The owner of our local organic store has built a thriving business. It’s the go-to place for people from the suburb who are happy to invest in a story about the benefits of eating well. He’s recently opened a new store in another suburb but hasn’t been able to replicate the success of the first. One of the sales assistants I spoke to has a theory about why the second branch isn’t doing so well. It all comes down to the story people believe before they set foot in the store.