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Retail Roundup: How to Merchandise Your Store, Tips That Work · Wisdom by WESA

• 0:00
  Foreign.
• 0:05
  You
• 0:05
  are
• 0:05
  listening
• 0:05
  to
• 0:06
  the
• 0:06
  Horse
• 0:06
  Radio
• 0:06
  Network,
• 0:07
  part
• 0:07
  of
• 0:07
  the
• 0:07
  Equine
• 0:08
  Network
• 0:08
  family.
• 0:10
  Well,
• 0:10
  hey,
• 0:11
  everybody.
• 0:11
  Glenn,
• 0:11
  back
• 0:12
  with
• 0:12
  you
• 0:12
  and
• 0:13
  it's
• 0:13
  so
• 0:13
  good
• 0:13
  to
• 0:13
  be
• 0:14
  back,
• 0:14
  especially
• 0:14
  the
• 0:15
  week
• 0:15
  before
• 0:15
  wesa,
• 0:16
  a
• 0:16
  week
• 0:16
  before
• 0:16
  the
• 0:16
  trade
• 0:17
  show,
• 0:17
  of
• 0:17
  course.
• 0:17
  I
• 0:18
  am
• 0:18
  founder
• 0:18
  of
• 0:18
  the
• 0:18
  Horse
• 0:18
  Radio
• 0:19
  Network
• 0:19
  and
• 0:19
  host
• 0:19
  of
• 0:19
  Horses
• 0:20
  in
• 0:20
  the
• 0:20
  Morning,
• 0:20
  the
• 0:20
  daily
• 0:20
  podcast
• 0:21
  for
• 0:21
  the
• 0:21
  last
• 0:21
  15
• 0:22
  years.
• 0:23
  Welcome
• 0:23
  to
• 0:23
  the
• 0:23
  WESA
• 0:24
  Retail
• 0:24
  Roundup.
• 0:25
  The
• 0:25
  Retail
• 0:26
  Roundup
• 0:26
  is
• 0:26
  your
• 0:26
  go
• 0:26
  to
• 0:27
  virtual
• 0:27
  hub
• 0:27
  for
• 0:27
  all
• 0:27
  things
• 0:28
  retail.
• 0:29
  Join
• 0:29
  panel
• 0:30
  discussions,
• 0:30
  learn
• 0:31
  from
• 0:31
  webinars,
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  share
• 0:32
  your
• 0:32
  thoughts,
• 0:32
  ask
• 0:32
  questions
• 0:33
  and
• 0:33
  connect
• 0:33
  with
• 0:33
  the
• 0:33
  community.
• 0:34
  We
• 0:34
  host
• 0:34
  a
• 0:34
  virtual
• 0:35
  event
• 0:35
  or
• 0:35
  share
• 0:35
  educational
• 0:36
  content
• 0:36
  every
• 0:36
  Monday
• 0:37
  via
• 0:37
  the
• 0:37
  Retail
• 0:37
  Roundup
• 0:38
  Facebook
• 0:38
  group.
• 0:39
  Today,
• 0:40
  we
• 0:40
  look
• 0:40
  at
• 0:40
  merchandising
• 0:41
  and
• 0:41
  its
• 0:41
  importance
• 0:42
  to
• 0:42
  your
• 0:42
  store,
• 0:43
  no
• 0:43
  matter
• 0:43
  the
• 0:43
  size.
• 0:44
  And
• 0:44
  of
• 0:44
  course,
• 0:44
  there's
• 0:45
  going
• 0:45
  to
• 0:45
  be
• 0:45
  a
• 0:45
  lot
• 0:45
  of
• 0:45
  merchants
• 0:46
  merchandising
• 0:46
  next
• 0:46
  week
• 0:47
  in
• 0:47
  Dallas.
• 0:48
  Joining
• 0:48
  us
• 0:48
  today
• 0:48
  is
• 0:49
  Bob
• 0:49
  Phipps
• 0:49
  of
• 0:50
  the
• 0:50
  retail
• 0:51
  doctor.
• 0:51
  He's
• 0:52
  known
• 0:52
  as.
• 0:52
  With
• 0:53
  over
• 0:53
  30
• 0:53
  years
• 0:53
  of
• 0:53
  experience
• 0:54
  in
• 0:54
  the
• 0:54
  trenches
• 0:55
  of
• 0:55
  retail
• 0:56
  and
• 0:56
  extending
• 0:57
  to
• 0:57
  senior
• 0:57
  management
• 0:58
  positions,
• 0:59
  Bob
• 0:59
  has
• 0:59
  been
• 0:59
  a
• 0:59
  corporate
• 1:00
  officer,
• 1:00
  franchisor,
• 1:01
  and
• 1:02
  entrepreneur.
• 1:03
  He
• 1:03
  has
• 1:03
  worked
• 1:03
  with
• 1:03
  over
• 1:04
  a
• 1:04
  thousand
• 1:04
  retail
• 1:04
  executives
• 1:05
  and
• 1:05
  entrepreneurs
• 1:06
  to
• 1:06
  grow
• 1:06
  margins,
• 1:07
  improve
• 1:07
  customer
• 1:08
  service,
• 1:08
  and
• 1:08
  train
• 1:08
  employees.
• 1:09
  He
• 1:10
  had
• 1:10
  a
• 1:10
  little
• 1:10
  bit
• 1:10
  of
• 1:10
  experience
• 1:11
  and
• 1:11
  he's
• 1:11
  written
• 1:11
  a
• 1:12
  cool
• 1:12
  book
• 1:12
  we're
• 1:12
  going
• 1:12
  to
• 1:12
  talk
• 1:12
  about
• 1:13
  later,
• 1:13
  too.
• 1:13
  And
• 1:14
  kind
• 1:14
  of
• 1:14
  what
• 1:14
  we're
• 1:14
  talking
• 1:15
  about
• 1:15
  today
• 1:15
  relates
• 1:16
  to
• 1:16
  the
• 1:16
  book.
• 1:16
  It's
• 1:16
  called
• 1:17
  how
• 1:17
  to
• 1:17
  merchandise
• 1:17
  youe
• 1:17
  store.
• 1:18
  12
• 1:18
  Visual
• 1:19
  merchandising
• 1:19
  tips
• 1:20
  that
• 1:20
  Work.
• 1:21
  Thanks
• 1:22
  for
• 1:22
  joining
• 1:22
  us.
• 1:23
  Thank
• 1:23
  you.
• 1:24
  Glad
• 1:24
  to
• 1:24
  be
• 1:24
  here.
• 1:25
  You
• 1:25
  started
• 1:26
  in
• 1:26
  our
• 1:26
  world.
• 1:27
  I
• 1:27
  did.
• 1:28
  Tell
• 1:28
  us
• 1:28
  about
• 1:28
  it.
• 1:30
  Well,
• 1:31
  I
• 1:31
  put
• 1:31
  myself
• 1:31
  through
• 1:32
  college
• 1:32
  selling
• 1:32
  shoes
• 1:34
  and
• 1:34
  I
• 1:35
  graduated.
• 1:35
  I
• 1:35
  was
• 1:35
  going
• 1:36
  to
• 1:36
  be
• 1:36
  a
• 1:37
  conductor.
• 1:37
  I
• 1:37
  got
• 1:37
  my
• 1:38
  degree
• 1:38
  in
• 1:38
  music
• 1:39
  and.
• 1:39
  Oh,
• 1:40
  really?
• 1:40
  Wow.
• 1:41
  I
• 1:41
  went
• 1:42
  into
• 1:42
  student
• 1:42
  teaching
• 1:43
  and
• 1:43
  there's
• 1:44
  30
• 1:45
  teenage
• 1:45
  boys
• 1:46
  trying
• 1:46
  to
• 1:46
  play
• 1:46
  Stairway
• 1:47
  to
• 1:47
  Heaven
• 1:47
  on
• 1:47
  untuned
• 1:48
  guitars.
• 1:49
  I
• 1:49
  said,
• 1:49
  there's
• 1:49
  not
• 1:50
  enough
• 1:50
  gin
• 1:50
  on
• 1:51
  the
• 1:51
  planet
• 1:51
  for
• 1:51
  me
• 1:52
  to
• 1:52
  do
• 1:52
  this.
• 1:52
  And
• 1:52
  they're
• 1:52
  like,
• 1:53
  well,
• 1:53
  you
• 1:53
  got
• 1:53
  to
• 1:53
  graduate.
• 1:53
  You
• 1:54
  better
• 1:54
  finish.
• 1:55
  So
• 1:55
  I
• 1:55
  did,
• 1:55
  and
• 1:56
  I
• 1:56
  couldn't
• 1:57
  get
• 1:57
  a
• 1:57
  job.
• 1:57
  And
• 1:58
  in
• 1:58
  the
• 1:58
  mall
• 1:59
  at
• 1:59
  Glendale
• 2:00
  Galleria,
• 2:00
  which
• 2:00
  was
• 2:00
  a
• 2:01
  really
• 2:01
  happening
• 2:01
  place
• 2:01
  in
• 2:02
  California,
• 2:02
  Southern
• 2:02
  California,
• 2:04
  a
• 2:04
  Western
• 2:04
  store
• 2:05
  was
• 2:05
  opening
• 2:05
  up
• 2:06
  and
• 2:06
  they
• 2:06
  were
• 2:06
  looking
• 2:06
  for
• 2:06
  someone.
• 2:07
  So
• 2:07
  I
• 2:07
  walk
• 2:07
  in
• 2:07
  my
• 2:07
  little
• 2:08
  Italian
• 2:08
  suit
• 2:08
  and
• 2:09
  I'm
• 2:09
  feeling
• 2:09
  pretty
• 2:09
  good.
• 2:09
  I
• 2:10
  go,
• 2:10
  well,
• 2:10
  I'm
• 2:10
  a
• 2:10
  great
• 2:10
  salesman,
• 2:11
  but
• 2:11
  I'm
• 2:11
  not
• 2:11
  gonna
• 2:11
  wear
• 2:11
  your
• 2:11
  stuff.
• 2:12
  You're
• 2:12
  like,
• 2:12
  you're
• 2:12
  gonna
• 2:12
  work
• 2:12
  here.
• 2:12
  You're
• 2:13
  gonna
• 2:13
  get
• 2:13
  your
• 2:13
  stuff.
• 2:13
  Like,
• 2:14
  okay.
• 2:15
  And
• 2:15
  that's
• 2:16
  how
• 2:16
  I
• 2:16
  ended
• 2:17
  up
• 2:17
  getting
• 2:17
  in
• 2:17
  there.
• 2:17
  And
• 2:17
  I
• 2:17
  was
• 2:18
  with
• 2:18
  that
• 2:18
  company
• 2:18
  for
• 2:18
  14
• 2:19
  years
• 2:19
  until
• 2:19
  a
• 2:20
  very
• 2:24
  important
• 2:25
  meeting
• 2:25
  happened
• 2:26
  at
• 2:26
  the
• 2:26
  Corporate
• 2:27
  office
• 2:27
  in
• 2:28
  Canyon
• 2:29
  Country.
• 2:29
  So
• 2:29
  if
• 2:30
  we
• 2:30
  get
• 2:30
  into
• 2:30
  this
• 2:30
  and
• 2:30
  you
• 2:30
  wanna
• 2:31
  know
• 2:31
  that
• 2:31
  story,
• 2:31
  I
• 2:31
  will
• 2:32
  tell
• 2:32
  you
• 2:32
  about
• 2:32
  that.
• 2:32
  I
• 2:33
  have
• 2:33
  a
• 2:33
  picture.
• 2:33
  Is
• 2:33
  this
• 2:33
  the
• 2:34
  picture
• 2:34
  of
• 2:34
  your
• 2:34
  starting
• 2:35
  days?
• 2:35
  Is
• 2:35
  this
• 2:35
  the
• 2:36
  store?
• 2:36
  This
• 2:37
  was
• 2:37
  my
• 2:37
  first
• 2:37
  store,
• 2:38
  1982.
• 2:41
  I
• 2:42
  want
• 2:42
  to
• 2:42
  know
• 2:42
  which
• 2:42
  boots
• 2:43
  were
• 2:43
  on
• 2:43
  sale
• 2:43
  for
• 2:44
  $16.
• 2:44
  Oh,
• 2:45
  those
• 2:45
  are
• 2:45
  Levi's,
• 2:46
  501s,
• 2:47
  1688.
• 2:49
  And
• 2:49
  it
• 2:49
  was
• 2:49
  great
• 2:49
  because
• 2:50
  in.
• 2:51
  In
• 2:53
  Santa
• 2:53
  Monica,
• 2:54
  all
• 2:54
  the
• 2:54
  tourists
• 2:55
  came
• 2:55
  and
• 2:56
  overseas
• 2:57
  came
• 2:57
  to
• 2:57
  get
• 2:57
  501s.
• 2:58
  So
• 2:58
  they
• 2:58
  would
• 2:58
  buy
• 2:59
  them
• 2:59
  at
• 2:59
  8
• 2:59
  and
• 2:59
  9
• 3:00
  at
• 3:00
  a
• 3:00
  time,
• 3:00
  you
• 3:01
  know,
• 3:01
  and
• 3:01
  shopping
• 3:01
  list
• 3:02
  almost.
• 3:02
  And
• 3:03
  they're
• 3:03
  Stetson
• 3:03
  hats,
• 3:04
  apparently.
• 3:04
  Stetson
• 3:05
  hats?
• 3:05
  Yeah.
• 3:05
  Hat
• 3:06
  steamer
• 3:07
  and
• 3:08
  steam
• 3:08
  hats
• 3:09
  there.
• 3:09
  And
• 3:09
  that's
• 3:09
  the
• 3:09
  way.
• 3:09
  A
• 3:10
  great
• 3:10
  way
• 3:10
  to
• 3:10
  encourage
• 3:11
  people
• 3:11
  to
• 3:11
  slow
• 3:12
  down
• 3:12
  is
• 3:12
  have
• 3:12
  anyone
• 3:13
  steam
• 3:14
  a
• 3:14
  hat
• 3:14
  and
• 3:14
  you're
• 3:15
  going
• 3:15
  to
• 3:15
  look
• 3:15
  amazing
• 3:16
  and
• 3:16
  not
• 3:16
  to
• 3:16
  just
• 3:16
  put
• 3:17
  out
• 3:17
  your
• 3:17
  hats
• 3:17
  and,
• 3:18
  you
• 3:18
  know,
• 3:19
  right
• 3:19
  out
• 3:19
  of
• 3:19
  the
• 3:19
  box.
• 3:20
  Give
• 3:20
  them
• 3:20
  some
• 3:20
  kind
• 3:20
  of
• 3:20
  a
• 3:20
  personality
• 3:21
  first.
• 3:21
  It
• 3:22
  always
• 3:22
  makes
• 3:22
  a
• 3:22
  big
• 3:22
  difference.
• 3:23
  So
• 3:23
  that's
• 3:24
  your
• 3:24
  first
• 3:24
  tip
• 3:25
  here
• 3:25
  on
• 3:25
  our
• 3:26
  conversation
• 3:26
  in
• 3:26
  only
• 3:27
  a
• 3:27
  couple
• 3:27
  minutes.
• 3:27
  So
• 3:28
  if
• 3:28
  you
• 3:28
  do
• 3:28
  nothing
• 3:28
  else,
• 3:29
  steam
• 3:29
  your
• 3:30
  damn
• 3:30
  hats.
• 3:30
  Don't
• 3:30
  let
• 3:31
  it
• 3:31
  go.
• 3:31
  Don't
• 3:32
  leave
• 3:32
  it
• 3:33
  in
• 3:33
  the
• 3:33
  back.
• 3:33
  For
• 3:33
  when
• 3:34
  someone
• 3:34
  asks,
• 3:34
  it's
• 3:35
  great
• 3:35
  drama.
• 3:37
  So
• 3:37
  the
• 3:37
  Howard
• 3:38
  and
• 3:38
  Fit.
• 3:39
  Howard
• 3:39
  and
• 3:39
  Phil's
• 3:40
  was
• 3:40
  it?
• 3:40
  That's
• 3:41
  what
• 3:41
  it
• 3:41
  was,
• 3:41
  yeah.
• 3:42
  So
• 3:42
  what
• 3:42
  did
• 3:43
  you
• 3:43
  do?
• 3:43
  I'm
• 3:43
  looking
• 3:43
  at
• 3:43
  the
• 3:44
  picture
• 3:44
  of
• 3:44
  the
• 3:44
  store
• 3:44
  here.
• 3:44
  And
• 3:45
  by
• 3:45
  the
• 3:45
  way,
• 3:45
  it's
• 3:45
  the
• 3:45
  classic
• 3:46
  because
• 3:46
  it's
• 3:46
  in
• 3:46
  black
• 3:46
  and
• 3:46
  white.
• 3:46
  That
• 3:47
  even
• 3:47
  makes
• 3:47
  it
• 3:47
  more
• 3:47
  classic.
• 3:48
  Right.
• 3:48
  In
• 3:49
  1981,
• 3:49
  you
• 3:49
  said
• 3:50
  was
• 3:50
  the
• 3:51
  year.
• 3:51
  So
• 3:51
  what
• 3:52
  was
• 3:52
  it
• 3:52
  that
• 3:53
  was
• 3:53
  changing
• 3:54
  as
• 3:54
  far
• 3:54
  as
• 3:54
  merchandising
• 3:55
  back
• 3:55
  then?
• 3:55
  What
• 3:56
  happened
• 3:56
  while
• 3:57
  you
• 3:57
  were
• 3:57
  there?
• 3:57
  You
• 3:58
  know,
• 3:58
  because
• 3:58
  merchandising
• 3:59
  changes
• 3:59
  all
• 3:59
  the
• 4:00
  time.
• 4:00
  Well,
• 4:01
  I
• 4:01
  think
• 4:01
  one
• 4:01
  of
• 4:01
  the
• 4:01
  things
• 4:01
  that
• 4:02
  I
• 4:02
  did
• 4:02
  that
• 4:02
  was
• 4:02
  different
• 4:03
  was
• 4:03
  when
• 4:04
  I
• 4:04
  took
• 4:04
  the
• 4:04
  store,
• 4:05
  the
• 4:06
  boots
• 4:06
  were
• 4:07
  all
• 4:08
  one
• 4:08
  style,
• 4:09
  and
• 4:11
  the
• 4:11
  shelves
• 4:12
  went
• 4:12
  from
• 4:12
  about
• 4:15
  24
• 4:16
  inches
• 4:16
  from
• 4:16
  the
• 4:16
  bottom,
• 4:17
  and
• 4:17
  then
• 4:18
  they
• 4:18
  stopped
• 4:18
  at
• 4:18
  about
• 4:19
  6ft.
• 4:20
  And
• 4:21
  what
• 4:21
  I
• 4:21
  did
• 4:22
  in
• 4:22
  merchandising
• 4:23
  is
• 4:23
  I
• 4:23
  said,
• 4:24
  we
• 4:24
  got
• 4:24
  to
• 4:24
  get
• 4:24
  them
• 4:24
  all
• 4:24
  out.
• 4:25
  I
• 4:25
  want
• 4:25
  someone
• 4:25
  to
• 4:25
  just
• 4:26
  go
• 4:27
  crazy.
• 4:28
  And
• 4:28
  the
• 4:28
  hard
• 4:28
  thing
• 4:29
  was
• 4:29
  to
• 4:29
  merchandise
• 4:30
  that
• 4:30
  way
• 4:30
  meant
• 4:31
  you
• 4:31
  had
• 4:31
  to
• 4:32
  have
• 4:33
  markers
• 4:33
  where
• 4:33
  the
• 4:34
  sizes
• 4:34
  were.
• 4:34
  There
• 4:35
  was
• 4:35
  nothing
• 4:35
  worse
• 4:35
  than.
• 4:37
  Well,
• 4:38
  quick
• 4:38
  story.
