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Something to listen to

Few stories seem to hold as much attention as the ones told by a survivor; they tap into universal themes of resilience, strength, and hope. These narratives often reveal our incredible ability to overcome adversity. 


“If I tell the sorrows of my heart it will burn my tongue, If I keep it in my heart I’m afraid it will burn me from the inside. But If I let it out, I fear that it will burn the world” - a father who lost his sons.

I’m listening to Yuval Noah Harari discuss how stories can unite or divide us. Some lead to cooperation, others lead to conflict. Wars are fought not just over resources or territory but over the underlying stories that justify and give meaning to those resources and territories. 


And we can also change our minds about stories too. I’m thinking of "The General" by Dispatch; particularly the lyrics "Take a shower, shine your shoes, you got no time to lose," It's a song about the futility of war. It tells the story of a war-weary general who, after a profound realization, urges his soldiers to abandon the fight and go live their lives. 

There is a term for when a positive psychological change occurs as a result of experiencing a highly challenging circumstance; they call it post-traumatic growth. I think, to a certain degree, we’ve all experienced or witnessed this at some point. It’s a soft sage-like patience in the moment of crisis; a profound calmness and understanding. 

Listen to Nina Simone's live recording of Who Knows Where the Time Goes. Some messages are more powerful when spoken softly. I feel gratitude when I listen to this song. You’ll recognize the survivor in her voice. 


These are our shared myths; they aren’t epic stories of gods and nations, they are personal narratives of survival. If you are into these moods, check out my Change is Gonna Come playlist. Fair warning, these are big feelings songs.


Something to look at

There’s a beautiful film about a man named Mr. Badii (played by Homayoun Ershadi), who drives through the outskirts of Tehran, searching for someone to help him with his plan to end his life. Directed by Abbas Kiarostami and set in contemporary Iran. It’s called "Taste of Cherry" and is a visual masterpiece in my view. The film goes into some deep existential questions about human connection, and life and death—these are big themes we all are familiar with, regardless of cultural background. This is an example of how stories can bridge cultural gaps and connect us through common human experiences.



It's a bit of a slow-paced film with moments of dialogue. Long takes and stationary shots allow the scenes to unfold naturally without cuts. This kind of visual and narrative strategy creates a space for the audience to get to know the story's characters.

This is a good way to approach brand development. It’s better to give enough time between changes for customers to familiarize themselves with the difference. We often refer to this as the 25% rule; as the minimum amount to retain. Gradual changes over time help maintain familiarity and trust with existing customers.


I often advise entrepreneurs to approach developing their business identity and personality similarly. Sometimes the core identity doesn’t emerge at first; I’ve worked with businesses that start with a particular idea, and by the time they launch, they’ve changed their entire model. So I find it’s better to leave room for the brand to grow along the same path as the business. 


Businesses are like people, as they grow so does their sense of identity and personality. Let the business story unfold naturally. A logo will become more meaningful over time. This is why I think a brand is as much built on reputation as it is on vision. The stories we tell shape identities and perceptions.





When a culture has a word in its language, it’s a sign of an idea that was visited before. 


Non-binary ideas on gender are often criticized as new and strange concepts. But, a short study on words that are over two hundred years old reveals how non-binary ideas on gender have been visited by cultures around the world for much, much, longer than most religious rhetorics and traditional narratives portray them to be. These words and their derivational word families often describe a wide spectrum of gender expressions, demonstrating how nonbinary ideas on sexuality have been a natural aspect of society. Human cultures have acknowledged the complexity of gender identity for centuries—our languages hold evidence.


Pandaka 

(Deriv. asittakapandaka, ussuyapandaka, opakkamikapandaka, lunapandaka, pakkhapandaka, napumsakapandaka) 

Used in ancient Sri Lanka to describe nonbinary genders, pandaka is a cognate from Pali. The origin of the term pandaka is thought to be derived from anda, which variously means `egg' or `testicle' in Pali, with the basic concept appearing to be that of a non-procreative sexuality. Subsequently, the derivatives of the term incorporate diverse expressions of genders and their sexual preferences, including exclusive fetishes, intersex individuals and those with a libido linked to lunar phases.


