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Excess humidity in work settings can lead to a variety of issues, such as mold growth, musty odors, and damage to equipment and products. To combat these problems, businesses often turn to commercial dehumidifiers, which are designed to remove moisture from the air and maintain optimal humidity levels. With a wide range of options available on the market, selecting the right commercial dehumidifier can be a daunting task. Importance of humidity control in businesses Humidity control is essential in a business environment as it directly affects employee health and safety, as well as the lifespan of equipment and products. High moisture levels in the air can foster the growth of mold and other harmful bacteria, potentially resulting in respiratory issues and other health concerns. Furthermore, excess humidity can damage sensitive equipment and products, resulting in expensive repairs or replacements. Conversely, low humidity levels can cause dry skin, respiratory irritation, and discomfort for employees. Using a commercial dehumidifier to maintain optimal humidity levels helps create a safe and comfortable work environment while also safeguarding valuable assets. Benefits of Investing in a Commercial Dehumidifier Improved air quality Prevention of mold and mildew growth Protection of products and equipment Enhanced employee comfort and productivity Energy savings Types of Commercial Dehumidifiers There are two different commercial dehumidifiers: refrigerant and desiccant dehumidifiers. Each type has its own unique features and benefits, and the choice ultimately depends on the specific needs and conditions of your business. Refrigerant Dehumidifiers Refrigerant dehumidifiers are a favored option for commercial settings because of their efficiency and effectiveness. These units operate by drawing in humid air and passing it over cold coils, leading to the condensation of moisture, which then collects in a reservoir tank. One benefit of refrigerant dehumidifiers is their ability to maintain low humidity levels even in warmer, humid environments. They are also typically more affordable and have a longer lifespan than desiccant dehumidifiers. However, they may struggle in colder environments and may require more energy to operate, leading to higher energy costs. Additionally, refrigerant dehumidifiers can be noisy and may require regular maintenance to prevent clogs and other issues. Desiccant Dehumidifiers Desiccant dehumidifiers use a drying agent, such as silica gel, to absorb moisture from the air. They are often used in colder, drier environments and are more effective at removing moisture from the air than refrigerant dehumidifiers. One of the main advantages of desiccant dehumidifiers is their capacity to function effectively at low temperatures, which makes them particularly suitable for cold commercial spaces like food processing plants and pharmaceutical facilities. Additionally, they are generally quieter than refrigerant dehumidifiers and demand less maintenance. However, desiccant dehumidifiers can be more expensive and may have a shorter lifespan than refrigerant dehumidifiers. Additionally, desiccants may require more energy to operate and can produce excess heat, which may be a concern in certain environments. Comparison of Refrigerant and Desiccant Dehumidifiers When comparing refrigerant and desiccant dehumidifiers, it is important to consider the specific needs of your business. Refrigerant dehumidifiers are generally more effective in warmer, humid environments, while desiccant dehumidifiers are better suited for colder, drier environments. Refrigerant dehumidifiers are often more affordable and have a longer lifespan but may be noisy and require more energy to operate. Desiccant dehumidifiers are typically quieter and require less maintenance but may be more expensive and have a shorter lifespan. Ultimately, the choice between the two types of dehumidifiers depends on the specific needs of your business, such as the desired humidity levels, environmental conditions, and budget. Factors to Consider Before Choosing a Commercial Dehumidifier Before investing in a commercial dehumidifier, there is a range of factors to consider to ensure that you get the right model for your business. By taking the time to carefully consider these factors, you can make an informed decision and choose an industrial dehumidifier that will effectively control moisture levels while also minimizing costs and reducing environmental impact. Space requirements: Consider the size of the area that needs to be dehumidified to ensure that the device has the appropriate capacity. Humidity levels: Determine the desired humidity level for the space and choose a dehumidifier that can maintain that level. Temperature range: Consider the range of temperatures in the environment where the dehumidifier will be used and choose a model that can operate effectively in those conditions. Energy efficiency: Look for a dehumidifier with an Energy Star certification to ensure that it operates efficiently and minimizes energy costs. Noise levels: If the dehumidifier will be used in a quiet environment, such as an office or hospital, choose a model with a low noise level. Sizing Your Commercial Dehumidifier To determine the appropriate size of dehumidifier for your business, a good starting point is to calculate the square footage of the area to be dehumidified and then choose a dehumidifier with a capacity that matches the square footage and the level of humidity present. You can also factor in other considerations, such as the number of people present, the type of equipment being used, and the overall environment. Selecting the right size of dehumidifier will ensure that your business has optimal moisture control and a safe, comfortable environment for employees and customers. Common Applications of Commercial Dehumidifiers Below are some common businesses where industrial dehumidifiers can be found: Warehouses and storage facilities: Commercial dehumidifiers are utilized in warehouses and storage facilities to prevent moisture damage to stored goods and equipment, as well as to inhibit mold growth, corrosion, and rust. Office spaces: Office buildings may use refrigerant dehumidifiers to control humidity levels and prevent mold growth, which can be a health hazard for employees Restaurants and cafes: Food service locations require low humidity levels to prevent spoilage and ensure product safety. Gyms and fitness centers: An industrial dehumidifier can be used in a gym or fitness center to help reduce moisture levels and prevent the growth of mold and bacteria, reduce unpleasant odors, and create a more comfortable workout environment. Hotels and resorts: Hotels or resorts use commercial dehumidifiers to control moisture levels in guest rooms, hallways, and other common areas. This can help prevent mold growth, reduce musty odors, and create a more comfortable and pleasant environment for guests Indoor swimming pools and spas: Commercial dehumidifiers are utilized in indoor swimming facilities and spas to manage the humidity levels that arise from the significant moisture produced by water activities. This helps to reduce the risk of slips and falls, as well as to prevent mold growth. Museums and art galleries: Museums and art galleries must maintain low humidity levels to preserve delicate and valuable artifacts. Our Top Commercial Dehumidifier Picks From Amazon Choosing the right commercial dehumidifier is a crucial decision for businesses, especially those operating in environments where excess humidity can be a problem. A commercial dehumidifier is not just about improving air quality; it plays a significant role in protecting inventory, machinery, and the overall health of the workspace. It’s vital for businesses to select a dehumidifier that is efficient, reliable, and suitable for the size and nature of their operations. Here’s our criteria list for evaluating commercial dehumidifiers: Dehumidification Capacity (Rating: 9/10) Ability to efficiently remove a significant amount of moisture. Suitable for the business’s specific square footage. Energy Efficiency (Rating: 8/10) Low energy consumption for cost-effective operation. Energy Star certification, if applicable. Durability and Build Quality (Rating: 9/10) Robust construction for long-term use in commercial settings. High-quality components are resistant to wear and tear. Ease of Use and Maintenance (Rating: 8/10) User-friendly controls and settings. Easy access for regular cleaning and maintenance. Noise Level (Rating: 7/10) Quiet operation is particularly important in customer-facing or work-intensive areas. Portability and Design (Rating: 6/10) Mobility features like wheels for easy relocation, if necessary. Compact and space-efficient design. Humidity Control Features (Rating: 7/10) Accurate humidity sensors and adjustable hygrostat. Automatic shut-off and restart functions. Drainage Options (Rating: 7/10) Convenient drainage solutions like hose attachments for continuous operation. Brand Reputation and Warranty (Rating: 7/10) Trustworthy brands are known for quality in commercial dehumidifiers. Solid warranty and customer support services. Price and Value for Money (Rating: 6/10) Competitive pricing for the functionality offered. Good investment considering the operational benefits and durability. In curating our recommendations for commercial dehumidifiers, we focus on these key factors to ensure that the products not only address the immediate need for humidity control but also offer reliability, efficiency, and value for small businesses. Lumisys Commercial Grade Dehumidifier This unit by Lumisys covers up to 8500 sq ft and removes up to 125 pints of moisture per day. Its uniquely designed tri-color knob can be rotated to change the desired relative humidity, and the child lock prevents accidental turn on or shut off. This unit also comes with a drain hose, intelligent humidity control, and other features. The impressive features, positive reviews, and specs made this an easy choice for the best commercial dehumidifier on Amazon. Lumisys Commercial Grade Dehumidifier with Drain Hose Buy on Amazon AlorAir Smart Wi-Fi Commercial Dehumidifier AlorAir’s new commercial dehumidifier has an App that allows you to set the ideal moisture setting, and it will smartly sense room humidity and control dehumidification to maintain that level. This industrial dehumidifier offers up to 2300 sq. ft. of coverage, and its 19.6 ft drain hose allows drainage anywhere. This portable dehumidifier is also equipped with an auto restart function and a built-in pump. It’s among some of the best commercial dehumidifiers on the market. AlorAir Smart Wi-Fi Commercial Dehumidifier Buy on Amazon hOmeLabs Commercial Grade Dehumidifier HomeLabs’ commercial dehumidifiers works for up to 24 hours continually. They also include a defrost feature, water pump, and a 16-foot drain hose, as well as a reusable, easy-to-clean mesh filter. HomeLabs maintains that their industrial dehumidifiers are more energy efficient than other commercial dehumidifiers at a competitive price. hOmeLabs Commercial Grade Dehumidifier Buy on Amazon Sleavon 130 Pint Commercial Grade Dehumidifiers The sturdy handle and semi-pneumatic wheels enhance the portability of this commercial dehumidifier option. It features auto ON/OFF functionality, an auto-restart function for power outages, a built-in timer, and an auto defrost mechanism. Additionally, a drain hose is included for continuous drainage if required. Sleavon 130 Pint Commercial Grade Dehumidifiers Buy on Amazon COLZER 232 Pint Commercial Dehumidifiers This high-efficiency dehumidifier can eliminate moisture in large spaces up to 8,000 sq ft. Its large semi-pneumatic wheels and sturdy bar handle make it easy and safe to transport from job to job, and the metal outer casing promises durability. Other features include an automatic humidistat, automatic restart after power outages, auto defrost, timer, and continuous drainage. COLZER 232 Pint Commercial Dehumidifiers Buy on Amazon BlueDri Industrial Commercial Dehumidifier This dehumidifier is equipped with an automatic water pump, digital panel, compact electrical control with auto restart, hour counter, drain hose, and RH and temperature sensors. Its rotary compressor provides a maximum moisture extraction of up to 225 pints of moisture per day, which the company claims is up to double the water per day than other commercial-grade dehumidifiers. BlueDri Industrial Commercial Dehumidifier Buy on Amazon BLACK+DECKER Dehumidifier with Drain Pump BLACK+DECKER is a reputable brand that produces a variety of commercial-grade products, including this portable commercial dehumidifier. With the adjustable humidistat, you can choose a relative humidity level between 35% and 80%. Additionally, an indicator light and audible alert system will inform you when it’s time to drain the water tank. This compact unit can effectively cover an area of up to 4500 sq ft. BLACK+DECKER Dehumidifier with Drain Pump Buy on Amazon Kesnos Large Commercial Grade Dehumidifiers This industrial dehumidifier can remove up to 232 pints of moisture per day. It has a 3.3 ft. drain hose and washable filter and features intelligent humidity control, an auto defrost feature, and power outage restart. It is appropriate for spaces up to 8000 sq ft. Kesnos Large Commercial Grade Dehumidifiers Buy on Amazon ALORAIR Basement/Crawl Space Dehumidifier Aloair makes some of the best commercial dehumidifiers on the market, which is why there are two from them on our list. Their basement/crawl space unit features corrosion-resistant aluminum coils, low-temperature operation, auto defrost, and more. ALORAIR Basement/Crawl Space Dehumidifier Buy on Amazon BaseAire AirWerx55 Dehumidifier for Basement/Crawl Space The BaseAire AirWerx55 is designed for use in basements and crawl spaces. It can remove up to 55 pints of moisture per day. You can set the target humidity and this smart dehumidifier will auto-shut off when it’s been met, and restart when it needs to. This unit is perfect for crawl spaces, basements, garages, laundry facilities, and many other commercial applications. BaseAire AirWerx55 Dehumidifier for Basement/Crawl Space Buy on Amazon Frequently Asked Questions How do I know if my business needs a commercial dehumidifier? If your business is experiencing issues such as excess moisture, mold growth, musty odors, or damage to equipment or structures due to humidity, it may be time to consider a commercial dehumidifier. Additionally, if your business is located in a humid climate or experiences elevated moisture levels due to its surroundings or activities, a commercial dehumidifier may be essential for ensuring a safe and comfortable environment for both employees and customers. What is the average lifespan of a commercial dehumidifier? The average lifespan of a good commercial dehumidifier can vary depending on factors such as the quality of the device, the frequency of use, and the level of maintenance. However, with proper care and maintenance, a commercial dehumidifier can typically last anywhere from 5 to 10 years or more. Are commercial dehumidifiers energy efficient? Commercial dehumidifiers can vary in terms of their energy efficiency, depending on factors such as the size and features of the device. The best commercial dehumidifiers, however, are designed with energy efficiency in mind and may have features such as automatic shut-off or low-wattage motors to help reduce energy consumption. Choose a dehumidifier with a high Energy Star rating and perform regular maintenance tasks to help ensure optimal energy efficiency. Can I use a residential dehumidifier for my business instead of a commercial one? While it may be tempting to use a residential dehumidifier for a business, it is generally not recommended. Commercial dehumidifiers are specifically designed to handle larger spaces and higher humidity levels and often feature more advanced technologies than residential models. Additionally, commercial dehumidifiers are typically more durable and long-lasting than residential models, making them a better investment for businesses in need of moisture control. What are the potential health risks associated with high humidity levels in a business environment? High humidity levels in a business environment can lead to a variety of potential health risks, including increased risk of mold growth and other allergens, respiratory issues such as asthma or bronchitis, and general discomfort or fatigue. YOU MIGHT ALSO LIKE: These are the Best Commercial Dehumidifiers for Your Business Best Air Purifier Options for Your Business Best Portable Air Conditioner to Beat the Heat Best Window Air Conditioner to Keep Cool When It’s Hot Stay Cool with a Ductless Air Conditioner Image: Amazon This article, "Commercial Dehumidifier: Choices for Your Business" was first published on Small Business Trends View the full article

LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR). Driving the news: Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn. Tracks conversions from website actions, phone sales, and in-person events. Sends marketing data directly from a server to LinkedIn to measure campaign performance. Helps optimize campaigns using LinkedIn’s analytics. Revenue Attribution Report (RAR). Connects CRM data to LinkedIn campaigns for long-term tracking. Extends review periods up to 365 days. Tracks revenue impact at the company level. Offers insights to refine campaign strategies and increase ROI. Best practices for CAPI integration: Use multiple matching parameters (e.g., user IDs, emails, company name) to enhance signal quality. Leverage deduplication to avoid counting the same event multiple times. Enable enhanced conversion tracking by using the LinkedIn Insight Tag and tracking UUID. Why we care. As marketers face increasing challenges in tracking conversions across multiple touchpoints, these tools provide deeper insights, improve attribution accuracy, and helps maximize return on investment (ROI). Bottom line: With CAPI and RAR, LinkedIn is making it easier for marketers to track conversions, improve attribution accuracy, and optimize their advertising strategies in an increasingly data-driven landscape. View the full article

Prosecutors say Janus Henderson employee was ‘at the centre’ of the scheme, though he denies chargesView the full article

Text replacement tools, also called snippet managers, are one of those productivity tools everyone needs even if they don't know it. They let you paste any text you want in just a couple of keystrokes and are perfect for anyone who finds themselves typing the same information again and again (so basically, anyone who uses a computer). Whether you answer the same customer question multiple times a day for work or find yourself constantly telling friends about the parking situation at your house, it's handy to have a quick way to paste long bits of information. The Mac has a decent text replacement tool built in, which I mentioned when I talked about how I fixed my worst writing habits. Windows, it turns out, doesn't. So I'm glad I found Beeftext. This is a completely free and open source application that makes it easy to store and trigger snippets. To get started just download and install the tool (or, if you prefer, use the portable version). Now you can start creating "Combos." You can enter any text you want in the Snippet box. Note that there's also support for variables, meaning you can automatically include things like the date, time, or the contents of the clipboard. Credit: Justin Pot Finish writing the snippet and you can optionally choose a keyword that will trigger the snippet, replacing the word. This will work in every application on your computer so don't use a word that you might need to type in some other context. I like using short words starting with a semicolon, for example ;word, because I never type words that begin with semicolons otherwise. If you'd rather not create a bunch of keywords you don't have to—you can use the keyboard shortcut Ctrl-Shift-Enter from any application to launch the "picker window," which lets you search for and paste any of your snippets. Credit: Justin Pot There's a lot more this application you can do. For example, there's a checkbox in the settings for emoji shortcodes, allowing you to use the tool to quickly insert emojis. The variables allow you to emulate keystrokes or even PowerShell scripts to your snippets, meaning you could use this to set up automations if you really spent some time on it. All of this and more is outlined in the documentation. It's one of those tools you'll set up once and then wonder how you lived without. View the full article

