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Paco Underhill Quote

Something about rules—you have to either follow them or break them with gusto.

Paco Underhill

Something about rules—you have to either follow them or break them with gusto.

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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.