How to Zig When Everyone Else Zags

The right metaphor here is not “Let’s stick with horses, even though automobiles get around,” because automobiles were clearly a more energy- and monetarily efficient way of moving things from A to B, just like email is clearly a more efficient way for me to deliver a memo to you than a fax machine. The metaphor is that it took a while before we f

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Imagine that you're passing a lazy afternoon at a sidewalk café on a mild spring day, sipping your drink, chatting with a couple of friends, and watching the cars go by. That's easy. In fact, it's effort-less: the cars just go wherever they go, and you're happily unem-ployed. But now suppose that for some reason you suddenly fall under the delusion

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Now the question is: What will private traffic look like in the U.S.? I don’t know the answer yet because email marketing is still so prevalent. (And, yes, at least it works great.) But I do know that one-way blasts can’t compete with real-time, two-way messaging, especially when Gen Z’s on one end of the conversation.