What happens if…?” is Paul's favourite question. What happens if we treat an online customer and an in-store customer as one and the same? What happens if we realise that “offline” and “channels” are outdated concepts, and a different way of thinking is required? What happens if we write down, illustrate and then publish the stories we occasionally make up for toddlers to get them to sleep? Predominantly working for retailers, and across several international locations, Paul's professional life has focussed on the use of technology to improve every aspect of the customer experience, challenging “as-is” thinking and instead testing out “what happens if…?” scenarios. Some work; some may not. “What happens if Julia Donaldson retires and leaves a huge gap in the children's book market?” remains unanswered.