Celebrated Author, Paco Underhill joins us to share that when he was doing research for commercial zoning issues for cities on the roof of the SeaFirst Bank building in Seattle he had an epiphany. He would do for merchants of any kind what he was doing for cities- helping them understand what customers were doing in their respective establishments and sharing what the merchants could do to improve their customer's experience. He literally wrote the book on it- “Why We Buy,” which came from an article that Malcolm Gladwell wrote about Paco for the New Yorker. Paco discusses how he goes about helping merchants providing some insight on what drives customers and how that’s changed over the years. And finally, we discuss his passion which is helping with homelessness through Urban Pathways.