Richard Cacioppo, Sr., J.D. has been studying successful and unsuccessful companies, in particular but not limited to, retailers who have achieved iconic status, some for a prolonged period of time and others short-lived. All have a lesson to be learned. The Introduction will to a similar degree summarize that of 1962, planned to precede this work, but given it is a far more in-depth study will follow it shortly. There, some of America’s greatest retailing enterprises, such as Walmart, Sears, A&P, Apple, McDonalds, Starbucks and others will be referenced in more detail (and in even greater detail throughout that book). While here, they are simply mentioned to create a sense of the direction of 121.