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HERE'S A LOOK at some of the best leadership books to be released in April 2026 curated just for you. Be sure to check out the other great titles being offered this month. Design Love In: How to Unleash the Most Powerful Force in Business by Marcus Buckingham Think about the last time you said, "I love that." Maybe it was about a product that exceeded expectations, a service experience that built instant loyalty, or a moment when your work brought out the best in you. That reaction isn't just emotional—it's electric. In the organization, it fuels engagement, strengthens performance, and drives lasting success. Yet most leaders don't even acknowledge it, let alone measure or make use of it. In Design Love In, leading researcher on human performance and bestselling author Marcus Buckingham reveals how love—the deep connection that makes people feel seen, valued, and inspired—isn't just a soft feeling. It's a measurable driver of performance and growth. He shows how leaders, as experience-makers, can intentionally "design love in" to everything we do: our interactions with team members, our company policies and practices, the products and services and experiences we create for those we lead and serve. Leading in Chaos: A Clarion Call To A New Future From Two Pioneers In Leadership Development And Transformational Change by Nicholas Janni and Amy Elizabeth Fox Increasingly today we find ourselves surrounded by chaos, turbulence and existential threats. We are at a destiny-shaped moment for humanity that calls for a next level of consciousness, courage and compassion from business leaders, who have a chance to contribute to the common good. In this context, and building on the main themes of Janni’s first book, he has come together with another pioneering leadership expert, Amy Elizabeth Fox to create Leading in Chaos, based on their mutual recognition of the unique demands the world faces today. Together, they encourage leaders to take one step further on the journey of self-discovery and self-mastery. Today’s fast-changing, uncertain times call for leaders to develop new capacities of consciousness and to view leadership as a sacred vocation – to become a blessing in the world through presence, coherence and deep human connection. Making Organizational Culture Great: Moving Beyond Popular Beliefs by Jennifer Chatman and Glenn R. Carroll Can a manager really influence an organization’s culture, or do executives just try to impose a culture on their employees? Is the concept of culture too vague to measure objectively and improve? What happens to valuable employees who feel left out by the prevailing culture? Even if a “good” culture makes team members happy, does it actually affect the bottom line? This essential book answers the biggest questions about organizational culture, offering research-backed insights for leaders on shaping and managing an environment that spurs achievement. The authors draw on social-scientific findings to evaluate and debunk common misconceptions. They show how research on culture empowers managers to identify what really matters and deploy it productively. Chatman and Carroll also provide actionable levers to build and maintain organizational culture, from crafting a culture that supports strategic objectives to ensuring that it can adapt as conditions change. Fearless Persistence by Adam Leipzig Fearless Persistence is about the systems that quietly shape creative success and why so many talented people struggle without ever understanding why. Drawing on decades inside film studios, creative institutions, and leadership classrooms, Adam Leipzig reveals the hidden systems that support and constrain success-how power, pressure, time, belief, and structure shape whose work travels and whose work stalls, regardless of talent. Rather than offering inspiration or hustle culture, Fearless Persistence reframes persistence as design. It shows how creators and leaders build structures that allow their work to continue when conditions change, as they always do. Clear-eyed, deeply practical, and grounded in real experience, this book helps readers see the system beneath the story and redesign their creative lives for endurance, integrity, and impact. Creative success is shaped by systems. This book shows how to design a life that thrives inside them. The Core: 8 Principles for Building Strong, Authentic Leadership by Matt Paden with Dr. L. Ken Jones Every leader reaches a moment when skill isn’t enough.When the challenge cuts deeper and tests conviction, humility, and heart. The Core takes readers into that defining space, introducing us to Clint Smith and his mentor, Dr. Bill Jackson, and revealing that the foundation of lasting influence doesn’t come from power or position—it comes from the strength of one’s core. Through the journey of a young man whose plans are upended by tragedy, The Core blends a compelling story of mentorship with timeless principles of leadership. Under Dr. Jackson’s guidance—a hospital CEO who leads with quiet strength and deep conviction—Clint discovers that great leadership grows from the inside out. Uncommon Sense: Rethinking Ordinary Problems in Extraordinary Ways by William R. Brody with Mike Field Why do some of the most successful people in the world―from Bill Gates to Steve Jobs, Oprah Winfrey to Ralph Lauren―never finish college, while others with every academic advantage still struggle to find their way? For William R. Brody, a renowned physician-scientist and the former president of Johns Hopkins University, the answer lies in a truth higher education all too often overlooks: life, unlike textbooks, has no answer key. Most of the truly important questions we face rarely have a ready rubric and a simple solution. In Uncommon Sense, Brody distills lessons from decades in medicine, engineering, entrepreneurship, and academic leadership into a thoughtful, surprising, and often humorous exploration of how to think―and live―beyond the syllabus. Born from his popular Johns Hopkins seminar aimed at graduating seniors, the book exposes the gap between classroom achievement and real-world wisdom, offering readers a practical framework for navigating the unpredictable opportunities and sometimes contrarian decisions that define success and fulfillment. For bulk orders call 1-626-441-2024 * * * “Books are the quietest and most constant of friends; they are the most accessible and wisest of counselors, and the most patient of teachers.” — Charles W. Eliot * * * Follow us on Instagram and X for additional leadership and personal development ideas. View the full article

If you’re considering an ERP implementation, it can help to know what benefits to expect. These include cost savings, improved collaboration, streamlined operations, and stronger business growth. More benefits here. The post 15 Top Benefits of Enterprise Resource Planning Software appeared first on The Digital Project Manager. View the full article

Clear visual workflows help teams understand processes faster, and flowchart templates make that easier to build, standardize and reuse across projects, operations and decision-making scenarios in any organization size today. When to Use Flowchart Templates Flowchart templates can be applied across many situations where teams need to map processes, clarify responsibilities and improve decision making. From simple task sequences to complex operational workflows, they help structure activities, reduce confusion, identify inefficiencies and support consistent execution across multiple projects, departments and business functions over time in practice. Mapping business processes to understand how work flows from start to finish Designing standard operating procedures to ensure consistent execution Planning project workflows and task sequences before execution begins Identifying bottlenecks or inefficiencies in existing processes Documenting decision trees for approvals, escalations or compliance steps Training new employees by visualizing how tasks and systems connect Improving cross-functional collaboration by clarifying handoffs Analyzing customer journeys to optimize service or product experiences Whenever you’re ready to start managing projects, give ProjectManager a try. ProjectManager is an award-winning project management software designed to plan, schedule and track projects from start to finish. Build detailed project schedules, allocate resources, monitor costs and compare estimates against actual performance using a complete set of powerful project management tools. Get started for free today. /wp-content/uploads/2024/04/Light-mode-portfolio-dashboard-CTA-1600x851.pngLearn more 1. Flowchart Template for Word This flowchart template for Word includes explanations of key symbols, a practical example showing how workflows are represented and a built-in drawing canvas that makes inserting and connecting shapes easier, something that is otherwise difficult when working from a blank Word page without structured visual support. /wp-content/uploads/2026/04/Flowchart-template-for-Word.png Here’s a quick overview of some of the flowchart symbols included in this free flowchart template for Word. These same symbols can also be used in the other free flowchart templates listed in this blog. Oval: Represents the start or end points of a process clearly Rectangle: Defines a specific action or task within the workflow sequence Diamond: Indicates a branching point where outcomes depend on conditions Parallelogram: Shows data entering or leaving the system or process Circle: Links different parts of a flowchart across sections or pages Arrow: Illustrates the direction of flow between steps in the process Document (wavy-bottom rectangle): Represents a document used within workflows Double-lined rectangle: Refers to a predefined process defined elsewhere Trapezoid: Indicates a step requiring manual input from a user Cylinder: Represents structured data storage used or accessed in processes 2. Flowchart Template for PowerPoint Presentations often require more than text to explain processes, especially when stakeholders need quick clarity. Building a flowchart in PowerPoint allows teams to visually walk through workflows or processes during meetings, and this template simplifies that by providing structured shapes and connections that are ready to edit, rearrange and present without design friction. /wp-content/uploads/2026/04/Flowchart-Template-for-PowerPoint-600x615.png 3. Flowchart Template for Excel Some workflows are tightly connected to data, calculations or structured tracking, making Excel a practical place to map them. Creating a flowchart in Excel helps align processes with underlying data, and this template adds a visual layer on top of spreadsheets, allowing users to design workflows without disrupting their existing data structure. /wp-content/uploads/2026/04/Flowchart-Template-for-Excel-600x745.png 4. Swimlane Flowchart Template A swimlane flowchart is a process mapping diagram that organizes workflow steps into horizontal or vertical lanes, characterized by role-based separation of tasks, often driven by cross-functional processes, and resulting in clearer accountability, improved coordination and better visibility into how responsibilities move across teams or systems during execution. /wp-content/uploads/2024/11/Swimlane-Diagram-Template-2-600x330.png This swimlane flowchart template provides a structured layout where users can assign tasks to specific roles, departments or systems using clearly defined lanes. It includes standard symbols, guidance on placement and connection rules, helping teams map responsibilities, visualize handoffs and identify inefficiencies while keeping complex workflows organized and easy to interpret. 5. Flowchart Template for Google Slides Collaborative environments demand tools that multiple users can access and edit in real time, especially when mapping processes. Creating a flowchart in Google Slides enables shared editing and instant feedback, and this template accelerates that by offering prebuilt structures that teams can quickly adapt without starting from a blank presentation. /wp-content/uploads/2026/04/Flowchart-Template-for-Google-Slides-600x502.png ProjectManager Is an Award-Winning Project Management Software ProjectManager offers robust project management features such as Gantt charts, task lists, workload management charts, timesheets and real-time dashboards and reports. In addition to that, it’s also equipped with AI project insights, online team collaboration features and unlimited file storage that further help project managers ensure nothing falls through the cracks. Watch the video to learn more! If you need a tool to help you manage projects, then signup for our software now at ProjectManager. Our online software helps teams across industries plan, track and oversee projects as they unfold. Sign up for a free 30-day trial today! The post 5 Free Flowchart Templates appeared first on ProjectManager. View the full article

