The Superhero takes responsibility for rescuing us. The customer expects the Superhero to magically go above and beyond what most salespeople are able or willing to do. Of the five types, Steve Jobs might fit best into this category. But it’s not the only way to work magic.

The Coach reassures us. The customer expects the Coach to be available until the problem is solved and to magically encourage the customer to acquire and mobilize whatever is needed.

The Guru brings experience and a sharp mind. The customer expects the Guru to magically know the customer’s needs without asking lots of questions.

The Playmate loves fun. The customer expects the Playmate to make the shopping experience feel magical. Playmates are salespeople who are primarily interested in how the shopping experience feels and only then in how the product or service works.

The Rascal exploits other people. Customers with strong morals don’t like being around the Rascal. But there are plenty of shoppers who count on the Rascal to help them solve problems by taking advantage of others—more of a devious trickster than a gregarious magician perhaps.

Jung and his students discovered that people throughout different cultures of the world all use these same five roles in their thinking. This convinces Jungians that each of us arrives in the world with these templates inside our brains. Not only are we born to shop, but we’re also born with clear expectations of shopkeepers.