Antiques Roadshow has been running for over 40 years.

Thousands of episodes. Tens of thousands of appraisals.

And every so often, someone walks in with something that changes everything.

This is one of those stories.

It's 2012. A college-bound student is packing for school. She's inherited a framed picture from her grandmother, which has been hanging over her grandma's bed for years.

Sentimental. Not valuable. But there's a problem.

A mosquito. Trapped under the glass. She takes the picture outside. Opens the frame. Gets rid of the mosquito.

And then she pauses.

Wait. Is this actually a painting? Or just a print?

She's not sure. So she gets it appraised. First appraiser: $200.

Okay. Not bad. She gets a second opinion.

Second appraiser: $250. Close enough. At least it's worth something.

She almost doesn't bring it to Antiques Roadshow. Two appraisals. Both around $200. That's probably right.

But her mom nudges her. "We're already here. Might as well."

So she does.

The appraiser, Meredith Hilferty, takes one look.

Studies the brushwork. The detail. The signature.

The painting, circa 1892, was done by Henry Francois Farny, a French-born American painter known for his portraits of Native Americans.

Meredith looks up.

"Auction value: $200,000 to $300,000."

Most lines at amusement parks are lousy. Boring. Hot. Tired.

You shuffle forward. Check your phone. Shuffle again. Maybe there's a TV mounted on the wall playing trivia questions from 2015. Someone's eating nachos that smell like regret.

You're not waiting for the experience. You're waiting to get through the experience of waiting.

The Imagineers designing Star Wars: Rise of the Resistance wanted to do things differently.

You enter the queue at Disney's Hollywood Studios. Galaxy's Edge.

Within seconds, you're not in Florida anymore.

You're inside a hidden Resistance base on the planet Batuu. Stone walls. Starfighters overhead. The hum of machinery.

A hologram flickers to life. Rey. BB-8. They're briefing you. You've been recruited. This is happening.

You board a transport ship. The doors close. The floor vibrates. You're lifting off.

And then everything goes wrong.

The First Order intercepts you. Alarms blare. The transport shakes. The doors open...and you're standing inside a massive Star Destroyer.

Floor-to-ceiling windows. TIE fighters flying past. Stormtroopers marching in formation. Officers barking orders.

Kylo Ren's voice echoes through the corridors: "I know you're here."

You haven't even gotten on the "ride" yet.

You've been in line for 20 minutes. But you're not thinking about wait times.

You're thinking: "How do we escape?"

Close your eyes.

Picture Oprah Winfrey. Dennis Rodman. Elon Musk. Gordon Ramsay. Mr. Rogers.

You can see them instantly, can't you?

Not just their faces, their energy. The way they move. The way they talk. What they stand for.

• Oprah: The caregiver. She makes you feel seen.
• Rodman: The outlaw. Rules don't apply.
• Elon: The magician. He bends reality.
• Ramsay: The ruler. Excellence or nothing.
• Mr. Rogers: The innocent. Goodness in a cardigan.

Five people. Five completely different archetypes. All unforgettable.

Now picture B2B brands that dominate their space.

• Salesforce? The hero. "We bring companies and customers together." Conquering impossible growth.
• Gong? The magician. "Reality is negotiable." They see what you can't, the hidden patterns in every call.
• HubSpot? The sage. "There's a better way to grow." Teaching, educating, enlightening.
• Monday.com? The jester. Playful. Colorful. Work doesn't have to suck.
• Stripe? The creator. "Increase the GDP of the internet." Building the financial infrastructure of tomorrow.

You don't just buy from these brands. You identify with them.

That's the power of a brand archetype.

Now ask yourself: What's YOUR brand's archetype?

Not your tagline. Not your mission statement. Not the 47-slide deck your sales reps. deliver. Your archetype. The energy. The personality. The thing people feel when they interact with you.

Far too many B2B brands don't have one. They're a Franken-brand...trying to be everything to everyone, and ending up forgettable to all.

Here's the truth: You may have been taught there are only 12 brand archetypes.

Actually, that's a lie. There are 60.

The Advocate. The Adventurer. The Alchemist. The Ambassador. The Artist. The Athlete. The Caregiver. The Catalyst. The Challenger. The Champion. The Child. The Citizen. The Clown. The Companion. The Creator. The Diplomat.

Each one with its own energy. Its own voice. Its own way of showing up in the world.

The companies that dominate their categories through brand development don't pick an archetype because it sounds good. They pick the one that's already them, and then they execute it so consistently that you feel it in every touchpoint.