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Rachel Shechtman

Rachel Shechtman is the founder of Story, a Manhattan boutique that updates its theme--and products!--every four to eight weeks.

"When we think of the next generation of retail design, we think about storytelling," she says. "My rule: 70% of an experience should be what consumers know and 30% should be surprise and delight... Take a pretzel, for example. Everyone knows what it is, and there's not much product differentiation. But you put it in a bag with black-and-white stripes that look like the Empire State Building, and suddenly consumers think, Oh my God, this is so cool.

"Why are people going to brick and mortars at all? For the experience."

Click here to read the conversation about making retail exciting again between Shechtman and CBX Chief Creative Officer Rick Barrack, No. 79 on our Most Creative People list.