An archetype is an original model of a person, ideal example, or a prototype after which others are copied, patterned, or emulated; a symbol universally recognized by all. Archetypes put context to a situation. We use archetypes, for example, in marketing. We create brand archetypes to assign a personality to the brand. An example of such a model is shown at right. In political debate, it's useful to understand whether a commentator is an "archetypical democrat" or an "archetypical republican." This helps frame their comments so we know where they are coming from.
Listing to the Voice of Innovation is the same. As I read blogs, interviews, podcasts, and books on innovation, I try to determine the author's innovation archetype so I know where they are coming from. I observe at least four of these.