30 Mar 2026
What 40+ Years in a Comic Shop Actually Teaches You | Culture, Collecting & Success with Robert Mora
Welcome to The Apex Mindset Podcast!
In this episode, I sit down with Robert Mora, owner of Star Comics, a shop that's been part of the Lubbock community for 40+ years and a cornerstone of pop culture collecting in West Texas.
From growing up around comics to building a store that has adapted through decades of industry shifts, Robert shares the real story behind what it takes to survive—and thrive—in a world where trends, customers, and entire markets are constantly evolving. We dive into the business of comics and collectibles, from high-end statues and distributor challenges to the realities of used books, online sales, and why physical media continues to hold its ground.
We talk about the psychology of collecting, the different types of collectors, and how Robert's personal philosophy shaped Star Comics into something more than just a store—it's a living collection. This conversation also explores the bigger picture of pop culture—Image Comics as a creator-driven model, the rise of manga, the impact of corporate control on Marvel and DC, and what it really takes to create stories that last. From Absolute Batman to the future of comics in 2026, Robert breaks down the trends shaping the next generation of storytelling.
We also get into marketing, customer experience, and what it means to build a space—physical or digital—that people actually want to be part of.
From Lubbock-Con to Free Comic Book Day, this is a conversation about community, consistency, and staying relevant without losing your identity.
Chapters:
00:00 - The Statue Market Breakdown | Why High-End Collectibles Don't Always Make Sense
10:18 - McFarlane vs. Mattel | Corporate Buyouts & the Struggle for Control
12:30 - Sports Cards & Fantasy Football | The Hidden RPG World of Collecting
14:52 - Before the Comics | The Origin Story of Star Comics
17:56 - Used Comics vs. Digital | Why Physical Media Refuses to Die
20:32 - Growing Up in Comics | Star Wars Treasury Editions & Robert's Story
22:23 - The Psychology of Collecting | Why Everyone Collects Differently
24:48 - The Store Is the Collection | Robert's Unique Approach to Ownership
27:13 - More Than a Comic Shop | Lubbock-Con & Building Community
31:43 - The University Effect | New Faces, New Trends Every Year
33:59 - Back Issues, Newsstands & Direct Editions | The Evolution of Comic Buyers
35:29 - The Rise of Absolute Batman | Trends, Manga & the Future of Storytelling
38:38 - Inside Image Comics | Creator Power, Value & Market Demand
41:40 - What Makes a Story Last? | Building Perennial Pop Culture
48:10 - Marvel, DC & the IP Wars | Corporate Control & Zack Snyder vs. James Gunn
57:10 - The Next Era of Comics (2026) | Trends, Shifts & Robert's Picks
1:07:00 - Marketing That Actually Works | Consistency, Service & Showing Up
1:17:23 - Designing a Store That Feels Like Home | Environment Marketing
1:22:00 - The Digital Storefront | Translating Experience Into Online Design
1:28:15 - eCommerce Realities | Convenience, Branding & When to Fire Customers
Thanks For Watching!
Follow Star Comics:
Website: https://www.starcomicsonline.com/
Facebook: https://www.facebook.com/starcomicsonline/
Instagram: https://www.instagram.com/starcomics/
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