• 4:38
  So
• 4:38
  I
• 4:39
  get
• 4:39
  this
• 4:39
  call.
• 4:39
  It's,
• 4:40
  I
• 4:40
  don't
• 4:40
  know,
• 4:41
  Friday
• 4:41
  morning.
• 4:41
  And
• 4:42
  this
• 4:42
  guy
• 4:42
  calls.
• 4:43
  He
• 4:43
  goes,
• 4:43
  do
• 4:43
  you
• 4:43
  have
• 4:43
  a
• 4:43
  fry
• 4:43
  boot?
• 4:44
  2579.
• 4:45
  I
• 4:45
  go,
• 4:45
  I
• 4:46
  look
• 4:46
  on
• 4:46
  the
• 4:46
  shelf.
• 4:46
  I
• 4:46
  go,
• 4:46
  yeah,
• 4:47
  I
• 4:47
  got
• 4:47
  it.
• 4:47
  And
• 4:48
  he
• 4:48
  goes,
• 4:48
  you
• 4:48
  sure?
• 4:48
  I
• 4:48
  go,
• 4:49
  absolutely.
• 4:49
  I
• 4:50
  trust
• 4:50
  my
• 4:50
  crew
• 4:51
  100%.
• 4:52
  So
• 4:52
  he
• 4:52
  goes,
• 4:52
  good,
• 4:53
  because
• 4:53
  I'm
• 4:53
  Kris
• 4:54
  Kristofferson's
• 4:54
  manager.
• 4:55
  He'll
• 4:55
  be
• 4:55
  in
• 4:55
  there
• 4:55
  in
• 4:55
  about
• 4:56
  10
• 4:56
  minutes
• 4:56
  to
• 4:56
  pick
• 4:56
  it
• 4:56
  up.
• 4:56
  I
• 4:57
  was
• 4:57
  like,
• 4:57
  awesome.
• 4:58
  So
• 4:58
  I
• 4:58
  go
• 4:58
  up
• 4:58
  and
• 4:59
  I
• 4:59
  pick
• 4:59
  up
• 4:59
  the
• 4:59
  boots,
• 5:00
  and
• 5:00
  they're
• 5:00
  an
• 5:00
  eight
• 5:01
  and
• 5:01
  a
• 5:01
  half.
• 5:01
  I
• 5:02
  was
• 5:02
  livid.
• 5:03
  So
• 5:04
  I
• 5:04
  know
• 5:04
  I
• 5:05
  shouldn't
• 5:05
  fit
• 5:05
  in
• 5:05
  an
• 5:05
  eight
• 5:05
  and
• 5:06
  a
• 5:06
  half.
• 5:06
  No,
• 5:06
  I
• 5:07
  should
• 5:07
  have
• 5:07
  closed
• 5:08
  the
• 5:08
  store
• 5:08
  and
• 5:08
  run
• 5:09
  upstairs
• 5:09
  because
• 5:09
  there
• 5:09
  was
• 5:09
  a
• 5:10
  competitor
• 5:10
  and
• 5:10
  get
• 5:11
  bottom,
• 5:11
  but
• 5:11
  I
• 5:12
  didn't.
• 5:12
  So
• 5:13
  he
• 5:13
  comes
• 5:13
  in.
• 5:14
  Chris
• 5:14
  Christopherson.
• 5:15
  It's
• 5:15
  A
• 5:15
  Star
• 5:16
  is
• 5:16
  Born.
• 5:16
  I
• 5:16
  mean,
• 5:16
  he'd
• 5:17
  just
• 5:17
  come
• 5:17
  out
• 5:17
  in
• 5:17
  this
• 5:17
  movie
• 5:18
  and
• 5:20
  I
• 5:21
  tell
• 5:21
  him,
• 5:21
  there's
• 5:22
  a
• 5:22
  big
• 5:22
  mistake.
• 5:22
  I'm
• 5:22
  sorry.
• 5:23
  It's
• 5:23
  upstairs.
• 5:23
  Although
• 5:23
  I
• 5:24
  know
• 5:24
  you
• 5:24
  have
• 5:24
  kids.
• 5:24
  We
• 5:24
  got
• 5:24
  great
• 5:25
  kids
• 5:25
  boots.
• 5:25
  I
• 5:25
  hope
• 5:25
  I
• 5:25
  see
• 5:26
  you
• 5:26
  back.
• 5:27
  And
• 5:27
  he
• 5:27
  actually
• 5:27
  came
• 5:28
  back
• 5:28
  and
• 5:28
  bought
• 5:28
  the
• 5:28
  kids
• 5:29
  boots.
• 5:29
  Oh,
• 5:29
  wow,
• 5:30
  that
• 5:30
  was
• 5:30
  great.
• 5:31
  But
• 5:31
  another,
• 5:32
  you
• 5:32
  know,
• 5:32
  again,
• 5:33
  your
• 5:33
  goal
• 5:33
  would
• 5:34
  have
• 5:34
  been
• 5:34
  to
• 5:34
  remove
• 5:35
  the
• 5:35
  friction
• 5:35
  from
• 5:35
  the
• 5:36
  customer,
• 5:36
  go
• 5:36
  up
• 5:36
  and
• 5:37
  get
• 5:37
  the
• 5:37
  boots
• 5:37
  and
• 5:38
  pay
• 5:38
  for
• 5:38
  it
• 5:38
  and
• 5:39
  be
• 5:39
  done
• 5:39
  with
• 5:39
  it,
• 5:39
  because
• 5:39
  that's
• 5:40
  what
• 5:40
  the
• 5:40
  service
• 5:40
  was.
• 5:41
  So
• 5:41
  your
• 5:42
  second
• 5:42
  one
• 5:42
  here
• 5:43
  on
• 5:43
  the
• 5:43
  podcast
• 5:44
  at
• 5:44
  WISA
• 5:45
  Retail
• 5:45
  Roundup.
• 5:47
  Very
• 5:47
  good.
• 5:48
  So
• 5:49
  everybody
• 5:49
  knows
• 5:49
  what
• 5:49
  merchandising
• 5:50
  is.
• 5:51
  Has
• 5:52
  it
• 5:52
  become
• 5:52
  more
• 5:53
  important
• 5:53
  to
• 5:53
  merchandise
• 5:54
  properly
• 5:55
  over
• 5:55
  the
• 5:55
  years
• 5:55
  as
• 5:55
  things
• 5:55
  have
• 5:56
  changed
• 5:56
  and
• 5:56
  the
• 5:56
  Internet's
• 5:57
  come
• 5:57
  about
• 5:57
  and
• 5:57
  all
• 5:57
  of
• 5:57
  that,
• 5:58
  or
• 5:58
  has
• 5:58
  it
• 5:58
  always
• 5:59
  just
• 5:59
  been
• 5:59
  that
• 5:59
  important
• 6:00
  and
• 6:00
  it's
• 6:01
  the
• 6:01
  same
• 6:01
  as
• 6:01
  it
• 6:01
  was?
• 6:02
  It's
• 6:02
  always
• 6:02
  important.
• 6:02
  But,
• 6:03
  you
• 6:03
  know,
• 6:04
  merchandising
• 6:05
  has
• 6:05
  gone
• 6:05
  through
• 6:06
  an
• 6:06
  awful
• 6:06
  lot
• 6:06
  of
• 6:09
  changes.
• 6:10
  In
• 6:11
  department
• 6:11
  stores,
• 6:11
  you
• 6:11
  saw
• 6:11
  it
• 6:12
  probably
• 6:12
  the
• 6:12
  clearest.
• 6:14
  Suddenly
• 6:16
  they
• 6:16
  had
• 6:16
  pants
• 6:16
  departments
• 6:18
  and
• 6:19
  then
• 6:19
  shirt
• 6:19
  departments
• 6:21
  and
• 6:21
  in
• 6:21
  menswear,
• 6:22
  that's
• 6:22
  terrible
• 6:22
  because
• 6:22
  a
• 6:22
  guy
• 6:23
  will
• 6:23
  go
• 6:23
  in
• 6:23
  and
• 6:23
  get
• 6:23
  the
• 6:23
  jeans
• 6:24
  and
• 6:24
  then
• 6:24
  he's
• 6:24
  out.
• 6:25
  And
• 6:25
  that
• 6:25
  didn't
• 6:26
  live
• 6:26
  too
• 6:26
  long.
• 6:28
  Department
• 6:28
  stores
• 6:29
  started
• 6:29
  putting
• 6:29
  movable
• 6:29
  walls
• 6:30
  in,
• 6:30
  which
• 6:30
  is
• 6:30
  a
• 6:30
  brilliant
• 6:31
  idea,
• 6:32
  except
• 6:32
  that
• 6:32
  the
• 6:32
  original
• 6:33
  designers
• 6:33
  of
• 6:33
  it
• 6:34
  expected
• 6:34
  people
• 6:34
  to
• 6:35
  understand
• 6:35
  that
• 6:35
  you
• 6:36
  move
• 6:36
  the
• 6:36
  walls
• 6:36
  so
• 6:37
  the
• 6:37
  store
• 6:37
  looks
• 6:37
  different,
• 6:38
  and
• 6:38
  most
• 6:38
  people
• 6:38
  didn't.
• 6:39
  And
• 6:39
  so
• 6:39
  then
• 6:39
  they
• 6:39
  just
• 6:40
  built
• 6:40
  the
• 6:40
  walls
• 6:40
  again,
• 6:40
  which
• 6:41
  was
• 6:41
  kind
• 6:41
  of
• 6:41
  a
• 6:41
  waste.
• 6:42
  And.
• 6:42
  But
• 6:42
  I
• 6:42
  think
• 6:43
  the
• 6:43
  challenge
• 6:43
  in
• 6:43
  2025,
• 6:44
  2026
• 6:45
  is,
• 6:45
  look,
• 6:46
  we
• 6:46
  are
• 6:46
  a
• 6:46
  rattled
• 6:48
  consumer.
• 6:48
  We
• 6:49
  have
• 6:49
  more
• 6:49
  choice
• 6:49
  than
• 6:50
  ever.
• 6:50
  And
• 6:51
  the
• 6:51
  way
• 6:51
  I
• 6:51
  did
• 6:52
  those
• 6:52
  boots
• 6:52
  back
• 6:52
  then,
• 6:53
  I
• 6:53
  probably
• 6:53
  wouldn't
• 6:53
  do
• 6:54
  the
• 6:54
  same
• 6:54
  now
• 6:54
  because
• 6:55
  it
• 6:55
  leads
• 6:55
  to
• 6:56
  overload.
• 6:56
  And
• 6:56
  the
• 6:57
  problem
• 6:57
  with
• 6:57
  that
• 6:57
  is
• 6:57
  customers
• 6:58
  come
• 6:58
  in
• 6:58
  and
• 6:59
  they
• 6:59
  feel
• 6:59
  overwhelmed
• 7:00
  and
• 7:00
  then
• 7:00
  they
• 7:01
  shut
• 7:01
  down.
• 7:01
  So
• 7:02
  unless
• 7:02
  you
• 7:03
  have
• 7:03
  a
• 7:03
  great
• 7:03
  selling
• 7:04
  system,
• 7:04
  which
• 7:05
  is
• 7:05
  what
• 7:05
  I
• 7:05
  taught
• 7:06
  all
• 7:06
  my
• 7:06
  guys
• 7:06
  and
• 7:07
  gals
• 7:07
  who
• 7:07
  work
• 7:08
  for
• 7:08
  me
• 7:08
  at
• 7:08
  H
• 7:09
  and
• 7:09
  P
• 7:09
  for
• 7:09
  14
• 7:09
  years,
• 7:11
  they
• 7:11
  can
• 7:12
  get
• 7:12
  overwhelmed
• 7:12
  and
• 7:13
  pull
• 7:13
  back
• 7:13
  and
• 7:13
  say,
• 7:14
  oh,
• 7:14
  here's
• 7:15
  another.
• 7:15
  Here's
• 7:16
  an
• 7:16
  example.
• 7:16
  So
• 7:17
  back
• 7:17
  then
• 7:19
  People
• 7:19
  were
• 7:20
  asking
• 7:20
  for
• 7:20
  black
• 7:20
  boots
• 7:21
  now.
• 7:21
  Damn.
• 7:22
  Post
• 7:22
  made
• 7:22
  a
• 7:22
  black
• 7:22
  boot.
• 7:23
  I
• 7:23
  know,
• 7:23
  it's
• 7:23
  terrible.
• 7:23
  I
• 7:23
  remember
• 7:24
  all
• 7:24
  these
• 7:24
  stock
• 7:24
  numbers,
• 7:24
  4940.
• 7:25
  And
• 7:25
  it
• 7:26
  was
• 7:26
  a
• 7:26
  beautiful
• 7:26
  boot.
• 7:27
  And.
• 7:28
  But
• 7:30
  when
• 7:30
  I
• 7:30
  took
• 7:30
  over
• 7:31
  the
• 7:31
  store
• 7:31
  at
• 7:31
  South
• 7:31
  Coast
• 7:31
  Plaza,
• 7:32
  which
• 7:32
  is
• 7:32
  the
• 7:32
  one
• 7:32
  where
• 7:32
  I
• 7:32
  made
• 7:33
  the
• 7:33
  highest
• 7:33
  increase
• 7:33
  of
• 7:34
  sales,
• 7:34
  over
• 7:34
  300
• 7:35
  stores
• 7:35
  in
• 7:35
  that
• 7:35
  mall
• 7:36
  selling
• 7:36
  cowboy
• 7:37
  clothes.
• 7:38
  I
• 7:38
  changed.
• 7:39
  I
• 7:39
  flipped
• 7:40
  it
• 7:40
  on
• 7:40
  them.
• 7:40
  So
• 7:41
  is
• 7:41
  this.
• 7:41
  You
• 7:41
  have
• 7:42
  any
• 7:42
  more
• 7:42
  black
• 7:42
  boots?
• 7:42
  No,
• 7:43
  that's
• 7:43
  only
• 7:43
  in
• 7:43
  half.
• 7:44
  Okay,
• 7:44
  well,
• 7:44
  thanks.
• 7:44
  No.
• 7:45
  Come
• 7:45
  here
• 7:45
  and
• 7:45
  sit
• 7:45
  down
• 7:46
  and
• 7:46
  try
• 7:46
  it
• 7:46
  on.
• 7:46
  See
• 7:47
  if
• 7:47
  you
• 7:47
  like
• 7:47
  black.
• 7:47
  And
• 7:48
  you
• 7:48
  know
• 7:48
  what?
• 7:48
  9
• 7:48
  out
• 7:48
  of
• 7:49
  10
• 7:49
  times,
• 7:49
  they
• 7:49
  didn't
• 7:49
  like
• 7:50
  a
• 7:50
  black
• 7:50
  boot.
• 7:51
  So
• 7:52
  we
• 7:52
  were
• 7:52
  able
• 7:52
  to
• 7:52
  capture
• 7:53
  those
• 7:53
  stores,
• 7:54
  capture
• 7:55
  those
• 7:56
  sales
• 7:57
  in
• 7:58
  a
• 7:58
  new
• 7:58
  way.
• 7:58
  And
• 7:59
  so
• 7:59
  I
• 7:59
  would
• 8:00
  say,
• 8:00
  you
• 8:00
  know,
• 8:01
  great
• 8:01
  salesmanship
• 8:02
  can
• 8:02
  really
• 8:03
  help
• 8:03
  you
• 8:05
  do
• 8:05
  a
• 8:05
  great
• 8:05
  job
• 8:06
  because
• 8:06
  you
• 8:06
  can
• 8:07
  help
• 8:07
  filter
• 8:07
  those
• 8:08
  choices
• 8:08
  down.
• 8:09
  And
• 8:10
  having
• 8:10
  a
• 8:10
  pair
• 8:10
  of
• 8:10
  lizard
• 8:11
  or
• 8:11
  ostrich
• 8:11
  boots,
• 8:12
  when
• 8:12
  somebody's
• 8:13
  looking
• 8:13
  for
• 8:13
  a
• 8:13
  pair
• 8:13
  of,
• 8:13
  you
• 8:14
  know,
• 8:14
  Tony
• 8:14
  Llama
• 8:15
  5084
• 8:15
  is
• 8:16
  terrible.
• 8:18
  Makes
• 8:18
  a
• 8:18
  big
• 8:18
  difference
• 8:19
  because
• 8:19
  you're
• 8:19
  always
• 8:19
  looking
• 8:20
  to
• 8:20
  get
• 8:20
  the
• 8:20
  two
• 8:20
  pair,
• 8:20
  not
• 8:20
  the
• 8:21
  one.
• 8:22
  Right.
• 8:22
  That
• 8:22
  hasn't
• 8:23
  gone
• 8:23
  out
• 8:23
  of
• 8:23
  style.
• 8:24
  So
• 8:24
  when
• 8:24
  you're
• 8:24
  looking
• 8:25
  at.
• 8:26
  I
• 8:26
  had.
• 8:26
  I.
• 8:26
  I
• 8:27
  should
• 8:27
  have
• 8:27
  queued
• 8:27
  up
• 8:27
  some,
• 8:28
  but
• 8:28
  I
• 8:28
  didn't
• 8:28
  know
• 8:28
  we
• 8:28
  were
• 8:28
  going
• 8:28
  to
• 8:28
  do
• 8:29
  pictures
• 8:29
  day.
• 8:30
  But
• 8:31
  I
• 8:31
  wanted
• 8:31
  our
• 8:31
  store
• 8:32
  to
• 8:32
  look
• 8:32
  very
• 8:32
  packed.
• 8:33
  And
• 8:33
  if
• 8:33
  anything
• 8:33
  that
• 8:33
  you
• 8:34
  wanted
• 8:34
  western,
• 8:35
  we
• 8:35
  had
• 8:35
  it.
• 8:36
  But
• 8:36
  we
• 8:36
  call
• 8:36
  that
• 8:36
  the
• 8:37
  old
• 8:37
  time
• 8:37
  tack
• 8:37
  shop,
• 8:37
  where
• 8:38
  you
• 8:38
  walk
• 8:38
  in
• 8:38
  and
• 8:38
  it's
• 8:39
  to
• 8:39
  the
• 8:39
  ceiling
• 8:39
  and
• 8:40
  you
• 8:40
  can
• 8:40
  barely
• 8:40
  walk
• 8:40
  through
• 8:41
  the
• 8:41
  aisles.
• 8:42
  But
• 8:43
  you
• 8:43
  had
• 8:43
  to
• 8:43
  have
• 8:43
  the
• 8:43
  sense
• 8:44
  that
• 8:44
  if
• 8:44
  you're
• 8:44
  going
• 8:44
  to
• 8:44
  be
• 8:44
  in
• 8:44
  South
• 8:45
  Coast
• 8:45
  Plaza,
• 8:46
  you
• 8:46
  had
• 8:46
  to
• 8:46
  be
• 8:46
  elevated,
• 8:47
  right?
• 8:47
  So
• 8:48
  it
• 8:48
  had
• 8:48
  to
• 8:49
  be
• 8:49
  classy.
• 8:50
  And,
• 8:52
  you
• 8:52
  know,
• 8:52
  there's
• 8:52
  some
• 8:52
  beautiful.
• 8:53
  I
• 8:53
  was
• 8:53
  in
• 8:53
  a.
• 8:54
  Is
• 8:54
  it
• 8:54
  Toccovas
• 8:55
  Taconas
• 8:56
  store
• 8:57
  the
• 8:57
  other
• 8:58
  day.
• 8:58
  They
• 8:58
  have.
• 8:58
  They
• 8:59
  had
• 8:59
  a
• 8:59
  boot
• 8:59
  store
• 8:59
  in.
• 9:00
  In
• 9:00
  Scottsdale.
• 9:01
  I
• 9:01
  walked
• 9:01
  in,
• 9:02
  five
• 9:02
  employees,
• 9:02
  and
• 9:02
  the
• 9:02
  guy's
• 9:03
  like,
• 9:03
  you
• 9:03
  look
• 9:03
  for
• 9:04
  something
• 9:04
  special?
