Leo Burnett
approach to life and appearances

The following is a description of Leo's basic stance toward life, the way others see him, the way Leo Burnett comes across, the face he shows to the world. In the page about motivation you will read about the inner Leo Burnett - his real motivation, which describes the kind of person he is at heart and where his true priorities lie. Study this page and the next one and compare them - there may be significant differences between the two, in which case "the inner Leo Burnett" may not shine through and others may be in for so a few surprises once they get to know Leo a little better. This page describes the disguise Burnett wears, his role in life, while the page about motivation talks about the real person beneath the disguise.

Cautious, prudent, and rather self-contained, he is a person who approaches life realistically and who is not inclined to take foolish chances or get carried away by the overly optimistic or idealistic schemes of starry-eyed dreamers. In fact, Leo Burnett frequently has a jaundiced view of such things. He is rather worldly-wise at a fairly young age, even somewhat of a cynic. Often the world does not seem like a safe, friendly place to Burnett, and he tends to approach life in a guarded, conservative manner. He is generally calculated and careful, and is rarely spontaneous, fluid, open, and childlike.

He is pragmatic, shrewd, and an excellent strategist, carefully planning his moves for maximum effectiveness and advantage. He is willing to work long and persistently for what he wants and he often does things the hard way. Leo does not expect others to take care of him and sometimes refuses or simply does not seek any outside help. He is often very ambitious, but quietly so. There is nothing flamboyant or flashy about his approach. He is very responsible, conscientious, and concerned with his duties to others and how he comes across socially - his "rank" so to speak.

To others Leo Burnett seems mature, serious, quiet, reflective, and emotionally detached. Leo dislikes sloppy sentimentality and will not openly display his feelings, especially the more tender ones. Burnett likes to always appear poised and in control; and he hates to show any weakness, vulnerability, or chinks in his armor.

Leo Burnett respects tradition and the time-honored way of doing things, and he feels that there is much to be gained from studying history and also by learning from older, more experienced people. A wise mentor or father is often Burnett's guide in life, and he in turn develops a great deal of hard-earned wisdom, which he likes to impart to younger people.

Leo Burnett has a stern, authoritarian, no-nonsense aspect to his personality. He expects much from himself and may not give himself enough leeway to experiment and make mistakes.

He also tends to be rather close-fisted, to save and conserve his money and resources rather than spending or enjoying them. Leo Burnett spends money on things of quality and of lasting value, things which are good investments, but not frivolous, temporary pleasures. There is a bit of the ascetic in him. Leo exercises great self-discipline and self-control and he can "do without" very well. His tastes are generally understated and simple.

Though he may have other, more colorful and imaginative sides, the face Burnett shows the world is modest and rather conservative.

Burnett projects a feeling of broad-mindedness, generosity, and beneficence, a sense that he is someone others should listen to and treat with respect. Because Leo Burnett generally makes such a favorable impression on people, many doors are open to him, and it may seem that he Leo somehow luckier than other people. Mostly this is due to the confidence that Leo Burnett emanates.

There is a receptive, elusive quality to Leo's personality. Burnett can be difficult to pin down, difficult to know, something of a mystery. At times Leo Burnett may feel frustrated because he feels that he is not being perceived very clearly, that he does not make a powerful impression, that he is easily overlooked or discounted. If he does not wish to be "invisible", Burnett must make some effort to define and clarify - both for himself and for the rest of the world - who Leo Burnett is. On the other hand, Leo Burnett may purposely create illusions about himself with the intent to deceive - or entertain - others.

There is a certain depth and intensity about Leo that may be threatening to others. No matter how gentle or unassuming Leo Burnett may be on the surface, he is also a force to be reckoned with. Leo has causes, passions, or desires that drive him and when one of these is aroused Burnett is quite zealous in his pursuit or defense of it.

Astrological factors in this Astro Profile section:

Capricorn Rising

Jupiter Sextile Asc.

Neptune Quincunx Asc.

Pluto Quincunx Asc.