Archetypal Psychological Leadership in Start-ups: Communicating Light instead of Shadow for High-Performing Teams

Katarzyna Hasnik
Aug 24
12 min read

Updated: Sep 27

Leading a start up is never just about just product, strategy, funding, or innovative technology to be faster than others. It is about people (listen customers, users, and team), and how they connect, how they clash, and how they grow together under pressure. Every founder and team member brings a mix of strengths and blind spots that show up in daily communication. This is where archetypes come in. They are timeless patterns of human behaviour that reveal both the Light of clear vision, creativity, and resilience, and the Shadow of fear, control, and distraction.

When leaders recognise these dynamics, especially in fast moving tech teams, they can turn potential conflicts into opportunities for growth. Archetypal communication offers a lens for navigating tension, inspiring trust, and holding the higher note when the Shadow provokes. In practice, it means knowing when to be the Seeker, when to embody the Ruler, and when to hold the ground of the Highest Priestess, always balancing clarity with empathy.

Archetypal Psychological Leadership in Start-ups: Communicating Light instead of Shadow for High-Performing Teams

Alchemy Psychological Archetypes Light Side vs Dark Side/Shadows

Light Archetypes In every archetype, the Light represents clarity, growth, and conscious choice, guiding with wisdom, compassion, respect, dignity, inner security, trust, and integrity.

The Shadow / Dark Side The Shadow, or Dark Side, by contrast, whispers, provokes, manipulates, or tempts, often subtly undermining or testing the Light. Cosmic Psychological Dance of Light and Darkness/Shadows

Light Cosmic WorkThe Light’s cosmic work is to recognise the patterns of the Shadow without absorbing them into one’s own spectrum. That is the ancient key to bringing Dark into Light and allowing it to shine until Shadows naturally dissolve.

Solve et Coagula (Dissolve to Merge) This principle, rooted in alchemy, describes the process of integrating and transforming energies: first dissolving (Solve) what is stagnant or dense, then recombining or merging (Coagula) into higher-order balance. In this way, Shadow elements are acknowledged, transformed, and harmonised without contaminating the Light.

Holding the Higher Frequency Energy Note

The Light holds the higher frequency energy note, acts with awareness, and transforms challenge into opportunity. It’s basically about maintaining that higher cosmic energy while refusing the bait of Shadow games. Light Notices the Shadow’s Moves The Shadow rarely speaks or acts with raw evil; instead, it whispers, play games e.g. hot and cold, gently manipulates, than deeper manipulation, flatters, provokes, or weakens resolve, and the Light must notice these patterns without being drawn into them and choose one of its lights to shine on the Shadow and allow it to become one, to transform in own time. Time of Potential TransformationInteresting Times come when Dark Side/Shadow Persona meets Pure Light Persona, whose naturally shine so bright that darkness can no longer hide their shadows. Similar to the Noon/Midday effect.

Mirror Reflection - Darkness of Blindness and Awakeness of Seeing Beyond the Spectrum

It’s Mirror Reflection, which brings Dark Side into more shadow, moves, dragging other shadows to diminish light.

Blue (Sleep) vs Red (Awaken) Pill

Dark Side/Shadow is wounded, weak, insecure, seeks approval, validation, has broken the status quo based on externals, not internals, and is manipulated by default (social circle, upbringing, karmic wounds, unhealed, sleeping in own darkness, depends on others). Dark Side/Shadow sleeps in the Blue Pill.

Light is the opposite, internally secure regardless of external, internal and eternal trust, trust rooted by default, confidence, without seeking any validation. Light is awakened - Red Pill.

The Karmic Wheel of Samsara, the Buddhist Wheel of Life/Bhavacakra.

Physical Age doesn't matter for personality growth. Emotional EQ is not measured by years, education or upbringing, and it is beyond Genes, DNA, blood, and family. It is cosmic.

