He is a marketing guru I follow. OK, he does more than marketing: I’m at a loss to adequately describe his work. I’d like to work at a place that has heard about him. I’m reading his new book https://www.moreseth.com/ it is great and kind of challenging. Well, it weighs 18 lbs, so reading it presents challenges. I mean that in just a couple of sentences he challenges my worldview and encourages better thinking.  Here is one: “The cost of being wrong is less than the cost of doing nothing.” YIKES!