Ever notice how website visitors rarely follow the exact path you’ve planned for them? You might build great landing pages for different customer types, but visitors have their own plans. They Google something random and land on your blog post. They click a link from social media that drops them into your resources section. Or they skip your homepage completely and jump straight to a product page. This creates a problem. How do you make sure your website works for all your target customers when they aren’t following your planned customer journeys? The answer is simple: Build your entire website, not just specific landing pages, with your target audiences in mind. Let’s explore some practical ways to restructure your website so it delivers relevant experiences to every visitor, regardless of how they enter or navigate your site. Understanding website personas: More than just customer profiles A website persona represents your ideal customer based on data-driven research. But we’re not just talking about basic demographics here. We’re talking about a detailed profile built from real data, the kind that goes beyond who your customers are to tell you: How they think. What keeps them up at night. What makes them click that “Buy Now” button. Quick win: Take 15 minutes today to look at your top three customers. What do they have in common? What questions do they always ask? There’s the start of your persona. What makes an effective user persona? You’ve probably seen some basic customer profiles that just list age, location, and job title. But a real, working persona? That’s different. Here’s what you need to capture: Demographic details: Sure, get the basics: age, location, job title, income level. But dig deeper. Behavioral patterns: What devices do they use? When do they browse your site? Are they comparison shoppers or impulse buyers? The more you know about their habits, the better you can serve them. Pain points: What problems keep them searching for solutions? What frustrates them about current options? These are your opportunities to connect. Goals: What are they really trying to achieve? Sometimes it’s not what you think. A person buying a drill isn’t actually looking for a drill, they’re looking to hang pictures on their wall. Technical proficiency: How comfortable are they with technology? This affects everything from your site’s complexity to how much hand-holding your interface needs to provide. Quick win: Look in Google Analytics to see the demographic details of your best-converting visitors. Real example of personas in action Want to see how this works in actual practice? Let’s look at our Search Engine Land Award-winning campaign. A traditional bank came to my agency with a challenge: they needed to completely shift their online presence from local retail banking to positioning themselves as a leader in Fintech and Banking as a Service (BaaS). Their target? C-suite executives and decision-makers in fintech companies. Instead of creating generic banking content, we built detailed profiles of their target CTOs and CFOs, understanding that these executives prioritize technical documentation, API capabilities, and compliance information. We worked alongside them to restructure their site around how these executives actually find and consume content. The results were dramatic: Organic traffic increased from 6,600 to over 38,000 monthly visitors. B2B lead generation more than tripled. Most importantly, they started reaching exactly who they wanted to target. Quick win: Look at your top-performing content. Which persona is it really serving? Are you attracting an audience you hadn’t even considered? Below is a screenshot of searchengineland.com’s top pages: From this, I can see that three of their top five pages are directed toward beginners who are eager to learn about Google, digital marketing, SEO, and PPC. This aligns with a core group they ideally want to target. The role of personas in website strategy Personas shape website strategy through three core functions: Content direction: Think of this as your website’s GPS. It guides what you say and how you say it for different user groups. For instance, if you’re talking to busy C-suite executives, you might lead with ROI stats and quick-scan bullet points. For technical users? Detailed specs and documentation come first. Navigation planning: Ever noticed how Amazon’s website feels intuitive no matter what you’re shopping for? That’s persona-based navigation at work. It’s about creating paths that match how different users naturally browse. Feature prioritization: What’s important for one persona might be irrelevant for another. This helps you decide what gets prime real estate on your site. Quick win: Pull up your website analytics right now. Look at your top five most visited pages. Are they easily accessible for each of your personas? Do they speak to the features or things they care about most? If not, there’s your great optimization opportunity. How to implement effectively Getting personas right isn’t a one-time deal. Here’s what effective implementation looks like: Map user journeys: Create a visual path for each persona. Where do they enter your site? Where should they go next? What information do they need at each step? Build content hierarchies: Structure your content like a pyramid, with the most important stuff at the top and details below. But remember, what’s “most important” varies by persona. Test against real users: Your assumptions about user behavior? They might be wrong. Test your design with actual users who match your personas. Adjust based on feedback: What users say they want and what they actually do can be very different. Watch how they interact with your site and adjust accordingly. Measure everything: Set up tracking for each persona’s typical journey. Are they finding what they need? Where are they dropping off? Tip: The most successful websites we’ve seen aren’t necessarily the prettiest, they’re the ones that best understand and serve their users’ needs. Creating user personas for your website User personas shape website design through data-driven research combining qualitative insights with quantitative metrics. Start with what you know Ever noticed that your best insights often come from actual conversations with customers? Start there. Qualitative research: Interview 8-12 customers who represent your ideal users (yes, actually talk to them). I like to use meeting recording software during this, so I can download the transcriptions and then analyze the commonalities from the conversations. Watch how real users interact with your site. Send out surveys that ask the right questions (hint: “Why?” is often more valuable than “What?”) Quantitative data (the numbers game): Dive into your analytics to see how people actually use your site. Track those user paths (where are they going, and more importantly, where are they leaving). Look at conversion data by user segment (some paths work better than others, find out why). A/B test everything (let the data tell you what works). Behavioral analysis and demographics Here’s what you should be tracking and why it matters: Pages per visit: Sure, the average might be 3-5 pages, but what’s really interesting is the path they take. Are they spending time navigating your site looking for answers? Or following a clear path to conversion? Time on page: Got a page where users spend 4 minutes instead of the usual 2? That’s either really good (super engaging content) or really bad (they’re confused). Navigation patterns: Where do users go? Is it where you think they should? Exit points: When visitors leave, are they leaving satisfied or frustrated? Look for patterns in your exit pages. Device preferences: Mobile vs. desktop is about context. Mobile users often have different needs and behaviors than desktop users. Quick win: Pick your top landing page. Watch a session recording of how real users interact with it. You’ll probably spot at least three opportunities for improvement in the first 5 minutes. I like to use Microsoft Clarity for this. Planning your website structure around personas Website structure optimization starts with understanding how different user personas interact with your site. Creating an effective information architecture ensures each persona finds relevant content through their preferred navigation paths. Navigation and information architecture Primary navigation elements reflect the main tasks personas aim to complete on your site. Create clear pathways based on persona behavior patterns: Place high-priority content within three clicks from the homepage. Position critical links where personas expect to find them. Design mega menus or dropdown navigation based on persona categories. Add breadcrumb navigation to help personas track their location. Quick win: Map out the three most common tasks for each of your personas. Now count how many clicks it takes to complete each one. Found any shortcuts you could add? Content strategy and messaging Ever notice how some websites feel like they’re reading your mind? Here’s how to make your content resonate with each audience: Headlines targeting specific persona pain points. Scannable content blocks with persona-relevant information. Call-to-action buttons using persona-preferred language. Information hierarchy based on persona goals. Media elements selected for persona preferences. Quick win: Look at your top landing page. Does the first paragraph answer your primary persona’s biggest question? If not, rewrite it right now. Implementing persona-driven design Persona-driven design transforms websites into targeted experiences that match visitor needs. The implementation focuses on key touchpoints where personas interact with the site. Homepage and landing page optimization Homepage design starts with clear paths for each persona type. Create distinct sections with relevant headlines, images, and calls to action that direct visitors to persona-specific content. Analytics data shows visitors form opinions about websites in 0.05 seconds, making first impressions critical. Key optimization elements include: Prominent navigation paths labeled for each persona type. Persona-specific value propositions above the fold. Content blocks addressing unique pain points. Visual cues guiding visitors to relevant sections. A/B testing different layouts to improve engagement. Conversion paths: Think of conversion paths like a conversation. Each step should feel natural: Awareness stage: Blog posts optimized for search Educational content that establishes credibility No hard sell – just valuable information Consideration stage: Comparative content showing your advantages Case studies matching the persona’s industry More detailed technical or business documentation Decision stage: Clear, persona-specific CTAs Simplified conversion forms (ask only what you need) Next steps that match the user’s pace Measuring success When it comes to measuring the success of your persona-driven website, not all metrics carry equal weight. Start by tracking how different personas find and interact with your site. Watch how visitors engage with persona-specific content. Time spent on key pages and interaction rates will tell you if you’re hitting the mark. Conversion performance is where the real story unfolds. A well-executed persona strategy typically improves conversion rates along persona-specific paths. But don’t just count conversions; measure their quality. Are you attracting the right leads? Are they moving smoothly through their journey? Testing and iteration The key to continual improvement lies in systematic testing. Watch real users interact with your site through session recordings. These often reveal unexpected behaviors that analytics alone might miss. Pay special attention to how different personas search your site and where they tend to exit. This helps you refine their paths to conversion. Make optimization a regular habit. Remove what isn’t working, expand what is, and adjust messaging that fails to connect. What’s next? Your website restructure doesn’t end with implementing persona-based design; it’s an ongoing process of refinement and optimization. By focusing on your target personas throughout your site, you’ll create more meaningful connections with visitors and effectively guide them toward conversions. View the full article

When a house is lost, so is much of the collateral on the mortgage. Here's how both lenders and homeowners can bounce back. View the full article

There are plenty of questionable examples of companies shoehorning useless artificial intelligence features into their products (Meta’s AI-powered profiles say hello!), but finally, Crocs has found one that actually makes sense. The casual footwear brand has partnered with ABLO, an AI fashion design platform, to let people use AI to design their own Jibbitz charms. Crocs are already all about customization, a strategy that’s helped the brand grow its revenue 4% over last year. Jibbitz charms, which can be plugged into the holes on the shoes’ upper and heel strap, add an extra layer of personalization, and AI takes that to the next level. “We have Jibbitz for everyone—from teachers to gamers to healthcare workers—and we are now giving our fans the option to design one-of-a-kind charms using ABLO’s AI technology, taking customization to the next level,” Crocs brand president Anne Mehlman tells Fast Company. [Photo: courtesy of Ablo] ABLO’s platform lets users either upload a photo or enter a text prompt and then choose from different art styles to create their custom Jibbitz design before proceeding to the Crocs website for purchase. ABLO’s platform is built on Story Layer-1 blockchain, which was designed to tokenize and automatically add attribution to intellectual property. That allows creators to protect and profit off their work even while making it free to remix, and it means IP owners can sell their own Jibbitz designs with licensing terms and provenance already embedded. Crocs says Jibbitz consumers are among their most valuable, and on the company’s most recent earnings call, CEO Andrew Rees says introducing fresh new Jibbitz products and getting them to market faster are among their strategic priorities for 2025. AI-generated Jibbitz certainly fits within that plan. “Jibbitz have always been a fun way for everyone to express their personality,” Michael Scarpellini, head of partnerships at Space Runners, which operates ABLO, said in a statement. “With ABLO, we’re giving them the freedom to take personalization to the next level, letting their creativity shine on every pair of Crocs.” While Jibbitz charms come in all shapes and sizes, ABLO’s AI-generated charms are currently limited to circles, like a button maker. Unfortunately, that means that custom fried chicken Jibbitz aren’t on the menu. View the full article

President Donald Trump said that he likes the idea of giving some of the savings from Elon Musk’s Department of Government Efficiency back to U.S. citizens as a kind of dividend. He said at an investment conference in Miami on Wednesday that the administration is considering a concept in which 20% of the savings produced by DOGE’s cost-cutting efforts goes to American citizens and another 20% goes to paying down the national debt. Trump also said the potential for dividend payments would incentivize people to report wasteful spending. “They’ll be reporting it themselves,” Trump said. “They participate in the process of saving us money.” Later, as he flew back to Washington aboard Air Force One, he was asked by a reporter about the plan floated by Musk. “I love it,” the Republican president told reporters on the plane. A day earlier, Musk wrote on his social media platform that he “will check with the President” in response to a suggestion that Trump and Musk should announce a “DOGE Dividend” that would send a refund to taxpayers from part of the savings created by DOGE. Its efforts have already led to thousands of federal government employees being fired or laid off. —Chris Megerian, Associated Press View the full article