Transformation Begins by Free Will Only

But if Light changes the way it shines (choose another form of light - another persona) after showing shadows, the Dark Side can, by free will, start to transform and become Light.

Takes time and observation from a good distance apart, warm but not too close, otherwise Darkness burns inside instead of transforming.

That brings us to Animus & Anima of Hieros Galmos - The Sacral Marriage of Alchemy of Arechtypes.

Timing: Light Travels, never stops. Darkness is stuck in its own shadow.

But Light shines on all and doesn’t wait for Shadow to come out of their darkness for too long…

EQ (Emotional Quotient / Emotional Intelligence)

Generally speaking the Archetypes are all about the maturity of EQ or lack of it. E.g. insecurity/status/false ego/external validation, etc. (Dark Side/Shadows) versus inner security, internal trust and eternal confidence, etc. (Light). IQ (Intelligence Quotient)

Measures cognitive abilities: logic, reasoning, analytical thinking, problem-solving, and memory.
Indicates how well someone can learn, understand complex concepts, and process information.
Traditional focus in education, testing, and technical fields.
Example: Solving math problems, remembering facts, and analysing patterns.

EQ (Emotional Quotient / Emotional Intelligence)

Measures emotional awareness and management: understanding your own emotions, reading others, empathy, and relationship management.
Indicates how well someone navigates social situations, resolves conflicts, and motivates themselves and others.
Increasingly recognised as critical for leadership, collaboration, and personal growth.
Example: Managing stress under pressure, understanding a colleague’s frustration, inspiring a team.

Key Difference:IQ = “How smart you are” in cognitive or technical tasks. EQ = “How emotionally smart you are” in understanding, managing, and influencing emotions — both your own and others’.

Interesting Note: High IQ doesn’t guarantee high EQ. Someone may be brilliant at solving problems but struggle with communication, empathy, or self-regulation. Conversely, high EQ can often compensate for moderate IQ in leadership, teamwork, and life satisfaction.

Phases of Light and Darkness/Shadows Spectrum Phases of life or even short events/triggers change the ratio between Light and Dark Side/Shadows. Ancient Psychological Archetypes are the foundation for MBTI, and MBTI is based on the Ancient Archetypes, as nothing was truly ever invented as new; it exists in a different form, under another name. MBTI Test Changes every cycle, e.g. may result in a transformation example:

In the year 2020 - The Advocate - INFJ

In the year 2025 - The Commander - ENTJ

Ancient Psychological Archetypes

1. Great Mother / Nurturer / Carer Giver

Light: Caring, protective, life-giving, supportive, guides others gently. Shadow: Smothering, controlling, overbearing, manipulative, guilt-inducing. Communication Style: Light → Shadow: Offers steady warmth but sets boundaries. “I care, but I trust you to stand on your own.” Shadow → Light: “Stay close, you can’t survive without me.”

2. Father / Sky God / Authority

Light: Protector, law-giver, fair, structured, guides with clarity. Shadow: Tyrannical, rigid, harsh, dismissive, domineering. Communication Style: Light → Shadow: Speaks with calm authority. “Here are the rules, and here’s why they matter.” Shadow → Light: “Obey me, I know best.”

3. Ruler / Leader / Queen / King

Light: Truth leadership, people follow not because they are told, but because they choose independently, regardless of gains or lack of them. Sovereign, responsible, inclusive, confident, lead by example, principles, mission, values, guides with vision, establishes guidelines, respectful of established boundaries (own and others). Dignity, integrity, clarity, can admit mistakes. Open-minded, listen to others, but aware of their potential shadows (Lion&Fox - Niccolo Machiavelli). Smart to lead independently but wise enough to receive perspective. Closeness. Never hurt to be able to lead or while leading. Teach a lesson, but don't punish. Leads by inclusion, not exclusion.

