Archetypes are universal themes within stories and systems. Having learned that two thirds of businesses don’t survive their founders' lifetime inspired Rebecca to engage archetypes from the most powerful, enduring, and renewing force she knew, the natural world, and apply them to challenges and growth opportunities her business faced.

The Animal Archetypes gave Rebecca a framework through which she transformed her companies from entrepreneurial leadership, that which is dependent on its founder, to professional management, a structure that is scalable and self-replicating.