Kojo

If you have a plan—if you know the end when you start—it’s no fun to write that novel.

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

We rarely set out to dominate other animals for the sake of domination itself. Instead, our all-consuming concern is to improve human life: to treat diseases, fight poverty, raise our children as best we can, help our neighbours, and seek economic prosperity. Animal suffering is, unfortunately, a byproduct of our struggle to better our lives. Our... See more