Shadow: Authoritarian, corrupt, manipulative, forces others, gains dominance by implementing fear. Wounded, insecure, self-entitled, entitled by status quo, birth rights, connections, avoidance, ignorance, silent treatment, build walls, unable to admit mistakes. Rigid, stiff, distance. Structure-oriented, even if not serving anymore. Hurt while ruling, excludes. Implement punishment and pain. Steps on others to get what she/he want, manipulate and use other shadows.

Communication Style:

Light → Shadow: Leads by inclusion. “Your voice matters, but responsibility must be shared and I keep accountability of actions more than words or titles.”

Shadow → Light: “You can’t handle responsibility; I should rule. I rule here, don't you know this? I am the boss! Listen to me! You have no right to take a voice.”

4. Empress / Emperor *Similar to above

Light: Confident, secure, governs with wisdom and care, nurtures growth, inspires unity, empathy, people are more important than the kingdom, land. Admits own fault. Open to listening and learn from others. Inspires respect and collaboration. Shadow: Arrogant, insecure, overbearing, self-centred, manipulative for power, insensitive, lacks understanding of others' needs, narcissistic, selfish, does not protect people, protects the kingdom regardless of the cost. Never admits fault. Put guilt and shame on others. It is not open to learn from others. Doesn’t collaborate. Disrespectful of others.

Communication Style:

Light → Shadow: “We grow together, not under me. We are important together.”

Shadow → Light: “Without my control, nothing will succeed. I am the centre. You are none, unimportant. You can be replaced easily.”

5. Hero / Champion

Light: Courageous, resilient, inspiring, motivates others through action. Shadow: Hubristic, reckless, dominating, dismissive. Communication Style: Light → Shadow: Shows courage without boasting. “I’ll face this with you, but we don’t need to destroy everything.” Shadow → Light: “You think you’re brave? Prove it, fight harder!”

6. Maiden / Young Woman or Man / Apprentice / Explorer

Light: Curious, open, receptive, ready to learn, renewing energy, innocent.Holds innocence without naivety.

Shadow: Passive, fearful, hesitant, dependent, weak.

Communication Style:

Light → Shadow: “I see the fear, but there’s also beauty here.”

Shadow → Light: “I’m too weak, save me!”

7. Trickster / Fool / Joker / Clown / Comedian

Light: Playful, witty, creative, sparks new perspectives, adaptable, self-ironic, sarcastic, banter, dry sense of humour, playful towards everyone equally, including oneself. Uses humour lightly, not as a weapon but as a playful wisdom, puts an ease on stress, triggers, secure inside, can take jokes.

Shadow: Deceptive, messy, chaotic, mocking others never oneself, destabilising, attention seeker, can laugh at others, make jokes about others but not about oneself, insecure inside, overprotective of oneself.

Communication Style:

Light → Shadow: “Let’s laugh at the absurdity, not at each other. Play the ball (situation), not the player. Take it with a pinch of salt. No need to take it seriously. Laugh together, not separate, behind the closed door.”

Shadow → Light: “Don’t take it as seriously. Why are you so serious? Seriously? You are overacting. Let’s make a mess (chaos).”

8. Sage / Wise One Woman or Man / Teacher / Guru / Mentor / Guardian / Prophet

Light: Insightful, reflective, calm, measured, guides with clarity, guardian of knowledge, mentor others, while being open to learn.Offers wisdom gently.

Shadow: Dogmatic, preachy, condescending, manipulative, close down for learning, listening, knowing “the best”, “my way or none”, irritate easily, impatient.

Communication Style:

Light → Shadow: “Here’s another perspective, if you want it.”

Shadow → Light: “You don’t know enough, listen only to me.”

9. Shadow (as archetype itself)

Light: Reveals hidden truth, encourages self-awareness, and confronts darkness.

Shadow: Repressed, destructive, accusatory, hostile.Acknowledges honestly.

Communication Style:

Light → Shadow: “Yes, this darkness exists, and we can look at it without running.”

Shadow → Light: “You’re not so pure, look at your own cracks.”

