In the book Outliers, Malcolm Gladwell suggests a theory in which, to become an expert in any particular area, one must first accumulate 10, 000 working hours in that specific field. Naturally, it is faster to achieve expert status when focusing on only one topic. This concept must have crossed the minds of the Just Bulbs store owners in the early 2000s, when despite selling lighting fixtures for over forty years, the owners decided to focus exclusively on "just bulbs. " The idea for the shop originated with David’s grandfather, who started by selling light bulbs door-to-door during World War II. He later opened a brick-and-mortar shop that was taken over by David's mother. David is now the third generation to run the store, having left behind a career in management consulting in St. Louis to devote himself to the family business in the 1980s. Since then, his expertise in the field has only grown, along with his vast inventory. Today, the entire staff is an expert in their field, claiming to have over 30, 000 bulbs in the store. With shelves and bins piled high with colorful bulbs in dozens of shapes and sizes and creative varieties of string lights hanging overhead, the shop is most likely going to be able to accommodate almost anyone's needs. And, if somehow amidst the impressive stock they do not have what someone is looking for, they proudly boasted to me that anything a customer requests when it comes to a light bulb, they can produce. The crew at Just Bulbs has no problem making custom pieces and even dispatching for consultations, deliveries, and installation.