The Unlikely Secret Behind Barnes & Noble’s Massive Comeback

Barnes & Noble CEO James Daunt explained how he turned around the company by ignoring data and listening to book lovers instead. 

EXPERT OPINION BY JESSICA STILLMAN, CONTRIBUTOR, INC.COM @ENTRYLEVELREBEL

James Daunt. Illustration: Inc.; Photos: Getty Images; Adobe Stock

If someone took you in a time machine back to 2019 and asked you to place a bet on the future of Barnes & Nobles, you probably wouldn’t have bet on its success. The bookstore chain had lost more than $1 billion in market value since 2014 and was steadily shuttering stores. The cultural momentum was all towards e-readers and online shopping.........

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