10. Warrior / Protector

Light: Disciplined, courageous, protective, stands for justice. Firm but not aggressive. Boundaries, manners, composure, respect, integrity, dignity. Win-win.

Shadow: Aggressive, domineering, threatening, controlling, fighting, violent, out of social manners, unregulated self and social boundaries, builds walls, disrespectful. Win-lose / lose-lose.

Communication Style:

Light → Shadow: “I’ll defend what matters, but I don’t need to crush you. I seek a solution, not war. Let's solve the problem, but not deny that it exists.”

Shadow → Light: “You’re weak if you don’t fight. There is a problem, you are a problem, you create it, and now we have war. I have to fight you to win, to prove you are wrong, I am right!”

11. Lover / Beloved / Seducer

*Seduction Archetypes - different order & variations Light: Passionate, devoted, warm, connective, inspires intimacy, inspires desire responsibly. Speaks from devotion and authentic desire, without attachment. Seeking closeness but not in exchange for freedom, independent but open to connection, trust with observation and care. Shadow: Obsessive, jealous, controlling, clingy, needy, dependent, gives freedom away easily, trusts too easily, naive, manipulative with affection or attraction. Communication Style: Light → Shadow: “I want closeness, but not at the cost of freedom. I want closeness and connection, while honouring freedom”. Shadow → Light: “If you loved me, you’d give up yourself. I can control your heart if I choose.”

12. I. Child / Innocent / II. Youngling / Initiate / III. Divine Child

Light: Pure, playful, curious, full of potential and wonder. Brings curiosity without helplessness.

Shadow: Helpless, immature, dependent, whiny.

Communication Style:

Light → Shadow: “I wonder what we can discover if we try together.”

Shadow → Light: “I can’t, it’s too hard, do it for me.” II. Light: Eager to learn, open to guidance, ready to grow, encourages exploration with patience. Shadow: Naive, hesitant, fearful, overly dependent. Communication Style: Light → Shadow: “Take your first steps. I’m here if you need support.” Shadow → Light: “I can’t do it alone, help me now!”

III. Light: Innocent wisdom, innate creativity, potential for transformation. Fosters wonder while grounding reality. Shadow: Unrealistic, fragile, overly idealistic, powerless. Communication Style: Light → Shadow: “Your curiosity is a gift; let’s shape it wisely.” Shadow → Light: “I can’t survive without someone else protecting me.”

13. Healer / Shaman

Light: Compassionate, restorative, symbolic, deep listener. Seeing beyond the matter. Compassionate but not self-sacrificing.

Shadow: Martyr-like, manipulative, confusing, self-righteous. Inability to learn from others. Closeminded.

Communication Style:

Light → Shadow: “I’ll walk with you, but I won’t carry your burden.”

Shadow → Light: “You’ll never heal without me.”

14. Rebirth /Death Bringer / Destroyer / Rebel / Challenger / Revolutionary / Anarchist / Iconoclast / Provocateur / Liberator / Boundary-Breaker / Outlaw / Disruptor / Trouble Maker

Light: Transformative, clears space for growth, liberating, challenges stagnation, inspires necessary endings, pushes boundaries to create opportunity, sparks innovation through disruption. Break Old to Establish New. Transform social circles, nations by seeing and exposing rigid structures no longer serving the upcoming future. Honours endings without cruelty. Shadow: Nihilistic, cruel, destructive, cold, anarchic, resentful, sabotaging, impulsive, obsessive about tearing down without vision. Communication Style: Light → Shadow: “Something must fall away, but not you as a person.” Shadow → Light: “It doesn’t matter, let’s burn it all down. Rules don’t apply; everything must be overturned. I will destroy first, think later.”

15. Creator / Artist / Builder / Innovator / Craftsman

Light: Innovative, imaginative, visionary, inspires creation. Instinct, Intuition, Gut feeling. Inspires instead of criticises.

Shadow: Perfectionist, critical, obsessive, rigid, stuck, attached.

