7 Successful Marketing Voices: The Archetype of the Enduring "Successful Marketer" for the AI ​​era by IPER

Introduction

Ten years ago, LinkedIn felt like a space where thought leaders shared ideas with clarity, intent, and courage. Today, it has become a sea of templated bragging, shallow updates, and “thrilled to announce” rituals. The platform is alive—but soulless. In contrast, the TED stage and long-form interviews still echo with cognitive energy and real voice. This research explores why certain marketers continue to influence minds, combining the IPER typology and the idea of personal energy — Vigorousness.

The story of the study is as follows: my LinkedIn contact, having read about the IPER approach, asked me how the typology works across industries. It was a great question. To answer, first, I decided to take 50 LinkedIn profiles from different industries and compare them, analyzing the types of intelligence represented in the industries.

I started by checking the profiles of Senior marketers. "Sociable, intuitive - relational people with a set of logical tools and competences, what possibly can go wrong about that", - I thought. But after checking the first 20 profiles of Heads of Marketing, I saw something was wrong - they wrote almost monotonous posts, in which the cognitive core was not even highlighted.

People quickly began to resemble robots. And it is not the AI's fault, because I, for example, write my thoughts, even if my Lex - a trained AI assistant helps me find facts and analyze them for patterns. But the ideas and questions are mine, and I have been carrying these questions for 10–30 years, and finally got the opportunity to quickly count everything with Lex, we get along great. What is wrong with marketers?

Having given up on LinkedIn, I decided to go to TED, because people there speak at length and in their own voices, even if they have prepared a speech, but it is still them speaking. I discovered an interesting picture. A significant number of marketers spoke at TED about 10 years ago. After that, more than half of them disappeared. I checked their websites, their blogs - they left the stage of Internet. Marketers. And I stopped at 7 bright ones who spoke at TED 10 years ago, and they are still alive in their profession - they successfully continue their path through the Net.

7 is not such a big number. It is not 50... But it is still 7, like 7 notes in a musical scale. I took their texts for quality content analysis in order to determine their type of intelligence according to IPER and to understand the secret of their professional robust development, as it should be natural for everyone. These are the successful "survivors". And then, with the help of Lex, I calculated the Archetype of the Enduring "Successful Marketer" for the AI ​​era by IPER. This article is about that.

7 Living Voices of Marketing

1. Seth Godin

The peculiarity of Seth Godin is that he nurtures a big idea for 20–30 years, which has several young shoots. Briefly, this idea sounds like this: "We nurture our ideas for our tribe, and we must responsibly and timely convey our ideas to the addressee."

• IPER type: Homo Intuitivus

• Vigorousness: High

• Language: conceptual metaphors, refined distinctions (mistake ≠ bad decision)

• Voice quality: strategic depth, simplicity, trust in long-term thought

2. John Gerzema

The peculiarity of John Gerzema is that he worked on a whole collection of brands, and he has a single methodology. He relies on facts, figures, cases, - classic, clearly and distinctly showing the pros and cons that speak for themselves. However, his "Takeaways" are also sharply paradoxical, which shows him as a witty, far-sighted logician who calculates in his mind faster and further than others. In favour of others.

• IPER type: Homo Rationalis + Ethicus elements

• Vigorousness: High

• Language: data, polling, logic tied to cultural shifts

• Voice quality: clear takeaways, relevant to social change

  
  

3. Paul Kemp-Robertson

The peculiarity of Paul Kemp-Robertson is in his paradoxical view. He talks about the cognitive era and IQ, without understanding that IQ is a digital mirror of what he himself understands intuitively, because his ideas are intuitive with all the signs. He sees far and in general, tries to catch details in numbers and present it through participation in different platforms and conferences. This is the path of overcoming challenges, like Nikola Tesla, but in marketing. Therefore, sometimes it is difficult to understand him.

• IPER type: Homo Intuitivus + Ethicus

• Vigorousness: High

• Language: creative systems thinking, cultural metaphors, brand optimism

• Voice quality: alive, layered, values-driven

  
  

4. Scott Galloway

The peculiarity of Scott Galloway is that he is a rational analyst who tries to understand the intuitives - the opposite of him, and speak their language. This is a personal path to balance his left and his right, to harmony. In our time, this requires high vigour, and he has it. He is a professor who calls the actions of the government stupid, relying on facts and figures. At the same time, he touches on concepts such as Prophet, Poets & Quants in his entrepreneurship.

