This document profiles James Burke and his experience in retail management. It discusses his career path from roles in Supervalu and Superquinn to obtaining an MBA and lecturing. Burke has international experience through advisory boards. The remainder of the document outlines Burke's views on the future of retailing in Ireland, including the challenges of out-of-town big box stores versus specialists, and the need for retailers to differentiate themselves through a customer focus, provenance, and personalized service rather than relying solely on price or brand power. Burke provides ten tips for retail survival focusing on obsession with standards, staff investment, and being a local marketing guru.