Google Ads quietly added an auto-apply setting to its experiments feature — and it’s turned on by default, meaning winning experiment variants can be automatically pushed live without manual review. How it works. Advertisers can choose between two modes — directional results (the default) or statistical significance at 80%, 85%, or 95% confidence levels. There is one built-in safeguard: if a chosen success metric performs significantly worse in the test arm, the change won’t be automatically applied. Why we care. Experiments are one of the most powerful tools in a Google Ads account. Automating the apply step could speed up testing cycles, but it also removes a critical checkpoint where advertisers catch unintended consequences before they affect live campaigns. The catch. Experiments only allow two success metrics. That means a third metric you care about — one you didn’t or couldn’t select — could quietly be declining in the background, and the auto-apply setting would never catch it. The guardrails protect what you told Google to watch, not everything that matters. The bottom line. The auto-apply feature is a reasonable shortcut for straightforward tests, but for anything consequential, manual review is still worth the extra step. Run the experiment, let it reach significance, then dig into the full data before pulling the trigger yourself. First seen. This update was spotted by Google Ads specialist Bob Meijer who shared the update on LinkedIn. View the full article

We may earn a commission from links on this page. Amazon MGM Studios has a rather massive hit on its hands with Project Hail Mary, a sci-fi adventure based on the book by Andy Weir, whose novel The Martian was also met with stellar success when adapted to film around a decade ago (pun intended, by the way). It's a fun and fairly smart popcorn movie, starring a charming Ryan Gosling and his spider-rock-thing best buddy, who save two worlds through the application of science and the power of interspecies friendship. Though Weir's book stands alone, there's already talk of turning the movie into a franchise. Even if I'm not remotely sold on the idea of some kind of wider Hail Mary-verse, I certainly wouldn't mind seeing more movies like it. In that spirit, here are more brainy, adventure-packed stories that show us the promise and peril of reaching for the stars, in a literal sense. The Martian (2015) This one is a given. Also from a book by Andy Weir and a screenplay by Drew Goddard, The Martian finds a likable middle-aged guy—nerdy but not too weird for a mass audience—trapped on his own in a near-future space scenario. Here it's Matt Damon as Mark Watney, a member of a 2035 Mars expedition who finds himself stranded on the red planet after an accident leads the rest of his team to believe him dead. His best chance of rescue is four years away, so he's forced to improvise to survive using only the resources left behind, employing his scientific knowhow to do things like make water from old rocket fuel and grow potatoes in his poop. It was nominated for seven Academy Awards, including one for Best Picture, and became one of the biggest hits of director Ridley Scott's career. Rent The Martian from Prime Video and Apple TV. The Martian (2015) at Prime Video Learn More Learn More at Prime Video Silent Running (1972) Douglas Trumbull, fresh off of his effects work on 2001: A Space Odyssey, directed this environmental parable (don't tell Andy Weir) in which Bruce Dern takes it upon himself to save the last of Earth's plants and animals. Following the complete depopulation of Earth's forests, specimens have been preserved aboard a fleet of ships orbiting Saturn. When the company that owns it all decides that there's no profit to be had in maintaining a bunch of plants, they order everything jettisoned and destroyed, leading to a revolt by botanist and ecologist Freeman Lowell and three reprogrammed service robots. Lowell fakes the destruction of a single biosphere and heads off on his own, hoping to survive long enough to save the trees and plants before he's discovered. Dern is great, and the screenplay was written by the impressive trio of Deric Washburn and Michael Cimino (The Deer Hunter) alongside Steven Bochco (Hill Street Blues, NYPD Blue). Rent Silent Running from Prime Video. Silent Running (1972) at Prime Video Learn More Learn More at Prime Video Apollo 13 (1995) An all-star docudrama that also stands as Ron Howard's best directorial effort, Apollo 13 revisits the doomed(-ish) 1970 lunar mission, which was filled with at least as much drama and far more pathos than the more often dramatized Apollo 11 moon landing. Tom Hanks, Bill Paxton, Kevin Bacon, Gary Sinise, and Ed Harris lead the cast as the astronauts and ground crew involved in what would have been the third lunar landing, were it not for an electrical short on the third day that changed the mission into one focused simply on everyone returning home alive. It's thrilling in the way it generates tension not just out of the dangerous situation itself, but from the variety of clever fixes and science hacks employed to solve for it. Rent Apollo 13 on Prime Video. Apollo 13 (1995) at Prime Video Learn More Learn More at Prime Video Contact (1997) Adapted from scientist Carl Sagan's only fictional novel, Contact finds Jodie Foster's SETI researcher Dr. Eleanor Arroway tracking an extraterrestrial signal containing a sequence of prime numbers, and tens of thousands of pages of encoded data that's ultimately revealed to be a set of blueprints—but to build what? As the message ignites political and religious firestorms, the movie privileges the importance of science while acknowledging the perspectives of people like Matthew McConaughey's Palmer Joss, a well-meaning faith leader who, nonetheless, clashes with Ellie on the signal's broader meaning. Rent Contact from Prime Video. Contact (1997) at Prime Video Learn More Learn More at Prime Video Interstellar (2014) The Earth faces extinction in a near future of blight and dust storms, but there's just the tiniest bit of hope in Christopher Nolan's epic: a wormhole discovered near Saturn that leads to a system with a dozen potentially inhabitable planets orbiting a massive black hole. A volunteer mission has already traveled there, and sent back some favorable results. Former NASA pilot-turned-farmer Joseph Cooper is cajoled into flying a follow-up mission alongside Anne Hathaway's Dr. Amelia Brand, their goal being to colonize a world with human embryos as a back-up plan for the survival of humanity. It's a story of survival on both a personal and a species level, grounded in some impressively rigorous science on display: Theoretical physicist Kip Thorne conceptualized the movie's black hole, and it's become the gold standard; Interstellar also builds one of the movie's most heart-wrenching moments out of the complications of gravity and time dilation, which most other space movies just ignore. Stream Interstellar on Paramount+. Interstellar (2014) at Paramount+ Learn More Learn More at Paramount+ Sunshine (2007) It's literally about saving the sun, so in terms of premise, we're very much on the right track here. In the near-ish future (2057), the sun is dying and a team is on its way to deliver a type of stellar bomb that will reignite the star. They're not the first ones to try it, as it happens, and a distress signal from the original team redirects the mission, whose members (lead by Cillian Murphy's physicist Robert Capa) hope that information and resources retrieved from the earlier ship will improve their chances. Not the best idea, it turns out, as they incur near-catastrophic damage in the process. With resources at a premium, they'll face practical and existential life-and-death questions before all hell breaks loose. Director Danny Boyle re-teamed with his 28 Days Later screenwriter Alex Garland for the contemplative (until it isn't) film, with a cast that also includes Chris Evans, Rose Byrne, and Michelle Yeoh. Rent Sunshine from Prime Video. Sunshine (2007) at Prime Video Learn More Learn More at Prime Video Oxygen (2021) A similar set-up to Project Hail Mary leads to a rather different outcome in this French psychological thriller. A woman (Mélanie Laurent) awakens in an airtight pod; suffering profound memory loss, she quickly comes to realize that her oxygen is rapidly depleting. An AI assistant nicknamed M.I.L.O. is helpful, but only to a point—it won't open the pod, though it does help her make contact with a mysterious woman who tells her that, if she does open the pod, she'll die. It's left to her to figure out where she is, and how to survive and escape...if that's even possible. Stream Oxygen on Netflix. Oxygen (2021) at Netflix Learn More Learn More at Netflix Gravity (2013) Alfonso Cuarón won a Best Director Oscar for this space thriller with a relatively simple premise so elegantly and impressively orchestrated as to place it among the best films of its year. Sandra Bullock plays Dr. Ryan Stone, an engineer on her first space mission to repair the Hubble Space Telescope. Very cool—until space debris collides with her shuttle while she's on a spacewalk, sending her and the only other survivor, team commander Matt Kowalski (George Clooney) hurtling through space in near-Earth orbit. If they can reach the International Space Station, they might just have a chance at survival. It's a character piece with just characters drifting through space, thrilling from the first minute to the last, and believably (if not completely) accurate in its physics. Rent Gravity from Prime Video. Gravity (2013) at Prime Video Learn More Learn More at Prime Video Spaceman (2024) Spaceman is more dour by far than Hail Mary, which is a tiny bit surprising given it stars Adam Sandler, but here we are. He plays Jakub Procházka, on a six-month mission to investigate a strange particle cloud hanging out near Jupiter. It's also a handy way to escape his personal life, which includes an unborn child and a crumbling marriage. As his mental state deteriorates, he encounters a spider-like creature whom he nicknames Hanuš—a being who, unlike Rocky, might just be a figment of his imagination. Stream Spaceman on Netflix. Spaceman (2024) at Netflix Learn More Learn More at Netflix Europa Report (2013) A stylish, real-feeling space thriller hybrid that presents a mission to Jupiter's moon of Europa with an almost documentary look and feel. Director Sebastián Cordero and cinematographer Enrique Chediak apply found footage-style techniques to a film that does an awful lot on a limited budget. Six months into the journey, a solar storm severs communication with Earth, puts the crew in mortal danger, and sets in motion a cascading series of disasters. Even as it plays out a bit like a horror movie in space, there's a sense of realism (Europa being, after all, a legit candidate for hosting life), and also a commitment by members of the crew to complete a mission that might change everything. Stream Europa Report on Prime Video, Hulu, and Tubi. Europa Report (2013) at Prime Video Learn More Learn More at Prime Video Enemy Mine (1985) Enemy Mine suggests, at the outset, that it's going to go a bit harder in its science fiction trappings but, ultimately, it's about two very different people learning to work together. A 2092 space battle between Terrans and reptilian Dracs sees human fighter pilot Willis E. Davidge (Dennis Quaid) and Drac "Jerry" Shigan (Louis Gossett Jr.) both crash-landing on a hostile planet. After battling nearly to the death, the two come to realize that they're going to have to work together to survive...especially after "Jerry" gets pregnant (call the woke police). Rent Enemy Mine from Prime Video. Enemy Mine (1985) at Prime Video Learn More Learn More at Prime Video 2001: A Space Odyssey (1968) Similar on the surface, 2001 nevertheless serves as a bit of counter-programming: both it and Project Hail Mary involve astronauts on lonely space missions, but where the latter is focused on the utility of science and the importance of making friends, 2001 offers an equally timely message about the dangers of artificial intelligence and the existential threats of evolution. (The onboard computer in Hail Mary is less deadly than 2001's HAL, but just as frustratingly literal.) The development of technology in Kubrick's film is just a stop on a road that began with the first act of mammalian violence and that concludes, perhaps, among the stars. Stream 2001: A Space Odyssey on HBO Max. 2001: A Space Odyssey (1968) at HBO Max Learn More Learn More at HBO Max The Moon (2023) There are bits and pieces of other survival space movies here (particularly The Martian), but South Korean import The Moon is so fun, it's hard to worry too much. In 2029, Korea has embarked on its second crewed lunar mission following a disastrous attempt five years earlier—and this one isn't going to go much better. A massive solar storm causes a malfunction that kills two of the three mission crew members, leaving only Hwang Seon-woo (Do Kyung-soo), who is forced to survive and traverse the lunar surface in order to reach the only spot from which he has a chance of being rescued. There's plenty of human drama going on among the team plotting his rescue, but the real draw is his beautifully realized, and at least accurate feeling journey across the Moon. Stream The Moon on Prime Video and Tubi. The Moon (2023) at Prime Video Learn More Learn More at Prime Video Robinson Crusoe on Mars (1964) The science might be a bit (OK a lot) on the dodgy side by modern standards, but War of the Worlds' director Byron Haskin's '60s sci-fi adventure film represents an attempt to get things right—no mean feat given that the Mariner 4's first flyby of Mars was then still in the future. In the movie, there's life on Mars, but not much of it, and there's an atmosphere, but it's far thinner than on Earth. The desolate landscape on which Paul Mantee's Commander Kit Draper finds himself following a crash (copilot Adam West, sadly, doesn't survive, but test monkey Mona does) is more believable than the anything-goes planetscapes of many earlier films. The first portion, before things get a little wild, is all about Draper trying to survive with whatever he can scrape up from the unexplored plant. It's an enjoyable, if less-well-known, sci-fi classic, and a fascinating trip to a Mars pulled from a collective imagination that was about to change dramatically. Rent Robinson Crusoe on Mars from Prime Video and Apple TV. Robinson Crusoe on Mars (1964) at Prime Video Learn More Learn More at Prime Video Arrival (2016) The movie that really put director Denis Villeneuve on the map when it comes to grand sci-fi adventures, and adapted from a story by award-winning writer Ted Chiang, Arrival sees linguist Louise Banks (Amy Adams) desperately trying to communicate with the seven-limbed aliens who've suddenly arrived on Earth. The connection worth highlighting here primarily has to do with interspecies communication—Rocky's relationship with Ryland in Project Hail Mary seems a little too easy, while Arrival suggests that forming a dialogue with another species will be far more complex, weirder, more interesting, and at least as rewarding. Stream Arrival on Paramount+. Arrival (2016) at Paramount+ Learn More Learn More at Paramount+ View the full article