• 9:04
  I
• 9:04
  was
• 9:04
  like,
• 9:05
  no.
• 9:05
  And
• 9:05
  then
• 9:05
  they
• 9:05
  just
• 9:05
  left.
• 9:06
  And
• 9:06
  it's
• 9:06
  just
• 9:07
  like,
• 9:07
  dude,
• 9:07
  seriously.
• 9:08
  Because
• 9:08
  it's
• 9:08
  a
• 9:08
  real
• 9:09
  minimal
• 9:11
  merchandising,
• 9:12
  right?
• 9:12
  It's
• 9:12
  got
• 9:12
  lit
• 9:13
  shelves.
• 9:13
  The
• 9:13
  whole
• 9:13
  store
• 9:14
  is
• 9:14
  pretty
• 9:14
  dark
• 9:15
  and
• 9:15
  lit
• 9:15
  shelves.
• 9:16
  And
• 9:16
  then
• 9:16
  they
• 9:16
  have
• 9:16
  one
• 9:16
  of
• 9:17
  each
• 9:17
  one.
• 9:18
  And
• 9:18
  that
• 9:19
  kind
• 9:19
  of
• 9:19
  feels
• 9:19
  like
• 9:19
  you're
• 9:20
  looking
• 9:20
  at
• 9:20
  art.
• 9:20
  It
• 9:21
  didn't
• 9:21
  feel
• 9:22
  that
• 9:22
  approachable,
• 9:23
  right?
• 9:23
  Like,
• 9:23
  I
• 9:23
  have
• 9:24
  to
• 9:24
  go
• 9:24
  and
• 9:24
  ask
• 9:24
  somebody
• 9:25
  to
• 9:25
  help
• 9:25
  me.
• 9:26
  But
• 9:26
  the
• 9:26
  key
• 9:27
  thing
• 9:27
  in.
• 9:27
  In
• 9:28
  retail
• 9:28
  is
• 9:29
  your
• 9:29
  goal
• 9:29
  is
• 9:30
  to
• 9:30
  bring
• 9:31
  a
• 9:31
  customer's
• 9:32
  vision
• 9:32
  down.
• 9:33
  This
• 9:33
  is
• 9:33
  for
• 9:33
  you.
• 9:35
  So
• 9:35
  if,
• 9:35
  I
• 9:35
  mean,
• 9:36
  you
• 9:36
  know,
• 9:36
  you
• 9:37
  look
• 9:37
  at
• 9:37
  Blue
• 9:37
  Barn
• 9:37
  now
• 9:38
  has
• 9:38
  whatever
• 9:38
  450
• 9:39
  stores.
• 9:39
  They
• 9:39
  started
• 9:40
  at
• 9:40
  Huntington
• 9:40
  Beach.
• 9:40
  They
• 9:40
  were
• 9:40
  right
• 9:41
  up
• 9:41
  this.
• 9:41
  They
• 9:41
  were
• 9:41
  right
• 9:42
  up
• 9:42
  the
• 9:42
  405
• 9:42
  freeway
• 9:43
  from
• 9:43
  me.
• 9:43
  I
• 9:43
  was
• 9:43
  competing
• 9:44
  with
• 9:44
  them
• 9:44
  when
• 9:44
  it
• 9:45
  was
• 9:45
  just
• 9:45
  the
• 9:45
  original
• 9:45
  owner
• 9:45
  and
• 9:45
  he
• 9:46
  had
• 9:46
  what,
• 9:46
  six
• 9:46
  stores
• 9:47
  and
• 9:47
  we
• 9:47
  had.
• 9:48
  I
• 9:48
  think
• 9:48
  we
• 9:49
  had
• 9:49
  12.
• 9:49
  And
• 9:49
  ultimately
• 9:50
  got
• 9:50
  to
• 9:50
  55
• 9:51
  before
• 9:51
  it
• 9:52
  crashed
• 9:52
  and
• 9:53
  burned.
• 9:53
  But
• 9:55
  you
• 9:55
  want
• 9:55
  them
• 9:55
  to
• 9:55
  be
• 9:56
  able
• 9:56
  to
• 9:56
  say,
• 9:56
  like,
• 9:56
  this
• 9:56
  is
• 9:56
  a
• 9:56
  work
• 9:56
  boot
• 9:57
  section.
• 9:57
  So
• 9:58
  it's
• 9:58
  going
• 9:58
  to
• 9:58
  be
• 9:59
  Carhartt,
• 9:59
  it's
• 9:59
  going
• 9:59
  to
• 9:59
  be
• 9:59
  the
• 10:00
  boots,
• 10:00
  it's
• 10:00
  going
• 10:00
  to
• 10:00
  be
• 10:00
  the
• 10:00
  belts.
• 10:01
  You're
• 10:01
  trying
• 10:01
  to
• 10:01
  make
• 10:02
  it
• 10:02
  small
• 10:02
  enough
• 10:02
  that
• 10:03
  this
• 10:03
  guy.
• 10:03
  This
• 10:04
  is
• 10:04
  for
• 10:04
  you
• 10:05
  or
• 10:05
  for
• 10:05
  a
• 10:06
  woman.
• 10:06
  You
• 10:07
  know,
• 10:07
  square
• 10:07
  dancer
• 10:07
  was
• 10:07
  really
• 10:08
  big
• 10:08
  back
• 10:08
  then.
• 10:08
  And
• 10:09
  so.
• 10:10
  And
• 10:10
  swing
• 10:10
  dancing
• 10:10
  and
• 10:11
  those.
• 10:11
  So
• 10:12
  make
• 10:12
  it.
• 10:13
  The
• 10:13
  display
• 10:13
  is
• 10:13
  for
• 10:14
  that
• 10:14
  person
• 10:15
  rather
• 10:15
  than.
• 10:15
  Yeah,
• 10:16
  we
• 10:16
  just
• 10:16
  got
• 10:16
  these
• 10:16
  and
• 10:17
  put
• 10:17
  them
• 10:17
  out
• 10:17
  on
• 10:17
  the
• 10:17
  shelf.
• 10:17
  Oh,
• 10:18
  yeah.
• 10:18
  And
• 10:18
  throw.
• 10:18
  Throw
• 10:19
  a
• 10:19
  pair
• 10:19
  of
• 10:19
  jeans
• 10:19
  with
• 10:20
  it.
• 10:20
  Because
• 10:21
  a
• 10:22
  guy
• 10:22
  especially.
• 10:23
  You're
• 10:23
  basically
• 10:23
  saying,
• 10:24
  tell
• 10:24
  a
• 10:24
  story.
• 10:25
  Absolutely.
• 10:26
  You
• 10:26
  get
• 10:26
  a
• 10:27
  guy
• 10:27
  in
• 10:27
  there
• 10:27
  and
• 10:27
  he
• 10:27
  sees
• 10:28
  it.
• 10:28
  Oh,
• 10:28
  by
• 10:28
  the
• 10:29
  way,
• 10:30
  going
• 10:30
  back
• 10:30
  to
• 10:30
  training
• 10:31
  your
• 10:31
  employees,
• 10:31
  merchandising
• 10:32
  is
• 10:32
  great,
• 10:33
  but
• 10:33
  my
• 10:34
  goal,
• 10:34
  if
• 10:34
  you
• 10:35
  come
• 10:35
  into
• 10:35
  my
• 10:35
  store
• 10:36
  is
• 10:36
  I
• 10:36
  want
• 10:36
  to
• 10:36
  see
• 10:36
  your
• 10:37
  sock.
• 10:37
  That's
• 10:38
  all
• 10:38
  I
• 10:38
  care
• 10:38
  about.
• 10:39
  I'm
• 10:39
  going
• 10:39
  to
• 10:39
  find
• 10:39
  a
• 10:40
  way
• 10:40
  to
• 10:40
  get
• 10:41
  your
• 10:41
  shoe
• 10:41
  off
• 10:41
  to
• 10:42
  try
• 10:42
  on
• 10:42
  a
• 10:42
  pair
• 10:42
  of
• 10:42
  boots
• 10:43
  the
• 10:43
  other
• 10:43
  way.
• 10:43
  If
• 10:43
  you're
• 10:44
  trying
• 10:44
  on,
• 10:44
  if
• 10:44
  you're
• 10:44
  coming
• 10:44
  in
• 10:45
  for
• 10:45
  apparel,
• 10:45
  I
• 10:45
  want
• 10:45
  you
• 10:45
  half
• 10:46
  naked
• 10:46
  in
• 10:46
  the
• 10:46
  fitting
• 10:46
  room.
• 10:47
  Because
• 10:47
  if
• 10:47
  I
• 10:47
  have
• 10:47
  you
• 10:48
  there,
• 10:48
  I
• 10:48
  can
• 10:49
  sell
• 10:49
  you
• 10:49
  anything.
• 10:50
  Conversion
• 10:50
  is
• 10:51
  70%
• 10:51
  if
• 10:51
  they
• 10:51
  use
• 10:52
  a
• 10:52
  fitting
• 10:52
  room.
• 10:53
  It's
• 10:53
  30%
• 10:54
  if
• 10:55
  it's
• 10:55
  just
• 10:55
  on
• 10:55
  the
• 10:55
  shelf.
• 10:56
  So
• 10:56
  that's
• 10:57
  where
• 10:57
  your
• 10:57
  goal
• 10:57
  is
• 10:58
  to
• 10:58
  be
• 10:58
  thinking
• 10:58
  that,
• 10:59
  well,
• 10:59
  the
• 10:59
  merchandising
• 11:00
  you
• 11:00
  do
• 11:00
  on
• 11:00
  your
• 11:01
  store
• 11:01
  is
• 11:02
  the
• 11:02
  same
• 11:02
  thing
• 11:02
  your
• 11:02
  crew
• 11:03
  has
• 11:03
  to
• 11:03
  be
• 11:03
  able
• 11:03
  to
• 11:03
  do
• 11:04
  in
• 11:04
  the
• 11:05
  fitting
• 11:05
  room.
• 11:05
  Right.
• 11:06
  So
• 11:06
  just
• 11:06
  try
• 11:07
  this
• 11:07
  on.
• 11:07
  It's
• 11:07
  a
• 11:07
  belt.
• 11:07
  I
• 11:07
  don't
• 11:08
  need
• 11:08
  any
• 11:08
  belt.
• 11:08
  I
• 11:08
  know
• 11:08
  you
• 11:08
  don't
• 11:09
  just
• 11:09
  try
• 11:09
  it
• 11:09
  on,
• 11:09
  dude.
• 11:10
  And
• 11:10
  guys
• 11:10
  are
• 11:10
  susceptible.
• 11:11
  You've
• 11:11
  got
• 11:11
  them
• 11:12
  half
• 11:12
  naked
• 11:12
  in
• 11:12
  the
• 11:12
  fitting
• 11:12
  room,
• 11:13
  like,
• 11:13
  okay.
• 11:13
  And
• 11:13
  when
• 11:14
  they
• 11:14
  come
• 11:14
  out.
• 11:15
  Right.
• 11:15
  The
• 11:15
  jeans
• 11:16
  are
• 11:16
  a
• 11:16
  little
• 11:16
  tired.
• 11:16
  We're
• 11:16
  not
• 11:17
  doing
• 11:17
  that
• 11:17
  unless
• 11:17
  we're
• 11:17
  intent
• 11:18
  on
• 11:18
  buying
• 11:18
  something.
• 11:19
  Exactly.
• 11:20
  Right.
• 11:20
  Yeah.
• 11:20
  We're
• 11:20
  not
• 11:20
  doing
• 11:21
  it.
• 11:21
  Just
• 11:21
  browsing
• 11:22
  these
• 11:22
  days.
• 11:22
  Right.
• 11:23
  I
• 11:23
  mean,
• 11:25
  if
• 11:25
  I.
• 11:26
  If
• 11:26
  I
• 11:26
  wanted
• 11:26
  to.
• 11:27
  Perfect
• 11:27
  example,
• 11:28
  let's
• 11:28
  say
• 11:28
  I
• 11:28
  got
• 11:28
  the
• 11:29
  Wrangler
• 11:29
  bootcut
• 11:29
  jeans
• 11:30
  and
• 11:30
  I
• 11:31
  decide,
• 11:31
  oh,
• 11:31
  these
• 11:31
  are
• 11:32
  worn
• 11:32
  out.
• 11:32
  I
• 11:32
  just
• 11:32
  need
• 11:32
  another
• 11:32
  pair.
• 11:33
  I'm
• 11:33
  probably
• 11:33
  just
• 11:33
  going
• 11:33
  to
• 11:34
  go
• 11:34
  on
• 11:34
  and
• 11:34
  the
• 11:35
  web
• 11:36
  somebody's
• 11:36
  website
• 11:36
  and
• 11:37
  buy
• 11:37
  them.
• 11:38
  The
• 11:38
  danger
• 11:39
  is,
• 11:39
  you
• 11:39
  think
• 11:40
  that's.
• 11:40
  If
• 11:40
  I
• 11:40
  walk
• 11:40
  into
• 11:40
  your
• 11:41
  store,
• 11:41
  you
• 11:41
  Think
• 11:41
  that's
• 11:42
  all
• 11:42
  I
• 11:42
  want.
• 11:42
  So
• 11:43
  when
• 11:43
  I
• 11:43
  say,
• 11:43
  oh,
• 11:43
  where
• 11:44
  are
• 11:44
  the
• 11:44
  Wranglers?
• 11:44
  Over
• 11:44
  here.
• 11:45
  Do
• 11:45
  you
• 11:45
  want
• 11:45
  to
• 11:45
  try
• 11:45
  them
• 11:45
  on?
• 11:45
  No,
• 11:46
  I
• 11:46
  know
• 11:46
  that
• 11:46
  fits.
• 11:46
  Okay.
• 11:46
  Here
• 11:47
  you
• 11:47
  go.
• 11:47
  You
• 11:48
  have
• 11:48
  just
• 11:48
  lost
• 11:48
  probably
• 11:49
  an
• 11:49
  extra
• 11:49
  hundred
• 11:50
  dollars
• 11:50
  or
• 11:50
  more
• 11:51
  because
• 11:51
  you
• 11:52
  didn't
• 11:52
  show
• 11:52
  them
• 11:52
  they
• 11:52
  came
• 11:52
  in
• 11:53
  another
• 11:53
  color.
• 11:54
  You
• 11:54
  didn't
• 11:54
  show
• 11:54
  them
• 11:54
  a
• 11:55
  belt.
• 11:55
  You
• 11:55
  didn't
• 11:56
  look
• 11:56
  down
• 11:56
  at
• 11:56
  their
• 11:56
  boots
• 11:56
  and
• 11:57
  say,
• 11:58
  you
• 11:58
  know,
• 11:58
  we've
• 11:59
  got
• 11:59
  those
• 11:59
  look
• 12:00
  like,
• 12:00
  I
• 12:00
  was,
• 12:00
  like,
• 12:01
  playing
• 12:01
  that
• 12:01
  game
• 12:01
  because
• 12:01
  I
• 12:02
  knew
• 12:02
  my
• 12:02
  boots
• 12:02
  pretty
• 12:02
  well.
• 12:03
  Those
• 12:03
  Justin's
• 12:03
  like,
• 12:04
  no,
• 12:04
  these
• 12:04
  are
• 12:04
  Nakona,
• 12:05
  of
• 12:05
  course,
• 12:05
  because
• 12:06
  sister
• 12:06
  companies
• 12:06
  got
• 12:07
  it.
• 12:08
  They
• 12:08
  build
• 12:09
  trust
• 12:09
  by
• 12:09
  you
• 12:10
  knowing
• 12:10
  what's
• 12:10
  going
• 12:11
  on.
• 12:12
  And
• 12:12
  if
• 12:12
  they've
• 12:13
  got
• 12:13
  a
• 12:13
  big
• 12:13
  belt
• 12:14
  buckle,
• 12:14
  it's
• 12:14
  Montana
• 12:15
  or
• 12:15
  whoever
• 12:15
  you
• 12:16
  know,
• 12:16
  your.
• 12:16
  Your
• 12:16
  vendor
• 12:17
  is,
• 12:17
  then
• 12:18
  you
• 12:18
  can
• 12:18
  assume
• 12:18
  that
• 12:19
  maybe
• 12:19
  they'd
• 12:19
  be
• 12:19
  open
• 12:20
  to
• 12:20
  something
• 12:20
  else.
• 12:21
  But
• 12:21
  the
• 12:21
  game
• 12:21
  is
• 12:22
  to
• 12:22
  get
• 12:22
  it
• 12:22
  as
• 12:22
  big
• 12:23
  as.
• 12:23
  As
• 12:23
  you
• 12:23
  want.
• 12:24
  And
• 12:24
  that
• 12:24
  starts
• 12:24
  with
• 12:24
  your
• 12:25
  merchandising.
• 12:25
  To
• 12:26
  make
• 12:26
  sure
• 12:26
  that,
• 12:26
  you
• 12:27
  know,
• 12:27
  you're
• 12:27
  looking
• 12:27
  at
• 12:28
  the
• 12:28
  three
• 12:29
  strongest
• 12:29
  colors
• 12:29
  you
• 12:30
  can
• 12:30
  use
• 12:30
  in
• 12:30
  a.
• 12:30
  Any
• 12:31
  display
• 12:31
  is
• 12:31
  red,
• 12:31
  white,
• 12:31
  and
• 12:32
  black.
• 12:33
  If
• 12:33
  it's.
• 12:33
  If
• 12:33
  you
• 12:33
  don't
• 12:33
  have
• 12:34
  the
• 12:34
  black,
• 12:34
  it's
• 12:34
  a
• 12:34
  Valentine's
• 12:35
  Day
• 12:36
  promotion.
• 12:36
  If
• 12:36
  it's
• 12:37
  white
• 12:37
  and
• 12:37
  black,
• 12:37
  pretty
• 12:38
  severe.
• 12:38
  Not
• 12:38
  many
• 12:38
  people
• 12:39
  want
• 12:39
  a
• 12:39
  white.
• 12:39
  Just
• 12:40
  wear
• 12:40
  white
• 12:40
  and
• 12:40
  black.
• 12:41
  Then
• 12:41
  it's
• 12:41
  waiter.
• 12:42
  But
• 12:42
  when.
• 12:43
  When
• 12:44
  you
• 12:44
  break
• 12:44
  that
• 12:44
  up,
• 12:45
  people
• 12:46
  are
• 12:46
  willing
• 12:46
  to
• 12:46
  consider.
• 12:47
  And
• 12:47
  you
• 12:48
  don't
• 12:48
  need
• 12:48
  18
• 12:49
  things
• 12:49
  in
• 12:49
  there.
• 12:50
  Show
• 12:50
  one
• 12:51
  killer
• 12:52
  outfit,
• 12:53
  and
• 12:55
  you
• 12:55
  lead
• 12:55
  with
• 12:56
  what
• 12:56
  the
• 12:56
  premium
• 12:57
  items
• 12:57
  are.
• 12:58
  You
• 12:58
  know,
• 12:58
  so
• 12:58
  many
• 12:58
  western
• 12:59
  stores
• 12:59
  that
• 12:59
  I've
• 12:59
  gone
• 13:00
  into
• 13:00
  lately,
• 13:01
  everything
• 13:02
  is
• 13:02
  on
• 13:02
  sale,
• 13:02
  20
• 13:03
  off,
• 13:03
  and
• 13:03
  it's
• 13:04
  this
• 13:04
  weekend
• 13:04
  only.
• 13:04
  Or
• 13:05
  join
• 13:05
  our
• 13:05
  loyalty
• 13:05
  program.
