The spellbinding nature of archetypes can produce the Pygmalion effect. And also the Golem effect. The Pygmalion effect is a phenomenon where your higher expectations will lead to better performance from people. In contrast, the Golem effect is a phenomenon where lower expectations, set by yourself or others (especially those you consider to be in authority) result in poorer performance and outcomes.

This means you can “bless” others with the qualities of the highest potential of an archetype.

• “He’s a great storyteller” taps into the highest potential of the inner Storyteller archetype.
• “She’s a powerful athlete” taps into the highest potential of the inner Athlete archetype.

Even just by thinking in this way you allow others to act up to a higher standard. The result is the Pygmalion effect.

Low expectations confine others to a low standard. You can also endow others with a less-than-average potential of an archetype. You know you’ve been caught in the Golem effect when certain people make you unusually nervous, or you make mistakes in their company, when normally, you would not.

Our thoughts make others self-conscious. It really is a case of: it’s the thought that counts. Our thoughts create our personal atmosphere. If we suspend thoughts that create a negative emotional atmosphere, we can help the other person feel less self-conscious, and less open to making mistakes they wouldn’t usually make. If you’re thinking the following about someone in your company, then you know you are manifesting the Golem effect:

• “She’s a boring storyteller” obstructs access to the highest potential of the inner Storyteller archetype.
• “He’s a poor athlete” obstructs access to the highest potential of the inner Athlete archetype.

In reverse to the Pygmalion effect, this time you have contributed to the Golem effect.

An archetype can work like a spell by providing a structured framework for our behaviour and mindset. It influences our actions and decisions in a predictable, and positive or negative way. When someone unconsciously adopts the qualities of an archetype, either positive or negative, they internalise its attributes and expectations, and this is what guides their actions.

If you’re aware of the positive and negative power in archetypes, it allows you to consciously bless others with the positive qualities of an archetype. It allows you to spot any potential traps associated with the negative side and transform the Golem effect into the Pygmalion Effect. People are then in a better position to choose their attitude and response to their own expectations and those of others. Of course, it helps to be familiar your personal archetypes so you can recognise when you’re projecting the best or worst onto others.

As universally recognised patterns of thinking, feeling and acting, each archetype creates a powerful narrative and set of behaviours that people unconsciously follow, especially if they’re not aware of their personal archetypes. This archetypal narrative influences their actions, mindset, and interactions with others. Archetypes give you the ability to uplift them.