Ron Johnson, Ceo of J C Penny

The starkest example of this, i think, in your book is ron johnson, who left apple to become ceo of j c penny. He was quoted as saying, at apple, we didn't test anything. We didn't test yes, what worked at apple, he assumed would work at jase penny. And the critical thing that i think he missed is that jase penny customers are very different from store customers. In fact, jc penny customers love the discount. They love the thrill of hunting for a deal,. which seems so fundamental to business, right? Understanding our customer, correct? It's just kind of shocking, i guess, to hear the story,