PERSPECTIVES

From The Co-Founders

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Tips, Tactics & Strategic Insights and Commentary
from The ROI Co-Founders, Pat Johnson and Dick Outcalt
Outcalt & Johnson: Retail Strategists LLC; Retail Turnaround Experts

Hope Is Always In Style

As we approach the final week before Christmas, the last shopping weekend; amidst… 

  • All the volatility, uncertainty surrounding tariffs, inflation, etc.

  • Concerns about merchandise availability

  • Mixed messages about the shoppers and their intentions, whether Millennials, Gen X, Boomers  

  • The bifurcated economy - Wall Street versus Main Street 

  • The "K-shaped recovery" - those doing well doing better; those doing not so well doing, well, not so well

It's hard to have a ready response to "How are your stores doing this year?"

Amidst all of that, we believe the appropriate answer to "How are you doing?" always will be based on your definition of "What constitutes success?" 

Think you’ve never documented that? Think again.  

We encourage a quiet moment of reflection, back to the time when you were first dreaming about owning your own store. 

You were not alone! 

In fact, each year in the United States, about 100,000 new stores start up.  Every hour, every day, 11 new retail businesses switch on the Now Open! sign for the first time!

Who are these new retailers? People just like you.

  • They love the products, or the customers who buy those products.  

  • They want to be their own boss.

  • They're willing to take risks.

  • They want to contribute to their community.  

  • They are creative, have a vision for new ways of doing things.  

  • They're not afraid of hard work. ​

They like being around people - the people who work for them, the customers, the suppliers, their neighboring merchants.

Whatever differences there might be, there is a shared experience: they all Dreamed the Dream!

Now, fast forward a few years. Living the dream is not easy. We appreciate that. 

But especially this year, when there is seemingly no consensus about anything, it is more crucial than ever to remind yourself "What constitutes success?"

That starts by revisiting your dream. 

  • Then, take a look around your stores. See the experience you’ve created. The merchandise you feature. See the people on your staff. The customers. Your neighboring merchants.

  • So, how are you doing this year? Our guess is you have much to be proud of. 

Have a wonderful Holiday Season, and may 2026 be full of wonder and joy.

Hope is always in style!



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