Okay. That was harsh. Why We Buy isn't useless. In fact, I tried one of the suggestions this week and it really worked! Sadly though I was totally stupid and read the 1999 edition of Why. Why libraries still have this edition is really something of a mystery. So much of it is so outdated. But like I said, it still was helpful in some way. There is an updated edition and I wish I would have read that one instead, so truly a lot of the blame rests on me.When I read the main title, Why We Buy, I thought the book was going to deal with the psychology behind why we buy...again, my fault, even the subtitle says its the Science of Shopping, and that's what it is. Underhill makes his living helping companies design their stores and now online stores in such a way that more people will buy more stuff. It really is a kind of how-to manual for people setting up their retail space.
I found it helpful in that it really made me rethink the way we do signage at work and so I made some changes this week that really did get a positive response.
So again, my title for his post is way too harsh. I guess if I get at least one productive thing out a book, I can't complain, right?
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