Bing appears to be testing a significantly expanded sponsored products section in its shopping search results, featuring a double-rowed carousel that takes up considerably more real estate than its current format. What was spotted: The test was flagged by Digital Marketer Sachin Patel, who noticed the expanded layout while searching for cushions on Bing. The format pairs a large double-rowed sponsored carousel with organic cards from individual websites beneath it. Why we care. If this format rolls out broadly, it means significantly more screen space dedicated to sponsored products — which typically translates to higher visibility and more clicks for retailers running Microsoft Shopping campaigns. The double-rowed carousel format is also a more visually competitive layout, putting Bing’s shopping ads closer in prominence to what Google Shopping already offers. The catch: The test appears to be limited — not all users are seeing it. Search industry veteran Mordy Oberstein checked his own results and got a noticeably more compact layout, suggesting Bing is still in early experimentation mode. The bottom line: Bing quietly runs a lot of SERP experiments that never make it to full rollout, so this one is worth watching but not banking on. Retailers running Microsoft Shopping campaigns should keep an eye out for any uptick in impressions if the format expands. First spotted. This test was was spotted by Sachin Paten who shared a screenshot of the test on X. View the full article

In 2019, Colorado adopted a law prohibiting conversion therapy for minors. It defined the controversial term as any practice or treatment attempting “to change an individual’s sexual orientation or gender identity.” But a talk therapist from the state, Kasey Chiles, said the law inhibited her right to free speech in her practice—and as of a ruling on Tuesday, March 31, the Supreme Court voted overwhelmingly in her favor. The Supreme Court decided 8-1 to strike down Colorado’s ban on conversion therapy for minors, setting a precedent that could undermine similar laws in 23 states and the District of Columbia. Writing for the majority, Justice Neil M. Gorsuch justified the decision via the First Amendment. “Colorado may regard its policy as essential to public health and safety,” Gorsuch wrote. “Certainly, censorious governments throughout history have believed the same. But the First Amendment stands as a shield against any effort to enforce orthodoxy in thought or speech in this country.” “Every American possesses an inalienable right to think and speak freely, and a faith in the free marketplace of ideas as the best means for discovering truth,” the opinion continued. “However well intentioned, any law that suppresses speech based on viewpoint represents an ‘egregious’ assault on both of those commitments.” Crossing ideological lines Though the Supreme Court currently has a conservative majority, the 8-1 outcome reflects an unprecedented move by liberal justices Elena Kagan and Sonia Sotomayor, who sided with that majority. Only one justice, Ketanji Brown Jackson, dissented, warning that “the fallout could be catastrophic” for medical care in America. “Before now, licensed medical professionals had to adhere to standards when treating patients: They could neither do nor say whatever they want,” Brown wrote in her dissension. “The Constitution does not pose a barrier to reasonable regulation of harmful medical treatments just because substandard care comes via speech instead of scalpel.” Indeed, conversion therapy has proven time and time again to be markedly harmful to queer people, not just anecdotally, but by leading medical researchers. The American Psychological Association recognizes that undergoing conversion therapy is linked to myriad mental health issues, including depression, anxiety, suicidal thoughts and behaviors, substance abuse, and post-traumatic stress. A study out of UCLA also found that LGB individuals who experienced conversion therapy had 92% greater odds of lifetime suicidal ideation, 75% greater odds of planning to attempt suicide, and 88% greater odds of attempting suicide compared to other LGB people. (The study did not account for trans individuals who’d been through conversion therapy.) The Supreme Court’s decision ignores that medical reality in favor of protecting free speech. In a separate opinion, Justice Kagan explained why she and Justice Sotomayor sided with the conservative majority. Kagan presented a hypothetical situation where Colorado had a law prohibiting the support or affirmation of LGBTQ+ identity for minors, saying that law would equally violate the First Amendment. “Because the state has suppressed one side of a debate, while aiding the other, the constitutional issue is straightforward,” she wrote. Kagan’s hypothetical law isn’t reality—but the harmful impact of conversion therapy has been proven. And the court’s decision is only its latest strike against LGBTQ+ rights in the U.S. Another decision against LGBTQ+ Americans In recent years, SCOTUS has repeatedly ruled against the rights of LGBTQ+ Americans, often citing the First Amendment. That includes a 2023 case where the court ruled that a web designer could refuse to create a wedding website for a gay couple, and a 2018 case where a baker was permitted to deny a wedding cake to a queer couple on the basis of his religion. Both those cases also came from Colorado, spearheaded by the Arizona-based Alliance Defending Freedom. The court’s latest decision also stands in contrast to a case from June 2025, where it ruled to uphold laws in 25 states that prohibit “gender affirming” puberty blockers and hormone treatments for minors. In that 6-3 decision, the court said it was deferring to state lawmakers’ choice to prohibit certain medical treatments, though that logic was seemingly abandoned in the Colorado case. LGBTQ+ advocacy organizations have spoken out against the ruling, including the Trevor Project, a charity dedicated to preventing suicide among queer youth. “The Supreme Court’s decision to treat the dangerous practice of conversion therapy as constitutionally protected speech is a tragic step backward for our country that will put young lives at risk,” Chief Executive Jaymes Black said in a statement. “These efforts, no matter what proponents call them, no matter what any court says, are still proven to cause lasting psychological harm.” View the full article

Last month, news broke about "DarkSword," a malware kit that makes it easy for hackers to scrape passwords, emails, crypto wallets, and more from your iPhone. You don't have to do much to put yourself in harms way, either: Visiting a malicious website is all it takes for DarkSword to get to work, which makes it particularly dangerous. It's not totally clear what DarkSword's risk is to the average user. Google Threat Intelligence Group (GTIG) says it identified "multiple commercial surveillance vendors and suspected state-sponsored actors" using the malware against targets in Saudi Arabia, Turkey, Malaysia, and Ukraine, appearing as if the victims were highly-specific. That said, the malware kit leaked onto the internet last week, which, theoretically, makes it much more accessible to your everyday hacker. While DarkSword hackers were previously highly organized, and, in some cases, funded by state governments, perhaps now the type of hacker who would go after the average user would be intrigued—especially considering the pool of users who could be targeted. DarkSword affects more iPhones than you might thinkThat's the other major issue with DarkSword: so many iPhones are potentially vulnerable. According to GTIG, all iPhones running iOS 26 prior to version 26.3, and all iPhones running iOS 18 prior to version 18.7.3 are vulnerable. If you're the sort who keeps their iPhone updated to the latest OS at all times, you're set. But there are plenty of users out there who don't, which poses multiple issues. For one, those users might not update their iPhones frequently, so they may be running an outdated, vulnerable version without realizing it. But there are also the people who are deliberately avoiding Apple's controversial iOS 26 update, even if their iPhones support it. Whether they're unhappy about Liquid Glass, or they're concerned about performance issues, many users have opted to stay on iOS 18. This doesn't jive with Apple's security philosophy. Typically, if you're running an older version of iOS on a device that can update, Apple will cut you off from security updates until you update to the latest version. An iPhone 16 running iOS 18, for example, received iOS 18.7.3—but not iOS 18.7.7. That means that, shy of updating to the latest version of iOS 26, that iPhone 16 is vulnerable to any and all new vulnerabilities that emerge—including potential DarkSword exploits. An iPhone XS running iOS 18 can update to 18.7.7, but that's because it can't update to iOS 26. That iPhone 16, however? Update, or bust. All iPhones can now update to protect against DarkSword Now, the company is changing its tune. Apple told Wired that it will issue a new security patch for all devices running iOS 18 on Wednesday—regardless of whether or not they can update to iOS 26. The move shows how serious the situation really is: Not only is DarkSword a threat to iPhone users, it shows that there are enough users sticking with iOS 18 that Apple feels the need to issue them patches. It isn't in a position to make these users choose between a specific OS and the latest security updates. Interestingly, it's the second time in a month Apple has had to issue this type of expansion security program. In early March, the company issued patches for older iPhones to protect against the "Coruna" exploit kit. Apple typically releases updates around 10 a.m. PT (1 p.m. ET), so expect this update sometime around then. If you have auto-updates enabled, you won't have to do anything to update, but if you want to install it as soon as possible, you'll need to head to Settings > General > Software Updates to manually download the update. View the full article