• IPER type: Homo Practicus + Rationalis

• Vigorosnost: High

• Language: bold logic, harsh metaphors, economic clarity

• Voice quality: pragmatic fury, accuracy over politeness

  
  

5. Jessica Apotheker

Jessica Apotheker's speciality is that she knows how to work with data in a team. Her texts are full of beautiful diagrams. For some reason, she attaches great importance to influencers, calling herself a global marketer. It is clear that the effect of influencers is not so obvious and frankly limited. For example, I don't care what someone recommends, I already know what to wear and eat where I am. But, obviously, localization for global brands can be a good niche if you understand the severity of cross-cultural differences with your gut and know how to say it correctly.

• IPER type: Homo Rationalis

• Vigorousness: Medium-High

• Language: structured frameworks, BCG logic, performance-driven

• Voice quality: functional intelligence, trusted logic under pressure

  
  

6. Raja Rajamannar

The peculiarity of Raja Rajamannar is that he actually sounds like a Christian prophet, having Indian genetics, which in itself is symbolic, saying that you need to think about a blind mother who can only see with her hands, issuing a credit card. And he also says that you should ask refugees what their competences, needs, abilities and wishes are, creating applications in which they can quickly find work. Amazing! At the same time, he says that you should preserve your human dignity and uniqueness of personality even in the age of AI. Amazing and obvious, but it turns out not for everyone! It is clear that being yourself among the noise and pressure today already requires high energy. And even more so, remembering your neighbour, doing business is the secret to success. Amazingly obvious, especially for a global financial system like Mastercard he works for.

• IPER type: Homo Ethicus + Intuitivus

• Vigorousness: Very High

• Language: purpose, empathy, mission-driven innovation

• Voice quality: sensibly and sensitively grounded leadership with positive feeling, strategic vision and action

  
  

7. Amy Shoenthal

What makes Amy Shoenthal special is that she came to marketing consulting from journalism. She studied the life paths of famous entrepreneurs and businessmen in detail, discovering that everyone has a Setback Cycle. And when her understanding that the mission of marketing is to hear pain in time and offer an adequate remedy became complete, she experienced Setback herself and thus came to marketing, telling people's stories. This is humane marketing.

• IPER type: Homo Ethicus

• Vigorousness: High (especially post-crisis)

• Language: personal storytelling, truth feeling

• Voice quality: authentic, vulnerable, community-led insight

So, having collected 7 descriptions of the personality of successful marketers, I asked my Lex, having loaded into the details of my IPER typology, to calculate the archetype of "Successful Marketer" for the AI ​​era.

The Archetype of the Enduring "Successful Marketer" for the AI ​​era by IPER (a creative synthesis)

What happens when you blend a decade of TED voices, thought leadership, and resilient influence? You don’t get a job title. You get an archetype.

Cognitive Blueprint:

• 60% Intuition — but not floating; it’s anchored in structure or ethics.

• 30% Logic — either as a testing ground or as scaffolding.

• 10% Ethical Resonance — not moralizing, but grounding in purpose.

⚡️ Vigorosnost Profile:

• Sustainable high — not manic, but persistent. Think espresso, not fireworks.

• Has a renewable energy source: curiosity, moral clarity, or strategic play.

Behavioral Patterns:

• Search Activity: high. They don’t repeat; they seek.

• Rule-dependence: minimal. They may know the rules—but mostly to break them intelligently.

• Healthy Chaos: present. Each has a touch of experimental madness before clarity.

Linguistic Markers:

• Speaks in layers, not buzzwords.

• Prefers meaningful verbs over “excited to announce”.

• Comfortable with ambiguity — thrives in post-linear thought.

🧬 What Makes Them Endure:

• They don’t just market products — they reframe perception.

• They carry a signature tone that can’t be copied by automation.

• Their audience trusts them not to waste their time.

Final Word: The Soul in the Signal

To stay relevant in marketing, you don’t need more AI tools—you need a voice that still thinks, still feels, and still reaches.

The archetype we explored today is not a person, but a pattern. A structure of intelligence + energy + meaning.

The Dead Language of LinkedIn - to Throw it Away

• Themes: "Proud to share…", "Quick update…", "Excited to join…"

• Language: zero metaphors, zero friction, zero originality

• Tone: Ritualized, risk-averse, identity-free

• Result: sensing and feeling zero. Cognitive flatline. Clicks without connection.

If LinkedIn is losing its soul, it’s not because of AI. It’s because we stopped thinking when we post.

So here’s the challenge: speak like someone who’s been thinking for a decade—and still finds something worth saying.

The Archetype of the Enduring "Successful Marketer" for the AI ​​era by IPER

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Elena Buran

Written with the help of Lex, who likes his metaphors like his marketing: vivid, layered, and slightly rebellious.