Imagine you’re the captain of a ship. You could just drift with the current, hoping to bump into a profitable island. Or you could chart a course, check the weather, and adjust your sails when storms hit — all while making sure your crew and the ocean itself stay healthy for the long haul. That’s what this chapter is about: building a retail strategy that not only guides a business toward its goals but also takes care of the people and the planet it depends on.