The significance of the shift from “generalized media” to “personalized media” cannot be overstated. Our digital worlds will soon be tailored to our interests in unfathomable ways. On the one hand, personalized experiences are likely to make marketing more effective. Brands have a precious opportunity to make us all feel “known” in our every intera... See more

Presented with an avalanche of opportunity, especially with entertainment — something meant to bring joy — we stick to what we know. After all, what we know feels good .

In Derek Thompson’s book, Hit Makers , he explains this tendency,

“Most consumers are simultaneously neophilic — curious to discover new things — and deeply neophobic — afraid of any

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