If we went into stores only when we needed to buy something, and if once there we bought only what we needed, the economy would collapse, boom.

- Paco Underhill

The Apple store is not a store. It is an exercise in evangelism.

- Paco Underhill

Given the chance, people will buy from people who care.

- Paco Underhill

In any commersial setting time comes in three forms. There's real time, there's perceived time, and there's a combination of two.

- Paco Underhill