Birkenstock, the renowned German footwear brand, posted stronger-than-expected sales for its fiscal first quarter, fueled by strong holiday demand and the growing popularity of its closed-toe clogs. However, the company’s U.S.-listed shares (NYSE: BIRK) were down about 3% in premarket trading Thursday as of the time of this writing. Strong demand meets investor skepticism The company reported quarterly revenue of €361.7 million, exceeding analyst expectations of €356.2 million. However, it maintained its annual margin forecast, as Reuters reported. The drop in share price is likely related to a cautious outlook on profit margins for fiscal 2025, with investors also concerned about the long-term impact of Birkenstock’s expansion strategy—especially the rising costs associated with new retail locations and manufacturing facilities. Expansion costs weigh on margins The footwear brand has been aggressively expanding, particularly in Asia. In October 2024, Birkenstock launched a dedicated e-commerce platform in South Korea and announced plans to open brick-and-mortar stores in the region by spring 2025. The company’s gross margins fell by 330 basis points in fiscal 2024, as the Wall Street Journal reported, largely due to increased spending on new retail locations and manufacturing facilities, including a new production plant in Pasewalk, Germany. Investors may be wary of how long these expenditures will continue to pressure profits before yielding meaningful returns. Market expectations and profit misses Birkenstock’s revenue forecast for fiscal 2025—between 15% and 17% growth—fell slightly below expectations. Analysts had anticipated a more aggressive outlook, especially given the company’s recent momentum. Additionally, while sales have been strong, profits have not kept pace. Birkenstock’s earnings report showed that despite higher revenues, net income was lower than analysts had projected. This discrepancy suggests that rising operational costs, supply-chain expenses, and promotional spending may be eating into profitability. Brand strength vs. market concerns Birkenstock remains a strong brand with cultural relevance, thanks in part to high-profile collaborations and celebrity endorsements. However, the stock’s decline reflects broader market concerns about whether the company can translate its current sales momentum into sustained long-term profitability. This isn’t the first time investors have reacted negatively to Birkenstock’s financial performance. In August 2024, the company’s stock plummeted 15% after missing profit estimates. While the latest dip isn’t as severe, it signals continued skepticism about the company’s ability to balance growth with profitability. View the full article

Anyone on the hunt for a new home knows how quick the turnaround can be on a listing. I’m currently looking to rent an apartment in New York City, and know well the pain of seeing a dream listing get posted in the morning and snagged by someone (presumably wealthier and faster than I) within a few hours. You might not be able to control the time of year you need to move, but you can control how you time your search for specific listings. If you want to optimize your house or apartment hunt, you need to know the best times to look for new listings. When to search new house and apartment listingsLet's do a little reverse-engineering here. In order to figure out the best time to search for new listings as a buyer, I researched when sellers are advised to post their listings. The general consensus: Thursday is the day to look for listings. That’s because sites like Zillow advise landlords that Thursday is the best day to list, because most renters want to tour rental properties as soon as they can, and most of them have more availability during the weekend. Brett Johnson, owner of New Era Home Buyers, confirms that Thursday is the day most real estate agents will start listing a home in order to prepare for Saturday and Sunday. Johnson suggests serious shoppers review Thursday's morning offerings so they can schedule private viewings before the start of the open houses: "Waiting until the weekend to start viewing homes means you’re already behind—by then, sellers may have multiple offers in hand." When it comes to the best time of day to browse listings, you similarly can strategize around the typical workday. Assume that property managers and agents start posting new listings at the start of their days, around 9-10 a.m. Give yourself plenty of time before your move-in dateStart your home search around 60 days before your desired move-in date: Most landlords and property managers list their rentals 30-60 days before they become available, so looking at this time gives you access to the freshest inventory. With this window, you'll have enough lead time to schedule viewings, submit applications, and handle paperwork without feeling rushed. Plus, you can still take advantage of any early-bird specials or pre-leasing incentives that properties might offer. This timeline also allows flexibility to expand your search if your first-choice neighborhoods don't have quite what you're looking for. The bottom lineThe rapid turnarounds of a competitive market mean that your new home search could feel extra chaotic. We can’t assume that sites like Zillow or StreetEasy will exclusively post the best, freshest listings at 9 a.m. every Thursday morning. The silver lining of a fast turnaround and competitive market, though: Plenty of dream listings also could (and do) go out any time of the day. Rather than torture yourself by hitting “refresh” over and over, consider investing in a real estate agent who can devote their time to finding you the best listings as soon as they appear. You should also look into our guide to off-market listings, so you can get in early and make an offer before everyone swoops in to snag your dream home out from under you. View the full article

