{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Ep.21: Paco Underhill","description":"Celebrated Author, Paco Underhill joins us to share that when he was doing research for commercial zoning issues for cities on the roof of the SeaFirst Bank building in Seattle he had an epiphany. He would do for merchants of any kind what he was doing for cities- helping them understand what customers were doing in their respective establishments and sharing what the merchants could do to improve their customer's experience. He literally wrote the book on it- \u201cWhy We Buy,\u201d which came from an article that Malcolm Gladwell wrote about Paco for the New Yorker. Paco discusses how he goes about helping merchants with Envirosell, providing some insight on what drives customers and how that\u2019s changed over the years. He also provides a few international case studies. And finally, we discuss his passion which is helping with homelessness through Urban Pathways. ","author_name":"SSONext","author_url":"http:\/\/ssonetwork.b2biq.libsynpro.com\/website","html":"