Steve knows a thing or two about how hard it is to write a best-selling business book on retail. And our guest, Ron Thurston has done just that. ... on this episode we delve into a few of the key themes in Ron's great new book Retail Pride: The Guide to Celebrating Your Accidental Career. We discuss why those who work in retail deserve to be celebrated, what it takes to deliver a remarkable, joyful customer experience and how COVID has--or hasn't--changed the key aspects of great retail. We also explore Ron's "Three Pillars of Retail Expertise": empathy, curiosity and focus. All in all, it's an uplifting and optimistic look at the past, present and future of shopping.