• 13:06
  Get
• 13:06
  20%
• 13:06
  off,
• 13:07
  and
• 13:08
  you
• 13:08
  got
• 13:08
  to
• 13:08
  get
• 13:08
  full
• 13:09
  price
• 13:09
  if
• 13:09
  you're
• 13:09
  gonna,
• 13:10
  you
• 13:10
  know,
• 13:10
  got
• 13:10
  the
• 13:11
  highest
• 13:11
  increase
• 13:11
  of
• 13:11
  South
• 13:11
  Coast
• 13:12
  Plaza,
• 13:12
  you
• 13:12
  got
• 13:12
  to
• 13:13
  get
• 13:13
  full,
• 13:13
  full
• 13:13
  price
• 13:14
  if
• 13:14
  you're
• 13:14
  going
• 13:14
  to
• 13:15
  make
• 13:15
  those
• 13:15
  numbers.
• 13:16
  And
• 13:16
  so
• 13:17
  if
• 13:17
  you're
• 13:17
  listening
• 13:17
  to
• 13:17
  that
• 13:17
  and
• 13:17
  you're
• 13:18
  saying,
• 13:18
  well,
• 13:18
  we're
• 13:18
  not
• 13:18
  really
• 13:18
  doing
• 13:19
  it,
• 13:19
  one
• 13:20
  thing
• 13:20
  to
• 13:20
  check
• 13:20
  is
• 13:21
  how
• 13:21
  many
• 13:21
  people
• 13:21
  walked
• 13:22
  in
• 13:22
  your
• 13:22
  door
• 13:22
  that
• 13:22
  day.
• 13:23
  That
• 13:23
  doesn't
• 13:23
  take
• 13:23
  anything
• 13:24
  more
• 13:24
  than
• 13:24
  putting
• 13:24
  little
• 13:24
  hash
• 13:24
  marks.
• 13:27
  You
• 13:27
  can
• 13:27
  also
• 13:27
  use
• 13:29
  traffic
• 13:30
  counter,
• 13:30
  door
• 13:31
  dor.
• 13:31
  They.
• 13:31
  They
• 13:32
  do
• 13:32
  it
• 13:32
  automatically.
• 13:33
  And
• 13:34
  compare
• 13:34
  that
• 13:34
  to
• 13:34
  the
• 13:34
  number
• 13:34
  of
• 13:34
  rings
• 13:35
  on
• 13:35
  your
• 13:36
  registers.
• 13:37
  And
• 13:37
  while
• 13:37
  you
• 13:38
  might
• 13:38
  think,
• 13:38
  oh,
• 13:38
  90%.
• 13:39
  Yeah,
• 13:39
  90%
• 13:39
  conversion.
• 13:40
  Yeah,
• 13:40
  it's
• 13:41
  probably
• 13:41
  like
• 13:41
  11
• 13:42
  to
• 13:42
  18.
• 13:44
  And
• 13:44
  that
• 13:44
  means
• 13:44
  a
• 13:44
  lot
• 13:44
  of
• 13:44
  people
• 13:45
  walked
• 13:45
  into
• 13:45
  your
• 13:45
  store
• 13:45
  and
• 13:46
  didn't
• 13:46
  buy.
• 13:47
  So
• 13:47
  I
• 13:47
  always
• 13:48
  start
• 13:48
  with,
• 13:48
  is
• 13:48
  it
• 13:49
  clean?
• 13:49
  That's
• 13:49
  part
• 13:49
  of
• 13:50
  merchandising,
• 13:50
  too.
• 13:51
  And
• 13:52
  then
• 13:52
  is
• 13:52
  there
• 13:53
  a
• 13:53
  point
• 13:53
  of
• 13:53
  view?
• 13:53
  Have
• 13:54
  you
• 13:54
  helped
• 13:54
  that
• 13:54
  customer
• 13:56
  look
• 13:56
  and
• 13:57
  Say
• 13:57
  that's
• 13:57
  for
• 13:58
  me.
• 13:58
  Right.
• 14:00
  What
• 14:00
  about.
• 14:01
  I
• 14:01
  know
• 14:01
  one
• 14:02
  of
• 14:02
  the
• 14:02
  things
• 14:02
  that
• 14:03
  you
• 14:03
  recommend
• 14:04
  is
• 14:04
  changing
• 14:05
  your
• 14:05
  displays
• 14:06
  often
• 14:07
  monthly
• 14:07
  or
• 14:07
  even
• 14:08
  for
• 14:08
  smaller
• 14:08
  stores.
• 14:09
  Absolutely.
• 14:10
  Because,
• 14:12
  well,
• 14:13
  the
• 14:13
  problem
• 14:13
  is,
• 14:13
  or
• 14:14
  the
• 14:14
  opportunity
• 14:14
  is
• 14:15
  there
• 14:16
  are
• 14:16
  not
• 14:16
  many
• 14:16
  people
• 14:16
  like
• 14:17
  your
• 14:17
  stores
• 14:17
  out
• 14:17
  there.
• 14:18
  Right.
• 14:18
  People
• 14:18
  love
• 14:19
  to
• 14:19
  say
• 14:19
  that,
• 14:19
  like,
• 14:19
  oh,
• 14:20
  our
• 14:20
  customers
• 14:20
  are
• 14:20
  loyal.
• 14:20
  Oh,
• 14:21
  we
• 14:21
  see
• 14:21
  them
• 14:21
  all
• 14:21
  the
• 14:21
  time.
• 14:21
  Yeah,
• 14:22
  well,
• 14:22
  they
• 14:22
  don't
• 14:22
  want
• 14:22
  to
• 14:22
  see
• 14:22
  the
• 14:23
  same
• 14:23
  thing
• 14:24
  each
• 14:24
  time
• 14:24
  they
• 14:24
  walk
• 14:25
  in.
• 14:25
  And
• 14:25
  more
• 14:25
  importantly,
• 14:26
  you
• 14:26
  don't
• 14:26
  want
• 14:26
  your
• 14:26
  crew
• 14:27
  to
• 14:27
  get
• 14:27
  so
• 14:30
  bored
• 14:31
  that
• 14:31
  they.
• 14:32
  Nothing
• 14:33
  is
• 14:33
  new.
• 14:33
  Right.
• 14:34
  So
• 14:34
  when
• 14:35
  I
• 14:35
  took
• 14:35
  over
• 14:35
  that
• 14:35
  first
• 14:35
  took
• 14:36
  over
• 14:36
  that
• 14:36
  store
• 14:37
  at
• 14:37
  Santa
• 14:37
  Monica
• 14:38
  and
• 14:38
  at
• 14:38
  South
• 14:38
  Coast
• 14:39
  Plaza,
• 14:39
  I
• 14:39
  moved
• 14:40
  everything
• 14:40
  around
• 14:41
  and
• 14:41
  you
• 14:41
  know,
• 14:42
  sales
• 14:42
  went
• 14:42
  up
• 14:42
  20,
• 14:43
  25%.
• 14:44
  Same
• 14:44
  merch.
• 14:45
  You
• 14:45
  just
• 14:45
  had
• 14:45
  to
• 14:45
  understand
• 14:46
  how
• 14:46
  to
• 14:47
  merchandise
• 14:47
  it
• 14:47
  and
• 14:47
  not
• 14:48
  just,
• 14:48
  just
• 14:49
  find
• 14:49
  a
• 14:49
  place,
• 14:49
  just
• 14:50
  put
• 14:50
  that
• 14:50
  out.
• 14:51
  You
• 14:51
  know,
• 14:51
  if
• 14:51
  you're
• 14:52
  going
• 14:52
  to
• 14:52
  get
• 14:52
  tan
• 14:53
  wranglers
• 14:54
  in,
• 14:54
  you
• 14:54
  don't
• 14:54
  just
• 14:54
  mix
• 14:55
  them
• 14:55
  in
• 14:55
  with
• 14:55
  the
• 14:55
  blue
• 14:55
  and
• 14:56
  the
• 14:56
  black
• 14:56
  and
• 14:56
  the
• 14:56
  gray
• 14:57
  because
• 14:58
  it's
• 14:58
  not
• 14:58
  going
• 14:58
  to
• 14:58
  be
• 14:58
  seen.
• 14:59
  If
• 14:59
  it's
• 14:59
  a
• 14:59
  brand
• 14:59
  new
• 14:59
  color
• 15:00
  romance
• 15:01
  a
• 15:01
  little
• 15:01
  bit.
• 15:02
  The,
• 15:02
  the,
• 15:03
  the
• 15:03
  thing
• 15:03
  that
• 15:04
  retailers
• 15:04
  often
• 15:05
  miss
• 15:05
  is
• 15:06
  you're
• 15:07
  there
• 15:07
  to
• 15:07
  answer
• 15:08
  a
• 15:08
  customer's
• 15:09
  question,
• 15:09
  which
• 15:09
  is,
• 15:10
  what's
• 15:11
  new?
• 15:11
  So
• 15:12
  if
• 15:12
  everything
• 15:12
  looks
• 15:13
  the
• 15:13
  same
• 15:13
  each
• 15:13
  time
• 15:14
  they
• 15:14
  come
• 15:14
  in,
• 15:14
  they're
• 15:15
  going
• 15:15
  to
• 15:15
  say,
• 15:15
  well,
• 15:16
  this
• 15:16
  is
• 15:16
  boring.
• 15:16
  I've
• 15:16
  been
• 15:17
  there,
• 15:17
  I've
• 15:17
  seen
• 15:17
  it.
• 15:17
  I've
• 15:17
  done
• 15:17
  that.
• 15:18
  And
• 15:18
  when
• 15:19
  you
• 15:19
  move
• 15:19
  things
• 15:19
  around,
• 15:19
  you
• 15:20
  instruct
• 15:20
  your
• 15:20
  crew
• 15:21
  to
• 15:21
  say
• 15:21
  when
• 15:22
  someone
• 15:22
  says,
• 15:23
  wow,
• 15:27
  that's
• 15:28
  really
• 15:28
  pretty
• 15:28
  or
• 15:28
  I
• 15:29
  really
• 15:29
  love
• 15:29
  that
• 15:29
  blouse.
• 15:30
  Oh,
• 15:30
  we,
• 15:30
  we
• 15:31
  had
• 15:31
  that
• 15:31
  a
• 15:31
  lot.
• 15:31
  We
• 15:32
  did.
• 15:32
  We
• 15:32
  got
• 15:32
  that
• 15:33
  a
• 15:33
  long
• 15:33
  time
• 15:33
  ago.
• 15:34
  We
• 15:34
  just
• 15:34
  move
• 15:34
  things
• 15:34
  around.
• 15:36
  You've
• 15:36
  got
• 15:36
  to
• 15:36
  train
• 15:36
  them
• 15:37
  like,
• 15:37
  oh
• 15:37
  yes,
• 15:37
  isn't
• 15:37
  it
• 15:38
  great
• 15:38
  when
• 15:38
  we
• 15:38
  move
• 15:38
  things
• 15:38
  around,
• 15:39
  everything
• 15:40
  gets
• 15:40
  to
• 15:40
  shine
• 15:40
  or
• 15:40
  something.
• 15:41
  That
• 15:41
  doesn't
• 15:41
  sound
• 15:42
  like.
• 15:42
  Yes,
• 15:42
  this
• 15:42
  is
• 15:43
  leftovers
• 15:43
  from,
• 15:44
  you
• 15:44
  know,
• 15:44
  nobody
• 15:45
  didn't.
• 15:45
  Orphans
• 15:46
  of
• 15:47
  Western
• 15:48
  world
• 15:49
  and
• 15:49
  English.
• 15:50
  Sorry,
• 15:50
  don't
• 15:50
  mean
• 15:50
  to
• 15:51
  ignore
• 15:52
  the
• 15:52
  dressage
• 15:52
  folks
• 15:53
  out
• 15:53
  there.
• 15:54
  They
• 15:55
  have
• 15:55
  less
• 15:55
  choice
• 15:56
  than
• 15:56
  the
• 15:56
  western
• 15:56
  world
• 15:57
  does.
• 16:00
  So,
• 16:00
  you
• 16:01
  know,
• 16:01
  as
• 16:01
  far
• 16:01
  as
• 16:01
  merchandising
• 16:02
  is
• 16:02
  concerned,
• 16:02
  we
• 16:02
  always
• 16:03
  used
• 16:03
  to
• 16:03
  hear
• 16:03
  put
• 16:03
  the
• 16:03
  most
• 16:04
  expensive
• 16:04
  stuff
• 16:04
  in
• 16:04
  the
• 16:05
  front
• 16:05
  of
• 16:05
  the
• 16:05
  store.
• 16:06
  Is
• 16:06
  that
• 16:07
  you,
• 16:07
  you
• 16:08
  agree
• 16:08
  with
• 16:08
  that
• 16:08
  or
• 16:10
  I.
• 16:11
  It
• 16:11
  depends
• 16:12
  on
• 16:12
  where
• 16:12
  you
• 16:13
  are.
• 16:13
  I
• 16:13
  couldn't
• 16:14
  do
• 16:14
  that
• 16:14
  at
• 16:15
  most
• 16:15
  malls
• 16:15
  because
• 16:16
  the
• 16:16
  hit
• 16:16
  and
• 16:16
  run
• 16:17
  aspect
• 16:17
  was
• 16:18
  a
• 16:18
  little
• 16:18
  bit.
• 16:18
  But
• 16:19
  you
• 16:19
  certainly
• 16:19
  want
• 16:21
  your
• 16:21
  best
• 16:21
  and
• 16:21
  brightest.
• 16:22
  So
• 16:22
  instead
• 16:22
  of
• 16:22
  a
• 16:22
  thousand
• 16:23
  dollar
• 16:23
  ostrich
• 16:23
  boots,
• 16:24
  you
• 16:24
  wouldn't
• 16:24
  have
• 16:24
  them
• 16:24
  at
• 16:24
  the
• 16:24
  front.
• 16:25
  You
• 16:25
  might
• 16:25
  have.
• 16:27
  Well,
• 16:27
  I
• 16:27
  had
• 16:28
  Lucas
• 16:28
  up
• 16:28
  front,
• 16:28
  so
• 16:29
  I
• 16:29
  might
• 16:29
  have
• 16:29
  had,
• 16:31
  you
• 16:31
  know,
• 16:31
  right
• 16:32
  or
• 16:32
  left
• 16:33
  boot
• 16:33
  and
• 16:34
  then
• 16:34
  brought
• 16:34
  the
• 16:35
  match
• 16:35
  out
• 16:36
  every
• 16:36
  other
• 16:36
  week.
• 16:36
  So
• 16:37
  the
• 16:37
  boots
• 16:37
  didn't
• 16:37
  get,
• 16:38
  you
• 16:38
  know,
• 16:38
  funky.
• 16:40
  But
• 16:40
  I
• 16:40
  do
• 16:40
  believe,
• 16:41
  you
• 16:41
  know,
• 16:41
  if
• 16:41
  it
• 16:41
  was
• 16:41
  my
• 16:42
  store,
• 16:42
  I
• 16:42
  believe
• 16:43
  in
• 16:43
  a
• 16:43
  red
• 16:43
  carpet
• 16:44
  right
• 16:44
  from
• 16:44
  that
• 16:45
  entrance
• 16:45
  to
• 16:45
  the
• 16:46
  door.
• 16:46
  And
• 16:47
  it's
• 16:47
  going
• 16:47
  to
• 16:47
  lead
• 16:47
  me
• 16:48
  to
• 16:48
  some
• 16:48
  cool
• 16:48
  display
• 16:49
  that's
• 16:49
  probably
• 16:51
  32
• 16:52
  inches
• 16:52
  off
• 16:53
  the
• 16:53
  floor
• 16:53
  to
• 16:54
  whatever
• 16:54
  my
• 16:54
  eyesight
• 16:55
  is.
• 16:55
  So
• 16:56
  five,
• 16:56
  six,
• 16:58
  and
• 16:58
  it's
• 16:58
  going
• 16:58
  to
• 16:59
  be
• 16:59
  lit
• 16:59
  from
• 17:00
  above.
• 17:00
  Like
• 17:00
  it's
• 17:01
  a
• 17:01
  57
• 17:02
  Chevy.
• 17:03
  To
• 17:03
  get
• 17:03
  the
• 17:03
  chrome.
• 17:04
  It's
• 17:04
  going
• 17:05
  to
• 17:05
  look
• 17:05
  beautiful.
• 17:05
  It's
• 17:06
  gonna
• 17:06
  have
• 17:06
  a
• 17:06
  beautiful
• 17:06
  belt
• 17:06
  buckle
• 17:07
  and
• 17:07
  maybe
• 17:08
  have
• 17:08
  a
• 17:08
  matching
• 17:09
  men's
• 17:09
  and
• 17:09
  women's.
• 17:10
  I
• 17:10
  don't
• 17:10
  know
• 17:10
  if
• 17:10
  they
• 17:10
  do
• 17:10
  matching
• 17:11
  anymore,
• 17:11
  but
• 17:11
  at
• 17:12
  least
• 17:12
  two.
• 17:12
  They're
• 17:13
  complementary.
• 17:14
  Because
• 17:14
  I
• 17:14
  want
• 17:15
  people
• 17:15
  to
• 17:15
  walk
• 17:15
  in
• 17:15
  and
• 17:15
  go,
• 17:15
  like,
• 17:16
  I
• 17:16
  want
• 17:16
  to
• 17:16
  look
• 17:16
  like
• 17:16
  her.
• 17:18
  I
• 17:18
  don't
• 17:18
  want
• 17:18
  the
• 17:18
  sail
• 17:19
  rack
• 17:19
  in
• 17:19
  the
• 17:19
  front.
• 17:20
  Or
• 17:20
  God
• 17:20
  forbid,
• 17:21
  like,
• 17:21
  I
• 17:21
  saw
• 17:21
  one
• 17:22
  the
• 17:22
  other
• 17:22
  day
• 17:22
  that
• 17:23
  he's
• 17:23
  had
• 17:23
  those
• 17:24
  racks
• 17:24
  out
• 17:24
  front
• 17:24
  with,
• 17:25
  again,
• 17:25
  leftovers
• 17:26
  and
• 17:27
  50%
• 17:27
  off
• 17:27
  on
• 17:28
  a
• 17:28
  sign
• 17:28
  that
• 17:28
  was,
• 17:28
  like,
• 17:29
  handwritten
• 17:29
  by
• 17:29
  a
• 17:29
  child
• 17:30
  that's
• 17:30
  kind
• 17:30
  of
• 17:30
  falling
• 17:31
  off.
• 17:32
  Your
• 17:32
  brand
• 17:33
  is
• 17:33
  everything
• 17:34
  you
• 17:34
  do.
• 17:35
  And
• 17:35
  when
• 17:35
  you
• 17:36
  don't
• 17:36
  take
• 17:36
  care
• 17:36
  to
• 17:37
  do
• 17:37
  the
• 17:37
  signs
• 17:38
  right,
• 17:38
  and
• 17:38
  you
• 17:38
  don't
• 17:38
  think
• 17:38
  about
• 17:39
  it,
• 17:39
  you
• 17:40
  are
• 17:40
  pretty
• 17:40
  much
• 17:40
  putting
• 17:41
  a
• 17:41
  garage
• 17:41
  sale
• 17:41
  out
• 17:42
  in
• 17:42
  front
• 17:42
  of
• 17:42
  your
• 17:42
  store
• 17:42
  and
• 17:42
  going,
• 17:43
  this
• 17:43
  is.
• 17:43
  This
• 17:43
  is
• 17:44
  the
• 17:44
  deals
• 17:44
  we
• 17:44
  have.
• 17:44
  Instead
• 17:45
  of,
• 17:46
  how
• 17:46
  would
• 17:46
  you
• 17:47
  look
• 17:47
  like
• 17:47
  to
• 17:47
  look
• 17:47
  cool
• 17:48
  when
• 17:48
  you
• 17:48
  go
• 17:48
  on
• 17:48
  that
• 17:48
  next
• 17:48
  date?