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. During the Pandemic Housing Boom, rapid home price appreciation supercharged fix-and-flip activity. The 2022 mortgage rate shock ended that run and caused the biggest pullback in home flipping activity since 2007. Profit margins compressed, days on market increased, and many newer investors exited the space. However, over the past couple of years, home flipping activity has stabilized around 2019 levels. The first LendingOne–ResiClub Fix-and-Flip Survey in Q1 2025 showed a market recalibrating to that new reality. The latest results tell a similar story: Flipping activity has stabilized, and seasoned flippers are still planning to execute deals in 2026—even in a slower national appreciation environment. Today, we’re breaking down the full results from the LendingOne–ResiClub Fix and Flip Survey for Q1 2026, fielded between February 9 and March 5, 2026. In total, 201 home flippers took the survey. The data suggest the market remains steady: demand expectations are holding up across many regions, and margins—while no longer pandemic-level—remain workable for disciplined flippers. 1. Home flipper sentiment and intent Shifts over the past year: Market sentiment has remained steady over the last year: 53% of U.S. home flippers describe their primary market as somewhat strong (44%) or very strong (9%), compared to 56% in Q3 2025 and 54% in Q1 2025. Expectations for demand remain resilient: 75% of flippers expect somewhat strong (53%) or very strong (22%) demand over the next 12 months, compared to 72% in Q3 2025. Fix and flip activity: A strong majority of flippers (90%) say they are somewhat or very likely to conduct a fix and flip in the next 12 months, including 75% who say they are “very likely.” Just over half (52%) plan to convert 1 to 5 projects into rentals using the fix-to-rent method, while 38% do not plan to convert any projects. Home flippers in the Midwest are the most confident in buyer demand, with 83% describing conditions as either somewhat strong or very strong—the highest share of any region. Market outlook: 58% of survey participants expect the fix and flip market to stay the same over the next 12 months, compared to 42% in Q3 2025. 29% expect the market to strengthen, compared to 31% in Q3 2025. 13% expect the market to weaken, down from 22% in Q3 2025. Optimism runs highest in the Midwest (33% expect strengthening) and West (31%), while the Northeast shows the highest weakening share (15%). 2. Financial considerations Leverage: 61% of U.S. home flippers say their use of leverage is about the same compared to 12 months ago, meanwhile, 21% say they are using less leverage, and 18% say they are using more. Financing priorities: Interest rate (31%) and speed to close (24%) are the top considerations when choosing financing. Speed to close (47%) is overwhelmingly the top consideration reported by home flippers in the West. 3. The biggest concerns across U.S. markets Organization and timeline stress: The sale phase causes the most delays (30%) for U.S. home flippers, followed by rehabbing/construction (24%) and acquisition (23%). Lower holding costs would most improve returns according to 56% of flippers, followed by better contractors (32%), faster draws (9%), and more reliable inspections (3%). Let’s view the full results View the full article

A reader writes: A few years ago, I appeared in a series of videos about “how I got my job.” My job is pretty niche and there really isn’t a ton of institutional information about it yet, so it got a lot of attention. Since then, I’ve consistently gotten two to three LinkedIn messages per week from people looking to break into my field. About 20% are just saying that they found the videos inspiring (which I love to hear!), 30% are just asking to connect, and the remainder are asking for more career advice — but in a very general way. Think “I’d love to get your thoughts on how to break into the industry/get hired at your company.” I’m of two minds: I really want to help, but the volume of requests I get is much too high to respond to every single one. (I am working on a template email with generic info.) Also, maybe I’m being a bit of a Grinch here, but I bristle at how general the requests are. They make me feel like the person writing hasn’t actually done any of their own research (which, incidentally, is a huge part of this job). There even seems to be a trend now of people asking to grab 30 minutes for a phone call in their opening email! So, it’s probably not my place, but part of me wants to say, “Hey, this is not how to do it.” Any advice for how (if at all) to respond to the more labor-intensive requests? I answer this question over at Inc. today, where I’m revisiting letters that have been buried in the archives here from years ago (and sometimes updating/expanding my answers to them). You can read it here. The post how to respond to requests to “pick your brain” appeared first on Ask a Manager. View the full article

Does AI content rank on Google? We analyzed 42,000 blog posts to find out. The answer depends less on whether you used AI — and more on whether your content shows it. View the full article

How to continue providing value for clients. By Jackie Meyer The Balanced Millionaire: Advisor Edition Go PRO for members-only access to more Jackie Meyer. View the full article

How to continue providing value for clients. By Jackie Meyer The Balanced Millionaire: Advisor Edition Go PRO for members-only access to more Jackie Meyer. View the full article

We may earn a commission from links on this page. Google hasn’t launched a new Fitbit device since 2023, instead seeming to pour all its hardware efforts into Pixel watches. But all along the company refused to confirm that Fitbit hardware was truly dead, and a new promotional video appears to show why—it looks like there’s a Whoop-style smart band on the way. What was teasedThe video was posted to Steph Curry’s Instagram page on March 31, so it’s not an April Fool’s stunt. In a few short clips, we see a gray and orange fabric band around Curry’s left wrist. He says “I’m excited for what this is going to mean for health for the world and wellness. It’s a first of its kind, in a way. I don’t want to spoil it. You kind of have to see for yourself.” Text on the screen states: “A new relationship with your health. Coming soon. [Google logo].” What we actually knowGoogle has not publicly confirmed any details. News and rumor sites, and user forums, are converging on the explanation that this is a Whoop-style smart band with no screen, and that it will be Fitbit-branded. Visually, I agree with the smart-band theory—it certainly looks like one, and the only way it would be something else is if there’s a screen that has been turned to the inside of the wrist. The Fitbit branding isn’t confirmed—we only see a Google logo in the video, not a Fitbit one. A Bloomberg article cites “a person with knowledge of the matter” as saying that Google is working on a Fitbit-branded smart band. Right now, Fitbit's only real offerings are the Charge 6, released in 2023, and a few 2022-era models: the minimalist Inspire 3, and two smartwatches (Versa 4 and Sense 2) that Google still sells but does not seem excited about. Smart bands, meanwhile, seem to be a growing product area. Whoop was the undisputed leader in this area for years, but last year we got the Polar Loop, Amazfit Helio/Core, and a Garmin sleep band. This year, fertility-tracking app Natural Cycles began selling a temperature-tracking smart band, while Luna and Speediance announced new smart bands at the CES trade show. (Neither of those two has launched yet.) Fitbit Charge 6 $139.99 at Amazon Learn More Learn More $139.99 at Amazon Why I think they’re announcing it nowIronically, the fitness gadget internet has lately been abuzz with expectation for a new Whoop-style smart band. But not from Fitbit! The rumor (here, for example) was that Garmin was about to announce one. A listing for a “Cirqa smart band” appeared briefly on some Garmin websites earlier this year, but if it’s a real product, it doesn’t seem to be ready yet. This reminds me of something that happened last year in the smart band space: Amid rumors of a Garmin smart band, Polar announced it was working on its own smart band. Garmin’s Index Sleep Band dropped the next day. So this feels like round two. Garmin’s new band might be a proper Whoop competitor (which the Index sleep band wasn’t), and Fitbit might be trying to get ahead of an imminent Garmin product announcement. I don’t have any inside information on when or whether either of these two rumored products are launching, but I wouldn’t be surprised if Garmin’s arrives before Fitbit’s. Also this week, Google announced an expansion of the AI health coach in the Fitbit app. (Yes, this the the same AI coach that told me the Pixel Watch 4 didn’t exist, and that was comically bad at the actual coaching part. Maybe it’s gotten better.) The AI coach is now available to free users and not just subscribers, and has incorporated more features. Smart bands are having a moment, and I think it's because gadget makers have run out of new things they can stuff into a watch. Once you've got sensors for motion and heart rate, you have the main functions a fitness watch needs. Extra bells and whistles don't add enough excitement to justify higher prices or frequent upgrades, so companies are realizing they can pare down the hardware and pivot to software features and subscription services. The smart ring market is already a bit further down this path, as I've written before. Now it's time to see what happens with smart bands. View the full article

