The four characters we play on LinkedIn (only one is profitable)

Find Your Superpower newsletter 138

Read time: 4 minutes

Topics covered: Storytelling, thought leadership, Brand Builder Mastermind June 2026 enrolling now

I can’t stop thinking about a talk I attended in California last month.

I was travelling in the US for a series of conferences, including to speak at Harvard Business School’s Connext 2026.

At one of them, I heard top communication coach Dr. JJ Peterson speak. JJ co-authored “Marketing Made Simple” with Donald Miller, and he helps senior leaders and businesses clarify their messaging so they can grow.

As a LinkedIn branding coach running a VIP Mastermind of industry experts and senior executives, I work closely with my clients to help them define their persona on the platform. I coach them on how to tell their origin story effectively and craft profitable personas online.

According to JJ, there are four main characters in storytelling, and whether we realize it or not, we are all playing one of them when we communicate with others.

A slide from Dr. JJ Peterson’s presentation.

The four characters in every story

In storytelling, there are four archetypes: the Victim, the Villain, the Hero, and the Guide.

The Victim. Something painful happens to you. When you “play” the victim, the narrative is always about what someone else did to you, and how someone has hurt you and made your life miserable.

There is a popular saying that heroes and villains both share a backstory of pain. The difference lies in their reaction to pain.

The Villain says: “The world hurt me, so I’ll hurt it back.” When the victim matures into the villain, they now start to punish the world for how their life has turned out.

The Hero says: “The world hurt me, and I won’t let it hurt anyone else.” The victim can also mature into the hero, who takes control and makes responsible choices. For example, Bruce Wayne’s parents were murdered when he was a child (victim), but that drove him to become the Batman, and wage a lifelong war on crime in Gotham City. Thus, the hero works to redeem pain.

And then there is the highest level of character in any story:

The Guide. The story isn’t about the Guide, it’s about the hero. But the Guide is the reason the hero wins. Think Yoda. Obi-Wan Kenobi. Gandalf. Haymitch. An older, wiser sage who has already fought their own battles and now helps the hero win theirs.

I see all four characters on LinkedIn every day

Once you know these archetypes, you can’t unsee them.

The perpetual underdog: Every post is a variation of “nobody believed in me,” “I was treated unfairly,” “they said I couldn’t do it,” or “the system is rigged.” They do not offer any resolution, no turning point, no lesson, and cycle through an endless loop of grievance, complaints and frustrations. The victim on repeat.

The constant critic: They attend an event or a workshop, then post about how “disappointing” the speakers were and how “nobody at these events actually knows what they’re talking about (unlike me).” Tearing others down instead of offering something constructive is classic villain energy.

The humble bragger: “I’m humbled and grateful to have <insert successful outcome>!” Hero content can be powerful when it’s done with vulnerability, but when every single post is a victory lap, the audience quietly tunes out and starts to resent the hero.

Finally, there’s the industry expert who does not gatekeep their secrets, and breaks down their proprietary framework, step by step, so that their reader can apply it to their own career or business. That’s the Guide. They make their posts about helping the reader.

Catch yourself in the act

The thing about victims and villains is that they will often get more eyeballs and comments on LinkedIn.

Outrage performs well on social media.

But are those eyeballs and comments profitable, I ask? Will they help you get promotions, merit raises, and headhunted for new opportunities? I sincerely doubt so.

While the victim and villain might feel powerful in the moment, the people who actually matter: your top clients, headhunters, future employers and journalists, are slowly distancing themselves from you.

The attention victims and villains get is not the kind of engagement that builds a high-net-worth consulting practice, gets you invites to lucrative board directorships, or earns high-paying keynote speaking invitations.

Next time you sit down to write a LinkedIn post, pay attention to which character you’re stepping into.

You didn’t get a promotion? Notice if you’re slipping into victim mode (“Why is my supervisor being unfair to me?”). A competitor copies your framework? Watch for the villain rising (“I’m going to call them out publicly.”). You land a big win? Hero mode is tempting (“I am humbled and delighted to achieve this.”).

Before you hit publish, ask yourself one question: am I venting about my pain, hitting back for my revenge, proudly proclaiming my victory, or supporting someone else’s growth?

That single question will make you a lot richer or poorer.

Stop wasting your time being unprofitable on LinkedIn

I was so inspired by JJ Peterson’s explanation of communication styles that I’ve invited him as one of my speakers in my flagship 12-month virtual Brand Builder Mastermind.

He joins a lineup of many other top trainers from around the world who teach our Mastermind cadets how to build professional brands that attract promotions, headhunters, clients, speaking gigs, and media features.

If you want to learn directly from some of the leading voices in brand storytelling, executive positioning, and thought leadership, this is your chance as we are enrolling now for our June 2026 cohort. 50% of the seats have already been booked.

🚨 ENROLLING NOW FOR JUNE 2026 COHORT 🚨

The June 2026 cohort of the Brand Builder Mastermind is now open for enrollment.

This is what you will learn inside:
- Brand: Develop your unique positioning and signature content frameworks
- Speak: Deliver keynotes and presentations with confidence and authority
- Write: Create content that builds trust and converts
- Monetize: Turn your expertise into consulting engagements, speaking fees and new revenue streams

Every month you get access to:
- Expert-led workshops and clinics with me and world-class trainers
- Fireside chats with VIP industry leaders
- Members’ forum and networking sessions
- 100+ hours of past session recordings and bootcamp materials
- A private community of senior professionals on the same journey

In our June 2026 intake, we will welcome 10 new Mastermind cadets into our community. Once onboarded, your Mastermind subscription will launch on 1st June 2026. 

👉 Check out testimonials and speakers in the Brand Builder Mastermind

Believing in you,
Juliana your rocketship captain 🚀

PS: If you’re ready to become the Guide in your industry, let JJ and me show you how.