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Chapter Four. Rolling those snowballs

You’ll get fed up of reading me declare that there are no secrets to retail, so I thought I ought to chuck at least one sort-of-secret into the pot early doors: It’s the one about change. Rather than having to unlock some massive total change to improve your business, the secret is to recognize that lots of small changes are just as useful. Retail is about trying things: constantly adapting, nudging, and improving parts of the store. Sometimes you will do that all at once, when creating a new format, but most of the time it’s small changes strung together that result in big improvements.

One thing changed can be the start of something big. Change one detail noticed by one customer, who mentions it to five ...