• 17:49
  I
• 17:49
  mean,
• 17:49
  that
• 17:50
  was
• 17:50
  my
• 17:50
  thing.
• 17:50
  We
• 17:50
  had.
• 17:50
  We
• 17:51
  had
• 17:51
  a
• 17:51
  lot
• 17:51
  of
• 17:51
  bars
• 17:51
  back
• 17:51
  then
• 17:52
  and
• 17:52
  a
• 17:52
  lot
• 17:52
  of
• 17:53
  guys
• 17:53
  from
• 17:54
  the
• 17:54
  marines
• 17:54
  and
• 17:55
  in
• 17:55
  the
• 17:55
  services.
• 17:57
  And
• 17:57
  invariably,
• 17:58
  they
• 17:58
  would
• 17:58
  come
• 17:58
  out
• 17:58
  of
• 17:58
  the
• 17:58
  dressing
• 17:59
  room,
• 17:59
  and
• 18:01
  we'd
• 18:01
  work
• 18:01
  it
• 18:02
  between
• 18:02
  the
• 18:02
  tag
• 18:03
  team
• 18:03
  with
• 18:03
  the
• 18:03
  women
• 18:03
  and
• 18:04
  the
• 18:04
  guys.
• 18:05
  Like,
• 18:05
  dude,
• 18:06
  you're
• 18:06
  not
• 18:06
  going
• 18:06
  to
• 18:06
  get
• 18:06
  laid
• 18:07
  if
• 18:07
  you
• 18:07
  dress
• 18:07
  like
• 18:08
  that.
• 18:08
  That
• 18:08
  looks
• 18:09
  terrible.
• 18:09
  Those
• 18:09
  are
• 18:09
  like
• 18:09
  your
• 18:09
  dad's
• 18:10
  pants.
• 18:11
  So
• 18:11
  they
• 18:11
  go
• 18:11
  from
• 18:11
  like
• 18:11
  a
• 18:12
  36
• 18:12
  down
• 18:12
  to
• 18:12
  a
• 18:13
  33,
• 18:13
  and
• 18:14
  they
• 18:14
  get
• 18:14
  them
• 18:14
  a
• 18:14
  new
• 18:14
  wrangler
• 18:15
  shirt.
• 18:15
  And
• 18:15
  the
• 18:15
  guy's
• 18:16
  like,
• 18:16
  5
• 18:17
  inches
• 18:17
  taller
• 18:18
  when
• 18:18
  he
• 18:18
  walks
• 18:18
  out,
• 18:19
  comes
• 18:19
  back
• 18:19
  the
• 18:20
  next
• 18:20
  week,
• 18:20
  I
• 18:20
  need
• 18:20
  a
• 18:20
  new
• 18:21
  shirt.
• 18:21
  She's
• 18:21
  going
• 18:21
  to
• 18:22
  see
• 18:22
  me
• 18:22
  at
• 18:22
  the
• 18:22
  same
• 18:22
  thing.
• 18:23
  Exactly.
• 18:24
  But
• 18:25
  that
• 18:25
  takes
• 18:25
  a
• 18:26
  matter
• 18:26
  of
• 18:26
  saying,
• 18:28
  look
• 18:28
  what
• 18:28
  this.
• 18:29
  What
• 18:30
  an
• 18:30
  outfit
• 18:30
  can
• 18:31
  look
• 18:31
  like.
• 18:31
  And
• 18:32
  more
• 18:32
  importantly,
• 18:32
  being
• 18:33
  the
• 18:34
  one
• 18:34
  that's
• 18:34
  going
• 18:34
  to
• 18:34
  give
• 18:35
  them
• 18:35
  the
• 18:35
  fashion
• 18:35
  advice.
• 18:36
  And
• 18:36
  you
• 18:36
  only
• 18:36
  do
• 18:37
  that
• 18:37
  by
• 18:37
  building
• 18:38
  the
• 18:38
  relationship
• 18:39
  and
• 18:39
  having
• 18:39
  some
• 18:40
  humor
• 18:40
  around
• 18:40
  it.
• 18:40
  Right.
• 18:41
  So
• 18:41
  if
• 18:41
  you
• 18:41
  were
• 18:42
  in
• 18:42
  the
• 18:42
  fitting
• 18:42
  room,
• 18:42
  I'd
• 18:43
  say,
• 18:43
  just
• 18:43
  try
• 18:43
  it
• 18:43
  on.
• 18:43
  No,
• 18:44
  I
• 18:44
  don't.
• 18:44
  Just
• 18:44
  try
• 18:44
  it
• 18:45
  on.
• 18:45
  And
• 18:45
  you
• 18:45
  will
• 18:45
  do
• 18:45
  it,
• 18:46
  because
• 18:46
  we
• 18:47
  had
• 18:47
  a
• 18:47
  laugh
• 18:47
  sometime
• 18:48
  before.
• 18:48
  And
• 18:49
  more
• 18:49
  importantly,
• 18:49
  when
• 18:49
  you
• 18:49
  walk
• 18:50
  out,
• 18:50
  you're
• 18:50
  Going
• 18:50
  to
• 18:50
  tell
• 18:51
  people
• 18:51
  I
• 18:52
  went
• 18:52
  to
• 18:52
  Bob's
• 18:52
  store.
• 18:54
  That's
• 18:54
  the
• 18:54
  key.
• 18:56
  So
• 18:57
  I
• 18:57
  know
• 18:58
  one
• 18:58
  of
• 18:59
  the
• 18:59
  things
• 18:59
  that
• 18:59
  you
• 18:59
  talk
• 19:00
  about
• 19:00
  is
• 19:00
  using
• 19:01
  unexpected
• 19:01
  props
• 19:02
  to
• 19:02
  catch
• 19:03
  people's
• 19:03
  attention.
• 19:04
  Do
• 19:05
  you
• 19:05
  have
• 19:05
  an
• 19:05
  example
• 19:05
  of
• 19:05
  that?
• 19:06
  Oh,
• 19:06
  well,
• 19:07
  since
• 19:07
  we're
• 19:07
  live,
• 19:08
  give
• 19:08
  me
• 19:09
  one
• 19:09
  second.
• 19:09
  Okay.
• 19:11
  He's
• 19:12
  running
• 19:12
  to
• 19:12
  the
• 19:12
  back,
• 19:12
  going
• 19:13
  to
• 19:13
  get
• 19:13
  an
• 19:13
  unexpected
• 19:14
  prop,
• 19:14
  I
• 19:14
  think.
• 19:15
  And
• 19:15
  I
• 19:15
  know
• 19:15
  we're
• 19:15
  not
• 19:16
  live.
• 19:16
  I
• 19:16
  know
• 19:17
  we're
• 19:17
  not
• 19:17
  live.
• 19:17
  But
• 19:18
  one
• 19:18
  of
• 19:18
  my
• 19:18
  favorite,
• 19:19
  when
• 19:19
  I.
• 19:19
  Do
• 19:20
  we
• 19:20
  are
• 19:20
  on
• 19:20
  video,
• 19:21
  I
• 19:21
  do
• 19:21
  this.
• 19:22
  That's
• 19:22
  right.
• 19:22
  I
• 19:22
  do
• 19:22
  this
• 19:23
  as
• 19:23
  a
• 19:23
  keynote.
• 19:24
  As
• 19:24
  a
• 19:24
  matter
• 19:24
  of
• 19:24
  fact,
• 19:25
  in
• 19:25
  case,
• 19:25
  I
• 19:25
  don't
• 19:25
  know
• 19:25
  if
• 19:26
  fear
• 19:26
  anyone
• 19:26
  wants
• 19:26
  to,
• 19:27
  you
• 19:27
  know,
• 19:27
  explore
• 19:27
  that
• 19:27
  option.
• 19:28
  But
• 19:28
  when
• 19:28
  I
• 19:28
  do
• 19:28
  a
• 19:28
  keynote,
• 19:29
  I.
• 19:29
  Love
• 19:29
  talking
• 19:30
  about
• 19:30
  salesman.
• 19:31
  I
• 19:31
  love
• 19:31
  that
• 19:31
  about
• 19:31
  you.
• 19:32
  Pig
• 19:32
  in
• 19:32
  the
• 19:32
  window.
• 19:32
  Pig
• 19:33
  in
• 19:33
  the
• 19:33
  window
• 19:33
  is
• 19:33
  my
• 19:33
  favorite
• 19:34
  prop
• 19:34
  to
• 19:34
  put
• 19:34
  in
• 19:35
  a
• 19:35
  window.
• 19:35
  Why?
• 19:36
  Because
• 19:37
  I
• 19:37
  don't
• 19:37
  care
• 19:38
  what
• 19:38
  display
• 19:38
  I
• 19:38
  put
• 19:39
  it
• 19:39
  in.
• 19:40
  Just
• 19:40
  put
• 19:40
  the
• 19:40
  darn
• 19:41
  pig
• 19:41
  in
• 19:41
  the
• 19:41
  window.
• 19:42
  People
• 19:43
  walk
• 19:43
  in,
• 19:43
  what's
• 19:43
  the
• 19:44
  pig
• 19:44
  in
• 19:44
  the
• 19:44
  window
• 19:45
  made
• 19:45
  you
• 19:45
  look?
• 19:46
  And
• 19:46
  they
• 19:46
  come
• 19:46
  in
• 19:47
  the
• 19:47
  store
• 19:47
  to
• 19:47
  ask.
• 19:48
  Just
• 19:48
  because
• 19:48
  it's
• 19:49
  so
• 19:49
  unexpected.
• 19:50
  So
• 19:50
  unexpected.
• 19:51
  And
• 19:51
  pig
• 19:51
  in
• 19:52
  the
• 19:52
  window,
• 19:52
  you
• 19:52
  can
• 19:52
  always
• 19:52
  tell
• 19:52
  someone's
• 19:53
  read
• 19:53
  my
• 19:53
  book
• 19:53
  because
• 19:54
  there's
• 19:54
  a
• 19:54
  pig
• 19:54
  in
• 19:54
  the
• 19:54
  window
• 19:55
  somewhere.
• 19:55
  Doesn't
• 19:56
  necessarily
• 19:56
  be
• 19:56
  a
• 19:56
  pig,
• 19:57
  but
• 19:58
  it's
• 19:58
  totally
• 19:59
  unrelated,
• 19:59
  Right?
• 19:59
  So
• 20:00
  will
• 20:00
  a
• 20:00
  horse
• 20:00
  work?
• 20:00
  No.
• 20:00
  Will
• 20:01
  the
• 20:01
  dog
• 20:01
  work?
• 20:01
  No,
• 20:01
  not
• 20:02
  the
• 20:02
  same
• 20:02
  thing.
• 20:03
  Really
• 20:03
  unexpected.
• 20:04
  And
• 20:04
  this
• 20:04
  guy,
• 20:05
  his
• 20:05
  batteries
• 20:05
  aren't
• 20:06
  working,
• 20:06
  but
• 20:06
  he
• 20:06
  actually
• 20:06
  flies
• 20:07
  when
• 20:07
  you
• 20:07
  hold
• 20:08
  them.
• 20:08
  But
• 20:10
  your
• 20:10
  goal
• 20:11
  is,
• 20:11
  you
• 20:11
  know,
• 20:11
  so
• 20:12
  many
• 20:12
  people
• 20:12
  write
• 20:12
  to
• 20:12
  me
• 20:12
  and
• 20:13
  on
• 20:13
  my
• 20:13
  Facebook
• 20:13
  lives,
• 20:14
  how
• 20:14
  do
• 20:14
  I
• 20:14
  attract
• 20:15
  more
• 20:15
  customers?
• 20:16
  You've
• 20:17
  got
• 20:17
  to
• 20:17
  thinking,
• 20:18
  if
• 20:19
  it's
• 20:19
  a
• 20:19
  jaded
• 20:20
  customer
• 20:20
  that's
• 20:20
  out
• 20:20
  there,
• 20:21
  we've
• 20:21
  seen
• 20:21
  it
• 20:21
  all,
• 20:21
  we've
• 20:21
  done
• 20:21
  it
• 20:22
  all.
• 20:22
  You've
• 20:22
  got
• 20:23
  so
• 20:23
  much
• 20:23
  stuff
• 20:23
  crammed
• 20:24
  into
• 20:24
  your
• 20:24
  windows
• 20:25
  to
• 20:25
  try
• 20:26
  to
• 20:26
  show
• 20:26
  us
• 20:26
  everything
• 20:27
  you
• 20:27
  carry
• 20:28
  that
• 20:29
  none
• 20:30
  of
• 20:30
  it
• 20:30
  makes
• 20:30
  sense.
• 20:31
  Here's
• 20:31
  another
• 20:32
  tip
• 20:32
  you
• 20:32
  can
• 20:32
  do
• 20:32
  when
• 20:33
  you're
• 20:33
  doing
• 20:33
  your
• 20:33
  windows
• 20:34
  is
• 20:35
  go
• 20:36
  outside
• 20:38
  and
• 20:38
  I
• 20:38
  want
• 20:39
  you
• 20:39
  to
• 20:39
  place
• 20:39
  a
• 20:40
  like
• 20:40
  a
• 20:40
  post
• 20:41
  it
• 20:41
  note
• 20:42
  right
• 20:42
  at
• 20:42
  eye
• 20:42
  level
• 20:43
  when
• 20:43
  you're
• 20:43
  looking
• 20:44
  at
• 20:44
  the
• 20:44
  window.
• 20:45
  Put
• 20:45
  it
• 20:45
  right
• 20:45
  there.
• 20:46
  And
• 20:47
  I
• 20:47
  want
• 20:47
  you
• 20:48
  to
• 20:49
  go
• 20:49
  back
• 20:50
  inside
• 20:50
  and
• 20:51
  realize
• 20:51
  that's
• 20:52
  the
• 20:52
  main
• 20:52
  part
• 20:53
  of
• 20:53
  your
• 20:53
  window.
• 20:54
  That's
• 20:55
  where
• 20:55
  the
• 20:55
  best.
• 20:56
  And
• 20:56
  in
• 20:56
  a
• 20:56
  front
• 20:56
  window,
• 20:57
  I'd
• 20:57
  put
• 20:57
  a
• 20:57
  pair
• 20:57
  of
• 20:57
  ostrich
• 20:58
  boots.
• 20:58
  That
• 20:58
  would
• 20:58
  be
• 20:58
  awesome.
• 20:59
  And
• 21:00
  might
• 21:00
  use
• 21:00
  the
• 21:00
  box
• 21:01
  that
• 21:01
  you
• 21:01
  knew
• 21:01
  it
• 21:01
  was
• 21:01
  whoever,
• 21:02
  Justin
• 21:02
  or
• 21:02
  Llama,
• 21:03
  whoever.
• 21:04
  And
• 21:04
  make
• 21:05
  that
• 21:06
  from
• 21:07
  the
• 21:07
  top
• 21:08
  where
• 21:08
  the
• 21:08
  post
• 21:09
  it
• 21:09
  note
• 21:09
  is.
• 21:09
  And
• 21:09
  then
• 21:10
  about
• 21:10
  32
• 21:11
  inches
• 21:11
  below.
• 21:12
  I
• 21:12
  guess
• 21:13
  you
• 21:13
  could
• 21:13
  have
• 21:13
  put
• 21:13
  one
• 21:13
  on
• 21:13
  the
• 21:13
  outside,
• 21:14
  but
• 21:14
  that's
• 21:14
  the
• 21:14
  sweet
• 21:15
  spot.
• 21:15
  Nobody's
• 21:16
  gonna
• 21:16
  look
• 21:16
  below
• 21:16
  the
• 21:17
  belly
• 21:17
  button,
• 21:17
  and
• 21:17
  they're
• 21:18
  not
• 21:18
  gonna
• 21:18
  look
• 21:19
  higher
• 21:19
  than
• 21:19
  your
• 21:20
  eyes.
• 21:20
  That's
• 21:20
  all
• 21:21
  you
• 21:21
  have
• 21:21
  to
• 21:21
  work
• 21:21
  with.
• 21:21
  So
• 21:22
  when
• 21:22
  you
• 21:22
  put
• 21:22
  all
• 21:22
  this
• 21:22
  other
• 21:22
  junk
• 21:23
  into
• 21:23
  the
• 21:23
  windows,
• 21:24
  you're
• 21:24
  making
• 21:25
  it
• 21:25
  confusing,
• 21:25
  and
• 21:25
  it's
• 21:26
  hard
• 21:26
  for
• 21:26
  them
• 21:26
  to
• 21:26
  get
• 21:27
  an
• 21:27
  idea.
• 21:28
  And
• 21:28
  just
• 21:29
  like
• 21:29
  in
• 21:29
  the
• 21:29
  store,
• 21:29
  you
• 21:29
  got
• 21:30
  to
• 21:30
  put
• 21:30
  enough
• 21:30
  power
• 21:30
  from
• 21:30
  the
• 21:31
  lights,
• 21:31
  and
• 21:31
  it's
• 21:31
  easy.
• 21:31
  Now
• 21:32
  with
• 21:33
  LEDs,
• 21:34
  you
• 21:34
  can
• 21:34
  get
• 21:34
  a
• 21:34
  heck
• 21:34
  of
• 21:35
  a
• 21:35
  lot
• 21:35
  more
• 21:35
  light
• 21:35
  out
• 21:36
  of
• 21:36
  them.
• 21:36
  And
• 21:36
  they're
• 21:36
  not
• 21:36
  taxing
• 21:37
  your
• 21:37
  air
• 21:37
  conditioning
• 21:38
  like
• 21:38
  they
• 21:38
  used
• 21:38
  to.
• 21:38
  And
• 21:38
  they're
• 21:38
  not
• 21:38
  so
• 21:39
  big
• 21:39
  either.
• 21:39
  They're
• 21:39
  not
• 21:39
  clunky.
• 21:41
  That's
• 21:41
  right.
• 21:41
  That's
• 21:41
  a
• 21:41
  great
• 21:42
  point.
• 21:42
  So
• 21:42
  your
• 21:43
  windows,
• 21:43
  their
• 21:44
  old
• 21:44
  job
• 21:44
  is
• 21:45
  to
• 21:45
  get.
• 21:45
  You
• 21:45
  just
• 21:45
  walk
• 21:45
  in
• 21:46
  the
• 21:46
  door.
• 21:46
  Think
• 21:46
  of
• 21:46
  it
• 21:46
  as,
• 21:46
  like
• 21:46
  the
• 21:47
  headline.
• 21:47
  Well,
• 21:48
  and
• 21:48
  I
• 21:48
  think
• 21:48
  you're
• 21:49
  right.
• 21:49
  I
• 21:49
  mean,
• 21:49
  we've
• 21:49
  all
• 21:50
  seen
• 21:50
  the
• 21:50
  windows
• 21:50
  where
• 21:50
  they
• 21:50
  try
• 21:51
  and
• 21:51
  cram
• 21:51
  everything
• 21:51
  in
• 21:52
  there.
• 21:52
  And
• 21:52
  the
• 21:52
  problem
• 21:52
  with
• 21:53
  that
• 21:53
  is
• 21:53
  you
• 21:53
  end
• 21:53
  up
• 21:53
  looking
• 21:53
  at
• 21:54
  nothing.
• 21:56
  Right.
• 21:56
  So
• 21:57
  more
• 21:57
  focused
• 21:57
  windows
• 21:58
  are
• 21:58
  what
• 21:58
  you're.
• 21:59
  You're
• 21:59
  saying.
• 21:59
  Because
• 22:00
  otherwise
• 22:00
  you're.
• 22:01
  You
• 22:01
  don't.
• 22:01
  You
• 22:01
  can't
• 22:02
  focus
• 22:02
  on
• 22:02
  anything
• 22:02
  when
• 22:03
  there's
• 22:03
  a
• 22:03
  thousand
• 22:03
  things
• 22:03
  in
• 22:04
  the
• 22:04
  window.
• 22:04
  No.
