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The case for swimming against the current

There is no decision that we can make that doesn’t come with some sort of balance or sacrifice. – Simon Sinek I have also always loved the term, coined by Simon Reynolds, that “when they zig, we zag”. If you read and learn about the greatest leaders of our times, past and present, you see that at career defining moments, they zagged when everyone else zigged. Executing a true omnichannel transformation is precisely a zig-zag moment for many retailers. Striking the balance of where to inv