SSON Podcast with the "Sherlock Holmes for Retailers"

Paco Underhill SSON

Celebrated Author Paco Underhill joins us to share that, when he was doing research for commercial zoning issues for cities on the roof of the SeaFirst Bank building in Seattle, he had an epiphany: He would do for merchants of any kind what he was doing for cities – namely, help them understand what customers were doing in their respective establishments, and share what the merchants could do to improve their customers' experiences.

He literally wrote the book on it: “Why We Buy,” which came from an article that Malcolm Gladwell wrote about Paco for the New Yorker.

In this podcast with SSON's Seth Adler, Paco explains how he goes about helping merchants with Envirosell, providing some insight on what drives customers and how that’s changed over the years. He also outlines a few international case studies that you might recognize. And finally, we discuss his on etrue passion, which is helping with homelessness through Urban Pathways.

Be our guest: lean back and listen to this week's SSON podcast – where the stars are the people that surround you!