Paco Underhill, Author of “Why We Buy”

Today, my guest is Paco Underhill, the Founder of Envirosell Inc. A consulting firm that does research, Envirosell has worked in 50 countries and with more than one-third of the Fortune 100 list. Envirosell’s largest clients include stores, restaurants, bank branches and technology companies trying to understand consumer behavior in store, in home, on the job, and on-line.

Paco is the author of popular books including Why We Buy: The Science of Shopping out in 28 languages and used in MBA programs, design schools, and retailing training programs across the world. His latest book is How We Eat: The Brave New World of Food and Drink (Simon & Schuster). He has worked in 50 countries talking to merchants, marketers, bankers, technologists, hospital groups, government agencies, cultural institutions, non-profits, trade institutions, and most importantly students. As the son of a diplomat who grew up around the world – he has a global perspective and believes in Edutainment – laughter, and education are intertwined.