Educating Archie

I loved this article about Kevin Kelley of Shook Kelley and his approach to reinventing retail.

“It is the most daunting feeling when you go to a grocery store chain, and you meet with these starched-white-shirt executives,” Kelley tells me. “When we get a new job, we sit around this table — we do it twenty, thirty times a year. Old men, generally. Don’t love food, progressive food. Just love their old food — like Archie Bunkers, essentially. You meet these people and then you tour their stores. Then I’ve got to go convince Archie Bunker that there’s something called emotions, that there are these ideas about branding and feeling. It is a crazy assignment. I can’t get them to forget that they’re no longer in a situation where they’ve got plenty of customers. That it’s do-or-die time now.”

Forget branding. Forget sales. Kelley’s main challenge is redirecting the attention of older male executives, scared of the future and yet stuck in their ways, to the things that really matter.

“I make my living convincing male skeptics of the power of emotions,” he says.

Educating Archie