A couple months ago, Inc. magazine published the second in a series of stories about the revival of Kepler’s Books in Menlo Park, CA. I responded with a blog post and a letter to the editor, which appears in the June issue of Inc. and is reprinted below.

It’s telling that Part Two of Bo Burlingham’s story about Kepler’s, a bookstore, doesn’t once mention a single author or book title ["The Plot Thickens," March]. Burlingham also fails to include views from anyone outside of the store’s management team and its consultants. I couldn’t imagine him writing a similar story about a software company without mentioning an engineer or views from outside industry observers.

If Anne Banta and Clark Kepler want to revive the business, it’s essential to pay more attention to their primary product and how customers relate to it. Banta may know good business, but without knowing good books, her efforts will be futile.

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