
How an Empty Store on Black Friday Shows the Power of an Iconic Move
REI’s decision to close its stores on Black Friday and encourage shoppers to explore the outdoors isn’t a savvy marketing campaign, but an example of an Iconic Move: an authentic, courageous expression of the company’s purpose and values. In his latest Forbes article, Dev Patnaik shows how true Iconic Moves, despite costing companies something in the short term, set them up for long-term success.