Ubhatobyanjanaka

(Deriv. ubhatō)

Found primarily in Buddhist Pali texts in Sri Lanka, Thailand, and India, the root of this term is ubhato meaning `two-fold', while byanjana denotes a sign or mark of gender or reproductive characteristic. Hence, in literal terms, the word means 'a person with the signs of both sexes/genders'. Bunmi Methangkun—late head of the traditionalist Abhidhamma Foundation in Bangkok, observes that the category of ubhatobyanjanaka persons described in the canon is understood as including both biological and ‘psychological’ intersex persons. 


Pakkha

(Var. kalapakkha, junhapakkha)

Used in India and sparingly in Sri Lanka, this term and its derivatives exclusively identify sexual expression responsive to the lunar cycle. Those becoming aroused during the waning moon (kalapakkha) and the waxing moon (junhapakkha) were recorded by the Buddhist scholar-monk Buddhaghōsa saying that a pakkha "becomes temporarily impotent for fourteen 'black days' of the month”.


Napumsaka

Used widely across South Asia to identify intersex people, this term communicates the idea of ‘half’. This is probably the reason for the popularity of the term, as the preposition of ‘half’ could be used to describe many gender expressions with both masculine and feminine characteristics.


Calalai

Used among the Bugis ethnic group in Indonesia, Calalai infers ‘to be a man’ and refers to biological women who represent themselves in masculine ways.


Calabai

Used in Indonesia, Calabai infers ‘to be a woman’ and describes people who have male biological sexual characteristics but occupy a role traditionally occupied by women. 


Bissu

Used in Indonesia, Bissu is a word used to describe the totality of masculinity and femininity. The etymology of the term is unclear but it probably derives from the Sanskrit word bhiksu, meaning monk. It refers to the spiritual role of this gender expression as they perform rites and are thought to bridge the worldly and the divine.


Hijra

Still used throughout the Indian subcontinent, the etymology of the word ‘Hijra’ can be traced to its Arabic root ‘Hijr’ which means departure or exodus from one’s tribe. It’s usually used to describe transgender persons and in a way, ties poetically with how all trans persons are in perpetual exile from the world and their own biological body.


Mukhannath 

(Deriv. khanith)

Found in classical Arabic and Islamic literature, this term is used to describe non-binary people, typically referred to as effeminate men or those with ambiguous sexual organs. Its etymology points to the meaning ‘variant’ and gave rise to the vernacular Arabic term ‘khanith’ used in some parts of the Arabian peninsula. 


Mudhakkarah

Used in classical Islamic texts, Mudhakkarah describes women who were masculine in appearance or mannerisms and preferred to function in roles typically carried out by men. 


Two-spirit 

(Incl. niizh, nádleehí, winkté, hemaneh)

In 1989, during a gathering in Winnipeg, Manitoba, LGBTQ people from North America adopted the term ‘Two Spirit’ to collectively identify themselves within their tribes. This term is used by tribes in Canada and the USA and serves as a unifying concept for the diverse gender identities acknowledged across various tribes. The term ‘Two Spirit’ was introduced as a universal term in English to foster broader understanding, although its meaning may not always translate to the complete or exact meaning of Native languages. 


✺ The attitude towards non-binary genders changed with influences like colonialism and religious states embracing orthodox values of a single belief system.  Within such contexts, some of these words have gained associations with criticism and negativity, and even given rise to colloquialized versions used as derogatory terms. However, all these terms have initially been used simply to identify, acknowledge, and distinguish diverse identities that were naturally present in society. Understanding the etymology and original meanings of these words allows us to use this language to create understanding rather than hostility.




The defining power of the Sage is intelligence. The Sage explores the world and themselves through information, knowledge, and understanding. Their core motivation is truth. In stories, the Sage is often portrayed as a wise mentor or guide, offering profound wisdom and guidance.


They say information is power, but when you’re a savant of truth you know that information without knowledge only leads to the paralysis of indecision. They say knowledge is wealth, but when you’re a savant of truth you know that it means nothing without the understanding to apply it to life’s complexities. Understanding is the key to opening any door, but when you’re a savant of truth you know that even understanding only gets you so far. Without truth, you have no compass. Without truth, you have no reason. Truth is supreme. Truth, alone, will set you free.


Central to the Sage archetype is the practice of introspection and observation. Sages are known for their contemplative nature, spending time to analyze and understand matters whether it’s work, life or spirituality. Through this tendency to dissect everything, those channeling Sage archetype are never short of insights. The Sage archetype is not limited by age or gender; it resonates with any entity that has a reservoir of know-how and insight from their analyses, observations and research. Whether through scholarly pursuits, spiritual practices, or life experience, those embodying the Sage archetype are revered for their breadth in knowledge, thorough understanding in their field of expertise and the ability to simplify complexities.


