Paco Underhill is CEO and Founder, Envirosell. Inspired by the methodologies of urbanist William H. Whyte, and having lived in a multitude of cities around the world as the son of a Diplomat, Paco Underhill founded the first iteration of Envirosell, the New York-based behavioral research and consultancy, in 1977. His strong environmental planning background, paired with his experience working for non-profit group Project for Public Spaces, supported his lofty goal—to optimize the environments in which we live. His first book, Why We Buy: The Science of Shopping was an internationally recognized bestseller and has been published in 27 languages. The success of Why We Buy and his retail insight makes him a highly sought after resource for columns and editorials have appeared in The New York Times, Money Magazine, The Washington Post and The Wall Street Journal, among others. Today he is known as one of our era’s forefront retail anthropologists.