• 22:05
  And
• 22:05
  yet,
• 22:05
  you
• 22:06
  know,
• 22:06
  someone
• 22:06
  will
• 22:06
  tell
• 22:06
  me,
• 22:07
  oh,
• 22:07
  we
• 22:07
  gave
• 22:07
  it
• 22:07
  to
• 22:07
  Jamie.
• 22:08
  He
• 22:08
  really
• 22:08
  loves
• 22:08
  doing
• 22:09
  windows.
• 22:09
  I
• 22:09
  don't
• 22:09
  care.
• 22:10
  It
• 22:10
  looks
• 22:10
  like
• 22:10
  crap.
• 22:11
  I
• 22:11
  don't
• 22:11
  care
• 22:11
  if
• 22:12
  he
• 22:12
  loves
• 22:12
  doing
• 22:12
  it.
• 22:12
  Windows
• 22:13
  are
• 22:13
  hard.
• 22:13
  Windows
• 22:14
  take
• 22:14
  some.
• 22:14
  Take
• 22:15
  some
• 22:15
  thinking.
• 22:16
  And
• 22:16
  the
• 22:16
  other
• 22:16
  thing
• 22:17
  is,
• 22:17
  go
• 22:18
  out
• 22:18
  and
• 22:19
  look
• 22:19
  at
• 22:19
  competitors.
• 22:20
  You
• 22:20
  know,
• 22:20
  look
• 22:20
  at
• 22:20
  a
• 22:21
  Macy's
• 22:21
  who
• 22:21
  actually
• 22:21
  has
• 22:22
  a
• 22:22
  merchandising
• 22:23
  budget.
• 22:23
  Look
• 22:23
  at
• 22:24
  a
• 22:24
  Nordstrom.
• 22:25
  Look
• 22:25
  at
• 22:26
  Target.
• 22:26
  Used
• 22:27
  to
• 22:27
  do
• 22:27
  some
• 22:27
  really
• 22:27
  great
• 22:27
  stuff.
• 22:28
  I
• 22:28
  mean,
• 22:28
  everybody
• 22:29
  realizes
• 22:29
  it,
• 22:30
  but
• 22:30
  it
• 22:30
  doesn't
• 22:31
  have
• 22:31
  to
• 22:31
  come
• 22:31
  from
• 22:32
  Western
• 22:32
  wear.
• 22:33
  Notice
• 22:33
  you're.
• 22:34
  You
• 22:34
  know,
• 22:34
  people
• 22:35
  hate
• 22:35
  shopping
• 22:35
  with
• 22:36
  me
• 22:36
  because
• 22:36
  I'm
• 22:36
  always
• 22:37
  at
• 22:37
  work.
• 22:37
  You
• 22:37
  know,
• 22:37
  everything
• 22:38
  is.
• 22:38
  I'm
• 22:38
  noticing
• 22:39
  everything.
• 22:39
  But
• 22:40
  when
• 22:40
  I
• 22:40
  do
• 22:41
  do
• 22:41
  store
• 22:41
  tours,
• 22:41
  I'm
• 22:42
  so.
• 22:42
  So
• 22:43
  do
• 22:43
  you
• 22:43
  notice
• 22:43
  that?
• 22:43
  Did
• 22:44
  you
• 22:44
  notice
• 22:44
  why
• 22:44
  that
• 22:44
  is
• 22:45
  next
• 22:45
  to
• 22:45
  that?
• 22:45
  Do
• 22:45
  you
• 22:46
  see
• 22:46
  how
• 22:46
  your
• 22:46
  eye
• 22:46
  travels
• 22:47
  and
• 22:47
  where
• 22:47
  we
• 22:47
  end
• 22:47
  up?
• 22:48
  And
• 22:48
  a
• 22:49
  lot
• 22:49
  of
• 22:49
  people
• 22:49
  have
• 22:49
  never
• 22:49
  had
• 22:50
  anyone
• 22:50
  explain
• 22:50
  that
• 22:50
  to
• 22:51
  them.
• 22:51
  So
• 22:52
  unless
• 22:52
  you're
• 22:52
  planning
• 22:52
  to
• 22:52
  have
• 22:53
  me
• 22:53
  do
• 22:53
  a
• 22:53
  store
• 22:53
  tour
• 22:53
  with
• 22:53
  you
• 22:54
  all,
• 22:55
  do
• 22:55
  it
• 22:55
  yourself.
• 22:56
  But
• 22:56
  go
• 22:56
  and
• 22:57
  pick
• 22:57
  the
• 22:57
  big
• 22:57
  ones.
• 22:58
  Don't
• 22:58
  go
• 22:58
  in
• 22:58
  an
• 22:58
  Apple
• 22:58
  Store.
• 22:59
  That's
• 22:59
  not
• 22:59
  merchandising.
• 23:00
  Pretty
• 23:00
  much
• 23:02
  go
• 23:02
  in
• 23:02
  people.
• 23:03
  Von
• 23:03
  Martin
• 23:04
  exception.
• 23:04
  Because
• 23:04
  they
• 23:05
  don't
• 23:05
  have
• 23:05
  to.
• 23:05
  Exactly.
• 23:06
  Right.
• 23:07
  Don't
• 23:07
  go
• 23:07
  to
• 23:07
  the
• 23:07
  dollar
• 23:08
  store.
• 23:08
  That's
• 23:08
  not
• 23:09
  going
• 23:09
  to
• 23:09
  give
• 23:09
  you
• 23:09
  the
• 23:09
  idea.
• 23:09
  So,
• 23:10
  you
• 23:11
  know,
• 23:13
  one
• 23:13
  of
• 23:14
  the.
• 23:14
  We're
• 23:14
  talking
• 23:15
  a
• 23:15
  Lot
• 23:15
  of
• 23:15
  times
• 23:16
  about
• 23:16
  all
• 23:16
  the
• 23:16
  senses
• 23:16
  too.
• 23:17
  And
• 23:17
  one
• 23:17
  of
• 23:17
  my
• 23:17
  things
• 23:17
  that's
• 23:18
  forgotten
• 23:18
  about
• 23:18
  in
• 23:18
  the
• 23:18
  store
• 23:18
  is
• 23:19
  smell.
• 23:19
  Now,
• 23:19
  if
• 23:19
  you
• 23:19
  have
• 23:19
  really
• 23:20
  good
• 23:20
  leather
• 23:20
  in
• 23:21
  your
• 23:21
  store,
• 23:21
  that
• 23:21
  smell
• 23:22
  is
• 23:22
  there,
• 23:22
  right?
• 23:22
  But
• 23:23
  if
• 23:23
  you're
• 23:23
  an
• 23:23
  Eng
• 23:24
  store
• 23:24
  and
• 23:24
  the
• 23:24
  leather
• 23:25
  is
• 23:25
  not
• 23:25
  prominent,
• 23:26
  smell
• 23:27
  is
• 23:27
  so
• 23:27
  important
• 23:27
  and
• 23:28
  people
• 23:28
  over
• 23:28
  store
• 23:29
  owners
• 23:29
  overlook
• 23:29
  that
• 23:29
  too.
• 23:30
  Disney
• 23:30
  spends
• 23:31
  a
• 23:31
  lot
• 23:31
  of
• 23:31
  money
• 23:31
  on
• 23:31
  smell.
• 23:33
  You
• 23:33
  know,
• 23:33
  those
• 23:33
  smells
• 23:34
  you
• 23:34
  get
• 23:34
  going
• 23:34
  down
• 23:34
  the
• 23:35
  street
• 23:35
  aren't
• 23:35
  necessarily
• 23:36
  coming
• 23:36
  from
• 23:36
  the
• 23:36
  kitchen.
• 23:37
  They're
• 23:37
  piping
• 23:37
  that
• 23:37
  in.
• 23:38
  Right.
• 23:38
  So
• 23:39
  do
• 23:39
  you
• 23:40
  agree?
• 23:40
  Well,
• 23:41
  that's
• 23:41
  where
• 23:41
  it
• 23:41
  all
• 23:41
  started
• 23:41
  was
• 23:42
  Disneyland
• 23:42
  1955,
• 23:43
  when
• 23:44
  Walt
• 23:45
  hired
• 23:45
  this
• 23:46
  guy
• 23:46
  to
• 23:46
  make
• 23:46
  that
• 23:47
  for
• 23:47
  the
• 23:47
  cookies
• 23:48
  and
• 23:49
  that
• 23:49
  company
• 23:49
  became
• 23:50
  Scent
• 23:50
  Air.
• 23:50
  They're
• 23:51
  still
• 23:51
  around.
• 23:51
  I've
• 23:51
  used
• 23:51
  them
• 23:52
  in
• 23:52
  clients.
• 23:53
  I
• 23:53
  would
• 23:53
  do
• 23:53
  that
• 23:53
  in
• 23:54
  a
• 23:54
  heartbeat
• 23:54
  in
• 23:55
  an
• 23:55
  English
• 23:55
  store
• 23:55
  if
• 23:55
  it
• 23:56
  didn't
• 23:56
  smell
• 23:57
  leathery
• 23:57
  enough.
• 23:58
  Because
• 23:58
  you
• 23:59
  go
• 23:59
  into
• 24:00
  Tony
• 24:00
  Bahama
• 24:02
  boutiques
• 24:02
  now
• 24:02
  and
• 24:03
  it
• 24:03
  smells
• 24:03
  like
• 24:03
  coconut.
• 24:04
  And
• 24:06
  I
• 24:06
  can't
• 24:06
  think
• 24:06
  of
• 24:07
  the
• 24:07
  other
• 24:07
  coconut.
• 24:07
  And
• 24:07
  Villa,
• 24:08
  they've
• 24:08
  got
• 24:08
  a
• 24:08
  special
• 24:09
  scent,
• 24:09
  but
• 24:09
  you
• 24:09
  instantly
• 24:10
  feel
• 24:10
  you're
• 24:10
  at
• 24:10
  the
• 24:10
  beach
• 24:11
  in
• 24:11
  Hawaii.
• 24:12
  Scent
• 24:12
  is
• 24:12
  a
• 24:13
  huge
• 24:13
  marketer.
• 24:14
  Huge.
• 24:14
  You
• 24:15
  take
• 24:15
  out
• 24:15
  your
• 24:15
  boots,
• 24:15
  you
• 24:16
  know,
• 24:16
  I
• 24:16
  would
• 24:16
  absolutely
• 24:17
  say
• 24:17
  smell
• 24:18
  the
• 24:18
  quality
• 24:18
  of
• 24:18
  this
• 24:18
  leather.
• 24:19
  People,
• 24:19
  we
• 24:20
  don't
• 24:20
  use
• 24:20
  that
• 24:20
  when
• 24:21
  we
• 24:21
  sell.
• 24:21
  And
• 24:22
  then
• 24:22
  we
• 24:22
  say,
• 24:22
  oh,
• 24:23
  well,
• 24:23
  they
• 24:23
  didn't
• 24:23
  want
• 24:23
  it.
• 24:24
  Well,
• 24:24
  to
• 24:24
  get
• 24:24
  a
• 24:24
  connections,
• 24:25
  I
• 24:25
  don't
• 24:25
  think
• 24:26
  there's
• 24:26
  anything
• 24:26
  more
• 24:26
  strong.
• 24:27
  I
• 24:27
  guess
• 24:27
  you
• 24:27
  could
• 24:27
  taste
• 24:28
  it
• 24:28
  would
• 24:28
  be
• 24:28
  stronger,
• 24:29
  but
• 24:29
  that'd
• 24:29
  be
• 24:29
  a
• 24:29
  little
• 24:30
  weird.
• 24:30
  Right?
• 24:30
  Here's
• 24:30
  your
• 24:30
  boot.
• 24:31
  Well,
• 24:31
  then
• 24:31
  you'd
• 24:31
  have
• 24:31
  a
• 24:32
  whole
• 24:32
  bunch
• 24:32
  of
• 24:32
  boots
• 24:32
  with
• 24:32
  bites
• 24:33
  out
• 24:33
  of
• 24:33
  them
• 24:33
  and.
• 24:33
  Yeah,
• 24:34
  just
• 24:34
  not
• 24:34
  going
• 24:34
  to
• 24:34
  work.
• 24:36
  All
• 24:36
  right.
• 24:36
  Good
• 24:37
  signage
• 24:38
  is
• 24:38
  another
• 24:38
  one.
• 24:38
  That's
• 24:39
  a
• 24:39
  pet
• 24:39
  peeve
• 24:39
  of
• 24:39
  mine,
• 24:39
  especially
• 24:40
  the
• 24:40
  bigger.
• 24:41
  You
• 24:42
  know,
• 24:42
  I've
• 24:42
  been
• 24:42
  to
• 24:42
  some
• 24:42
  of
• 24:42
  the
• 24:43
  stores
• 24:43
  in
• 24:44
  Texas,
• 24:44
  right.
• 24:45
  Some
• 24:45
  of
• 24:45
  the
• 24:45
  stores
• 24:45
  down
• 24:46
  there
• 24:46
  are
• 24:46
  huge.
• 24:46
  They're
• 24:46
  the
• 24:46
  size
• 24:47
  of
• 24:47
  Walmarts.
• 24:49
  And
• 24:49
  you
• 24:49
  know,
• 24:50
  when
• 24:50
  you
• 24:50
  go
• 24:50
  in
• 24:50
  one
• 24:51
  thing,
• 24:51
  one
• 24:52
  thing,
• 24:52
  it's
• 24:52
  hard
• 24:52
  to
• 24:53
  find
• 24:53
  stuff
• 24:53
  at
• 24:53
  Home
• 24:53
  Depot,
• 24:54
  but
• 24:54
  the
• 24:54
  one
• 24:54
  thing
• 24:54
  they
• 24:54
  do
• 24:55
  is
• 24:55
  they
• 24:55
  have
• 24:56
  enough
• 24:56
  big
• 24:56
  signage
• 24:57
  that
• 24:57
  kind
• 24:57
  of
• 24:57
  gives
• 24:57
  you
• 24:57
  an
• 24:57
  idea
• 24:58
  where
• 24:58
  that
• 24:58
  item's
• 24:59
  going
• 24:59
  to
• 24:59
  be.
• 25:00
  And
• 25:00
  I,
• 25:00
  I
• 25:00
  do
• 25:01
  like
• 25:01
  going
• 25:01
  in
• 25:02
  stores,
• 25:02
  even
• 25:03
  smaller
• 25:03
  tack
• 25:03
  shops
• 25:04
  that
• 25:04
  there's
• 25:04
  some
• 25:04
  signage
• 25:05
  that
• 25:05
  points
• 25:05
  me
• 25:06
  in
• 25:06
  a
• 25:06
  direction.
• 25:08
  You
• 25:08
  know,
• 25:08
  I,
• 25:09
  I
• 25:09
  don't
• 25:09
  know
• 25:09
  if
• 25:09
  you
• 25:10
  think
• 25:10
  it's
• 25:10
  important
• 25:10
  or
• 25:10
  is
• 25:10
  it
• 25:11
  better
• 25:11
  not
• 25:11
  to
• 25:11
  have
• 25:11
  signage
• 25:11
  and
• 25:12
  have
• 25:12
  them
• 25:12
  wandering
• 25:12
  around?
• 25:13
  I
• 25:13
  don't
• 25:13
  know.
• 25:15
  I
• 25:16
  went
• 25:16
  into
• 25:16
  a
• 25:17
  Scotch
• 25:17
  and
• 25:17
  soda.
• 25:18
  Is
• 25:18
  that
• 25:19
  what
• 25:19
  it's
• 25:19
  called?
• 25:19
  Scotch
• 25:19
  and
• 25:19
  soda?
• 25:20
  It's
• 25:20
  a
• 25:20
  brand
• 25:20
  Soda
• 25:21
  and
• 25:21
  Scotch.
• 25:22
  I
• 25:22
  never
• 25:22
  quite
• 25:22
  remember
• 25:23
  it.
• 25:23
  Anyway,
• 25:23
  I
• 25:23
  went
• 25:24
  to
• 25:24
  the
• 25:24
  mall
• 25:24
  and
• 25:24
  I
• 25:24
  started
• 25:25
  looking
• 25:25
  on
• 25:25
  this
• 25:25
  one
• 25:25
  rack
• 25:26
  and
• 25:26
  I
• 25:26
  just
• 25:26
  stopped
• 25:27
  and
• 25:27
  there's
• 25:27
  a
• 25:28
  young
• 25:28
  girl
• 25:28
  over
• 25:28
  there
• 25:28
  sizing
• 25:29
  things.
• 25:29
  I
• 25:29
  go,
• 25:29
  which
• 25:30
  one
• 25:30
  is
• 25:30
  the
• 25:30
  men's
• 25:30
  and
• 25:30
  which
• 25:30
  is
• 25:31
  the
• 25:31
  women's?
• 25:31
  She
• 25:32
  goes,
• 25:32
  oh,
• 25:32
  the
• 25:32
  men's
• 25:32
  over
• 25:33
  there.
• 25:33
  Like,
• 25:34
  great,
• 25:34
  thanks
• 25:34
  for
• 25:35
  that.
• 25:35
  I
• 25:35
  shouldn't
• 25:35
  have
• 25:35
  to
• 25:36
  guess
• 25:36
  at
• 25:36
  that.
• 25:36
  Like,
• 25:37
  you
• 25:37
  could
• 25:37
  have
• 25:37
  given
• 25:37
  me
• 25:38
  some
• 25:38
  clothes
• 25:38
  especially,
• 25:40
  you
• 25:40
  know,
• 25:40
  they
• 25:40
  could
• 25:40
  have
• 25:41
  told
• 25:41
  me,
• 25:41
  like,
• 25:41
  oh,
• 25:42
  that's
• 25:42
  it.
• 25:42
  No,
• 25:43
  I.
• 25:43
  I
• 25:43
  do
• 25:43
  believe
• 25:44
  in
• 25:44
  big
• 25:44
  stores,
• 25:44
  like
• 25:45
  a
• 25:45
  grocery
• 25:45
  store
• 25:46
  having
• 25:46
  those
• 25:48
  headers
• 25:49
  is
• 25:49
  very
• 25:49
  helpful.
• 25:52
  Wayfair
• 25:52
  signage,
• 25:53
  what
• 25:53
  that's
• 25:53
  called.
• 25:54
  But
• 25:54
  also,
• 25:55
  we've
• 25:55
  kind
• 25:55
  of
• 25:56
  defaulted
• 25:57
  to
• 25:58
  20%
• 25:58
  off
• 25:58
  this
• 25:59
  weekend.
• 25:59
  30%
• 25:59
  off
• 26:00
  this
• 26:00
  20
• 26:00
  and
• 26:00
  30.
• 26:00
  When
• 26:01
  everything
• 26:01
  is
• 26:01
  on
• 26:01
  sale,
• 26:02
  then
• 26:03
  you've
• 26:03
  lost
• 26:04
  the
• 26:04
  full
• 26:04
  price
• 26:04
  customer.
• 26:05
  And
• 26:06
  that's
• 26:06
  how
• 26:06
  you
• 26:06
  ride
• 26:07
  a
• 26:07
  business
• 26:07
  down.
• 26:08
  I
• 26:08
  mean,
• 26:09
  Howard
• 26:09
  and
• 26:09
  Phil's
• 26:09
  went
• 26:10
  out
• 26:10
  of
• 26:10
  business.
• 26:10
  I
• 26:10
  left
• 26:11
  it
• 26:11
  in
• 26:11
  94.
• 26:12
  They
• 26:12
  were
• 26:12
  gone
• 26:12
  by
• 26:12
  96.
• 26:13
  And
• 26:13
  they
• 26:13
  were
• 26:13
  having
• 26:14
  trouble.
• 26:14
  And
• 26:14
  they
• 26:15
  did
• 26:15
  an
• 26:15
  awful
• 26:15
  lot
• 26:15
  of
• 26:16
  sales
• 26:16
  and
• 26:17
  just
• 26:17
  didn't.
