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John Snow

A seemingly perfect solution to the wrong problem is still the wrong solution.

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Sandy Island

An island sat on the map for a hundred years without ever existing. What on your market has never been verified?

Michelin didn’t sell more tyres by selling tyres.

Why is it easier to keep being wrong than to admit it?

An entire industry focused on the wrong thing. Sound familiar?

What lobster’s history teaches us about sales.

The law that determines whether your offer feels expensive or cheap.

Abraham Lincoln

Were you first in the customer’s mind? Or were you thinking primarily about your own offering?

Avis We try Harder

They were number two. And they turned it into their greatest strength.

carnegie hall

From the start, it looked like a bad decision.