SEO tools were the most replaced martech application in 2025 — but not for the reason you might expect. According to the 2025 MarTech Replacement Survey, SEO platforms topped the list of replaced tools for the first time, overtaking categories like marketing automation platforms (MAPs), which had led for the past five years. At first glance, that might suggest instability in SEO. After all, the discipline is being reshaped by LLMs, AI-generated answers, and the rise of zero-click search experiences — all of which challenge traditional keyword tracking and ranking-based workflows. But the data tells a more nuanced story. SEO tools: most replaced, but stabilizing Even though SEO tools were the most replaced category in 2025, they were replaced at a slower rate than in prior years. In other words, they’re now the most commonly replaced — but also more stable than before. That shift suggests a maturing category. Rather than widespread churn, you appear to be consolidating, upgrading, or refining your SEO stack as search evolves. Meanwhile, several other major martech categories saw sharper year-over-year declines in replacements: CRM replacements fell more than 12% from 2024 to 2025, reaching their lowest level in the survey’s history. MAPs, email platforms, and CMS tools also declined compared to 2024. Why SEO tools are being replaced So if SEO tools aren’t being swapped out due to instability, what’s driving the changes? The survey points to three primary factors: 1. AI capabilities For the first time, the survey asked about AI’s role in replacement decisions — and the impact was significant. 37.1% cited AI capabilities as an important factor. 33.9% said they wanted AI capabilities when replacing a tool. This reflects a broader shift in SEO tooling, with platforms rapidly integrating AI for: Content generation and optimization. SERP analysis and intent modeling. Workflow automation. In many cases, replacing your SEO tool isn’t about abandoning SEO — it’s about upgrading to AI-native capabilities. 2. Cost pressures Cost has become a major driver of martech replacement decisions, including SEO tools: 43.8% of marketers cited cost reduction as a reason for replacing an application in 2025. That’s up sharply from 23% in 2024 and 22% in 2023. This suggests growing pressure to optimize and rationalize your SEO tech stack, especially as you evaluate overlapping functionality across tools. 3. Changing needs in a shifting search landscape As search behavior changes, so do expectations for SEO platforms. Traditional rank tracking and keyword monitoring are no longer sufficient on their own. Teams are increasingly looking for tools that can: Surface insights across AI-driven SERPs Track visibility beyond clicks Integrate with broader marketing and data systems That evolution is likely contributing to replacement activity — even as overall stability increases. AI is reviving custom-built SEO tools One of the more notable trends in the 2025 survey is the resurgence of homegrown solutions, including for SEO workflows. Replacing commercial martech tools with homegrown applications accounted for: 8.1% of replacements in 2025 Up from 3.4% in 2024 and 5% in 2023 This marks a meaningful shift after years of near-total reliance on commercial platforms. “AI-assisted coding is changing the calculus of build vs. buy,” said martech analyst Scott Brinker. “It’s easier and faster to build than ever before. Companies should still buy applications where they have no comparative advantage. But in cases where they can tailor capabilities to differentiate their operations or customer experience, custom-built software is an increasingly attractive option.” For SEO teams, this could mean more organizations building: Custom data pipelines. Proprietary SERP tracking systems. AI-driven analysis tools tailored to their specific needs. Other martech categories show even greater stability While SEO tools led in total replacements, the broader martech landscape is becoming more stable. Several major categories saw declining replacement rates in 2025, including: CRM platforms (down more than 12% year over year) Marketing automation platforms Email distribution tools Content management systems This suggests that many organizations are settling into core systems while selectively updating areas — like SEO — that are changing faster. Methodology Invitations to take the 2025 MarTech Replacement Survey were distributed via email, website, and social media in Q4 2025. A total of 207 marketers responded. Findings are based on the 154 respondents (60%) who said they had replaced a martech application in the previous 12 months. Download the 2025 MarTech Replacement Survey, no registration required. View the full article

There are five steps and you can’t skip ahead. By August Aquila MAX: Maximize Productivity, Profitability and Client Retention Go PRO for members-only access to more August J. Aquila. View the full article

There are five steps and you can’t skip ahead. By August Aquila MAX: Maximize Productivity, Profitability and Client Retention Go PRO for members-only access to more August J. Aquila. View the full article

Considerations that might not have occurred to you. By Ed Mendlowitz Call Me Before You Do Anything: The Art of Accounting Go PRO for members-only access to more Edward Mendlowitz. View the full article

Considerations that might not have occurred to you. By Ed Mendlowitz Call Me Before You Do Anything: The Art of Accounting Go PRO for members-only access to more Edward Mendlowitz. View the full article

President attends proceedings as justices consider one of their most consequential cases View the full article

AI-powered ad bidding systems are highly sophisticated, but conversion tracking hasn’t kept pace. Ad platforms encourage advertisers to track more actions, while many experts argue for tracking only final outcomes. Both are partly true. Neither is universally correct. In practice, both over- and under-signaling can hurt PPC performance. Too many loosely defined micro-conversions introduce noise. Bidding shifts toward easy, low-value actions, inflating reported performance while eroding real results. Too few signals leave the system without enough data to learn. This dynamic is most visible in Performance Max and Search plus PMax setups, where the system optimizes toward whatever signals it’s given — regardless of whether they reflect real business value. Here’s what happens when micro-conversions outnumber real conversions, why bidding systems behave this way, and how to build a conversion framework that aligns signal volume with business impact. The myth of the ‘data-hungry’ PPC algorithm The idea that algorithms need as much data as possible has been repeated so often that it’s become an assumption. Platform documentation, automated recommendations, and many PPC blog posts reinforce the same message: more signals equal better learning. Bidding systems require a minimum level of signal density to function, but they don’t benefit from indiscriminate micro-conversion signals. More data isn’t always better data. Adding low-intent or loosely correlated actions often degrades performance by shifting optimization toward behaviors that don’t correlate with revenue. Machine learning systems don’t evaluate the strategic relevance of a signal. They evaluate frequency, consistency, and predictability. When an account includes a mix of high- and low-intent micro-conversions — purchases, add-to-carts, pageviews, video plays, and soft leads — the system doesn’t inherently understand which actions matter most to the business. Without a clear value hierarchy, the bidding algorithm treats all signals as valid optimization targets. This creates a structural bias toward high-frequency, low-value actions because they’re easier and cheaper to achieve. The result is a bidding pattern that maximizes conversion volume while minimizing business impact. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Why value-based bidding helps, but can’t fix everything Many practitioners advocate for value-based bidding, where each micro-conversion is assigned a relative financial or hierarchical value. In theory, this helps the system understand which signals matter most. You can also instruct the platform to maximize conversion value, which should push the algorithm toward higher-value purchases or sales-qualified leads (SQLs). But value-based bidding isn’t a complete solution. When too many micro-conversions are included — even with assigned values — the system can still become overwhelmed. A high volume of low-intent signals can dilute intent and distort the value hierarchy. The issue isn’t just a lack of context. Every signal becomes part of the optimization math. If the model weighs signals by volume rather than business importance, low-intent micro-conversions will dominate. Assigning values helps clarify priorities, but it can’t override signal imbalance. At a certain point, the math wins. Dig deeper: In Google Ads automation, everything is a signal in 2026 How PPC bidding follows the path of least resistance In practice, this shows up as a “path of least resistance” problem. Even with values assigned, bidding algorithms still optimize toward the signals they’re given. When low-intent micro-conversions are included as Primary actions, the system treats them as efficient ways to increase conversion volume. This isn’t an error. It’s expected behavior for a model designed to maximize conversions within a set budget. When those signals occur more frequently, the system gravitates toward them. A signal that fires hundreds of times a day will exert more influence than a high-value action that fires only a handful of times per week. This dynamic is especially visible in PMax. The system evaluates signals across channels, audiences, and placements, and pursues the cheapest, most abundant path to conversion. If a contact page visit or key pageview is treated as a Primary signal, PMax may prioritize it over a purchase or SQL because it’s easier to achieve at scale. That’s why PMax often reports strong conversion volume and low CPA while revenue remains flat or declines. The system is performing as instructed, but the inputs lack a disciplined signal hierarchy. Value-based bidding improves structure, but without restraint in the number and type of signals, it can’t fully prevent the problem. False performance signals inflate platform metrics When low-value actions are tracked as Primary conversions, platform-reported performance becomes disconnected from business outcomes. Metrics such as CPA, ROAS, and conversion rate may improve, but those gains are often illusory. For example: A campaign may show a 40% reduction in CPA because the system is optimizing toward pageviews rather than purchases. ROAS may increase because the system attributes inflated value to actions that don’t correlate with revenue. Conversion volume may spike due to high-frequency micro-conversions. These patterns create a false sense of success, leading advertisers to scale budgets prematurely and erode contribution margin. Diluted intent and double-counting When multiple micro-conversions are tracked as Primary, a single user journey can generate multiple wins for the algorithm. For example, a user who views a product page, signs up for a newsletter, and adds an item to cart may be counted as three conversions from a single click. If values are assigned to each step, conversion value and ROAS become inflated as well. This inflates conversion volume, inflates conversion value, and distorts bidding behavior. The system interprets this as a high-value user and begins overbidding on similar traffic, even if the user never completes a purchase. In many accounts, micro-conversions outnumber real conversions by a ratio of 500 to 1 or more. This imbalance has significant implications for bidding behavior. When frequency overwhelms value If an account records 500 pageviews, 200 add-to-carts, 50 lead form starts, 10 purchases, and all actions are treated as Primary, the system receives 760 signals for every 10 that actually matter. Without distinct values, the algorithm can’t differentiate between a $0.05 action and a $500 action. It optimizes toward the most frequent signals because they provide the clearest path to increasing conversion volume. Even when values are assigned, overvaluing micro-conversions teaches the algorithm to pursue easy wins. The result is a maximized conversion value metric that looks strong in the dashboard but isn’t reflected in actual sales. The consequences of signal imbalance When micro-conversions dominate the signal mix: Bidding shifts toward low-intent traffic because it produces more conversions. Budgets are allocated inefficiently as the system chases cheap signals. Real ROAS declines, even as platform-reported ROAS appears strong. Scaling becomes risky because the system is optimizing toward the wrong outcomes. That’s why accounts with high micro-conversion volume often show strong platform metrics but weak financial performance. When micro‑conversions stop helping Micro-conversions are useful when an account lacks enough real conversion volume to support stable bidding. However, once a campaign consistently reaches 30 to 60 real conversions per month, they no longer provide meaningful benefit. At that point, the system has enough high-quality data to optimize effectively. Continuing to rely on micro-conversions introduces unnecessary noise and increases the risk of misaligned bidding. This is the point to transition from tCPA to tROAS and let real revenue guide optimization. Dig deeper: Why better signals drive paid search performance Get the newsletter search marketers rely on. See terms. How to decide what should be a Primary conversion Primary actions influence bidding, while Secondary actions provide visibility without affecting optimization. This four-part litmus test helps determine which actions should be treated as Primary. 1. The volume threshold Micro-conversions should be used only when real conversion volume isn’t sufficient to support stable bidding. As a general guideline: Below 30 real conversions per month: A high-intent micro-conversion may be needed to give the system enough data. 30 to 60 real conversions per month: Begin reducing reliance on micro-conversions. 60 or more real conversions per month: Remove micro-conversions from Primary status and rely on revenue-based optimization. This threshold ensures micro-conversions serve as a temporary bridge, not a permanent crutch. 2. The necessary step test A Primary action should represent a required step in the conversion journey, such as: Add to cart. Begin checkout. Start lead form. Actions that aren’t required steps — such as contact page visits, whitepaper downloads, or time on site — shouldn’t be treated as Primary. These may indicate interest, but they don’t reliably predict revenue. 3. The valuation test If an action can’t be assigned a realistic financial value, it shouldn’t be used as a Primary conversion. Assigning arbitrary values introduces risk and can distort bidding behavior. Actions such as time on site or scroll depth fail this test because they don’t consistently correlate with revenue. However, if CRM data shows a reliable statistical correlation with revenue, that can justify including the action. 4. The simplicity test Even if multiple actions pass the first three tests, only the strongest one or two should be designated as Primary. Including too many Primary actions increases the risk of double-counting and overbidding. A streamlined Primary set ensures the system focuses on the most meaningful signals. Use Secondary conversions as a diagnostic tool Secondary conversions provide visibility into user behavior without influencing bidding. They’re a useful diagnostic tool for understanding funnel performance and evaluating new signals. Visibility without optimization risk Tracking actions such as newsletter signups, video views, or soft leads as Secondary lets you monitor engagement without shifting bidding toward low-value behaviors. This approach preserves data integrity while maintaining control over optimization. Funnel analysis and bottleneck identification Secondary conversions reveal where users drop off in the funnel. For example: High Add-to-Cart volume but low purchase volume indicates checkout friction. High MQL volume but low SQL volume suggests targeting or qualification issues. These insights support more informed optimization decisions. Safe testing environment New signals should be tracked as Secondary for several weeks before being considered for Primary status. This allows you to evaluate frequency, correlation with revenue, stability, and predictive value. Only signals that demonstrate consistent value should be promoted to Primary. Assign micro-conversion values using a safety discount When micro-conversions are used, they must be assigned values that reflect their true contribution to revenue. Overvaluing micro-conversions is a common cause of inflated platform performance and misaligned bidding. Calculating baseline value The baseline value of a micro-conversion is determined by: Baseline value = Conversion rate to sale x Average order value (AOV) or profit For example: Ecommerce: If 25% of add-to-carts convert and AOV is $1,600, the baseline value is $400. Lead generation: If 10% of demo requests convert to $5,000 profit, the baseline value is $500. Applying the 25% safety discount The baseline value shouldn’t be used directly. Instead, apply a 25% reduction: $400 becomes $300. $500 becomes $375. This discount helps prevent overbidding by ensuring the system doesn’t overvalue micro-conversions relative to actual revenue. Undervaluing is safer than overvaluing Undervaluing micro-conversions may slightly slow learning, but it doesn’t distort bidding. Overvaluing them can push the system toward low-intent traffic, leading to rapid budget misallocation. The safety discount provides a buffer that protects contribution margin while still supplying useful data. Dig deeper: How to make automation work for lead gen PPC Where PPC experts draw the line on micro-conversions Practitioners consistently point to the same principle: signal discipline matters more than signal volume. Julie Friedman Bacchini emphasizes that every conversion action becomes a signal the system optimizes toward. Using more than one Primary action introduces ambiguity — “it’s suddenly muddier” — and skipping values makes it easier for the system to latch onto lower-value signals. Values don’t need to be exact, but they must be relative. She also notes that micro-conversions can help low-volume campaigns reach data thresholds, but they aren’t a substitute for real Primary conversions. Removing them later can mean “starting over to a large extent on system learning.” Jordan Brunelle takes a similarly disciplined approach: “There can definitely be too many.” He recommends starting with one strong signal of intent and watching the ratio between micro-conversions and real outcomes. If volume is high but outcomes are low, it often signals a targeting or signal issue. Across both perspectives: You can have too many micro-conversions. Values help, but they aren’t a cure-all. The system favors the most frequent signals. Micro-conversions are a tool, not a strategy. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with Signal discipline is the real competitive advantage The debate around micro-conversions often focuses on quantity. But the real differentiator isn’t volume, but discipline. Bidding systems optimize toward the signals they’re given. When the signal mix is cluttered, performance drifts. When it’s clear and intentional, the system aligns with real business outcomes. Micro-conversions should be selectively used and continuously evaluated. Start with a simple audit: Identify all Primary conversions. If more than two or three actions are Primary, the account is likely over-signaled. Apply the litmus test. Remove any Primary actions that fail the volume, necessary step, valuation, or simplicity tests. Move nonessential actions to Secondary. Assign conservative values to remaining micro-conversions. Use the safety discount to avoid overbidding. Monitor performance for 30 days, focusing on revenue, contribution margin, and signal distribution. Micro-conversions should be a temporary bridge. Once real conversion volume is sufficient, optimization should be guided by revenue. A disciplined signal architecture gives automation what it needs to perform as intended: efficient, predictable, and aligned with real business outcomes. View the full article

