Swiss psychologist Carl Jung created a collection of widespread personality archetypes in the 1940s. These, according to Jung, are inborn and inherited and represent a perfect representation of a person that cuts beyond time, space, and language. We can all instantly recognize and identify with the archetypes as people. They play a part in subliminally influencing our behavior, resulting in recurring behavioral patterns, wants, values, and motives that are all fueled by a single overriding objective.

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Personas—a word with Latin roots that meaning "mask"—represent the public image we want to create. Archetypes are different from personas. Our personas are intentionally created constructs that we are able to manipulate, either by projecting from an unconscious archetype or by relying on outside factors like societal norms.