In 2019, our client (who is a leading retail merchant now) has come to us, it was clear that he lost trust due to previous bad experiences in dealing with some usual agencies, not to mention the wasting of time and resources with no actual results. What he wanted is to start a new business, but challenges are always present in many factors. Firstly, with business location, which is in the middle of high competition area “Amman" as well as our client has no previous experience in the retail field. Secondly, the strength of competitors, their forefront in the market, and owning well-tested strategies. Lastly, how can we change the customer behavior and move their sights to look for quality "Value" not price?.