Paco Underhill

the science of consumer shopping or something.

It's Paco Underhill.

Paco Underhill was paid millions of dollars by grocery stores to study which shelf to put the Snickers bar on.

Where do we put the Coke? And a lot of that now is slotting fees and determined by fee.

But Paco Underhill is a scientific advertiser on why people buy.

And it's not any of the reasons why we think.

And it's usually counterintuitive.

One tip from Paco Underhill's book is that we think we should offer everything.

You're absolutely right.

And you know, I had spent time, uh, with a brilliant organization founded by Paco Underhill, who wrote Why We Buy, called him Buy or Sell.

And I wasn't on the research team.

However, they did amazing work, and I'd watch them go through and process data, and then we would deliver the reports.

That's a good one.

Yeah, by Paco Underhill.

And this, I really, it was my first time understanding the concept of consumerism and psychology and how the two come together into consumer behavior.

And since then, I've been really fascinated with why people make the decisions that they make.