Just completed the book 'The Little Bookstore at Big Stone Gap' and I think it should be compulsory reading for every retailer – whether you're selling travel, books, music or anything that's been commoditized by the Internet.

Billed as "a memoir of friendship, community and the uncommon pleasure of a good book", it's about a couple who decides to pump their life savings into a dream – you know one of those people you think are crazy but you secretly admire because you wished you had the guts to do it yourself.

So Wendy and Jack have always dreamt of owning a bookstore. And when they found an old rambling house in a struggling Virginian coal mining town and fell in love with it, they took the plunge. A "toxic work environment" also probably helped with the decision.

You know, the point when the pain of not changing outweighs the pain of change … we've all been there.

Ignoring the voices in their head – the printed book is dying, bookstores are closing, there's a recession – they listened to their heart, bought the house, restored it (a great deal of work was needed), opened a book store and six years later, have carved a nice little business and, more importantly, life out of an Appalachian mountain community.

What I found interesting about the book – other than the over-arching narrative of two people who dared to pursue their dream and are now living it – are the little business tips buried within.

Like how they learnt about the book business, how they are sold and distributed, the margins – all their learning was on-the-job, they knew nothing about the business – and how they used the Internet – the very thing that's eaten away at the book business – to learn, become experts in the trade, build networks and a community and provide an experience Amazon just cannot.

In other words, using technology to reverse technology.

The bookstore is more than just a place that sells books. It's a place you go to meet friends, get personal recommendations on books, discuss books, take part in events, meet the family cats, have home-made cookies and pies and well, just spend time with good folk with common interests.

This is where retail has to go if it is to compete with virtual stores – you can't compete on price and range but you can on personality and purpose.

Full story:

www.webintravel.com//blog/the-internet-a-retailers-best-friend-if-you-know-how-to-use-it_3539