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December 19th
Good stores perform a kind of retailing judo—they use the shopper’s own momentum, her largely unspoken inclinations and desires, to get her to move in a direction perhaps unplanned, and often unaware.
–Paco Underhill, founder and CEO of Envirosell, on telling a story progressively, using each piece of media to its greatest advantage. [Emphasis mine] Why We Buy, p. 157-8
This is also key to great advertising.