Communication Style:

Light → Shadow: “Let’s try building this, even if it isn’t perfect.”

Shadow → Light: “That’s not good enough, don’t even bother.”

16. Seeker / Explorer / Wanderer / Adventurer

Light: Curious, adventurous, reflective, open-ended. Stays open and grounded.

Shadow: Restless, rootless, avoids commitment, distracted.

Communication Style:

Light → Shadow Communication: “I’m curious, but I’ll keep a home to return to.”

Shadow → Light Communication: “There’s something better out there, don’t settle ever.”

17. Highest Priestess / High Priestess / Mystic of Alchemy / Alchemic Queen / Alchemic King

*Transformation by Present, Poise, Modesty, Grace, Decorum, Honour, Composure, not Kingdom, Order or Rules

Light: Shares guidance without manipulation. Leads with integrity and vision just by being present. Intuitive, spiritually wise, transformational, visionary leader, guides with insight and clarity, balances power with wisdom.

Light poses naturally:

Dignity: calm self-respect, and respect of others that radiates, it is liminous authority without dominance

Decorum: graceful conduct, elegance in behaviour

Delicacy: sensitivity, subtle strength, refined presence

Discernment: clarity in perception, wise judgement

Depth: profound presence, grounded insight

Devotion: commitment with humility and heart, regardless of gains

Detachment: poised distance that allows clarity without coldness

Shadow: Secretive, manipulative, deceptive, controlling information, access to shared knowledge, and misuses influence for personal gain, coldness, ungrateful, lack of compassion, and empathy.

Communication Style:

Light → Shadow Communication: “The answers lie within; trust the process, answers are in us, I am here to help you to awake your power.”

Shadow → Light Communication: “You are powerless without my (hidden) knowledge; follow me blindly and you might be one day closer to the hidden power.”

18. Magician / Witch / Master / Spiritual Guru / Teacher of Magic / Transformation / Alchemy / Psychology

Light: White Magic: Transformational, creative, uses wisdom and skill to influence positive change, empower, and teach white magic. Demonstrates mastery with integrity.

Shadow: Black Magic: Deceptive, controlling, manipulative, misuses power, dominates instead of empowering

Communication Style:

Light → Shadow Communication: “Power works best when shared and understood.”

Shadow → Light Communication: “If you don’t follow my rules, you will fail.”

Final Summary: Light, Shadow, and Archetypal Work

In every archetype, the Light represents clarity, growth, and conscious choice, guiding with wisdom, compassion, respect, dignity, inner security, trust, and integrity. The Shadow, or Dark Side, whispers, provokes, manipulates, or tempts, often subtly undermining or testing the Light. Recognising these patterns without absorbing them is the key. The Light holds the higher note, acts with awareness, and transforms challenge into opportunity. It is striking because the Shadow rarely speaks with raw evil. Instead, it flatters, provokes, or weakens resolve, and the Light must notice these patterns without being drawn in.

The Light’s cosmic work involves discerning and integrating Shadow elements without contamination. This is the essence of Solve et Coagula (Merge to Dissolve), an alchemical principle describing the process of dissolving stagnant or dense energies and recombining them into a higher order balance. In practice, this allows Shadow aspects to transform naturally and harmoniously without resisting or suppressing them.

Holding the higher frequency energy note, the Light navigates challenges with awareness, compassion, and strategic clarity. This approach parallels EQ versus IQ. IQ measures analytical and cognitive ability, while EQ reflects emotional awareness, empathy, and relational intelligence. Just as the Light works with Shadow, EQ enables recognition and management of emotional patterns, fostering personal growth and relational harmony.

Through conscious archetypal work, whether as Seeker, Hero, Lover, Ruler, or Highest Priestess, the Light manifests in action, leadership, and creative transformation. By observing Shadow without being ensnared, and by applying Solve et Coagula, the Light guides development, inspires others, and turns challenges into opportunities for growth, wisdom, and conscious evolution.