The challenge is to create product experiences for two different mindsets. In retail, what you display in your windows and on your door determines whether or not a customer will walk in. The science of window-dressing is entirely different from in-store merchandising and the quality of your products. In publishing, the cover of your book will determine whether or not people will read it. Of course, the science of cover design is entirely different from great writing. When you try to create both the cover and the book — or the window-dressing and the product selection — with the same goals in mind, you’re liable to fail at both.