Is it a store, an agency, or a community center? According to founder Rachel Schechtman, Story is a little bit of all three. Based in the Chelsea neighborhood of Manhattan, Story is an unconventional boutique that reinvents itself every few weeks around a new theme, complete with new merchandise, brand partners, and in-store experiences. And while doing so, it’s reinventing the perceptions of what a brick-and-mortar shopping experience can be.

In this episode, host Mike O’Toole visits Story to chat with Rachel Schechtman. The two discuss the shortcomings of traditional retail, innovation within the category, and how brands are collaborating in new ways.

Many unconventional brands are proving that you can succeed while managing around ideas that aren’t typically measurable. With the right leadership and culture, you can certainly get by defying conventional business practices.

In this episode, host Mike O’Toole discusses how unconventional brands are measuring success with David Rogers of the Columbia Business School. Using former Unconventionals guests as examples, they examine how disruptive brands are carrying out these practices.

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