Like rumours on the school play yard, Amazon’s perceived reputation intimidates many within the retail quarter. The fears of impending doom by local cartels feed the dissemination of debatable ability and ludicrous exaggeration. Fuelled by the trifecta of sector insecurity, media fabrication and drip-fed propaganda from the Pied Piper.We are told and sold on the successes around the world where a city’s population and income exceeds an entire country here Down Under. Browbeaten by an adversary who harps on about service above profit, yet is preoccupied with global domination.To what end? The exploitation and certainty of manipulation of producer, manufacturer and distributor toward inevitable bottom line expansion.Heed not the B.S. sprouting from the sensationalistic headlines of a dubitable press or the consultant with indeterminate agenda. Believe in the richness of experiences past and the courage of present principles. Celebrate accomplishment and trust in the people who create meaningful culture. For if this is not secured, the imminent arrival of the retail troll is the least of concerns.Resist the whimsical melody of the chequered musician and disengage from the cavorting throng of sheep that follow. History abounds with David and Goliath fables and the challenges in balancing upon the pedestals of fickle public opinion and expectation.Rest assured, a hostile environment by passionate and intuitive traders await the appearance of the miscreation. Likewise, a comparably sparse populace with a lower inclination for cyber pursuit and insular tech-savvy indulgences will be no pushover.A plausible reason for international brands to widen their exposure to foreign soils could be an inability to capture and maintain market share in their own backyard. Thus raising questions on how they intend to identify with a society they have limited involvement with, and what they propose to do differently. The onus is on the visitor to win the hearts of the people, who must also strive to overcome a well-established industry entrenched in the very fibre of the communities they serve. So too, the bogeyman shall have to convince the consumer their intent is honourable and integrity is indisputable.Always cognisant of Oscar Wilde’s classic adage when one assumes. This in conjunction with ominous hindsight (pun intended), the trade will discover more about itself and reveal more than is bearable of others.It is time to move on from the fairytales, focus on core business and if there is any limelight to be had, grab it with both hands. Never forgetting what really matters here at home retail is about people for people by people.