When exploring the franchisor definition in business licensing, it’s essential to grasp their role in the franchise system. Franchisors are the entities that grant you the right to operate a business under their established brand and model. They provide critical support, such as training and operational guidelines, to guarantee uniformity across locations. Comprehending these dynamics can greatly impact your franchise experience, especially when considering the responsibilities and advantages that come with this business model. What else should you know to make an informed decision? Key Takeaways Franchisors license their brand and operational framework to franchisees, enabling them to operate under a recognized name. They establish franchise agreements that outline standards, rights, and responsibilities for franchisees. Franchisors provide essential training and ongoing support to ensure franchisee success and adherence to brand standards. They are responsible for updating operational manuals and marketing strategies to maintain brand consistency. Franchisors define specific territories to minimize competition and enhance market viability for their franchisees. What Is a Franchisor? A franchisor is the key player in the franchise business model, serving as the original entity that licenses its brand and operational framework to franchisees. To define franchisor, think of it as the source of the brand that franchisees can use, allowing them to operate under the franchisor’s trademark in exchange for fees and royalties. The franchisor maintains control over franchise operations through a franchise agreement, which details the standards franchisees must meet. By leveraging the local knowledge and investments of franchisees, franchisors can expand their market presence without heavy capital expenditures. Franchisees typically pay an initial start-up fee and ongoing royalties, which support the franchisor’s brand development. Furthermore, franchisors must provide a Franchise Disclosure Document (FDD) to potential franchisees, outlining crucial financial obligations. Key Takeaways Comprehending the role of a franchisor in the franchise business model helps clarify the key takeaways surrounding this relationship. Here are some crucial points to contemplate: A franchisor grants rights to franchisees to operate under its brand and business model through a franchise agreement. They typically earn an initial franchise fee and ongoing royalties, which can range from 4.6% to 12.5% of branch profits. Franchise agreements mandate franchisors to provide support and training, ensuring franchisees adhere to brand standards. Legal regulations require franchisors to furnish potential franchisees with a Franchise Disclosure Document (FDD), outlining vital business information. Understanding these aspects will help you appreciate the franchisor-franchisee dynamic and its impact on successful business operations. Understanding Franchisor Responsibilities When you think about franchisors, it’s vital to understand their key responsibilities, particularly in training and support, in addition to territory management. They provide franchisees with the necessary resources and guidance to guarantee brand consistency and success during defining specific territories to reduce competition among franchisees. Training and Support Franchisors play an essential role in ensuring the success of their franchisees by providing fundamental training and ongoing support. This support is important for helping you navigate the intricacies of running a franchise. Key components of this training and support include: Initial training, often lasting at least 20 days, at dedicated facilities like Dunkin’ Brands University. Updates to operational manuals, marketing strategies, and additional training to adapt to market changes. Clear communication channels to address your questions and concerns. A structured support system that assists with site selection, operational oversight, and brand standards compliance. Territory Management Establishing effective territory management is crucial for the success of a franchise, as it directly impacts both franchisees and the overall brand. Franchisors are responsible for defining specific territories to minimize competition, ensuring market viability. This strategic selection relies on analyzing potential profitability and consumer demand, which helps secure the franchise’s success. Franchise agreements typically grant exclusive territorial rights to franchisees, allowing them to operate without interference from nearby locations. Furthermore, franchisors must consistently monitor franchisee performance within these territories to uphold brand consistency and compliance with operational standards. Franchisor Advantages One of the key advantages of franchising is the ability to grow swiftly during minimizing financial risk. By leveraging the knowledge and capital of local franchisees, you can grow your brand considerably without incurring heavy costs. Here are some specific benefits: Franchisees typically pay an initial start-up fee and ongoing royalties, providing a continuous revenue stream. The franchise model helps maintain brand consistency and operational standards, enhancing your brand’s reputation. You can scale your business without considerable capital investments, as franchisees cover most initial costs. Lower overhead costs at franchisee-operated locations lead to higher profitability compared to company-owned establishments. These advantages make franchising an attractive option for growing your business effectively and efficiently. Franchisor Disadvantages Although franchising offers numerous benefits, it also comes with its share of disadvantages that potential franchisors should carefully consider. Establishing a franchise demands a significant investment of time and resources, which can deter many aspiring franchisors. Even after thorough vetting, franchisee failures can harm your brand’s reputation, leading to negative perceptions. Moreover, once the initial training and agreement are complete, you’ll have limited control over the franchisee’s operations, potentially resulting in inconsistencies in brand representation. If you declare bankruptcy, your franchisees could face severe disruptions, affecting their investments and business continuity. Finally, in spite of having a proven business model, some franchises can still be unprofitable, potentially leading to financial losses for you as the franchisor. Example: Dunkin Donuts Dunkin’ Donuts serves as a prime example of a successful franchisor in the food and beverage industry. Since starting franchising in 1955, Dunkin’ has expanded to over 11,300 restaurants globally. As a franchisee, you’ll need to meet specific requirements, which include: Completing at least 20 days of core initial training at Dunkin’ Brands University. Managing your restaurant with a minimum of two individuals, including yourself. Continuously developing your business as you adhere to Dunkin’s standards, including offering a full menu. Comprehending that the investment to open a franchise ranges from $95,700 to $1,597,200, excluding real estate costs. Dunkin‘s strict controls demonstrate how a franchisor can maintain brand consistency across its franchise network. Training Overview for Franchisees To succeed as a franchisee, you’ll need to undergo an extensive training program that equips you with the necessary skills and knowledge to operate your business effectively. At Dunkin’ Brands University, you’ll spend a minimum of 20 days in core initial training, covering crucial areas such as product preparation, customer service, and adherence to corporate policies. You’ll additionally receive guidance on effective employee management strategies since you’re responsible for hiring and managing your staff. Ongoing training and support materials are provided to keep you updated on best practices and new product offerings. This continuous development and compliance with franchisor standards are fundamental for your success, making the training you receive a critical component of your franchise expedition. Obligations and Restrictions of Franchisees As a franchisee, you have specific operational responsibilities that you must uphold to keep your business running smoothly. This includes adhering to brand standards set by the franchisor, ensuring you offer the full menu, and managing your location with required staff for effective oversight. Furthermore, if you’re considering any business activities outside of your franchise’s core offerings, you’ll need to seek prior written approval from the franchisor. Franchisee Operational Responsibilities Franchisees have several key operational responsibilities that are vital for the success of their business within the franchise system. You’ll need to manage your operational overhead effectively, ensuring compliance with the franchisor’s standards and maintaining product quality. Here are some of your main obligations: Complete a minimum of 20 days of core initial training at Dunkin’ Brands University. Offer a full menu as prescribed by the franchisor, obtaining prior written approval for any deviations. Engage in continuous business development to strengthen your local market presence. Avoid internet sales or distributing unapproved goods/services to maintain brand consistency. Compliance With Brand Standards Compliance with brand standards is vital for maintaining the integrity and consistency of the franchise system. As a franchisee, you’re required to follow the specific guidelines set by the franchisor, which include maintaining designated product offerings, operational procedures, and marketing strategies. This guarantees uniformity across all locations. Your franchise agreement mandates that you offer the full menu or product range without unauthorized deviations. To fully grasp these standards, you must complete at least 20 days of initial training at the franchisor’s facility. Ongoing adherence is critical; failing to comply could lead to penalties, loss of your franchise agreement, or damage to the brand’s reputation. Always consult your franchisor before engaging in any additional business activities to confirm alignment with brand standards. Approval for Additional Activities Before you consider engaging in any additional business activities outside your franchise operations, it’s vital to obtain prior written approval from your franchisor. This requirement helps maintain brand integrity and guarantees you adhere to the franchisor’s established business model and standards. Violating this rule can lead to penalties or even termination of your franchise agreement, making compliance important. Here are some key points to remember: Approval protects the franchise brand and reputation. Franchise agreements usually require you to offer a complete menu or product line as specified. Unapproved activities may incur serious consequences. You must manage operational costs within the franchisor’s framework, limiting your ability to diversify. Always consult your franchisor before exploring new business ventures. Financial Assistance for Franchisees Starting a franchise often requires a significant financial investment, which can be intimidating without the right support. Although franchises like Dunkin don’t provide direct financing, several third-party lending options may be available for qualified franchisees. You’ll need to manage your operational overhead costs, which can differ based on location and performance. Furthermore, ongoing royalty fees, typically between 4.6% and 12.5% of branch profits, will affect your financial planning. It’s vital to conduct thorough financial due diligence before committing. Cost Type Estimated Range Notes Initial Investment $95,700 – $1,597,200 Excludes real estate expenses Operational Overhead Varies Based on location and performance Royalty Fees 4.6% – 12.5% Percentage of branch profits Financing Options Third-party lenders Available for qualified franchisees Financial Planning Fundamental Analyze costs and potential revenues Estimated Initial Investment for Franchising When contemplating the estimated initial investment for franchising, potential franchisees should prepare for a financial commitment that can range considerably. For instance, opening a Dunkin franchise can cost anywhere from $95,700 to $1,597,200, not counting real estate expenses. Here are some key financial aspects to evaluate: Initial start-up fees and ongoing royalties, typically between 4.6% and 12.5% of profits. Additional expenses, including equipment, inventory, marketing, and operational overhead. Financing options are often limited; third-party lending may be available. A thorough evaluation of financial projections and break-even analysis is crucial for sustainable investment. Understanding these costs helps you make informed decisions as you explore franchising opportunities. The Importance of Franchise Agreements Franchise agreements play a vital role in defining the relationship between franchisors and franchisees, outlining specific terms that govern their interactions. These agreements detail the rights and obligations of both parties, ensuring clarity and comprehension. You’ll find important information regarding fees, such as initial startup costs and ongoing royalties, which typically range from 4.6% to 12.5% of sales. Furthermore, they require you, as a franchisee, to adhere to the franchisor’s operational standards to maintain brand consistency. Franchise agreements are regulated by federal and state laws, which mandate the franchisor to provide a Franchise Disclosure Document (FDD). Compliance is imperative; failure to follow the agreement can lead to penalties, termination, or damage to the brand’s reputation. Frequently Asked Questions What Is a Simple Definition of a Franchisor? A franchisor is a business that allows another party, called a franchisee, to operate under its brand and business model. You’ll typically pay an initial fee and ongoing royalties based on your profits. Franchisors provide support, including training and marketing, to help maintain consistency across all locations. This relationship is essential for expansion, as it combines the franchisor’s brand strength with the franchisee’s local market knowledge and investment. What Are the 4 P’s of Franchising? The 4 P’s of franchising are Product, Price, Place, and Promotion. Product refers to the goods or services you offer, ensuring they meet brand standards. Price involves setting competitive rates during consideration of royalty fees. Place focuses on selecting locations based on market demand and potential profitability. Finally, Promotion includes the marketing strategies and support provided to improve your franchise’s visibility and drive sales, ensuring you attract and retain customers effectively. What’s the Difference Between a Franchise and a Franchisor? A franchise is a business model where you, as the franchisee, pay for the right to operate under a brand’s name and business system. The franchisor, conversely, is the original brand owner who grants you this right and provides ongoing support, training, and guidelines. In contrast to the franchisee who runs the day-to-day operations, the franchisor retains control over brand consistency and operational standards, ensuring a cohesive customer experience across all franchise locations. What Is the Role of the Franchisor? The franchisor plays a vital role in the franchise system. They own the brand and business model, granting you the right to operate under their name. You’ll receive initial training, ongoing support, and operational guidelines to maintain brand standards. Franchisors likewise create marketing strategies that benefit all locations and establish territories to reduce competition. Furthermore, they provide important documents, like the Franchise Disclosure Document, outlining fees and obligations involved in the franchise agreement. Conclusion In summary, comprehending the role of a franchisor is vital for anyone considering entering the franchise world. Franchisors provide fundamental support and guidelines, ensuring franchisees can benefit from an established brand and business model. Nevertheless, it’s important to recognize the obligations and restrictions that come with this partnership. By carefully evaluating franchise agreements and investment requirements, you can make informed decisions that align with your entrepreneurial goals and minimize risks associated with starting a business independently. Image via Google Gemini and ArtSmart This article, "Understanding the Franchisor Definition in Business Licensing" was first published on Small Business Trends View the full article

