“But what if it doesn’t work?”

The best way to win a short-term game is to bet it all on one strategy. Someone is going to get lucky and it might be you. But we rarely thrive in the long run if we persist in playing a series of short-term games. Instead, organizations, individuals and teams do better when they understand

The search tax

Amazon took in more than $30 billion in ad revenue last year, money spent to elevate some products over others in the hierarchy of attention. It’s probably true that someone shopping on Amazon is going to either buy something or not… the purpose of the “ads” isn’t to amplify consumption, it’s to shift what someone