The challenge is to create product experiences for two different mind-sets. In retail, what you display in your windows determines whether or not a customer will walk in. But the science of window dressing is entirely different from in-store merchandising and the actual quality of your products. In publishing, the cover of your book will determine whether or not people will pick it up, but the art of cover design is entirely different from the art of great writing. When you try to create both the cover and the book—or the window dressing and the product selection—with the same goals in mind,
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