There's a theory called the Boots Theory. A poor man buys cheap boots that last a year. A wealthy man buys expensive boots that last ten. Over a decade, the poor man has spent more money, worn worse boots, and has the wet socks to prove it. I've been thinking about this a lot recently. Almost every founder I meet wants to create a memorable store. They want customers to experience the brand, build trust, engage with products, and leave with a stronger connection than when the