“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man”. So wrote George Bernard Shaw. Great retail shop design, formats, digital integration and sensory experiences are all outputs. Outputs of a well crafted insightful retail strategy. And it’s our designers who are the touchpoints or conveyors to customers of this strategy. The more I travel and see retailing throughout