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You’re Different: Don’t Second-Guess It

The Fast Track to Being Forgotten  When I was in High School, ages ago, I remember one bit of advice: don’t second-guess your choice. We were taking standardized tests. The kind where you stressed if you answered “B” three times in a row? We learned several...

Market by Jumping Out of an Airplane

Business choices aren’t always logical. In 1980 Coca-Cola reigned supreme as the second most popular cold non-alcoholic drink. The first is water. If you were to listen to an economist the best way to compete would be to make drink that tastes better, costs less, and...