Costco roadshows look simple from the outside. A table. A product. A few samples. Four days in a warehouse. But anyone who has actually done one knows the truth: Costco roadshows are a high-performance environment. You are stepping onto one of the most competitive retail stages in the world. Members move quickly. Buyers are watching. Sales numbers are immediate. And execution has to be flawless. Over the past two decades, I’ve had a front-row seat to thousands of roadshows ac

Over the years, I’ve seen countless product sampling events — and one common mistake stands out. Many companies train their brand ambassadors to talk first and sample second. The intent is good: engage shoppers, educate them about the product, and then offer a taste. But here’s the problem — most shoppers don’t have time for a long pitch before sampling. When customers see a sampler talking endlessly or just standing behind a table with no samples out, they keep walking. The

Over the past five years, retail buying has transformed more than at any other time during my 30+ years in sales with brands like Levi’s, Godiva, TUMI, and SodaStream. The pace of change has been both exhilarating and demanding, reshaping how products are sourced, presented, and sold across every retail channel. In the past, successful buying decisions were largely guided by experience, instinct, and trusted relationships. Knowing your category, understanding the customer, an