JUNGUIAN COFFEE SHOP PERSONALITY

One of the tremendous gifts we have inherited from Jung is a better appreciation of the power of imagination. The imaginative (image making) faculty grants us access to areas of psyche that are not accessible in any other way. Images from the unconscious (which is where our images come from in any imaginative exercise) have a holographic-type nature, in that they contain a depth of information that goes far deeper than the surface of the image and affords access to
otherwise inaccessible areas of the psyche.

The particular imaginative exercise I will take you through in this post I call simply “The Coffee Shop”.

It is a deceptively simple exercise that provides a very useful tool for self reflection, a better understanding of your unconscious ideology, your social values, and, perhaps most significantly, what your personal brand either is, or aspires to be, in the world.

The coffee shop exercise
Imagine a scenario where you are given a brief to establish and run a coffee shop.

 

The parameters are fairly generous:

• You have unlimited budget, time and resources.

• You can open this shop anywhere in the world.

• Whilst making the shop profitable can be a priority it needn’t be; that is to say profitability is a permissible but not necessary (essential) concern.

 

In constructing your coffee shop these are the parameters, amongst any others that occur to you, that you should focus on:

• Location.

• Operating hours.

• The look and feel of the shop, exterior and interior, shop fittings, layout, colours etc.

• The ambiance and atmosphere you would create.

​

What values are represented in your coffee shop?

​

What dominates: aesthetics, quality, profit,the fare, the standard of the coffee, the type of customers, the atmosphere, is it about connectedness, communication, elegance, etc.  What do all of these look like?

​

What do you offer?

Why would customers frequent your shop, and what would keep them coming back?

​

​

Your menu
Particular area/s of focus.

• Your clientele

• Where and what you would be doing in your shop

​

Your Role in your Coffee Shop

Are you in an introverted or extroverted role: are you behind the scenes or front of shop – are you even present in your coffee shop?

​

Any other areas or parameters that occur to you

​

​

Assuming you are doing this exercise on your own I suggest you take the time to write out the answers to these questions; if with a companion you can simply verbalise them, either way the act of concretising the answer through some medium is important and increases the value you will get from engaging in the exercise.

​

Simply imagining without some form of expression seems less valuable for some reason.

​

Once you have completed the exercise, bring it to session and we can explore what your creations tell us about you


Written by some guy called Stephen
http://appliedjung.com/jungian-themes/your-brand