The 15 Executive Archetypes
Every seat in your Starting Five requires a specific profile. Explore how each archetype operates, wins, and deals with pressure.
Founder Seats
F1 – F3
Orientation 1: MeaningVisionary Founder
Character in Book: Jetson
F1s don’t think outside the box; they burn the box down and inspire teams around a compelling destination.
Orientation 2: SystemsBuilder Founder
Character in Book: Jane
F2s don’t burn boxes down; they build structured systems that endure beyond individual effort.
Orientation 3: SpeedOpportunist Founder
Character in Book: Vic
F3s are built for speed and market timing, spotting commercial gaps before others recognize them.
CEO Seats
C1 – C3
Orientation 1: MeaningBeliever CEO
Character in Book: Marcus
C1s don’t just run companies; they preserve the core identity and mission that make the business worth scaling.
Orientation 2: SystemsExecutor CEO
Character in Book: Lisa
C2s don’t burn down existing models; they build disciplined operational cadences that turn strategy into results.
Orientation 3: SpeedDisruptor CEO
Character in Book: Derek
C3s don’t preserve status quos; they break legacy constraints to capture major market inflection points.
Operator Seats
O1 – O3
Orientation 1: MeaningOptimizer Operator
Character in Book: Karla
O1s don’t just improve processes; they optimize workflows while preserving human dignity, craft, and sustainable quality.
Orientation 2: SystemsStabilizer Operator
Character in Book: James
O2s don’t wait for permission to create structure; they impose order on chaos to guarantee repeatable delivery.
Orientation 3: SpeedDriver Operator
Character in Book: Henry
O3s cut through friction and excuses to hit numbers and ship on time, every time.
Marketer Seats
M1 – M3
Orientation 1: MeaningStoryteller Marketer
Character in Book: Judy
M1s don’t just promote products; they build deep narrative resonance that turns customers into devoted brand advocates.
Orientation 2: SystemsArchitect Marketer
Character in Book: Spencer
M2s live for marketing infrastructure, connecting systems to turn brand interest into predictable revenue pipeline.
Orientation 3: SpeedHacker Marketer
Character in Book: Elroy
M3s don’t wait for long campaign planning; they run fast micro-experiments to uncover immediate growth channels.
Finance Person Seats
X1 – X3
Orientation 1: MeaningSteward Finance
Character in Book: Mack
X1s don’t chase growth at all costs; they protect company solvency, compliance, and multi-cycle survival.
Orientation 2: SystemsCapitalist Finance
Character in Book: Melissa
X2s don’t just manage accounting; they structure capital efficiency to maximize return on invested capital.
Orientation 3: SpeedAccelerator Finance
Character in Book: Cyrus
X3s don’t view capital as something to store defensively; they deploy it aggressively to corner markets fast.
Not sure which jersey you or your teammates are wearing?
Take the 5-minute Game Plan assessment to diagnose your primary archetype and identify team blind spots.