What happens when central distribution controls the demand itself? For years, Bath & Body Works staunchly resisted Amazon. The logic was sound, and the kind I encourage. Control the experience, protect margins, and OWN the customer relationship. Don’t build your business on rented land, competing against others and even Amazon’s house-branded copycats to feather a billionaire’s nest with your ad money. In this case, something changed in a big way. The CEO now says it’s impossible to gain...