The Ruler is all about authority and responsibilities.
But with power comes great responsibility and the Ruler needs to wield that power for good…or they will be tempted by the dark side.
The Ruler offers the chance to take authority over events and create new systems, organizations and a life that reflects their personal values.
"Power isn't everything, it's the only thing"
The Ruler has complete confidence their own power and authority. They live by their own values and being able to take responsibilities.
Rulers can really step up and take control in a chaotic situation. Rulers are also wonderful at empowering others. They accept they can’t create new systems on their own and they know how to recruit, coach and train others to implement their vision.
If we think about Kings, Queens, Rulers and Presidents we might think of paragons of virtue or we might think of dictators. Rulers can use their power for good, but they can also use it for personal gain at the expense of others. They also may seek to retain control by seeing any other views as opposing them and as threats to their rule.
Rulers As Customers
Gaining and maintaining power is the Rulers raison d’etre. They view it as the best way to keep their loved ones safe.
They like to exhibit this power and often are drawn to expensive trappings, displays and scale. They are drawn to sturdy, timeless pieces and products that are made to impress.
Ruler brands include, IRS, IBM, Ralph Lauren, Microsoft and American Express.
The Ruler Profile
- Core Desire: Control
- Goal: Creating a successful and prosperous life, company or family unit
- Fears: Chaos. Rulers rise up against chaos to install order, they fear a loss of power or being replaced.
- Strategy: To exert leadership
- Problems: Being considered authoritarian or even dictatorial
- Gifts: responsibility and leadership
Motivation: Lack of resources, order or harmony
Stage One: Taking responsibility for the state of your own life
Stage Two: Exerting leadership in family group organisation or workplace
Stage Three: Becoming a leader in your community field or society
Shadow: Tyrannical or manipulative behavior