There’s a guy from retail history by the name of John Wanamaker, and he said something really smart related to advertising. He said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That’s sort of a special theory of decision making. I think there’s a general theory of decision making, which is that 50% of what anyone does is important; we just don’t know what 50% it is.
By Dan Hatman
