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It's Not the BRICKS,
It's the MORTAR
Optimize Your RETAIL BUSINESS
for LASTING SUCCESS
A proven framework to build service-driven organizations that thrive — brick by brick.
The Book
Why This Book Matters
It’s Not the Bricks, It’s the Mortar offers a battle-tested framework for service-driven retail organizations… from a current operator. No formalities. No fluff. This is not content from an academic researcher, industry consultant or ghostwriter. This is entrepreneur Mike Cosentino sharing powerful lessons from decades of experience, while still leading his own retail enterprises.
Whether accelerating growth or withstanding the unexpected, his systems favor the confident empowerment of others – – while disfavoring the constant oversight often required by most leaders. The book includes two life-altering personal events that every reader will relate to, reminding us that success in this industry can’t be achieved on hustle alone.
You’ll learn how to:
- Share authority strategically and sustainably
- Create systems that don’t rely on any one individual
- Optimize your team for service consistency, task transition and long-term success
The Author
Meet Mike Cosentino
Mike Cosentino is an award-winning entrepreneur and one of the most respected voices in retail leadership today. As the founder of Big Peach Running Co. — a 15-store specialty retail brand — and creator of North America’s first fully-mobile sporting goods store, he’s built businesses that thrive on service, systems, and team empowerment.
He doesn’t just talk theory — he lives it, leads it, and now helps others do the same.
Through a blend of personal stories, practical tools, and hard-won insights, this book helps leaders shift from being indispensable to being intentional.
The Insights
What You’ll Learn Inside the Book
This isn’t just another business book — it’s a blueprint for building a team-driven retail organization that can sustainably scale and survive the unexpected. It’s Not the Bricks, It’s the Mortar introduces powerful concepts you can put into action right away.
Uninvolved Optimization
Build and lead a business that thrives without you pulling all the strings, ringing all the sales or making all the decisions.
Experience by Committee
Create superb and remarkable customer experiences that are consistent, scalable, and not dependent on a single superstar employee.
Better Buying, Better Selling
Procure smarter to sell better. When this happens, fewer markdowns - - and even fewer missed sales - - greatly reduce retail waste and drive more profit.
Investigation, Assessment & Exchange
Use Mike’s 3-step Value Creation framework to build better relationships with business partners.
The Service Quotient
Understand and apply performance metrics to the service characteristics that matter most to those who interact with your business and brand.
The Message
Bring the Mortar to Your Audience
When your event needs more than buzzwords and business-school jargon, Mike Cosentino delivers. His presentations blend real-world experience with energizing insights — tailored for industry leaders, managers, and retail teams alike.
🧱 The Real Bricks and Mortar of Retail
Build a foundation that lasts with Uninvolved Optimization and Involved Maximization.
📡 A Defining Experience
Redefine retail through intentional, consistent, and meaningful customer interactions.
💬 On the First Day
Master the 3-step Value Creation framework (Investigation, Assessment, Exchange) for high-impact relationship-building.
📦 Better Buying Makes for Better Selling
Fix your procurement strategy and improve inventory ROI — fast.
The Reviews
Praise for It’s Not the Bricks, It’s the Mortar
Industry leaders and retail veterans agree — this book challenges conventional thinking and offers a fresh, actionable approach to building service-centered organizations that last.
"Rather than a 'roll with the punches' approach, It’s Not the Bricks, It’s the Mortar coaches leaders to strategically share authority, and strengthen their organization."
"In It’s Not the Bricks, It’s the Mortar, Mike establishes the importance of ‘filling and sealing gaps’ to achieve Uninvolved Optimization. Learn that term and master it to withstand the inevitable."
"Whether you're new to retail or a seasoned veteran, you'll find this book invaluable. You won’t just read it — you’ll apply it, revisit it, and likely dog-ear its pages as you build your own retail success story."
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🧑🤝🧑 Team Pack: Buy 5, Get 1 Free
Equip your leadership team or store managers with a book they’ll use again and again. Buy 5 signed hardcover copies, get 1 free — plus