As you have probably heard, most of human history, civility was not the default setting. Societies were rougher, hierarchies more brutal, and interpersonal interactions often governed by blunt displays of power and overt physical aggression rather than kind or cordial exchanges. In medieval societies, for instance, everyday interactions were far less restrained by norms of politeness. Status determined how you were treated, and those with power often exercised it quite openly. Rudeness, intimidation, and direct confrontation were not social faux pas so much as ordinary features of life in rigidly stratified societies. Fortunately, we have come a long way. Today, success in modern organizations often depends on the ability to at least appear or seem gentle, collaborative, and emotionally intelligent. Few people openly insult their colleagues or shout at meetings. Instead, most professionals understand that being likable, agreeable, and tactful helps them influence others, build alliances, and advance their careers. Even individuals who enjoy enough power to care less about how they impact others – say, senior leaders and executives – know that their reputation will take a hit if they don’t practice the art of seeming humble, empathetic, and kind. As I noted in my latest book, this civility requires a great deal of performance. Being “professional” often means managing one’s impulses, editing one’s reactions, and presenting a socially acceptable version of oneself. The result is that modern workplaces reward a kind of controlled or strategic authenticity: people must come across as sufficiently real while at the same time acting in sufficiently other-oriented and empathetic ways so that they can be trusted. Needless to say, this is mostly a good thing, especially compared with the alternative: open hostility, egocentrism, or rudeness. In other words, civility is by and large what makes collaboration and living in a well-functioning society possible. Too much of a good thing? Despite the wide-raging benefits of kind politeness and civility, like any trait that is rewarded, it can be taken too far. When politeness becomes excessive, it morphs into something else: political maneuvering, extreme conflict avoidance, and carefully managed insincerity. Instead of speaking candidly, people learn to say what sounds agreeable while thinking something entirely different. They nod in meetings but undermine decisions afterward. They compliment you publicly but criticize you privately. They avoid open disagreement yet quietly obstruct progress. As Kim Scott compellingly illustrated in her book about the benefits of workplace candor, at some point, civility stops being a lubricant for cooperation and starts becoming an inhibitor. In personality psychology, one of the traits associated with this behavior is called leisurely, a dark-side tendency closely related to passive aggression. People high on this trait appear cooperative on the surface but resist demands indirectly. Rather than confronting conflict directly, they express dissatisfaction through subtle obstruction, delays, sarcasm, or behind-the-scenes criticism. Passive-aggressive behavior thrives precisely because it is difficult to call out. Unlike openly hostile colleagues, passive-aggressive individuals maintain plausible deniability. They can always claim they were misunderstood or that they were “just trying to help.” They rarely say anything explicitly offensive, yet their actions consistently undermine others. If you think of colleagues or coworkers who never say anything during meetings, they just silently smile and nod and pretend to be interested and aligned, but then, when you think of it, you never really know what they think, who they are, and they rarely deliver anything or produce much at all. Once you start noticing it, you will probably realize how common it is. Telltale signs Consider a few familiar workplace scenarios or indicators: a) A colleague praises your proposal enthusiastically in the meeting. “Brilliant idea,” they say, nodding vigorously. Days later, they circulate a follow-up email to senior stakeholders listing six “small concerns” that were mysteriously absent while you were in the room. b) A team member repeatedly volunteers to “take ownership” of a task, only for the task to disappear into a bureaucratic Bermuda Triangle. Weeks later they resurface with an apology, three new complications, and a helpful reminder that they had “always worried the timeline might be ambitious.” c) Someone compliments your presentation with almost theatrical enthusiasm. “Fantastic analysis,” they say. Later you learn that they have spent the afternoon telling half the organization that the data was “interesting, but probably incomplete.” d) Then there is the meeting minimalist. They sit through ninety minutes of discussion smiling politely and contributing nothing except the occasional “fine by me.” Two days later they start to secretly sabotage the project. e) Or the colleague who agrees with every decision but implements none of them. Their calendar is immaculate, their tone supportive, but their productivity is basically non-existent. Their time and focus is devoted to avoid having to do any work, which is a full-time job in itself. f) And finally the true virtuoso of passive aggression: the person who ends every conversation with “happy to help,” while always ensuring that the help never actually arrives or crystallizes. Unlike openly difficult colleagues, these individuals rarely cross a line that can be clearly challenged. That is precisely why the behavior persists. They remain outwardly polite, professionally agreeable, and quietly useless. Leisurely non-compliance or resistance often emerges in environments where direct disagreement feels risky. In highly political organizations (or cultures that overemphasize harmony) people may feel safer expressing resistance indirectly rather than confronting issues openly. The problem, of course, is that in the long-term passive aggression erodes trust. When people say one thing and do another, collaboration becomes exhausting, as teams waste time deciphering signals rather than solving problems. So, how can you best deal with passive-aggressive colleagues? 1) The first step is to bring behavior into the open without escalating conflict. Passive aggression thrives in ambiguity. Calmly clarifying expectations and commitments, makes indirect resistance harder to sustain and work. For example, if a colleague expresses support in a meeting but later undermines the decision, you might say: “In the meeting you mentioned you were comfortable with this direction. Is there something we should discuss openly before moving forward?” Framed this way, the question invites transparency rather than accusation. 2) Second, document commitments clearly. Written follow-ups after meetings (summarizing decisions, responsibilities, and timelines with precision) create accountability. Passive-aggressive behavior often relies on vague agreements that can later be reinterpreted. 3) Third, reward candor when it appears. If someone finally expresses disagreement directly, treat it as constructive input rather than insubordination. One reason passive aggression flourishes is that people fear negative consequences for open dissent. 4) Fourth, focus on explicit behavior rather than implicit motives. It is tempting to label someone as manipulative or dishonest, but doing so rarely improves the situation. Instead, address specific actions. Saying “we agreed on X but the deliverable was Y, can we please clarify expectations?” is more productive than accusing someone of sabotage. 5) Finally, consider the possibility that passive aggression sometimes signals a deeper organizational issue. If people feel unable to speak openly, because of hierarchy, politics, or fear of consequences, they may resort to indirect resistance as a coping mechanism. In that sense, passive aggression is more likely a symptom of cultural dysfunction than merely an individual flaw. If this is the case, you may want to evaluate whether your own behavior meets the criteria for leisurely passive avoidance or aggression. In short, the best way to combat passive aggression is through skilled, strategic, and tactically astute passive aggression, rather than overt confrontation or active emotional aggression or reaction. To be sure, at the organizational level, the long-term solution is not to eliminate disagreement but to try to normalize it. Constructive dissent As Amy Edmondson has illustrated in her programmatic and comprehensive research on psychological safety, healthy teams allow people to challenge ideas without being seen as disloyal. They encourage constructive dissent and reward honest feedback. In such environments, there is little incentive for passive aggression because people can express concerns directly. Human civilization has come a long way from the days when power determined who spoke and who stayed silent. Modern workplaces aspire to something better: collaboration grounded in trust and professionalism. But professionalism should not mean politeness without honesty. In the end, the most effective teams are not those where everyone is endlessly agreeable. They are the ones where people mean what they say, and say what they mean, all in the interest of boosting team performance and organizational effectiveness, which is rarely incompatible with having a healthy culture. View the full article