Seasonal business ventures remain one of the hottest small business trends thanks to the numerous business opportunities and the unique benefits these options offer budding entrepreneurs. After all, seasonal businesses such as those that only operate during the winter season allow small business owners to take extended breaks during their lengthy off-seasons or to spend that time strategizing ways to boost sales the next year. Before you can run a successful seasonal business in the cooler months, however, you need some innovative winter business ideas. READ MORE: Small Business Ideas for Beginners Choosing the Best Winter Business Ideas: Our Methodology The winter season brings unique business opportunities, some of which are seasonal while others may extend beyond the colder months. Here’s how to evaluate the best winter business ideas: Seasonal Relevance and Demand Importance: Crucial Focus on businesses that either solve a winter-specific problem (like snow removal) or cater to winter activities (like holiday-themed products). Start-Up and Operational Costs Importance: High Consider the initial investment and ongoing costs. Some winter businesses may require more equipment or higher operational expenses due to the weather conditions. Profitability and Revenue Potential Importance: High Assess the potential income. Some winter businesses might offer high short-term profits due to seasonal demand. Scalability and Year-Round Potential Importance: Moderate Evaluate if the business can be scaled or adapted for other seasons, which can be important for sustained income. Local Climate and Geographic Relevance Importance: High The success of winter business ideas often depends on the local climate and geography. Choose a business that aligns with the winter conditions in your area. Flexibility and Time Commitment Importance: Moderate Consider the time commitment required. Some winter businesses may be more intense during the season but offer more flexibility during off-season months. Competition and Market Saturation Importance: High Analyze the level of competition. Entering a market with less competition can provide more opportunities for success. Customer Base and Marketing Importance: High Understand your target customer base and how to effectively market to them during the winter season. Regulatory and Insurance Requirements Importance: High Be aware of any special regulations or insurance requirements for winter-specific businesses, especially those involving outdoor activities or equipment. Impact on Lifestyle and Personal Preferences Importance: Moderate Consider how the business fits your lifestyle and personal preferences, especially considering the demands of winter weather. By considering these factors, entrepreneurs can identify winter business ideas that not only capitalize on the unique aspects of the season but also align with their goals, resources, and the market demand. Best Winter Businesses to Start Starting a successful winter business is an achievable goal. Looking for seasonal business ideas that can operate during the winter months? The following winter business ideas should get you started right. Fake Snow Business If you reside in an area where snow is limited during winter, selling fake snow could be a fantastic winter business idea. There is often a high demand for fake snow during the holiday season from organizations, companies, and families looking to create their own winter wonderland experience. Gift Wrapping Service Gift wrapping services remain an in-demand business idea during the holiday season. If you’re a skilled gift wrapper, you can sell your services near any busy shopping area, and you’re almost guaranteed to attract plenty of customers. Christmas Tree Farm Selling Christmas trees during the winter season may not be feasible for every entrepreneur; however, for small business owners with suitable land, Christmas tree farming can develop into a successful and profitable winter business idea, allowing them to cultivate evergreen products for sale. Towing Service Towing services are businesses that are in need all year long, but the demand grows during the winter season when road conditions often deteriorate. The owner and operator of a tow truck can still turn a profit if they only operate seasonally. Ventless Fireplace Business Ventless fireplaces continue to grow in popularity since so many properties are no longer equipped for the traditional variety. A ventless fireplace installation business is a solid business idea, provided the entrepreneur gets proper clearances from the fire department. Winter Sports Equipment Rentals Many consumers enjoy playing occasional winter sports, but they don’t own the proper equipment for seasonal pastimes. In the right market, an entrepreneur could achieve great success by renting this needed winter sports equipment as a business. Sell Gift Baskets Unique gift baskets continue to be a favorite among holiday shoppers, making this an ideal time to launch a seasonal business that sells them. You can either offer a diverse range of gift baskets or concentrate on a particular niche within the market. Sell Winter Garments Do you have an eye for fashion? You could start a successful seasonal small business by selling winter garments. You could obtain a seasonal lease and start a local boutique, or you could excel in the online selling marketplace. General Errand Service Business More people seek assistance with running errands during the winter months than when it’s warm outside, making a general errand service business another profitable idea for entrepreneurs seeking a seasonal venture. Ice Cream Shop Ice cream is a popular treat all year long, but many ice cream shops only operate during the summer. Opening a wintertime ice cream shop is a great way to fill a gap in the market. Winter Weather Baskets Who says it needs to be a holiday to send a gift basket to a friend or loved one? A small business specializing in the more generic yet still seasonal winter weather baskets is sure to be a hit in almost any community. READ MORE: How to Use Seasonal Products to Boost Sales Chimney Sweeper Naturally, homeowners use their fireplaces far more frequently during the colder months, which makes a chimney sweep business another great idea for a successful seasonal company. Hot Beverage Pop-Up Hot beverages are in demand during the winter season, which makes the colder months the perfect time to start a hot beverage pop-up business. Just establish a small retail space for your hot beverage stand in an area with regular traffic and sell options like coffee, hot chocolate, and hot tea. Sell Home-Made Cookies When it comes to holiday treats, it’s no secret that plenty of people prefer cookies. With just a small capital investment, you can start a cookie business and offer an assortment of sweet treats, including good-quality cookies. Sleigh Ride Service Business While some winter seasonal businesses appeal to a narrow demographic, others cater to all age groups. A sleigh ride service is a seasonal business that can draw customers young and old as they seek exciting holiday experiences. Home Winterization Service Are you skilled with the tips and tricks to successfully winterize a home? You can start a winter seasonal business helping homeowners prepare their properties for severe winter weather by insulating, closing any gaps in windows and using other weatherization techniques. Cake Shop The holiday season is cake time for many families, so a wintertime cake shop can become a profitable seasonal business activity. You can offer a variety of baked goods for your products and specialize in festive cakes like the popular Yule log cake. Sell Firewood Firewood is in far greater demand during the winter months compared to the rest of the year. Many entrepreneurs who own wooded land have established successful seasonal small businesses by selling firewood. Snow Removal Business One of the most lucrative winter business ideas in regions that experience regular winter storms is a snow removal service. The overhead costs for providing snow removal services in local residential neighborhoods are minimal, and the demand is virtually assured whenever it snows. By acquiring the right equipment, you can also branch out into a snow plowing business. Party Rental The party rental business is one of the more popular small business ideas all year long, but it can also be successful during only the winter months. Such a business might specialize in renting winter holiday-themed party supplies, decorations, and equipment, including that geared toward Thanksgiving, Hanukah, Christmas, and New Year’s. Liquor Delivery Looking to start a new business during the winter months? Consider a liquor delivery service since the demand for many hard beverages increases during the winter when people are also less likely to savor a cold trip to the store. Be sure, of course, that you are following all local laws and regulations. Christmas Retail Outlet The various holiday seasons are prime time for retailers around the world, so it’s no wonder why more entrepreneurs are starting Christmas retail outlets and turning them into successful seasonal businesses. Senior Errand Services If you’re seeking ways to make extra income during the winter season, think about launching a senior errand service to assist the elderly in your community with various tasks. As many seniors find it more challenging to move around during colder months, this seasonal business opportunity allows a resourceful entrepreneur to generate profit. Winter Storage Many consumers utilize storage facilities for seasonal needs, packing away clothing, furniture, and equipment that they won’t be using for several months in order to save space. These biannual practices create an excellent opportunity to own a storage building with individual units, making it a compelling seasonal business option. Pet Sitting Pet sitting can easily grow into a successful year-round business, but demand for pet sitting services tends to increase during the holiday season. An animal-loving entrepreneur could easily start a small business by safeguarding pets during the winter season. Furnace Repair Service There will always be a demand for those skilled in repairing appliances, and a furnace repair service is a natural seasonal venture since there will be little demand for the niche during the warmer months. When it’s cold, however, someone who is skilled at repairing heaters can be a hot commodity. Handcrafted Wreaths With just a small investment, a crafty entrepreneur can create beautiful handcrafted wreaths for the holiday season or for all winter long. Wreaths can be sold locally at flea markets and craft fairs, or they can be sold online and shipped to customers. Quilt & Blanket Company Quilts and blankets are in high demand during the winter months in many places, and an entrepreneur with quilting skills can meet this huge demand by starting a quilt and blanket company. You can start your own quilt trading store, or you can maximize your profits by selling quilts from an online marketplace like Etsy. Holiday Home Decorating Business How many members of your community wish they could decorate their homes for the holidays but simply don’t have time in their busy schedules? Decorating homes for the holidays is another profitable winter business idea that requires little overhead. Local Cleaning Service Starting a local cleaning service is a lucrative winter business idea since so many consumers have less time to spend cleaning during the winter months, even as they welcome and entertain holiday guests. A seasonal business that meets this increased demand is sure to be a hit. Custom Ornament Sales The business of Christmas ornaments caters to a large market, but it is primarily a seasonal endeavor, with the majority of sales happening during the winter months. Creative entrepreneurs have the opportunity to design a wide variety of options and can sell their products at local shops and craft fairs, as well as online platforms like Etsy or Amazon Handmade. Delivery Business Just as many people seek assistance running errands during the cold winter months, there is also a local market demand for delivery services. With a reliable vehicle, you can start a successful delivery business initiating services to local neighborhoods. Check Your Small Business Insurance Coverage When establishing a successful seasonal small business, it’s vital for entrepreneurs to fully prepare for a winter storm by checking on their small business insurance coverage. Harsh weather conditions create the perfect environment for accidents… and the possibility of a lawsuit. Do you have plenty of liability insurance to cover such instances? Don’t let your seasonal small business become a victim of insurance vulnerabilities. READ MORE: How to Deal with Seasonal Affective Disorder in Your Small Business Exploring the Winter Business Frontier: From Concept to Success As the winter season approaches, it brings with it a world of unique business opportunities. Whether you’re an aspiring entrepreneur looking to launch your first venture or an established business owner seeking to diversify, the colder months offer a distinct market waiting to be tapped. In this guide, we’ll walk you through the essential steps to navigate the winter business landscape, from ideation to execution. Let’s embark on a journey to uncover the secrets of building a successful winter business that not only thrives during the chilly season but also lays the foundation for potential year-round success. Market Research and Idea Selection: Identify innovative business ideas that align with the specific needs and trends of the winter season. Thoroughly research your market, potential customers, competitors, and gaps in the industry. Consider factors such as location, target audience, and the unique demands that arise during winter. Effective Business Plan: Craft a comprehensive business plan outlining your goals, strategies, and operational details. Define your business’s value proposition, unique selling points, and how you’ll meet seasonal demands. Provide a clear financial projection covering startup costs, expected revenue, and potential expenses. Address potential challenges and establish contingency plans for uncertainties. Securing Finances: Determine the financial requirements for your winter business, including initial investments and ongoing expenses. Explore various funding options, such as personal savings, loans, grants, or investors. A well-structured business plan will play a pivotal role in attracting support from lenders or investors. Investments in Marketing, Equipment, and Supplies: Allocate a portion of your budget to effective marketing strategies that raise awareness and draw customers. Invest in high-quality equipment and supplies aligned with your business offerings. Ensure sufficient inventory to meet customer demands during the peak winter season. Transitioning to Year-Round: If your seasonal business shows promise, strategize ways to extend operations beyond the winter months. Research and plan how to adapt your offerings or introduce complementary services for year-round viability. This transition could lead to steady income and sustainable business growth. Hiring Seasonal Employees: Based on your business’s scale, consider hiring seasonal employees to manage increased demand. Recruit individuals who can provide excellent customer service, ensure smooth operations, and handle the winter rush. Offer proper training to align your seasonal staff with your business values and goals. Accounting and Tax Preparation: Implement accounting software to maintain accurate and efficient financial records. Manage income, expenses, and transactions effectively to ensure financial transparency. Prepare for tax season by understanding tax regulations, maintaining accurate records, and seeking professional guidance if needed. Business Compliance: Open a business checking account to keep personal and business finances separate. Obtain the necessary licenses, permits, or certifications required for your business. Adhere to local laws and regulations, especially those related to operating a business in winter. StepDescriptionKey Considerations Market Research and Idea SelectionIdentify innovative winter business ideas aligned with seasonal needs and trends.- Research potential customers Research the market, competitors, and gaps.- Analyze competitors Consider location, target audience, and unique winter demands.- Identify industry gaps Effective Business PlanCraft a comprehensive business plan outlining goals, strategies, and finances.- Define unique selling points Define value proposition and meet seasonal demands.- Project startup costs and revenue Provide financial projection and address potential challenges.- Establish contingency plans Securing FinancesDetermine financial requirements and explore funding options.- Assess initial and ongoing expenses Consider personal savings, loans, grants, or investors.- Attract support from lenders/investors Investments in Marketing, Equipment,Allocate budget for effective marketing and invest in quality equipment and supplies.- Develop marketing strategies and SuppliesRaise awareness and ensure inventory meets peak demand.- Procure high-quality equipment - Maintain sufficient inventory Transitioning to Year-RoundPlan to extend operations beyond winter or introduce complementary services.- Adapt offerings for year-round Research and strategize for sustained business growth.- Plan for sustained growth Hiring Seasonal EmployeesDepending on scale, hire seasonal staff to manage increased demand.- Recruit staff for peak season Prioritize customer service and offer proper training.- Ensure alignment with business goals Accounting and Tax PreparationImplement accounting software, manage finances, and prepare for taxes.- Use accounting software for accuracy Maintain accurate records and seek professional guidance.- Prepare for tax season Business ComplianceOpen a business checking account, obtain licenses, and adhere to regulations.- Keep finances separate from personal Ensure compliance with local laws, especially in winter.- Obtain required licenses/permits Remember, the key to success in the winter business realm lies in meticulous planning, adaptability, and a relentless commitment to delivering value to your customers. With a well-crafted strategy and focused execution, your seasonal venture can thrive during the colder months and potentially evolve into a year-round operation. Conclusion Embracing the realm of seasonal business ventures opens up a realm of promising possibilities for budding entrepreneurs. This article has illuminated the vibrant landscape of winter business ideas, encapsulating the potential for both innovative concepts and entrepreneurial success. In the ever-evolving realm of business, seasonal ventures stand as a testament to the adaptability and the capacity to capitalize on unique opportunities. The allure of seasonal businesses lies not only in their profitability but also in the inherent benefits they offer. Entrepreneurs can bask in extended off-season breaks or utilize the downtime to strategically enhance sales for the upcoming year. Winter, with its crisp air and festive vibes, ushers in a plethora of business prospects that cater to various consumer needs and preferences. Venturing into a successful winter business holds achievable aspirations, with a myriad of options at your disposal. From creating winter wonderlands with fake snow to offering specialized services like gift wrapping, Christmas tree farming, and beyond, the winter season fosters a fertile ground for entrepreneurial growth. Niche opportunities such as ventless fireplace installation, winter sports equipment rentals, and home winterization services allow you to carve your unique niche while catering to specific demands. Entrepreneurs can also explore the thriving market of hot beverages, cake shops, firewood sales, and even senior errand services, capitalizing on the seasonal shift in consumer preferences. The article’s comprehensive exploration of various winter business concepts ensures that regardless of your expertise or inclination, a viable venture awaits your vision. As with any business venture, thorough preparation is essential. It is crucial to have sufficient small business insurance coverage to protect your enterprise from unexpected challenges. Developing a strong business plan, conducting market analysis, and obtaining the necessary resources are key components of your journey. Whether your winter business ideas focus on a classic Christmas tree farm or the creative concept of hot beverage pop-ups, each venture embodies the essence of entrepreneurship and the skill of meeting distinct seasonal demands. In a rapidly changing business environment, seasonal opportunities showcase the power of innovation and adaptability. With creativity and a sprinkle of holiday cheer, exploring winter business ideas allows you to realize your entrepreneurial dreams while bringing joy to customers in search of seasonal treasures. As winter brings its chilly charm, let your business thrive in harmony with the season, embracing its enchantment and the potential for fruitful beginnings. Image: Envato Elements This article, "Seasonal Business Ideas Perfect for the Winter Months" was first published on Small Business Trends View the full article

