What does lucky mean to you? Perhaps finding more than $7 million in a storage unit? What might look like luck to some could actually just be the product of a lot of work and even more failure. Also, what's the price of a name? What assumptions do you make about something just because of the cost or the store from which it came? One retailer set out to prove that a bit of set dressing can generate a more than 3000% increase in sales price. Lucky for you, it's always free to check out this new episode of Second Shot!