We don't buy the thing. We buy what it says. Fortnite players spent $9 billion on skins between 2018 and 2020. Epic Games confirms: "Cosmetic items grant no competitive advantage." Nine billion dollars. For outfits that don't help you win. I used to think

The lighthouse keeper adjusted the beam's direction by three degrees west. Night after night, he did this to ensure the right ships could find their way home. The hidden pattern of effective marketing: It's not about being seen by everyone. It's about being found

The spreadsheet showed everything that should have mattered in my daughter's college choice: rankings, financials, programs, outcomes. But she was lost in Instagram, studying something else entirely. While I spoke the language of metrics and ROI, she was decoding the subtle signals of tribal belonging. The way students