• 26:18
  Wasn't
• 26:18
  able
• 26:18
  to
• 26:19
  really
• 26:20
  keep
• 26:20
  going.
• 26:21
  And
• 26:21
  then
• 26:21
  Garth
• 26:22
  Brook,
• 26:22
  of
• 26:22
  course,
• 26:22
  decided
• 26:23
  to
• 26:23
  wear
• 26:24
  tennis
• 26:24
  shoes
• 26:25
  and
• 26:25
  the
• 26:25
  ball
• 26:25
  cap.
• 26:25
  And
• 26:25
  that
• 26:26
  kind
• 26:26
  of
• 26:26
  changed
• 26:26
  things
• 26:26
  a
• 26:26
  little
• 26:27
  bit
• 26:27
  for
• 26:27
  West.
• 26:27
  Then
• 26:27
  Yellowstone
• 26:28
  came
• 26:28
  out,
• 26:28
  and
• 26:28
  then
• 26:29
  we
• 26:29
  were
• 26:29
  back
• 26:29
  to
• 26:29
  boots
• 26:30
  and
• 26:30
  jeans
• 26:30
  and
• 26:31
  buckles.
• 26:31
  Right.
• 26:32
  So,
• 26:32
  yeah,
• 26:34
  Yellowstone
• 26:34
  changed
• 26:35
  it
• 26:35
  all
• 26:35
  again
• 26:35
  for
• 26:36
  our
• 26:36
  industry.
• 26:36
  Dallas
• 26:37
  changed
• 26:37
  it
• 26:37
  from
• 26:37
  the
• 26:37
  80s.
• 26:38
  That
• 26:38
  was
• 26:38
  the
• 26:38
  thing
• 26:39
  I
• 26:39
  wanted
• 26:39
  to
• 26:39
  be,
• 26:40
  J.R.
• 26:41
  and
• 26:42
  that's
• 26:42
  true.
• 26:42
  Yeah,
• 26:43
  that's
• 26:43
  true,
• 26:43
  too.
• 26:43
  Yeah.
• 26:44
  We've
• 26:44
  gone
• 26:44
  cycles
• 26:44
  that
• 26:45
  way,
• 26:45
  haven't
• 26:45
  we?
• 26:45
  And
• 26:46
  it's
• 26:46
  all
• 26:46
  driven
• 26:46
  by
• 26:47
  media,
• 26:47
  right?
• 26:48
  Yeah.
• 26:50
  So
• 26:50
  your
• 26:51
  article
• 26:51
  concludes
• 26:52
  that
• 26:52
  creativity
• 26:53
  is
• 26:53
  the
• 26:53
  most
• 26:53
  important
• 26:54
  element
• 26:54
  in
• 26:54
  today's
• 26:55
  world
• 26:55
  with
• 26:56
  everything
• 26:56
  we
• 26:56
  have
• 26:56
  out
• 26:57
  there.
• 26:57
  You
• 26:57
  know,
• 26:57
  we
• 26:57
  used
• 26:57
  to
• 26:57
  talk
• 26:58
  in
• 26:58
  marketing
• 26:58
  that
• 26:59
  you
• 26:59
  had
• 26:59
  to
• 26:59
  hit.
• 26:59
  You
• 27:00
  had.
• 27:00
  Somebody
• 27:00
  had
• 27:00
  to
• 27:01
  see
• 27:01
  your
• 27:01
  marketing
• 27:01
  message
• 27:02
  three
• 27:02
  times.
• 27:03
  That's
• 27:03
  in
• 27:03
  the
• 27:03
  old
• 27:03
  days,
• 27:03
  before
• 27:04
  Internet
• 27:04
  and
• 27:04
  all
• 27:04
  of
• 27:04
  that.
• 27:05
  That's
• 27:05
  not
• 27:06
  true
• 27:06
  anymore.
• 27:06
  They
• 27:06
  got
• 27:06
  to
• 27:06
  see
• 27:07
  your
• 27:07
  marketing
• 27:07
  message
• 27:07
  12
• 27:08
  times
• 27:08
  for
• 27:08
  it
• 27:08
  to
• 27:08
  sink
• 27:09
  in
• 27:09
  anymore,
• 27:09
  because
• 27:09
  they're
• 27:10
  so
• 27:10
  flooded
• 27:11
  with
• 27:11
  a
• 27:11
  million
• 27:12
  marketing
• 27:13
  messages
• 27:13
  every
• 27:13
  day.
• 27:14
  So
• 27:15
  what?
• 27:16
  How
• 27:17
  can
• 27:17
  you
• 27:17
  be
• 27:17
  creative
• 27:18
  in
• 27:18
  today's
• 27:18
  world?
• 27:21
  Well,
• 27:21
  I
• 27:21
  think
• 27:21
  you
• 27:22
  can
• 27:22
  always
• 27:22
  be
• 27:22
  creative.
• 27:23
  You
• 27:23
  just
• 27:23
  got
• 27:23
  to
• 27:23
  think
• 27:23
  like
• 27:23
  your
• 27:24
  customer.
• 27:24
  That's.
• 27:25
  That's
• 27:25
  the
• 27:25
  key.
• 27:26
  You
• 27:26
  know,
• 27:27
  if
• 27:27
  I'm
• 27:29
  in
• 27:29
  Dubuque,
• 27:30
  Iowa,
• 27:31
  and
• 27:31
  there
• 27:31
  was
• 27:31
  some
• 27:32
  kind
• 27:32
  of
• 27:32
  a,
• 27:35
  I
• 27:36
  don't
• 27:36
  know,
• 27:36
  horse
• 27:37
  event
• 27:37
  of
• 27:37
  some
• 27:37
  kind
• 27:38
  or
• 27:38
  some
• 27:38
  kind
• 27:38
  of
• 27:39
  a
• 27:39
  parade
• 27:39
  that's
• 27:39
  going
• 27:39
  on
• 27:40
  in
• 27:40
  that
• 27:40
  town,
• 27:43
  everything
• 27:43
  should
• 27:44
  fly
• 27:45
  back
• 27:45
  to
• 27:45
  that,
• 27:46
  that
• 27:46
  it's
• 27:46
  a
• 27:47
  great,
• 27:47
  you
• 27:47
  know,
• 27:47
  there's
• 27:47
  a
• 27:48
  great
• 27:48
  outfit
• 27:48
  to
• 27:48
  wear
• 27:48
  at
• 27:49
  the
• 27:49
  opening
• 27:49
  party
• 27:49
  or
• 27:50
  it's
• 27:50
  a
• 27:50
  great
• 27:52
  this
• 27:52
  is
• 27:52
  a
• 27:52
  great
• 27:53
  option
• 27:53
  for
• 27:53
  those
• 27:53
  of
• 27:53
  you
• 27:55
  want
• 27:55
  to,
• 27:57
  want
• 27:57
  to
• 27:57
  take,
• 27:57
  want
• 27:58
  to
• 27:58
  polish
• 27:58
  their
• 27:59
  boots.
• 27:59
  You
• 27:59
  might
• 27:59
  do
• 27:59
  a
• 27:59
  whole
• 28:00
  thing
• 28:00
  on
• 28:00
  that.
• 28:01
  But
• 28:01
  the
• 28:02
  key
• 28:02
  is
• 28:02
  you
• 28:02
  don't
• 28:02
  get
• 28:03
  forgotten.
• 28:03
  So
• 28:04
  that's
• 28:04
  why
• 28:04
  everybody
• 28:04
  should
• 28:05
  have
• 28:05
  their
• 28:05
  own
• 28:05
  lists
• 28:06
  arm.
• 28:06
  I
• 28:06
  know
• 28:06
  people
• 28:07
  who
• 28:07
  bragged
• 28:07
  to
• 28:07
  me,
• 28:07
  like,
• 28:07
  oh,
• 28:08
  we've
• 28:08
  got
• 28:08
  all
• 28:08
  these
• 28:08
  followers
• 28:08
  on
• 28:08
  Instagram.
• 28:09
  It's
• 28:09
  like,
• 28:09
  who
• 28:09
  cares?
• 28:10
  They're
• 28:10
  not
• 28:10
  yours.
• 28:11
  Yeah,
• 28:11
  that's
• 28:12
  true.
• 28:12
  That
• 28:12
  sucks.
• 28:12
  He
• 28:13
  could
• 28:13
  go
• 28:13
  through
• 28:13
  and
• 28:13
  turn
• 28:13
  that
• 28:14
  off
• 28:14
  on
• 28:14
  you
• 28:14
  tomorrow.
• 28:15
  So
• 28:15
  your
• 28:16
  goal
• 28:16
  is
• 28:16
  to
• 28:16
  bring
• 28:17
  them
• 28:17
  through
• 28:17
  a
• 28:17
  landing
• 28:18
  page
• 28:18
  into
• 28:18
  your
• 28:18
  CRM
• 28:20
  so
• 28:20
  you
• 28:20
  can
• 28:20
  talk
• 28:20
  to
• 28:20
  them
• 28:21
  in
• 28:21
  a
• 28:21
  great
• 28:22
  way.
• 28:22
  And
• 28:22
  then
• 28:23
  I'd
• 28:23
  be
• 28:23
  the
• 28:23
  first
• 28:23
  to
• 28:23
  admit
• 28:24
  it.
• 28:24
  I'm
• 28:24
  speaking
• 28:24
  a
• 28:24
  lot
• 28:25
  on
• 28:25
  retail
• 28:25
  and
• 28:25
  AI.
• 28:26
  I
• 28:26
  would
• 28:27
  have
• 28:27
  all
• 28:27
  my
• 28:27
  ideas
• 28:28
  and
• 28:28
  I
• 28:28
  would
• 28:28
  put
• 28:28
  them
• 28:28
  into
• 28:28
  chat
• 28:29
  and
• 28:29
  I
• 28:30
  would,
• 28:30
  I
• 28:31
  would
• 28:31
  go
• 28:31
  through
• 28:31
  and
• 28:31
  take
• 28:31
  pictures,
• 28:33
  have
• 28:33
  IT
• 28:33
  analyze
• 28:34
  them.
• 28:34
  There's
• 28:34
  a
• 28:34
  lot
• 28:35
  of
• 28:35
  different
• 28:35
  things
• 28:35
  you
• 28:35
  can
• 28:36
  do,
• 28:36
  but
• 28:36
  you've
• 28:36
  also
• 28:37
  got
• 28:37
  to
• 28:37
  know
• 28:37
  what
• 28:37
  to
• 28:37
  ask.
• 28:38
  And
• 28:38
  so
• 28:39
  if
• 28:39
  you're
• 28:39
  listening
• 28:40
  this,
• 28:40
  like,
• 28:40
  oh,
• 28:40
  that's
• 28:40
  stupid.
• 28:41
  I'd
• 28:41
  never
• 28:41
  do
• 28:41
  it.
• 28:41
  Well,
• 28:42
  you
• 28:42
  know,
• 28:42
  they
• 28:42
  said
• 28:42
  that
• 28:42
  about
• 28:43
  the
• 28:43
  Internet,
• 28:44
  they
• 28:44
  said
• 28:44
  that
• 28:44
  about
• 28:44
  email,
• 28:46
  they
• 28:46
  said
• 28:46
  that
• 28:46
  about
• 28:46
  a
• 28:47
  lot
• 28:47
  of
• 28:47
  things.
• 28:47
  I
• 28:47
  don't
• 28:47
  think
• 28:47
  this
• 28:47
  is
• 28:47
  going
• 28:48
  to
• 28:48
  go
• 28:48
  away.
• 28:49
  And
• 28:49
  even
• 28:49
  though
• 28:49
  I
• 28:50
  believe
• 28:50
  it's
• 28:50
  the
• 28:50
  start
• 28:50
  of
• 28:50
  Skynet,
• 28:51
  I
• 28:51
  truly
• 28:52
  do
• 28:53
  from
• 28:53
  Terminator,
• 28:54
  we
• 28:54
  are
• 28:54
  all
• 28:55
  able
• 28:55
  to
• 28:55
  be
• 28:55
  in
• 28:55
  it
• 28:55
  right
• 28:56
  now.
• 28:56
  And
• 28:58
  it
• 28:58
  is
• 29:01
  hundreds
• 29:02
  of
• 29:03
  vendors,
• 29:05
  it
• 29:05
  is
• 29:06
  tens
• 29:06
  of
• 29:06
  thousands
• 29:07
  of
• 29:07
  dollars
• 29:07
  of
• 29:08
  service
• 29:08
  you
• 29:08
  could
• 29:08
  never
• 29:09
  have
• 29:09
  had
• 29:09
  two
• 29:10
  years
• 29:10
  ago
• 29:10
  without
• 29:11
  paying
• 29:11
  through
• 29:11
  the
• 29:11
  nose
• 29:12
  that
• 29:12
  you
• 29:12
  can
• 29:12
  now
• 29:12
  get.
• 29:13
  And
• 29:14
  that's
• 29:14
  what's
• 29:14
  going
• 29:14
  to
• 29:14
  be
• 29:14
  a
• 29:15
  game
• 29:15
  changer.
• 29:16
  So
• 29:16
  you
• 29:17
  were
• 29:17
  trying
• 29:17
  to
• 29:17
  figure
• 29:17
  out
• 29:19
  what
• 29:19
  should
• 29:19
  I,
• 29:20
  you
• 29:20
  know,
• 29:20
  you
• 29:21
  have
• 29:21
  your
• 29:21
  sort
• 29:22
  of
• 29:22
  back
• 29:22
  in
• 29:22
  Dubuque,
• 29:22
  Iowa,
• 29:23
  right?
• 29:23
  So
• 29:23
  you
• 29:23
  have
• 29:23
  your
• 29:23
  events
• 29:24
  calendar,
• 29:24
  you
• 29:24
  go
• 29:25
  to
• 29:25
  your
• 29:25
  chamber
• 29:25
  of
• 29:25
  commerce,
• 29:26
  you
• 29:26
  do
• 29:26
  something,
• 29:27
  put
• 29:27
  that
• 29:27
  whole
• 29:27
  thing
• 29:27
  in
• 29:28
  chat
• 29:28
  and
• 29:28
  say,
• 29:28
  okay,
• 29:30
  outline
• 29:31
  12
• 29:33
  monthly
• 29:34
  windows
• 29:34
  I
• 29:34
  could
• 29:35
  do.
• 29:35
  Here's
• 29:35
  what
• 29:35
  I
• 29:36
  want
• 29:36
  to
• 29:36
  feature.
• 29:37
  Tony
• 29:37
  Llama,
• 29:38
  5084,
• 29:39
  ostrich
• 29:39
  boots,
• 29:40
  the
• 29:40
  Swing
• 29:40
  Dance,
• 29:40
  whatever,
• 29:42
  and
• 29:42
  see
• 29:42
  what
• 29:42
  it,
• 29:42
  see
• 29:43
  what
• 29:43
  it
• 29:43
  suggests.
• 29:44
  Because
• 29:45
  it
• 29:45
  can
• 29:45
  help
• 29:46
  you.
• 29:46
  If
• 29:46
  you
• 29:46
  have
• 29:46
  the
• 29:47
  idea,
• 29:47
  it
• 29:48
  can
• 29:48
  help
• 29:48
  you
• 29:48
  kind
• 29:48
  of
• 29:49
  solidify
• 29:49
  that
• 29:50
  and
• 29:50
  then
• 29:50
  you
• 29:50
  can
• 29:50
  go
• 29:50
  out
• 29:51
  and
• 29:51
  play
• 29:51
  with
• 29:51
  it.
• 29:52
  And
• 29:53
  that's
• 29:53
  how
• 29:53
  we
• 29:53
  use
• 29:53
  it
• 29:54
  on
• 29:54
  the,
• 29:54
  on
• 29:54
  our
• 29:54
  shows,
• 29:55
  is
• 29:55
  we
• 29:56
  use
• 29:56
  it
• 29:56
  more
• 29:56
  as
• 29:56
  a
• 29:56
  research
• 29:57
  tool
• 29:57
  or
• 29:57
  an
• 29:58
  idea
• 29:58
  generator.
• 29:59
  It
• 29:59
  doesn't
• 29:59
  mean
• 29:59
  we
• 30:00
  don't
• 30:00
  look
• 30:00
  deeper
• 30:01
  to
• 30:01
  get
• 30:01
  the,
• 30:01
  you
• 30:01
  know,
• 30:02
  the
• 30:02
  true
• 30:02
  story
• 30:02
  of
• 30:02
  whatever
• 30:03
  we're
• 30:03
  talking
• 30:03
  about.
• 30:04
  But
• 30:04
  it
• 30:04
  gets
• 30:04
  us
• 30:04
  started.
• 30:05
  And
• 30:05
  it,
• 30:05
  you
• 30:05
  know,
• 30:06
  and
• 30:06
  I
• 30:06
  would
• 30:06
  take
• 30:07
  hours
• 30:08
  to
• 30:08
  come
• 30:08
  up
• 30:08
  with
• 30:09
  those
• 30:09
  ideas.
• 30:09
  That
• 30:10
  it
• 30:10
  gave
• 30:10
  me
• 30:10
  in
• 30:11
  two
• 30:11
  minutes.
• 30:12
  Right?
• 30:13
  It's.
• 30:13
  And
• 30:13
  you're
• 30:14
  right.
• 30:14
  It
• 30:14
  is
• 30:14
  all
• 30:14
  about
• 30:14
  asking
• 30:15
  the
• 30:15
  right
• 30:15
  questions.
• 30:15
  I
• 30:16
  need
• 30:16
  to
• 30:16
  get
• 30:16
  somebody
• 30:16
  on
• 30:16
  just
• 30:16
  to
• 30:17
  talk
• 30:17
  AI
• 30:17
  as
• 30:17
  relation
• 30:18
  to
• 30:18
  retail.
• 30:19
  What
• 30:20
  the
• 30:20
  hell
• 30:20
  are
• 30:20
  we
• 30:20
  doing
• 30:20
  here,
• 30:21
  dude?
• 30:21
  I
• 30:21
  can
• 30:21
  do
• 30:21
  that.
• 30:22
  We
• 30:22
  need
• 30:23
  it.
• 30:23
  We
• 30:23
  need
• 30:23
  to
• 30:23
  do
• 30:23
  that
• 30:23
  for
• 30:23
  a
• 30:24
  whole
• 30:24
  session.
• 30:24
  I
• 30:25
  know.
• 30:25
  Maybe
• 30:26
  I'll
• 30:26
  do
• 30:26
  it
• 30:26
  at
• 30:26
  a
• 30:27
  session
• 30:27
  sometime.
• 30:27
  Anyway,
• 30:30
  I'm
• 30:30
  gonna
• 30:30
  get
• 30:30
  a
• 30:30
  third
• 30:30
  one.
• 30:31
  I
• 30:31
  feel
• 30:31
  that's
• 30:31
  two
• 30:31
  we
• 30:32
  can.
• 30:32
  I'm
• 30:32
  gonna
• 30:33
  get.
• 30:35
  So
• 30:35
  Bob,
• 30:36
  you
• 30:36
  have
• 30:36
  a
• 30:36
  book.
• 30:37
  How
• 30:37
  to
• 30:37
  merchandise
• 30:38
  youe
• 30:38
  store.
• 30:38
  12
• 30:39
  Visual
• 30:39
  merchandising
• 30:39
  tips
• 30:40
  that
• 30:40
  Work.
• 30:40
  Take
• 30:41
  everything
• 30:41
  we've
• 30:41
  talked
• 30:41
  about
• 30:42
  here
• 30:42
  today
• 30:42
  and
• 30:42
  multiply
• 30:43
  it
• 30:43
  times
• 30:43
  10.
• 30:44
  And
• 30:44
  that's
• 30:45
  why
• 30:45
  you
• 30:45
  need
• 30:45
  to
• 30:46
  read
• 30:46
  the
• 30:46
  book.