Seasonal business ventures remain one of the hottest small business trends thanks to the numerous business opportunities and the unique benefits these options offer budding entrepreneurs. After all, seasonal businesses such as those that only operate during the winter season allow small business owners to take extended breaks during their lengthy off-seasons or to spend that time strategizing ways to boost sales the next year. Before you can run a successful seasonal business in the cooler months, however, you need some innovative winter business ideas. READ MORE: Small Business Ideas for Beginners Choosing the Best Winter Business Ideas: Our Methodology The winter season brings unique business opportunities, some of which are seasonal while others may extend beyond the colder months. Here’s how to evaluate the best winter business ideas: Seasonal Relevance and Demand Importance: Crucial Focus on businesses that either solve a winter-specific problem (like snow removal) or cater to winter activities (like holiday-themed products). Start-Up and Operational Costs Importance: High Consider the initial investment and ongoing costs. Some winter businesses may require more equipment or higher operational expenses due to the weather conditions. Profitability and Revenue Potential Importance: High Assess the potential income. Some winter businesses might offer high short-term profits due to seasonal demand. Scalability and Year-Round Potential Importance: Moderate Evaluate if the business can be scaled or adapted for other seasons, which can be important for sustained income. Local Climate and Geographic Relevance Importance: High The success of winter business ideas often depends on the local climate and geography. Choose a business that aligns with the winter conditions in your area. Flexibility and Time Commitment Importance: Moderate Consider the time commitment required. Some winter businesses may be more intense during the season but offer more flexibility during off-season months. Competition and Market Saturation Importance: High Analyze the level of competition. Entering a market with less competition can provide more opportunities for success. Customer Base and Marketing Importance: High Understand your target customer base and how to effectively market to them during the winter season. Regulatory and Insurance Requirements Importance: High Be aware of any special regulations or insurance requirements for winter-specific businesses, especially those involving outdoor activities or equipment. Impact on Lifestyle and Personal Preferences Importance: Moderate Consider how the business fits your lifestyle and personal preferences, especially considering the demands of winter weather. By considering these factors, entrepreneurs can identify winter business ideas that not only capitalize on the unique aspects of the season but also align with their goals, resources, and the market demand. Best Winter Businesses to Start Starting a successful winter business is an achievable goal. Looking for seasonal business ideas that can operate during the winter months? The following winter business ideas should get you started right. Fake Snow Business If you reside in an area where snow is limited during winter, selling fake snow could be a fantastic winter business idea. There is often a high demand for fake snow during the holiday season from organizations, companies, and families looking to create their own winter wonderland experience. Gift Wrapping Service Gift wrapping services remain an in-demand business idea during the holiday season. If you’re a skilled gift wrapper, you can sell your services near any busy shopping area, and you’re almost guaranteed to attract plenty of customers. Christmas Tree Farm Selling Christmas trees during the winter season may not be feasible for every entrepreneur; however, for small business owners with suitable land, Christmas tree farming can develop into a successful and profitable winter business idea, allowing them to cultivate evergreen products for sale. Towing Service Towing services are businesses that are in need all year long, but the demand grows during the winter season when road conditions often deteriorate. The owner and operator of a tow truck can still turn a profit if they only operate seasonally. Ventless Fireplace Business Ventless fireplaces continue to grow in popularity since so many properties are no longer equipped for the traditional variety. A ventless fireplace installation business is a solid business idea, provided the entrepreneur gets proper clearances from the fire department. Winter Sports Equipment Rentals Many consumers enjoy playing occasional winter sports, but they don’t own the proper equipment for seasonal pastimes. In the right market, an entrepreneur could achieve great success by renting this needed winter sports equipment as a business. Sell Gift Baskets Unique gift baskets continue to be a favorite among holiday shoppers, making this an ideal time to launch a seasonal business that sells them. You can either offer a diverse range of gift baskets or concentrate on a particular niche within the market. Sell Winter Garments Do you have an eye for fashion? You could start a successful seasonal small business by selling winter garments. You could obtain a seasonal lease and start a local boutique, or you could excel in the online selling marketplace. General Errand Service Business More people seek assistance with running errands during the winter months than when it’s warm outside, making a general errand service business another profitable idea for entrepreneurs seeking a seasonal venture. Ice Cream Shop Ice cream is a popular treat all year long, but many ice cream shops only operate during the summer. Opening a wintertime ice cream shop is a great way to fill a gap in the market. Winter Weather Baskets Who says it needs to be a holiday to send a gift basket to a friend or loved one? A small business specializing in the more generic yet still seasonal winter weather baskets is sure to be a hit in almost any community. READ MORE: How to Use Seasonal Products to Boost Sales Chimney Sweeper Naturally, homeowners use their fireplaces far more frequently during the colder months, which makes a chimney sweep business another great idea for a successful seasonal company. Hot Beverage Pop-Up Hot beverages are in demand during the winter season, which makes the colder months the perfect time to start a hot beverage pop-up business. Just establish a small retail space for your hot beverage stand in an area with regular traffic and sell options like coffee, hot chocolate, and hot tea. Sell Home-Made Cookies When it comes to holiday treats, it’s no secret that plenty of people prefer cookies. With just a small capital investment, you can start a cookie business and offer an assortment of sweet treats, including good-quality cookies. Sleigh Ride Service Business While some winter seasonal businesses appeal to a narrow demographic, others cater to all age groups. A sleigh ride service is a seasonal business that can draw customers young and old as they seek exciting holiday experiences. Home Winterization Service Are you skilled with the tips and tricks to successfully winterize a home? You can start a winter seasonal business helping homeowners prepare their properties for severe winter weather by insulating, closing any gaps in windows and using other weatherization techniques. Cake Shop The holiday season is cake time for many families, so a wintertime cake shop can become a profitable seasonal business activity. You can offer a variety of baked goods for your products and specialize in festive cakes like the popular Yule log cake. Sell Firewood Firewood is in far greater demand during the winter months compared to the rest of the year. Many entrepreneurs who own wooded land have established successful seasonal small businesses by selling firewood. Snow Removal Business One of the most lucrative winter business ideas in regions that experience regular winter storms is a snow removal service. The overhead costs for providing snow removal services in local residential neighborhoods are minimal, and the demand is virtually assured whenever it snows. By acquiring the right equipment, you can also branch out into a snow plowing business. Party Rental The party rental business is one of the more popular small business ideas all year long, but it can also be successful during only the winter months. Such a business might specialize in renting winter holiday-themed party supplies, decorations, and equipment, including that geared toward Thanksgiving, Hanukah, Christmas, and New Year’s. Liquor Delivery Looking to start a new business during the winter months? Consider a liquor delivery service since the demand for many hard beverages increases during the winter when people are also less likely to savor a cold trip to the store. Be sure, of course, that you are following all local laws and regulations. Christmas Retail Outlet The various holiday seasons are prime time for retailers around the world, so it’s no wonder why more entrepreneurs are starting Christmas retail outlets and turning them into successful seasonal businesses. Senior Errand Services If you’re seeking ways to make extra income during the winter season, think about launching a senior errand service to assist the elderly in your community with various tasks. As many seniors find it more challenging to move around during colder months, this seasonal business opportunity allows a resourceful entrepreneur to generate profit. Winter Storage Many consumers utilize storage facilities for seasonal needs, packing away clothing, furniture, and equipment that they won’t be using for several months in order to save space. These biannual practices create an excellent opportunity to own a storage building with individual units, making it a compelling seasonal business option. Pet Sitting Pet sitting can easily grow into a successful year-round business, but demand for pet sitting services tends to increase during the holiday season. An animal-loving entrepreneur could easily start a small business by safeguarding pets during the winter season. Furnace Repair Service There will always be a demand for those skilled in repairing appliances, and a furnace repair service is a natural seasonal venture since there will be little demand for the niche during the warmer months. When it’s cold, however, someone who is skilled at repairing heaters can be a hot commodity. Handcrafted Wreaths With just a small investment, a crafty entrepreneur can create beautiful handcrafted wreaths for the holiday season or for all winter long. Wreaths can be sold locally at flea markets and craft fairs, or they can be sold online and shipped to customers. Quilt & Blanket Company Quilts and blankets are in high demand during the winter months in many places, and an entrepreneur with quilting skills can meet this huge demand by starting a quilt and blanket company. You can start your own quilt trading store, or you can maximize your profits by selling quilts from an online marketplace like Etsy. Holiday Home Decorating Business How many members of your community wish they could decorate their homes for the holidays but simply don’t have time in their busy schedules? Decorating homes for the holidays is another profitable winter business idea that requires little overhead. Local Cleaning Service Starting a local cleaning service is a lucrative winter business idea since so many consumers have less time to spend cleaning during the winter months, even as they welcome and entertain holiday guests. A seasonal business that meets this increased demand is sure to be a hit. Custom Ornament Sales The business of Christmas ornaments caters to a large market, but it is primarily a seasonal endeavor, with the majority of sales happening during the winter months. Creative entrepreneurs have the opportunity to design a wide variety of options and can sell their products at local shops and craft fairs, as well as online platforms like Etsy or Amazon Handmade. Delivery Business Just as many people seek assistance running errands during the cold winter months, there is also a local market demand for delivery services. With a reliable vehicle, you can start a successful delivery business initiating services to local neighborhoods. Check Your Small Business Insurance Coverage When establishing a successful seasonal small business, it’s vital for entrepreneurs to fully prepare for a winter storm by checking on their small business insurance coverage. Harsh weather conditions create the perfect environment for accidents… and the possibility of a lawsuit. Do you have plenty of liability insurance to cover such instances? Don’t let your seasonal small business become a victim of insurance vulnerabilities. READ MORE: How to Deal with Seasonal Affective Disorder in Your Small Business Exploring the Winter Business Frontier: From Concept to Success As the winter season approaches, it brings with it a world of unique business opportunities. Whether you’re an aspiring entrepreneur looking to launch your first venture or an established business owner seeking to diversify, the colder months offer a distinct market waiting to be tapped. In this guide, we’ll walk you through the essential steps to navigate the winter business landscape, from ideation to execution. Let’s embark on a journey to uncover the secrets of building a successful winter business that not only thrives during the chilly season but also lays the foundation for potential year-round success. Market Research and Idea Selection: Identify innovative business ideas that align with the specific needs and trends of the winter season. Thoroughly research your market, potential customers, competitors, and gaps in the industry. Consider factors such as location, target audience, and the unique demands that arise during winter. Effective Business Plan: Craft a comprehensive business plan outlining your goals, strategies, and operational details. Define your business’s value proposition, unique selling points, and how you’ll meet seasonal demands. Provide a clear financial projection covering startup costs, expected revenue, and potential expenses. Address potential challenges and establish contingency plans for uncertainties. Securing Finances: Determine the financial requirements for your winter business, including initial investments and ongoing expenses. Explore various funding options, such as personal savings, loans, grants, or investors. A well-structured business plan will play a pivotal role in attracting support from lenders or investors. Investments in Marketing, Equipment, and Supplies: Allocate a portion of your budget to effective marketing strategies that raise awareness and draw customers. Invest in high-quality equipment and supplies aligned with your business offerings. Ensure sufficient inventory to meet customer demands during the peak winter season. Transitioning to Year-Round: If your seasonal business shows promise, strategize ways to extend operations beyond the winter months. Research and plan how to adapt your offerings or introduce complementary services for year-round viability. This transition could lead to steady income and sustainable business growth. Hiring Seasonal Employees: Based on your business’s scale, consider hiring seasonal employees to manage increased demand. Recruit individuals who can provide excellent customer service, ensure smooth operations, and handle the winter rush. Offer proper training to align your seasonal staff with your business values and goals. Accounting and Tax Preparation: Implement accounting software to maintain accurate and efficient financial records. Manage income, expenses, and transactions effectively to ensure financial transparency. Prepare for tax season by understanding tax regulations, maintaining accurate records, and seeking professional guidance if needed. Business Compliance: Open a business checking account to keep personal and business finances separate. Obtain the necessary licenses, permits, or certifications required for your business. Adhere to local laws and regulations, especially those related to operating a business in winter. StepDescriptionKey Considerations Market Research and Idea SelectionIdentify innovative winter business ideas aligned with seasonal needs and trends.- Research potential customers Research the market, competitors, and gaps.- Analyze competitors Consider location, target audience, and unique winter demands.- Identify industry gaps Effective Business PlanCraft a comprehensive business plan outlining goals, strategies, and finances.- Define unique selling points Define value proposition and meet seasonal demands.- Project startup costs and revenue Provide financial projection and address potential challenges.- Establish contingency plans Securing FinancesDetermine financial requirements and explore funding options.- Assess initial and ongoing expenses Consider personal savings, loans, grants, or investors.- Attract support from lenders/investors Investments in Marketing, Equipment,Allocate budget for effective marketing and invest in quality equipment and supplies.- Develop marketing strategies and SuppliesRaise awareness and ensure inventory meets peak demand.- Procure high-quality equipment - Maintain sufficient inventory Transitioning to Year-RoundPlan to extend operations beyond winter or introduce complementary services.- Adapt offerings for year-round Research and strategize for sustained business growth.- Plan for sustained growth Hiring Seasonal EmployeesDepending on scale, hire seasonal staff to manage increased demand.- Recruit staff for peak season Prioritize customer service and offer proper training.- Ensure alignment with business goals Accounting and Tax PreparationImplement accounting software, manage finances, and prepare for taxes.- Use accounting software for accuracy Maintain accurate records and seek professional guidance.- Prepare for tax season Business ComplianceOpen a business checking account, obtain licenses, and adhere to regulations.- Keep finances separate from personal Ensure compliance with local laws, especially in winter.- Obtain required licenses/permits Remember, the key to success in the winter business realm lies in meticulous planning, adaptability, and a relentless commitment to delivering value to your customers. With a well-crafted strategy and focused execution, your seasonal venture can thrive during the colder months and potentially evolve into a year-round operation. Conclusion Embracing the realm of seasonal business ventures opens up a realm of promising possibilities for budding entrepreneurs. This article has illuminated the vibrant landscape of winter business ideas, encapsulating the potential for both innovative concepts and entrepreneurial success. In the ever-evolving realm of business, seasonal ventures stand as a testament to the adaptability and the capacity to capitalize on unique opportunities. The allure of seasonal businesses lies not only in their profitability but also in the inherent benefits they offer. Entrepreneurs can bask in extended off-season breaks or utilize the downtime to strategically enhance sales for the upcoming year. Winter, with its crisp air and festive vibes, ushers in a plethora of business prospects that cater to various consumer needs and preferences. Venturing into a successful winter business holds achievable aspirations, with a myriad of options at your disposal. From creating winter wonderlands with fake snow to offering specialized services like gift wrapping, Christmas tree farming, and beyond, the winter season fosters a fertile ground for entrepreneurial growth. Niche opportunities such as ventless fireplace installation, winter sports equipment rentals, and home winterization services allow you to carve your unique niche while catering to specific demands. Entrepreneurs can also explore the thriving market of hot beverages, cake shops, firewood sales, and even senior errand services, capitalizing on the seasonal shift in consumer preferences. The article’s comprehensive exploration of various winter business concepts ensures that regardless of your expertise or inclination, a viable venture awaits your vision. As with any business venture, thorough preparation is essential. It is crucial to have sufficient small business insurance coverage to protect your enterprise from unexpected challenges. Developing a strong business plan, conducting market analysis, and obtaining the necessary resources are key components of your journey. Whether your winter business ideas focus on a classic Christmas tree farm or the creative concept of hot beverage pop-ups, each venture embodies the essence of entrepreneurship and the skill of meeting distinct seasonal demands. In a rapidly changing business environment, seasonal opportunities showcase the power of innovation and adaptability. With creativity and a sprinkle of holiday cheer, exploring winter business ideas allows you to realize your entrepreneurial dreams while bringing joy to customers in search of seasonal treasures. As winter brings its chilly charm, let your business thrive in harmony with the season, embracing its enchantment and the potential for fruitful beginnings. Image: Envato Elements This article, "Seasonal Business Ideas Perfect for the Winter Months" was first published on Small Business Trends View the full article