The Sage is one of the twelve archetypes of the universally recognized patterns of the human psyche as theorized by Carl Jung— the Swiss psychiatrist and founder of analytical psychology. We use them in our story design process. We created a more detailed guide to understand archetypes as a story design tool; it’s recommended as a supporting read to understand why Jungian archetypes provide a great framework to typify business personas in story design.



In this short guide focusing on the Sage archetype, we cover:

  • Businesses channelling the Sage

  • Sage stories

  • Is the Sage always old?



Businesses channeling the Sage


When the Sage is channelled by a business, it embodies qualities like wisdom and knowledge as well as being a voice of ethics connected to their work. Sage businesses also demonstrate a sense of authority that is quite different to that of the Ruler archetype; the authority of the Sage is intellectual and comes through demonstrating deep knowledge, expertise, and a commitment to sharing valuable insights with its consumers. Whether it's through thought leadership content, educational resources, or advisory services, Sage businesses establish themselves as trusted sources of wisdom, insight, and guidance, offering valuable perspectives and solutions to its consumers to help them make informed decisions.


Once, we helped a Colombo based financial securities group with a dominant Sage archetype to communicate their brand story within their corporate space. Ideas like the difference between knowledge and understanding and the importance of digging deeper in search of truth were central to this brand story told through space



With truth being a core persuasion of the Sage, integrity and ethics are fundamental principles for a business channelling this archetype. Sage businesses operates with honesty, transparency, and a commitment to ethical business practices; they value integrity over expedience, prioritizing long-term relationships and trust-building. By upholding high moral standards, the Sage businesses tend to cultivate a reputation for reliability, credibility, and authenticity.


Providing guidance is natural to the Sage. We’ve often noticed Sage archetype brands offering guides, mentorship programs, coaching workshops, or personalized consultations to their audiences.



In our own business, the Sage is the second most dominant archetype after the Creator. The Sage archetype comes into play in our love for rationalising the creative process through a methodology and our insistence on creating frameworks to start all projects (to the point our clients joke about it). We also practice 100% transparency in our fees and costings; We share a complete breakdown of each and every task required to complete an order. This comes as part of our costing process; it is discussed with prospective clients before activating work. In the spirit of full transparency, we share the time it takes to complete each task and respective our profit margins. We are open to alternative forms of payment, such as barter, and digital currency with long-term clients. See the Public Works brand articulation framework that unpacks how this archetype is channeled in our business. 

Some businesses naturally channel the Sage archetype; like educational institutions and online learning platforms focused on imparting knowledge and wisdom, such as universities, training academies, and e-learning platforms. Consulting firms and advisory services that provide expert guidance and strategic insights to businesses and individuals also embody the Sage archetype, offering solutions based on expertise and wisdom. Similarly, healthcare providers and wellness centers that prioritize holistic well-being and offer evidence-based treatments and advice resonate with the Sage archetype, as they aim to empower individuals with knowledge to make informed decisions about their health. Additionally, publishing houses, libraries, and media outlets that curate and disseminate information, literature, and thought-provoking content embody the Sage archetype by serving as repositories of knowledge. Spiritual organizations, meditation centers, and life coaching services that facilitate inner reflection, personal growth, and spiritual enlightenment also naturally align with the Sage archetype, guiding individuals on their journey toward self-discovery and drawing inner insights.




1901, Jiddu Krishnamurti. Public Domain. This childhood image of philosopher Jiddu Krishnamurti is a great representation of the youthful Sage. Despite the obvious innocence, a mind of deep introspection is evident in the thoughtful eyes of young Krishnamurti. Further into this guide, we tackle the question of whether the Sage is always old.


When we worked with a new school entering the Sri Lankan education market with a Sage archetype in its persona mix, we found it a natural channel for the broad spectrum of knowledge the college aimed to offer its students. The Sage archetype was a key determiner of the name, strapline and brand statement that we created for this school because its unusual learning culture and far-reaching education were the most powerful USPs of the brand. We created a brand name that hinted at the spark of intellectual curiosity that drives the Sage while the strapline and brand statement were designed to give a more serious view into the breadth and depth of the learning experience at the college.




Sage stories


One of the most popular story types associated with the Sage, particularly in the context of a business embodying this archetype, is the ‘journey towards understanding,’ story arc. This narrative follows the trajectory of a business on a quest for wisdom, knowledge, and discovery. In this story, the business could be the seeker of the story or the mentor offering guidance to its audience. 


