.

Memberships, retainers, subscriptions, licensing, partnerships or anything that keeps cash flowing when you’re not in the trenches. You can’t create from panic.

Freedom isn’t just about time. It’s about knowing next month is covered.

5. Think Like an Investor

You don't need to become Warren Buffett overnight, but you can't keep all your eggs in one basket either. If your business income dries up tomorrow, what's your backup?

Start taking a portion of your profits out regularly and investing them into stable, long-term investments. Think low-cost ETFs, index funds, or even real estate. It doesn't need to be complicated. The goal is simple: build wealth that doesn't rely solely on your daily grind.

Diversifying your income isn't just smart, it's your insurance policy against sleepless nights and endless stress.

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Reflection Time (a.k.a. Tough Love Questions):

"If I vanished tomorrow for a month, what would implode first?“

Congrats, you’ve just identified your top system to build immediately.

"Which tasks repeatedly drain my energy?“ 

Those should go first to someone else.

"What's one scalable offering I could launch this quarter?“

Your future sanity depends on it.

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Trust me, I didn't learn this stuff because I'm naturally brilliant. I learned it because I made all the painful mistakes already (you're welcome). But now, instead of a never-ending hustle, I have freedom to create, rest, or even vanish to a 10-day meditation retreat.

This is your way out of the endless job you accidentally built for yourself. You deserve a business that gives you freedom, not one that chains you to your desk forever.