Edge.

Institutions have an.

Retailers have another.

Both edges don’t have much in common.

What’s our edge as retailers?

No one knows what we’re doing.

When we’re doing.

How we’re doing.

Where we’re doing.

Playground?

Everything.

And when we decide to act very, very independently, …

…not dancing to any institutional calendar, …

… that’s when our edge deepens.

Comfort level.

Feeling good about life.

Not a slave to anyone’s tune. Meeting one’s own timelines, expenses, requirements, goals.

Fade 1.

Then, we take time out of the equation.

Institutions don’t. They can’t. We can. So we do. Fade 2.

With time out of the equation, we allow big trees to grow.

Institutions live from quarter to quarter. We live from family milestone to family milestone.

No tension. Free. Unencumbered. No pressure. No rut. No over-complication. No showmanship. Pure action. Fade 3.

We exercise independent thought. Doesn’t need to look good on paper. Doesn’t need to be passed by a boss who reports to shareholders. Original, new thinking. Breaking new paths. Unprecedented wins can follow. No herd mentality. Guess who has it? We don’t. Fade 4.

We’re not glued to our screens. We’re alive. We live. Life. To the fullest. With enjoyment.

Fully faded.