Horst Schulze

That's why when you go into, they have somebody staying there right away, well-dressed, so say, welcome, can I help?

What is the problem?

And they take you.

And we had learned that from the behavioral analysts.

I worked with behavioral analysts, University of Colorado and Frankfurt.

They said, the decision is made about you the moment when we make contact.

That's why we taught when somebody comes within 10 feet, no matter what you do, you look them in the eye and say, welcome.

Don't say hi.

When you say hi, we are equal.

But if I say, welcome, and look you in the eye, I'm saying I respect you.

But at the same time, Sam, you can trust me.

I'm professional.

So we make sure that I hired kids from Center City who have never seen anything elegant in their life.

So now we put him in a great outfit.

We teach him not to use certain words, don't say, OK, say my pleasure, and so on.

And three weeks later, this kid meets potentially with the chairman of the Bank of England, and it works.

And it works.

That's what he saw.

And that's how he created the retail.

And be impressed by the look of it.