Quotes from Paco Underhill

In any commersial setting time comes in three forms. There's real time, there's perceived time, and there's a combination of two.

Given the chance, people will buy from people who care.

I believe passionately in edutainment—whether in front of a business audience, a classroom of students or a crowd of parishioners at church. Laughter

you've got to plan for the nonshopper as much as the shopper.

something about rules—you have to either follow them or break them with gusto.

Remember that more than 60 percent of what we buy wasn't on our list. And

I want them to see certain things. I want them to hear certain things. I want them to taste certain things.

we don't notice a single sign or display we pass until that mission is accomplished.

If you tell too much too soon, you'll overload them and they'll give up. If you confuse them, they'll ignore the message altogether.

Amenability and profitability are totally and inextricably linked. Take

or what has been termed the "decompression zone," as among our most meaningful and useful work. It