Thought leadership is another popular and effective Sage story type; these stories help to reveal the trailblazing and visionary aspect of the Sage through groundbreaking perspectives that shape the future of their field. These stories showcase the Sage's expertise, foresight, and ability to anticipate trends and developments, inspiring others to embrace new paradigms and approaches. Narratives offering inspirational insights are great at building communities around a Sage brand. They help to uplift and motivate audiences, offering words of clarity, wisdom, and empowerment in the face of adversity. These stories draw upon the timeless wisdom of the Sage to provide guidance, comfort, and voice of reason and lucidity amidst uncertainty. Stories that delve into profound truths, those offering deep insight or unusual knowledge also favour the Sage archetype. These narratives allow the audience to see the understanding,  thinking and know-how that underpins the Sage business. Good visual storytelling with on-point symbolism and semiotics are a must for Sage archetypes. When it comes to written stories, meticulous language and rich uses of literary devices like symbolism, allegory, and metaphor, lend to the Sage archetype’s affinity for reflection and contemplation, allowing audiences to appreciate the business’ intellect and thinking. 


When we worked with a Colombo retailer channelling the Sage, we brought in the archetype’s wisdom to bring coherence to the chaos when COVID-19 shut down the world through a short and inspiring story offering clarity. We often leveraged the Sage’s ability to view things from unusual perspectives to bring out interesting facets of their products; like the allure of an all-black saree or finding parallels between Sri Lanka’s soil composition and the colour curation of a series of stoles.


When appropriate, we recommend some Sage businesses to include ‘How-to stories’ in their communication plans; these are stories that provide practical guidance and actionable advice with step-by-step instructions, tips, and strategies for achieving specific goals or overcoming obstacles, demystifying complex concepts and making them accessible to a broader audience. Whether it's mastering a new skill, navigating a difficult situation, or achieving personal growth, these stories serve as practical guides for success and help the Sage business build stronger ties with the audience.



Is the Sage always old?


We don’t think so. While the Sage is often depicted as an old, wizened figure and there are strong perceptions about this aided by pop culture, it’s an archetype with a relevance that extends beyond age and outward appearances. In our experience in making commercial stories, the Sage can also manifest in middle-aged or youthful, fresh, and intellectually vibrant personas. These younger Sages embody a contemporary understanding of wisdom, blending traditional knowledge with innovative insights and cutting-edge thinking. They harness the power of technology, social media, and digital platforms to disseminate knowledge, connect with audiences, and spark meaningful conversations. 



Get a quick snapshot of how we visually interpreted the young Sage brand persona from these two pages drawn out from a wider brand guide.



A young Sage may lack the same depth of experience as the old, wizened Sage that we typically associate with this archetype; but the young Sage compensates with fresh perspectives, innovative ideas, and a willingness to challenge conventional wisdom. They readily embrace new cultural trends, and emerging paradigms, infusing their teachings with a sense of youthful dynamism and relevance. Young Sage brands are more adaptable and open-minded, willing to experiment with new approaches, embrace uncertainty, and evolve with the times. They leverage their agility and flexibility to respond quickly to changing circumstances and address the evolving needs of their audience. Older Sages command respect and authority by their age, experience, and wisdom. They exude a sense of gravitas and credibility that comes from years of dedication to their craft. Young Sages, on the other hand, establish rapport and connection with their audience through relatability, authenticity, and shared experiences. They speak the language of their generation, leveraging social media, pop culture references, and informal communication styles to engage with younger audiences on their own terms. We’ve also noticed that young Sages often have a broader range of interests and a multidisciplinary approach to knowledge. They draw connections across diverse disciplines, synthesizing insights from various sources to provide holistic perspectives and innovative solutions to complex problems.


When we created a story for a talented young artist with a secondary Sage archetype, we highlighted the significance of his noesis to his art, particularly in highlighting how he draws inspiration from diverse disciplines like architecture. In this story, designed to communicate his artistic vision to museums, curators, buyers, and media, the Sage aspect of the persona complemented the Creator. In comparison, this story was designed for a senior artist with over forty years of experience in the art world to channel her secondary Sage archetype supporting the Creator; our approach was different.

Does your business leverage its knowledge, expertise, and work ethics? You may have a dominant Sage archetype. To find out how we can tell your commercial stories, get in touch.

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