Retail Book

What This Book Is About

This isn't a textbook on theory. It is a field manual on observation.

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

I answer the question that defined my career: Why do some retailers die while others discover fortu

It explores the methodology of the "Second Look"—how to calculate the revenue you are leaving on th

I answer the question that defined my career: Why do some retailers die while others discover fortu

The Frameworks

The book breaks down the specific methodologies used to turn struggling categories into seven-figure

The Lost Sales Analysis: Why "last year’s sales" is a terrible baseline for next year’s buy, and how

The Power of the Pack: How curation and multi-unit merchandising (like a simple 3-pack of squash bal

Brand, Business, & Buzz: The three-part filter for betting big. When vendor credibility, operational

Earning Your Space: How to break internal politics and move "third-class" departments (like Equipmen

Real Stories, Real P&Ls

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

The $2 Million Mistake: How a "perfect season" turned into a warehouse of worthless inventory, and t

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

The eTip Glove: How we turned a 600-unit "test" into a 5,000-unit franchise by realizing we weren't

Every story in this book actually happened. The numbers are real. The lessons cost real money to lea

The eTip Glove: How we turned a 600-unit "test" into a 5,000-unit franchise by realizing we weren't

The Babolat Breakthrough: How breaking the rules on peg-space for the AeroPro Drive doubled sales on

The Babolat Breakthrough: How breaking the rules on peg-space for the AeroPro Drive doubled sales on

The eTip Glove: How we turned a 600-unit "test" into a 5,000-unit franchise by realizing we weren't

The "Snake Oil" Trap: Why I bought into Power Balance bracelets, why they sold millions, and the dan

The Babolat Breakthrough: How breaking the rules on peg-space for the AeroPro Drive doubled sales on

The "Snake Oil" Trap: Why I bought into Power Balance bracelets, why they sold millions, and the dan