• 30:46
  It's
• 30:46
  still
• 30:46
  out
• 30:47
  there,
• 30:47
  right?
• 30:47
  Still
• 30:47
  there.
• 30:47
  Actually
• 30:48
  what
• 30:49
  you're
• 30:49
  referring
• 30:49
  to
• 30:49
  is
• 30:49
  a
• 30:50
  chapter
• 30:50
  of
• 30:50
  my
• 30:51
  book.
• 30:51
  My
• 30:52
  book
• 30:52
  is
• 30:52
  the
• 30:52
  Retail
• 30:53
  Doctor's
• 30:53
  Guide
• 30:53
  to
• 30:54
  Growing
• 30:54
  youg
• 30:54
  Business.
• 30:56
  So
• 30:56
  that's
• 30:56
  the.
• 30:56
  That
• 30:57
  was
• 30:57
  my
• 30:57
  third
• 30:57
  book.
• 30:58
  But
• 30:58
  nowadays
• 30:59
  all
• 30:59
  of
• 30:59
  my.
• 31:00
  And
• 31:01
  that
• 31:01
  one's
• 31:01
  available
• 31:01
  on
• 31:01
  Amazon.
• 31:03
  Yeah,
• 31:03
  it
• 31:03
  is.
• 31:05
  All
• 31:06
  my
• 31:06
  Training
• 31:06
  is
• 31:06
  online.
• 31:07
  SalesRx
• 31:07
  is
• 31:08
  my
• 31:08
  online
• 31:08
  retail
• 31:08
  sales
• 31:09
  training
• 31:09
  program.
• 31:09
  So
• 31:09
  it's
• 31:10
  basically
• 31:10
  what
• 31:10
  I
• 31:10
  have
• 31:10
  developed
• 31:11
  over
• 31:11
  35
• 31:12
  years
• 31:12
  that
• 31:12
  I
• 31:13
  can
• 31:13
  take
• 31:13
  anybody's
• 31:13
  product
• 31:14
  and
• 31:14
  I
• 31:15
  can
• 31:15
  make
• 31:15
  you
• 31:15
  a
• 31:15
  superstar.
• 31:16
  And
• 31:16
  increase
• 31:16
  conversions.
• 31:17
  83%
• 31:18
  of
• 31:18
  our
• 31:18
  users
• 31:18
  report
• 31:19
  a
• 31:19
  double
• 31:19
  digit
• 31:19
  increase
• 31:19
  in
• 31:20
  six
• 31:20
  months.
• 31:21
  Because
• 31:22
  I'm
• 31:22
  more
• 31:22
  like
• 31:22
  a
• 31:22
  college
• 31:23
  of
• 31:23
  retail.
• 31:23
  If
• 31:23
  you
• 31:23
  really
• 31:24
  want
• 31:24
  to
• 31:24
  do
• 31:24
  it,
• 31:24
  you
• 31:24
  really
• 31:24
  want
• 31:25
  to
• 31:25
  increase
• 31:25
  your
• 31:25
  conversions.
• 31:26
  If
• 31:26
  you're
• 31:26
  really
• 31:26
  trying
• 31:26
  to
• 31:27
  figure
• 31:27
  out
• 31:27
  like
• 31:28
  these
• 31:28
  people
• 31:28
  are
• 31:28
  all
• 31:29
  coming
• 31:29
  in,
• 31:29
  why
• 31:29
  aren't
• 31:29
  they
• 31:30
  all
• 31:30
  buying?
• 31:30
  It
• 31:30
  usually
• 31:31
  comes
• 31:31
  down
• 31:31
  to
• 31:31
  your
• 31:31
  people
• 31:31
  and
• 31:32
  worse,
• 31:32
  it
• 31:33
  comes
• 31:33
  down
• 31:33
  to
• 31:34
  your
• 31:34
  managers
• 31:34
  or
• 31:34
  the
• 31:35
  owners
• 31:35
  who
• 31:35
  haven't
• 31:35
  invested
• 31:36
  any
• 31:36
  time
• 31:36
  in
• 31:37
  training
• 31:37
  them.
• 31:37
  We
• 31:37
  see
• 31:38
  they've
• 31:38
  worked
• 31:38
  for
• 31:38
  some
• 31:38
  other
• 31:39
  tax
• 31:39
  shop
• 31:39
  and
• 31:40
  like,
• 31:40
  oh,
• 31:40
  bring
• 31:40
  them
• 31:40
  in.
• 31:40
  They
• 31:41
  know
• 31:41
  everything.
• 31:41
  I
• 31:41
  don't
• 31:41
  care
• 31:41
  if
• 31:42
  they
• 31:42
  know
• 31:42
  everything.
• 31:43
  What
• 31:43
  I
• 31:43
  care
• 31:44
  about
• 31:44
  is
• 31:44
  can
• 31:44
  you
• 31:44
  talk
• 31:44
  to
• 31:45
  me?
• 31:45
  Can
• 31:46
  you
• 31:46
  make
• 31:46
  me
• 31:46
  feel
• 31:46
  I
• 31:47
  matter?
• 31:47
  Because
• 31:47
  people
• 31:47
  who
• 31:48
  feel
• 31:48
  they
• 31:48
  matter
• 31:49
  buy
• 31:49
  and
• 31:50
  people
• 31:50
  who
• 31:50
  don't
• 31:51
  walk
• 31:51
  out.
• 31:53
  That
• 31:53
  simple.
• 31:54
  And
• 31:54
  the
• 31:55
  website
• 31:55
  where
• 31:55
  they
• 31:55
  can
• 31:55
  find
• 31:56
  either
• 31:56
  your
• 31:56
  consulting
• 31:57
  or
• 31:57
  books
• 31:58
  or.
• 31:58
  And
• 31:58
  your
• 31:58
  podcast,
• 31:58
  you
• 31:59
  promote
• 31:59
  that
• 32:00
  quick.
• 32:01
  So.
• 32:01
  Well,
• 32:02
  before
• 32:02
  we
• 32:02
  get
• 32:02
  to
• 32:02
  that,
• 32:03
  yes.
• 32:03
  My
• 32:03
  website
• 32:04
  is
• 32:04
  retaildoc.com
• 32:04
  r
• 32:05
  e
• 32:05
  t
• 32:06
  a
• 32:06
  I
• 32:07
  l
• 32:07
  d
• 32:07
  o
• 32:08
  c.com
• 32:09
  and
• 32:09
  my
• 32:10
  podcast
• 32:10
  is
• 32:10
  Tell
• 32:11
  me
• 32:11
  Something
• 32:11
  Good
• 32:11
  about
• 32:11
  Retail.
• 32:12
  So
• 32:12
  we
• 32:12
  have,
• 32:13
  I
• 32:13
  don't
• 32:13
  know,
• 32:14
  five
• 32:14
  or
• 32:14
  six
• 32:14
  hundred
• 32:15
  episodes
• 32:15
  been
• 32:15
  going
• 32:15
  for
• 32:16
  a
• 32:16
  long
• 32:16
  time.
• 32:16
  Congratulations,
• 32:17
  that's
• 32:17
  a
• 32:17
  lot
• 32:17
  for
• 32:18
  a
• 32:18
  podcaster.
• 32:18
  And
• 32:19
  every,
• 32:21
  every
• 32:22
  model
• 32:22
  is
• 32:22
  different,
• 32:23
  every
• 32:23
  episode
• 32:24
  is
• 32:24
  different.
• 32:24
  And
• 32:25
  we've
• 32:25
  had
• 32:25
  people
• 32:26
  on
• 32:26
  there
• 32:26
  from
• 32:26
  Martin
• 32:26
  Lindsberg
• 32:27
  talking
• 32:27
  about
• 32:28
  Lindstrom,
• 32:29
  talking
• 32:29
  about
• 32:29
  the
• 32:29
  future,
• 32:30
  Paco
• 32:30
  Underhill,
• 32:31
  as
• 32:32
  well
• 32:32
  as
• 32:33
  retailers
• 32:33
  who
• 32:33
  are
• 32:33
  just
• 32:34
  telling
• 32:34
  their
• 32:34
  stories.
• 32:34
  Like
• 32:35
  the
• 32:35
  woman
• 32:35
  in
• 32:38
  Julie
• 32:38
  who's
• 32:39
  in
• 32:39
  London.
• 32:39
  She
• 32:40
  decides
• 32:40
  to
• 32:40
  open
• 32:40
  a
• 32:41
  boutique
• 32:41
  with
• 32:41
  her
• 32:41
  and
• 32:41
  her
• 32:42
  three
• 32:42
  daughters.
• 32:43
  And
• 32:43
  it's
• 32:43
  2019
• 32:45
  and
• 32:45
  no
• 32:45
  one's
• 32:46
  coming
• 32:46
  in
• 32:46
  the
• 32:46
  dollar,
• 32:47
  no
• 32:47
  one's
• 32:48
  coming
• 32:48
  in
• 32:48
  the
• 32:48
  door.
• 32:48
  So
• 32:49
  she's,
• 32:49
  she's
• 32:50
  trying.
• 32:50
  And
• 32:50
  finally
• 32:51
  she's
• 32:51
  so
• 32:51
  upset
• 32:52
  with
• 32:52
  her
• 32:52
  daughters,
• 32:52
  she's
• 32:52
  like,
• 32:52
  why
• 32:53
  do
• 32:53
  we
• 32:53
  get
• 32:53
  in
• 32:53
  this
• 32:53
  business?
• 32:53
  Like,
• 32:54
  no
• 32:54
  one's
• 32:54
  here.
• 32:54
  And
• 32:54
  she
• 32:55
  just
• 32:55
  decides
• 32:56
  to
• 32:57
  pick
• 32:57
  out
• 32:57
  her
• 32:57
  phone
• 32:58
  and
• 32:58
  she
• 32:58
  does
• 32:59
  a
• 32:59
  live
• 33:00
  video.
• 33:01
  And
• 33:02
  she
• 33:02
  has
• 33:02
  built
• 33:03
  that
• 33:03
  now
• 33:04
  into
• 33:04
  six
• 33:05
  chain,
• 33:05
  six
• 33:05
  store
• 33:06
  chain
• 33:06
  in
• 33:06
  the
• 33:07
  UK
• 33:07
  because
• 33:07
  she's
• 33:08
  willing
• 33:08
  to
• 33:08
  try
• 33:08
  something.
• 33:09
  And
• 33:10
  I
• 33:10
  think
• 33:10
  that's
• 33:10
  the
• 33:10
  same
• 33:11
  true
• 33:11
  for
• 33:11
  all
• 33:11
  of
• 33:11
  your
• 33:12
  listeners
• 33:12
  here
• 33:12
  today
• 33:13
  is
• 33:14
  whether
• 33:14
  it's
• 33:14
  AI
• 33:14
  or
• 33:15
  merchandising,
• 33:15
  get
• 33:16
  smarter
• 33:16
  about
• 33:16
  it,
• 33:17
  learn
• 33:17
  what
• 33:17
  you
• 33:17
  can
• 33:17
  do.
• 33:18
  And
• 33:18
  don't
• 33:18
  just
• 33:18
  fly
• 33:19
  by
• 33:19
  the
• 33:19
  seat
• 33:19
  of
• 33:19
  your
• 33:19
  pants
• 33:20
  because
• 33:20
  there's
• 33:20
  plenty
• 33:20
  of
• 33:21
  businesses
• 33:21
  that
• 33:22
  are
• 33:22
  going
• 33:22
  to
• 33:22
  go
• 33:22
  out
• 33:22
  left
• 33:23
  and
• 33:23
  right.
• 33:23
  And
• 33:23
  crime.
• 33:24
  It
• 33:24
  was
• 33:24
  all
• 33:24
  on
• 33:24
  Amazon.
• 33:25
  No,
• 33:25
  they're
• 33:25
  the
• 33:25
  ones
• 33:26
  that
• 33:26
  put
• 33:26
  me
• 33:26
  out
• 33:26
  of
• 33:26
  business.
• 33:27
  20%
• 33:27
  of
• 33:27
  sales
• 33:28
  is
• 33:28
  through
• 33:28
  online,
• 33:29
  80%
• 33:30
  is
• 33:30
  still
• 33:31
  in
• 33:31
  a
• 33:31
  store.
• 33:32
  So
• 33:32
  I
• 33:32
  don't
• 33:32
  care
• 33:32
  who
• 33:33
  you're
• 33:33
  going
• 33:33
  up
• 33:33
  against.
• 33:33
  I
• 33:34
  can
• 33:34
  tell
• 33:34
  you
• 33:34
  I've
• 33:34
  gone
• 33:35
  up
• 33:35
  against
• 33:35
  an
• 33:35
  awful
• 33:36
  lot
• 33:36
  of
• 33:36
  them
• 33:36
  myself.
• 33:37
  You're
• 33:38
  about
• 33:38
  as
• 33:38
  successful
• 33:39
  as
• 33:39
  you
• 33:39
  make
• 33:39
  your
• 33:39
  mind
• 33:40
  up
• 33:40
  to
• 33:40
  be,
• 33:40
  whether
• 33:40
  that's
• 33:40
  merchandising
• 33:41
  or
• 33:41
  selling
• 33:42
  or
• 33:43
  talking
• 33:43
  to
• 33:43
  your
• 33:44
  customers.
• 33:44
  So
• 33:45
  it
• 33:45
  isn't
• 33:45
  brain
• 33:45
  surgery,
• 33:46
  but
• 33:47
  it
• 33:47
  is
• 33:47
  a
• 33:47
  matter
• 33:47
  of
• 33:47
  being
• 33:48
  really
• 33:48
  focused
• 33:48
  on
• 33:49
  what
• 33:49
  you
• 33:49
  want
• 33:49
  and
• 33:50
  how
• 33:50
  you're
• 33:50
  going
• 33:50
  to
• 33:50
  do
• 33:50
  it
• 33:50
  and
• 33:51
  finding
• 33:51
  people
• 33:51
  to
• 33:51
  help
• 33:52
  you.
• 33:53
  And
• 33:53
  what's
• 33:53
  the
• 33:53
  name
• 33:53
  of
• 33:54
  the
• 33:54
  podcast
• 33:54
  again,
• 33:54
  where
• 33:54
  they
• 33:54
  can
• 33:55
  find
• 33:55
  any
• 33:55
  podcast
• 33:55
  player?
• 33:56
  Tell
• 33:56
  me
• 33:56
  something
• 33:57
  good
• 33:57
  about
• 33:58
  retail.
• 33:59
  Tell
• 33:59
  me
• 33:59
  something
• 33:59
  good
• 33:59
  about
• 34:00
  retail.
• 34:00
  There
• 34:01
  you
• 34:01
  go.
• 34:01
  And
• 34:02
  it's
• 34:02
  retaildoc.com
• 34:04
  thanks,
• 34:04
  Retail
• 34:05
  Doc.
• 34:05
  Appreciate
• 34:06
  you
• 34:06
  being
• 34:06
  here.
• 34:06
  Thank
• 34:07
  you,
• 34:07
  sir.
• 34:07
  Appreciate
• 34:08
  it.
• 34:08
  All
• 34:08
  right,
• 34:09
  everybody,
• 34:09
  we'll
• 34:09
  be
• 34:09
  back
• 34:10
  at
• 34:11
  the
• 34:11
  end
• 34:11
  of
• 34:11
  the
• 34:11
  month.
• 34:11
  We're
• 34:12
  going
• 34:12
  to
• 34:12
  have
• 34:12
  a
• 34:12
  couple
• 34:12
  of
• 34:12
  weeks
• 34:12
  that
• 34:13
  we
• 34:13
  will
• 34:13
  not
• 34:13
  be
• 34:13
  doing
• 34:13
  these
• 34:14
  Monday
• 34:14
  sessions,
• 34:14
  partly
• 34:15
  because
• 34:15
  I'll
• 34:15
  be
• 34:15
  down
• 34:16
  at
• 34:16
  WESA
• 34:17
  as
• 34:17
  well.
• 34:18
  So,
• 34:18
  Jennifer,
• 34:19
  my
• 34:19
  wife
• 34:19
  and
• 34:19
  I,
• 34:19
  who
• 34:20
  my
• 34:20
  wife
• 34:20
  hosts
• 34:21
  the
• 34:21
  Wisdom
• 34:21
  by
• 34:21
  Wesa
• 34:22
  podcast,
• 34:22
  and
• 34:23
  we'll
• 34:23
  both
• 34:23
  be
• 34:23
  there
• 34:24
  Wednesday
• 34:24
  and
• 34:24
  Thursday
• 34:25
  of
• 34:25
  next
• 34:25
  week.
• 34:25
  You'll
• 34:25
  see
• 34:25
  us
• 34:26
  wandering
• 34:26
  around.
• 34:27
  We
• 34:28
  do
• 34:28
  special
• 34:28
  episodes
• 34:29
  of
• 34:29
  these
• 34:30
  shows
• 34:30
  for
• 34:30
  new
• 34:31
  products
• 34:31
  that
• 34:31
  are
• 34:31
  out
• 34:31
  there
• 34:32
  that
• 34:32
  are
• 34:32
  coming
• 34:32
  to
• 34:32
  the
• 34:32
  market.
• 34:33
  Listeners
• 34:33
  love
• 34:33
  to
• 34:33
  hear
• 34:34
  about
• 34:34
  new
• 34:34
  products,
• 34:35
  so.
• 34:35
  And
• 34:35
  they
• 34:36
  like
• 34:36
  to
• 34:36
  hear
• 34:36
  about
• 34:36
  it
• 34:36
  first.
• 34:37
  So
• 34:37
  we'll
• 34:37
  be
• 34:37
  wandering
• 34:38
  around
• 34:38
  with
• 34:38
  our
• 34:38
  microphones.
• 34:39
  If
• 34:39
  you
• 34:39
  see
• 34:39
  us
• 34:40
  there,
• 34:40
  call
• 34:40
  us
• 34:40
  aside.
• 34:41
  If
• 34:41
  you
• 34:41
  have
• 34:41
  a
• 34:41
  new
• 34:41
  product,
• 34:41
  we'll
• 34:41
  do
• 34:42
  an
• 34:42
  interview
• 34:42
  right
• 34:42
  there
• 34:42
  in
• 34:42
  your
• 34:43
  booth.
• 34:43
  We've
• 34:43
  been
• 34:43
  doing,
• 34:43
  this
• 34:44
  is
• 34:44
  our
• 34:45
  36th
• 34:46
  trade
• 34:46
  show.
• 34:47
  I
• 34:47
  think
• 34:47
  it's
• 34:48
  been
• 34:48
  a
• 34:48
  long
• 34:48
  time
• 34:49
  doing
• 34:49
  this.
• 34:49
  So
• 34:49
  we're
• 34:50
  looking
• 34:50
  forward
• 34:50
  to
• 34:50
  seeing
• 34:51
  everybody
• 34:51
  there.
• 34:52
  Look
• 34:52
  for
• 34:52
  us
• 34:53
  on
• 34:53
  Facebook,
• 34:53
  Retail
• 34:54
  Roundup,
• 34:54
  and
• 34:55
  of
• 34:55
  course,
• 34:55
  wesatradeshow.com
• 34:57
  and
• 34:57
  the
• 34:58
  WESA
• 34:58
  Trade
• 34:58
  Show
• 34:59
  YouTube
• 34:59
  channels
• 34:59
  where
• 35:00
  you
• 35:00
  can,
• 35:01
  where
• 35:02
  you
• 35:02
  can
• 35:02
  find
• 35:02
  all
• 35:02
  of
• 35:03
  these
• 35:03
  videos
• 35:03
  that
• 35:03
  we're
• 35:04
  doing
• 35:04
  here.
• 35:05
  Bob
• 35:05
  Retaildoc.
• 35:06
  Com.
• 35:07
  Thanks
• 35:07
  for
• 35:07
  joining
• 35:07
  us.
• 35:07
  Thank
• 35:08
  you.