Jon Steel delivered a talk at The Store Conference in Sydney on March 9, 2012, titled "Basic Instinct: The Human Truth About Retailing in a Digital World." In it, he takes a trip in the retail and customer feedback time machine to illustrate the commonalities and human tendencies that do not change, even though technology gives us different and perhaps bigger walls to post our opinions on. He uses humor and his dry British wit to deliver some calm, cool advice: Don’t just go digital because everyone else is – do what makes sense for your customer. And bloody heck, don’t forget your customer, and use a little empathy too. Okay, we added the bloody heck for effect but do read Jon’s speech it really is quite good.