O Roberto James o loʻo umia se tikeri matai i le mafaufau, e faʻapitoa i amioga a tagata faʻatau ma le atinaʻeina o fuafuaga faʻatau. O ia o se failauga ma le tusitala o tusi "The Consumer is in a Hurry: Run with Him or Run After Him" ma le "Experiencing American Retail: A Journey into the Heart of Consumption.".