Many action movies have a high-stakes bomb scene. It usually goes something like this: In 45 seconds, a bomb will destroy the world unless the hero can diffuse it. The hero cuts the last wire, there is a 5-second dramatic pause, and then the timer stops with only 1 second remaining. Everyone then breathes a collective sigh of relief. If today’s newsletter made it to your inbox, know that I am...
The Overlooked Switching Cost
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