ABSTRACT
In Jungian Coaching one has to work with the whole spectrum of the bipolar archetypal repertoire; therefore, it is crucial to understand the theoretical psychic dual polar structure of the archetypes. The difference between common coaching and Jungian Coaching is in its archetypal use. This chapter provides an example that illustrates the various aspects of the Feminine (Anima) and Masculine (Animus) archetypal principles. Since archetypal psychic storage is one of Jungian Coaching’s main tools, it proposes a table displaying the basic practical archetypes on the executive/individual coaching level and in corporate and organizational frameworks. Once brought into the awareness on the conscious level, an archetype may become a leading inner coach, a model for identification, an inner intrinsic active modifying agent for change that transforms and shapes the personality. The archetype is a fantastic role-model engine of traits that the coachee may choose to develop for better professional management or personal behavior.
