Counter Culture was born as provocation. Not content for content's sake, but editorial with edge. A magazine — print and digital — that would say what the industry was thinking but too cautious to voice. A publication that demanded to be read, not skimmed. The name itself was statement. Counter. Culture. Against the grain. Disruptive by design. Visual Thinking had opinions. Strong ones. About where retail was heading, what it was getting wrong, why the future belonged to those brave enough to challenge consensus. But opinions don't matter if they stay internal. They needed a platform that matched their conviction. Elevated editorial that treated retail like cultural force, not transaction machine. Interviews that asked uncomfortable questions. Articles from industry voices willing to challenge, not comfort. Each issue built around a singular belief: the best thinking doesn't conform, it confronts. Dialogue pushed further — not a formula to follow, but a provocation to exceed. Print carried weight. Digital carried urgency. Together they created something rare: editorial with backbone. When a publication refuses to play safe, it becomes more than content. It becomes the voice that shapes conversation. Counter Culture didn't just document retail's evolution — it challenged where that evolution should go.