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Paco Underhill Quote

If you tell too much too soon, you’ll overload them and they’ll give up. If you confuse them, they’ll ignore the message altogether.

Paco Underhill

If you tell too much too soon, you’ll overload them and they’ll give up. If you confuse them, they’ll ignore the message altogether.

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About Paco Underhill

Paco Underhill is an environmental psychologist, author, and the founder of market research and consulting company Envirosell. He employs the basic idea of environmental psychology, that our surroundings influence our behavior, to find ways of structuring man-made environments to make them conducive to retail purposes.