The stock prices of quantum computing companies are surging in premarket trading this morning after Microsoft unveiled a new type of quantum computing chip yesterday, the Majorana 1. Here’s what you need to know about Microsoft’s breakthrough and its impact on the stock prices of quantum computing companies. What is Microsoft’s Majorana 1 chip? Things can get very complicated when discussing anything about quantum computing because the technology involves quantum physics—never a straightforward subject to discuss. However, in brief, quantum computing is a burgeoning field of computing that uses the properties of quantum physics to carry out computations. In classical computing, classical computers—which include your Android phone, your MacBook, and today’s most powerful supercomputers that currently power AI platforms—operate using bits, each bit being a one or a zero. But Quantum computers operate using qubits. Due to the properties of quantum physics, a qubit can be a one and a zero at the same time, meaning quantum computers can carry out computations nearly infinitely faster than classical computers—provided they have enough quantum bits. Right now, most quantum computers have far fewer than 100 qubits, and experts think that a quantum computer will need to have at least a million qubits in order to easily process and solve complex problems (such as coming up with a cure for all cancers or creating self-healing materials). This current lack of qubit computing power is why many experts think practical quantum computers are still decades away—or at least they were. Yesterday, Microsoft announced that it has created a new type of quantum computing chip called the Majorana 1. The chip uses an entirely new form of matter, called a topoconductor, that makes it much easier to scale qubits. Right now, the Majorana 1 only has 8 qubits, but Microsoft says the chip’s topoconductor matter offers a path to fit a million qubits on a single chip. Because of the Majorana 1, Microsoft now says that quantum computers that can solve meaningful, large-scale problems could be on the market in years, not decades. Quantum computing stocks surge The fact that Microsoft’s breakthrough seems to suggest we are just years and not decades away from a reliable quantum computer has lit a fire under quantum computing stocks this morning. If practical quantum computers are just years away, then quantum computing companies stand to start growing revenues and making profits much sooner than expected—at least, that’s the hope. And it seems that hope is causing some investors to buy into existing quantum computing shares. At the time of this writing, D-Wave Quantum Inc. (NYSE: QBTS), Quantum Computing Inc. (Nasdaq: QUBT), and Rigetti Computing, Inc. (Nasdaq: RGTI) are all up over 10% in premarket trading. IonQ, Inc. (NYSE: IONQ) is up around 4%. While those companies aren’t directly tied to the Majorana 1, it seems that their stock price jump is a case of “a rising tide lifts all boats.” If commercial quantum computing is closer than expected, companies operating in the space have a chance to gain sooner than once thought. But the stocks remain volatile While the four major public quantum computing companies are seeing their stock prices rise today in the hope that the quantum computing world is much nearer than once believed, it’s important to note that shares in quantum computing companies have been highly volatile over the past year. For example, while shares of QBTS are up 275% over the past 12 months as of yesterday’s stock market close, its share price has dropped 22% since the beginning of the year. Likewise, QUBT shares are up 784% over the past 12 months, but they are down over 51% since 2025 began. RGTI shares are up 552% over the past 12 months but down 27% year-to-date. IONQ shares are up over 215% over the last year but down over 18% since this year began. And lately, it is not uncommon to see the share prices in these companies surge or fall by double-digit percentages in a single trading session. The point is, there is a lot of excitement around quantum computing, but also a lot of speculation. Investors are looking for the next Nvidia—a company that can quickly go from being worth billions to trillions of dollars. While Microsoft’s latest chip advancement is a huge step forward for the industry, there remains no certainty on where quantum computing goes from here, or how quickly everyday usage of quantum computers arrive. View the full article

