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The Creative Archetypes Profile™ is the first scientifically grounded tool to map creative capability across your entire organisation — by team, by level, and by individual
Why Creativity Matters
Why Creativity Matters
The world is changing faster than ever. AI, automation, and digital transformation are reshaping industries and careers.
According to the World Economic Forum's The Future of Jobs Report 2025, creative thinking is among the most important skills for the future. Yet the same data shows that many skills once deemed essential are now declining in importance—including leadership and social influence, marketing and media, quality control, and even analytical thinking.
What worked yesterday may not work tomorrow. Straightforward expertise is no longer enough.
Yet most people have never received meaningful feedback about their creativity.
They know their IQ. They know their personality type. But they have little idea what makes them creative—or how to become more creative.
The Creative Archetypes Profile™ was created to change that.
The Problem
Most organisations measure what they've already produced. New product sales. Patents. Awards. Revenue from innovation.
None of that tells you why your best people are creatively blocked. None of it tells you which creative capacities your culture is suppressing. None of it tells you what you're capable of before the results come in.
The Creative Archetypes Profile (CAP) measures something different: the creative capability that exists inside your organisation right now — and what is limiting its full expression.
The Three Archetypes
The DNA of creativity reveals any creative idea has three core aspects, each of which requires a specific personal — and cultural — attribute. These attributes are embodied in the three Creative Archetypes.
The Sage delivers expertise. Knowledge, skill and lived experience. The capacity to produce work of genuine quality and depth.
The Explorer delivers openness. Curiosity, tolerance for uncertainty, and the humility to be changed by outside influence.
The Trickster delivers counterintuitiveness. The courage to stand against convention, trust instinct, and embrace the genuinely strange.
Every organisation has all three. Most are strong in one, adequate in another, and quietly starved of the third. That imbalance is where creative potential is lost.
How It's Different
McKinsey measures what your organisation already did. The CAP measures what it's capable of.
Lagging vs Leading. Innovation scores measure past performance. The CAP maps the creative capacity that determines future performance — before outcomes appear.
Outputs vs Capability Financial metrics tell you whether the harvest was good. The CAP studies the soil — the human capacities that generate ideas before they reach the market.
Aggregate vs Granular Industry benchmarks compare you to peers. The CAP reveals the gap between what your leaders believe about your culture and what your people actually experience. That gap is the diagnosis.
Three-Tier Insight
The most important finding in any organisational CAP is not just the scores themselves.
It is the gap between them.
The assessment is administered at three levels: senior leadership, middle management, and individual contributors. Where those scores diverge — where leaders believe the culture is open and collaborative but employees experience it as closed and hierarchical — that divergence is where the real intelligence lives.
No other creativity tool shows you what you need to know in precisely the parts of your organisation governing creativity.
Where Is It From?
Designed by Dr. Michael Bloomfield PhD — anthropologist, semiotician, and creativity researcher with thirty years of fieldwork and doctoral research across eight universities and organisations including the BBC, Deloitte, Virgin, The Guardian, Barclays, Omnicom, P&G and IBM.
The Creative Archetypes framework draws on scientifically established creativity research, anthropology, cultural history, neuropsychology and symbolic theory.
Taking it personally? Discover your own creative profile at kermanu.com
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