The appeal of NRF, and any future-focused conference or event, is built upon the innately human excitement of what might come next.

For most people, it’s the “what might come next” that lends energy and meaning to whatever is happening now. In short, the possibility of the future makes the present matter more.

But that excitement goes hand-in-hand with bias. We often give far more attention to what might happen, rather than what is already happening. 

NRF, as the retail industry’s foremost conference, is a manifestation of that simple, relatable, human bias.

NRF makes it feel like change is happening faster than we can possibly imagine. Meanwhile, pop to almost any major retailer in New York and try to find a particular pair of jeans. You’re likely to see that change is, in reality, far slower.

Ultimately, retail is a complex mix. Consumers remain far less rational than we want them to be. Retailers remain far more attached to old systems and processes than we want them to be.

The frontline of retail is a confusing blend of old and new, fast and slow, everywhere you look.

But happily, this year’s opening keynote session was the most brilliant distillation of a retailer that absolutely understands this mix, and meets it head on with a measured, balanced approach.

Refreshingly middle-of-the-road

I knew a bit about Dick’s Sporting Goods before Ed Stack, executive chair and owner, entered the stage.

I knew it was a consistently successful sports retailer, with large stores all across the US.

What I didn’t know was the secret to the success.

And what I discovered was thrilling: there was, essentially, no secret.

Over the years, Ed has been challenged by what he described as “Wall Street guys” who routinely suggested he “had too many stores without knowing how many stores he had”.

He ignored them, and continued to open stores.

The same people suggested he needed to focus on smaller format stores in the age of ecommerce.

Instead he decided to open the “House of Sports” – a 150,000 square foot sporting temple, where every piece of sporting equipment can be tested.

In short, Ed has done things his own way, and reaped the benefit.

But this isn’t just a predictable story of an old retail hand going against the grain. Ed was refreshingly less predictable than that.

To read the rest of this post, subscribe to our Substack newsletter for free.