Selling in today’s landscape presents unique challenges, particularly for small business owners who must juggle multiple roles while engaging with customers. But LinkedIn is stepping in to make this process more straightforward and effective with its recent push to humanize sales through storytelling and humor. Catherine Flynn, Vice President of LinkedIn Sales Solutions, emphasized the complexity of modern selling, stating, “Selling today is complex, but it’s also deeply human. Sellers spend their days navigating real conversations, real relationships, and plenty of moments that don’t go perfectly.” This acknowledgment of the emotional nuances in sales is crucial for small business owners who often rely on personal connections to drive their sales. With LinkedIn’s latest initiatives, the platform aims to support sellers by showcasing how its Sales Navigator tool can help them focus on the right accounts and foster meaningful relationships. This innovative approach not only simplifies the sales process but also aligns with the needs of small business owners who often wear multiple hats. The multi-channel marketing campaign will run in the US and UK, appearing across various mediums, including television, digital video, and social platforms. This diverse approach ensures that small business owners can engage with potential customers through channels they frequent. There are several key benefits small businesses can reap from leveraging LinkedIn’s Sales Navigator and the contextual marketing approach they are promoting. Firstly, Sales Navigator offers powerful tools for lead tracking and account management that allow business owners to identify and prioritize promising prospects. This focus on the right accounts is vital for small businesses, where resources can be scarce and every connection counts. Moreover, integrating humor and storytelling into sales conversations can make interactions more relatable and memorable. Small business owners often find that genuine human connections can distinguish them from larger competitors. By utilizing LinkedIn’s resources, they can craft narratives that resonate with their target audiences, helping to build trust and loyalty—elements that are crucial for long-term sustainability. However, there are challenges associated with implementing these strategies. Small business owners might find it daunting to adapt their existing sales methodologies to incorporate storytelling and humor actively. Transitioning from a transactional approach to one that emphasizes relationship-building requires a shift in mindset and practice. Additionally, with various channels to navigate, there is a potential learning curve involved in effectively engaging across all platforms outlined in LinkedIn’s campaign. It’s also important for smaller operations to consider the financial aspects of investing in these tools. While LinkedIn provides valuable resources, it’s essential for business owners to assess whether they can allocate a budget for Sales Navigator and the associated marketing efforts without straining their overall finances. The potential of LinkedIn’s updates offers a refreshing perspective on how small business owners can elevate their sales strategies. By focusing on the human aspect of selling, the platform encourages sellers to engage more deeply with their clients, fostering relationships that can lead to increased sales and customer loyalty. As small business owners look to adapt to these changing sales dynamics, they can gain insights from Flynn’s remarks and the underlying goals of LinkedIn’s campaigns. By doing so, they may find innovative ways to connect with customers, ultimately enhancing their business and establishing lasting partnerships. For more details on the campaign, you can read the original announcement on LinkedIn here. Image via Google Gemini This article, "LinkedIn Launches New Campaign to Humanize Modern Selling Experience" was first published on Small Business Trends View the full article

With the conflict in Iran pushing gas prices higher, Costco’s fuel program has quietly become one of the most effective ways for consumers to cut expenses. Even as national averages climb, Costco’s gas is typically $0.05 to $0.40 per gallon cheaper than local competitors’, savings that can be crucially efficient during a price surge. Costco’s edge comes from its membership model. A $65 Gold Star or Business membership, or the $130 Executive membership, unlocks access not only to the warehouse’s discounted goods but also to its lower fuel prices. “I got gas at Costco for $2.99 and it’s $3.60 everywhere else. Wild it’s so much cheaper at Costco,” one user wrote on X. Costco operates roughly 550 gas stations across the U.S., giving members plenty of opportunities to take advantage. Gas isn’t a small line item for the retailer, either. Costco reports that fuel accounts for about 10 percent of total net sales, a steady revenue stream that helps the company keep prices lower. When gas prices soar, Costco often drops its margins and lowers pump prices by $0.30 to $0.40 per gallon. When the market settles, Costco still undercuts competitors, typically by $0.05–$0.15 per gallon. Gas prices are surging As of March 16, the national average sits around $3.70 per gallon, according to AAA, a price that’s been inching upward for weeks. Across the U.S., gas costs are significantly higher than in previous years, driven in part by Israeli attacks on Iran and broader instability in oil markets. President The President has offered limited commentary on the issue. Earlier this month, he told Reuters he has no concern about rising oil prices and expects costs to fall once geopolitical tensions ease. “If they rise, they rise,” he said. With prices pushing toward $4 per gallon, the U.S. is nearing the highs last seen in late 2023. AAA warns costs may continue to climb as winter turns to spring and more drivers return to the road. Costco’s fuel program during past surges Costco has seen similar demand patterns during previous gas price increases. In 2025, the company extended gas station operating hours during a period of elevated prices, leading to record fuel sales. The retailer has offered gasoline since the mid‑1980s and expanded the program significantly during the 1990s. Because Costco operates as a members‑only warehouse club, customers must present a membership card to access fuel — a requirement that drives additional store traffic and ties fuel demand directly to membership growth. —Moses Jeanfrancois This article originally appeared on Fast Company’s sister website, Inc.com. Inc. is the voice of the American entrepreneur. We inspire, inform, and document the most fascinating people in business: the risk-takers, the innovators, and the ultra-driven go-getters that represent the most dynamic force in the American economy. View the full article