Prior to my entrepreneurial journey, I harbored the belief that the majority of businesspeople were fundamentally dishonest. This notion was even reinforced by my friends who warned me against starting a business, arguing that it would turn me “deceptive and ethically dubious.”  This is not surprising considering our shared experiences of being victims of unjust business practices – concealed fees, exorbitant charges, or subpar customer service. However, this viewpoint changed dramatically when I started my own business. I came to realize that it’s not that business people are inherently unethical; it’s more that they are routinely misinformed.  Only a handful of entrepreneurs actually begin with the motive to deceive their customers. Most aim to effect a positive change in the world, while also [...]

In a renowned anecdote, Albert Einstein is said to have given his graduating class the same exam paper two years in a row. His assistant, worried that the great scientist had made an error, alerted him. Einstein’s reply was simple: “Yes, it’s the identical test. But the answers have been altered.” This wasn’t a sign of Einstein’s forgetfulness, but his wisdom. Just as the solutions in physics evolve with each new discovery, so do the solutions in business and marketing. The question is the same, both now and in the past: how do we attract more customers without breaking the bank? This million-dollar question may have been answered in the past with strategies like TV or newspaper advertising.  Today, our answer is digital [...]