Many people consider all social media content to live fast and die young. Post it today and by tonight it’s forgotten. Well reader, if that’s true then please explain all the embarrassing photos of me that seem to surface before every class reunion. I am dropping in today to help shake that single use, post-and-ghost way of thinking out of your brand’s voice on social media.

Growing up, I think most parents told all of us the same kinds of things, like “You can do anything you put your mind to.” And of course, the old standby, “You can be anything you want to be when you grow up.”

One of the most inscrutable of these is search engine optimization, or SEO. This is due to the seemingly confusing, technical and frankly mystical nature of getting your website to rank high on search engines like Google.

Our shoppers have very simple requirements. Since the time humans first walked on the moon, the buying decision has been based, in order, on an incredible price or promotion on the right product, in a convenient location, with the expectation of delivery on demand.

Folks, I’m here to tell you that there are no participation trophies in retail!

Early last year we were all pushed into a new operating style for our retail businesses. We were forced to change how we operated, how we communicated, and how we executed delivery and service of our goods.

The movie version of The Wizard of Oz premiered 82 years ago. Even though it didn’t have to compete against anything as well-crafted as Howard the Duck or Madea’s Family Reunion, it was not a commercial success. People said the movie wasn’t as good as the book.

On a recent auto journey, my ever-lovin’ bride and I streamed “My Favorite Things” performed by The Supremes, Kelly Clarkson, John Coltrane and Mary J. Blige, along with the more familiar version by Ms. Andrews. With many miles of generic American highway ahead, I got to thinking about some of my favorite things in our retail world.

Lighting is the most important design element in a retail environment.

After my BrandSource presentation on the state of the economy last week, my in-box filled up from friends challenging my predictions about inflation being a non-issue.

I was watching Joe Higgins’s state of the economy presentation last week and a couple of things he said really struck a chord with me.

If I offered you something at absolutely no cost out of your pocket — zip, zero, zilch, nada — and it would be guaranteed to increase your business by at least 10 percent, would you take me up on it?

According to some reports, consumers are going to start their holiday shopping in October, so that means it’s already time to deck the halls —now! Here is a helpful checklist to get you started: