Your most unhappy customers are your greatest source of learning.
—Bill Gates (1955–present), inventor, investor, philanthropist
TIME AND time again we have found ourselves speaking with retailers and sharing stories about how their stores came to life. Many of these conversations begin with “I opened my store because I love [insert whatever it is you love here].” Whether it be shoes, fashion, home decor, surfing, animals, bikes, model airplanes, or anything else your heart may desire, we’ve heard it all when it comes to why folks of all ages and walks of life have ventured into the retail business.
Ironically, however, we rarely hear store owners telling us they opened their businesses because they love ...