What is the Founder Archetypes 9-Grid?

A framework that maps founders across two dimensions: their approach to building the product (Vision, Others, Self) and their ego driver (Rich, Monarch, Change). The nine intersections reveal distinct founder archetypes, from Super Fundraisers to Influencers.

Where does the ego driver concept come from?

Derek Lidow's research, notably his HBR article 'Before You Start a Business, Listen to Your Ego,' categorizes founder motivations into the desire to be rich, the desire to be in charge (monarch), and the desire to make a change.

Where does the product approach axis come from?

Inspired by a Slush 2019 interview with Kristo Ovaska (Smartly) and Miki Kuusi (Wolt), who discussed building for your own needs (Self), for others' needs (Others), or to realize a vision for a better future (Vision).

Are purpose and profit mutually exclusive?

No. The framework deliberately shows that purpose-driven change can coexist with any approach. Even a bank or hedge fund can be purpose-driven — it is about aligning the business essence with net positive impact.

What did Henrik Asklöf's research find?

His bachelor's thesis at Aalto University explored internal and external factors influencing startup founders in Finland's student-led ecosystem. It found that curiosity, social networks, and comfort with uncertainty were notably prevalent among founders who came through student-led entrepreneurship.

How does student-led entrepreneurship shape founders?

Communities like Aaltoes, Startup Sauna, and Slush created an environment where entrepreneurship became a viable career. Before Slush started, only a handful of university students could imagine themselves as entrepreneurs; today, more than half can.

Can this model help with founder syndrome?

Yes. By honestly examining a founder's ego driver and approach, stakeholders can identify suitable interventions for founder syndrome or even prevent it from manifesting. It also helps discuss what talent the company can realistically attract.

How does Spiral Dynamics relate to this framework?

Spiral Dynamics offers a complementary lens for understanding the evolutionary development of individuals and organizations. It may be better suited for identifying founders who can build purpose-driven companies and help them evolve their thinking.

Back to Resources Original article

Framework · Entrepreneurship & Identity

What Kind of People Become Startup Founders

A 9-grid framework mapping founder archetypes across ego drivers and product approach — grounded in research from Finland's student-led entrepreneurial ecosystem. Originally published on Just Thoughts Podcast #8, referencing Nordic Notes #3 by Josefina Kotilainen.

Too long; did read

•Founders can be mapped on two axes: their approach to building (Vision, Others, Self) and their ego driver (Rich, Monarch, Change).
•Purpose and profit are not mutually exclusive — even a bank can be purpose-driven.
•Research from Finland's student-led ecosystem shows curiosity, social networks, and comfort with uncertainty define entrepreneurial founders.
•The grassroots ecosystem made entrepreneurship a viable career — from a handful of students to more than half seeing themselves as founders.

The 9-Grid: Founder Archetypes

Click any cell to explore the archetype.

Rich

Monarch

Change

Ego Driver →

Vision

Approach ↓Others

Self

Traits of Student-Led Founders

From Henrik Asklöf's research at Aalto University — interviewing 16 founders from Finland's student-led entrepreneurial ecosystem.

Curiosity

An intrinsic drive to explore and understand, consistently identified as a core entrepreneurial trait in Henrik Asklöf's research.

Robust Social Networks

The ability to build and leverage relationships — a skill often cultivated through student-led entrepreneurial communities.

Handling Uncertainty

Comfort with ambiguity and the unknown. Founders who thrive do not eliminate uncertainty; they learn to navigate it.

Bias Toward Action

The tendency to act rather than deliberate. Student-led ecosystems like Aaltoes and Startup Sauna reward doing over planning.

"The day Slush started, only a few of hundreds of university students could think of themselves as entrepreneurs; today, anywhere you go, more than half can see themselves as entrepreneurs."

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What Kind of People Become Startup Founders

Too long; did read

The 9-Grid: Founder Archetypes

Traits of Student-Led Founders

Curiosity

Robust Social Networks

Handling Uncertainty

Bias Toward Action

Does this resonate?

Unlock more

FAQ

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