Google now lets you use AI to generate backgrounds for the images you add within Google Posts in your Google Business Profiles. “When creating a post for your customers in the Maps app, you can create an engaging AI-generated background for the photos you plan to use in the post,” Victoria Kroll from Google wrote. This is similar to the AI-generation image features Google has for shopping ads, product studio, even in products in Business Profiles and more. How it works. To add an AI-generated background, tap “Transform with AI” when adding a photo to your post in Maps on iPhone, select a theme, and generate. To create a post with an AI-generated background for your image: Go to your Business Profile. Learn how to find your profile. Tap Add update Add a photo or video. On the pop-up screen, tap Transform with AI . Choose an image you want to edit. Select a theme for your image. Tap Generate. Wait for the image to generate. Review the generated image from the editor. If you’re satisfied with the image, tap Add Continue. If you choose to generate another image, tap Regenerate. Once the image is added to your post you can: Add a description. Publish or preview your post. To publish your post: At the bottom right, tap Publish. To get a preview of your changes: Tap Preview. If you need more changes, at the top left, tap Back . Edit your draft until it’s ready to publish. What it looks like. I posted screenshots of me going through this process with my own Business Profile on the Search Engine Roundtable. Here are those screenshots: Why we care. This may make it easier for small businesses to improve the images that they upload to their Posts section on their Google Business Profiles. But at the same time, does this relate authentic images from that business or does it just make your images look more professional. View the full article

The IRS will lay off roughly 7,000 workers in Washington and around the country beginning Thursday, a person familiar with the plans told the Associated Press. The layoffs affect probationary employees with roughly one year or less of service at the agency and largely include workers in compliance departments, according to the person, who was not authorized to disclose the plans and spoke on condition of anonymity Wednesday. Compliance work includes ensuring that taxpayers are abiding by the tax code, filing their returns, and paying their taxes, among other duties. The layoffs are part of the Trump administration’s intensified efforts to shrink the size of the federal workforce through the Department of Government Efficiency by ordering agencies to lay off nearly all probationary employees who have not yet gained civil service protection. They come despite IRS employees involved in the 2025 tax season being told earlier this month that they would not be allowed to accept a buyout offer from the Trump administration until mid-May, after the taxpayer filing deadline. It’s unclear how the layoffs may affect tax collection services this year. As the nation’s revenue collector, the IRS was tasked during the Biden administration with targeting high-wealth tax evaders for an additional stream of income to the U.S., which is $36 trillion in debt. By the end of 2024, the IRS collected over $1.3 billion in back taxes from rich tax dodgers. The IRS has roughly 90,000 employees total across the United States, according to the latest IRS data. Racial minorities make up 56% of the IRS workforce, and women represent 65%. In addition to the planned layoffs, the Trump administration intends to lend IRS workers to the Department of Homeland Security to assist with immigration enforcement. In a letter sent earlier this month, DHS Secretary Kristi Noem asked Treasury Secretary Scott Bessent to borrow IRS workers to help with ongoing immigration crackdown efforts. Representatives from the IRS and U.S. Treasury did not respond to requests for comment from the AP. —Fatima Hussein, Associated Press View the full article

It's been almost two weeks since I last reported on a Google Search ranking update (unconfirmed) and that may be a recent record. But that being said, I am now seeing some signs of another unconfirmed Google update. The tools are starting to spike, and I am seeing some limited chatter within the SEO community.View the full article

If you work a job with limited paid time off, you have to be strategic about using it, whether you want to have more short breaks throughout the year or have an extended trip planned that requires banking days and using them all at once. We've written before about how to maximize annual vacation days by stacking them up against weekends as well as federal and state holidays so your time off feels like more than it is. The Stretch My Time Off tool can actually do that for you based on the exact number of PTO days you have—whether you get a paltry two weeks or want to take several dozen days with an unlimited policy—as well as the national holidays in your country (and state-specific holidays if you're in the U.S.). The calendar gives you a visual of when your maximized vacation will fall, and you can even set it for a future year if you want to really plan ahead. Even if you don't use the tool's complete recommended schedule, it's helpful to see suggestions for extending weekends as well as where you could assign a vacation day or two during a holiday drought (in that long stretch between President's Day in February and Memorial Day in May, for example). As a self-employed worker, I don't have a set number of days off each year, but I used this tool to identify options for a week-long trip in 2026 based on my partner's anticipated PTO. How to use Stretch My Time Off to plan vacationsThe Stretch My Time Off interface is simple: Select your country (and state if in the U.S.), enter the number of days off, and choose the year you want to view. The tool will automatically block national (and state) holidays and arrange your PTO around them. You can also hide specific holidays or change your "weekends"—if you work Saturday/Sunday and have Monday/Tuesday off, for example—to further customize the suggestions. One limitation is that it won't show you more than one configuration of vacation time by rearranging your days off, but with the full calendar view, it's easy to see alternatives. For example, Stretch My Time Off placed four vacation days around Veteran's Day (in November) for a full week off, but instead of having two weeks in November (with Thanksgiving week off), those days could just as easily be used the week of July 4th or Memorial Day or for extending any other four-day week into a nine-day trip. View the full article

In “The Mindset of Making,” Oliver Jeffers shared a compelling invitation: “Simply make as an extension of being alive.” His wisdom ignited my imagination. Too often, we associate creativity with being an artist, when all of us are creators. What might the world look like if we tapped into our innate creativity? “The world is a result of all of us as creators and storytellers,” Jeffers shares. “All human beings are is a collection of stories: There are the stories that we’re told, the stories that are told about us, and then the stories that we tell.” “We’re all born with this sense of surviving and then making—that is the reason that civilization flourished in the first place,” he adds. “So, to say that creativity is just for artists—or it’s just decoration or entertainment—is to fundamentally misunderstand the purpose of creativity.” Jeffers is a visual artist and author, renowned across mediums from painting to performance, sculpture to bookmaking. He’s created 21 award-winning picture books, while presenting first of their kind art exhibits around the world. His answer reflected the spirit that he creates his own art with: an unafraid curiosity to explore both the beauty and complexity of our life on Earth. Then, an invitation to write a better story about it. In our conversation, Jeffers illuminates questions and a road map to begin doing so, individually and collectively. He shares how to trust yourself as a creative, master the art of simplicity, and ask questions to design a brighter future. This interview has been edited for length and clarity. [Image: Philomel books] Fast Company: You’ve described your work as “making books about what it means to be a human being.” What questions do you ask yourself every day to uncover the heart of that? What answers have you discovered? If I’m talking about me as an individual, or anybody as an individual, it’s one set of questions. If we’re talking about society at large, it’s a different set of questions. With me, it’s: What is it that I actually want? If I can answer that question honestly, then pair it with who it’s for, it’s a unique way of understanding my own set of circumstances: Why am I doing any of this? What is it for? The question that I get asked when I’m speaking at art colleges with young adult students is: What do you do when you’re trying to find your style? Or, when you face rejection or artist’s block? When you really sit down and question—Whose validation is it you’re seeking?—you probably can’t come up with an answer with a person. If you can, you probably won’t like that answer. You only get one crack at this business of being alive. So, the question to yourself is: What do you want to do with that time? What is it all for? Who is it all for? When you were talking about your books, you shared that they are “distilled down to such a pure form that I have to know what they’re saying . . . What is the fewest amount of words you can use and the sparsest artwork that fully conveys the emotion and structure of the story?” What is essential in the art of simplicity? How do you practice that discipline? By thinking a lot about: What is the why behind the why? What is the simpler way to say this? What is the feeling that I’m trying to convey, with as little information as possible, but with as little distortion as possible? There’s the classic line about storytelling: Give the audience what they want, just not the way they expect it. Whenever you pander to what you think people want, you end up making work that’s derivative or dry. Making art is effectively about being very, very openly vulnerable. When I’m thinking about the books that aren’t simple stories, but about my observations in the world, say it’s a book about greed that’s a comment on capitalism like The Fate of Fausto. It’s not really about that. It’s about: Why do we have that in the first place? Why is more always better? What is our fundamental relationship with nature all about? It’s getting deeper and simpler to the point of the cogs of the wheel—the center of the wheel so to speak—where any little movement at that zoomed-in level has a massive amplification when you magnify it. You shared a great mantra: Be the river, not the rock. What does this mean to you and how does it guide you? It’s the comparison between the river and the rock specifically, because the rock is unbending and unwilling to move. It seems strong and rigid. But, the water, in its own meandering way, will find a way around it and the rock will eventually get eroded down. Do you have other mantras? Another one is when I get creative block, how I get over it is to remember that I’ll be dead soon. That’s the creative kick in the arse that anybody ever really needs. Nobody is going to do the work for you. If you want it to happen, what are you waiting for? In describing your portraiture work, you said “every time I start a new painting or go into a direction of a body of work, I say: I’m going to be loose this time. I want to be big and loose. I invariably keep getting back to being tighter at that skill. I somehow can’t find the freedom and energy that happens intuitively with the book art on a large scale painting. I’m still learning to trust myself.” What have you learned about staying loose in the creative process, especially when you’re simultaneously trying to improve? It was a comment on when I first set off post university. In my final years at art college, I wanted to be a painter. I wanted to be in the fine art world. That’s what I set off to do. Then, the books were a tangent from that, but the books exploded. I wanted to prove to the art world: Look, I’m a real artist. So, the early paintings I was making, I discovered that I did have a talent for figurative painting. I used that to my advantage quite well. But, then I couldn’t escape from that, because I kept trying to prove to people that I can paint. The looseness and freedom is not just a visual aesthetic term. It’s about the process and the project as well. I’ve been getting that with worrying less about the outcome and enjoying the act of making. So, it’s starting to happen. A big part of it is both literally using a bigger paintbrush. But, trusting myself and trusting the right moment, because some days it flows and some days it doesn’t; And, not beating myself up on the days when it doesn’t. Let’s talk about your Dipped Painting Project: You paint a portrait of someone in your studio. Then, conduct a performance where you dip it into paint for a small audience. They’re the only people who ever see the painting. It evokes the nonattachment notions of Buddhist sand mandalas, when they create sand art and then destroy it. Tell us about the value of nonattachment in creativity and in life. How do you cultivate it? A lot of people did compare the Dipped Paintings to the monks and the sand. But, there’s one difference: They intentionally said that they destroyed the work afterwards, whereas that’s not what I’m doing. There’s a fine line between creation and destruction. What I’m actually doing is completing the creation, because it was always the intention to do that. There is still a thing that you look at. It just has a very different set of expected properties. It still looks like a beautiful object in the end, as opposed to the sand, which is scattered to the wind. I consider those paintings incomplete until they’re dipped, not completed and destroyed. It’s all about intent and motivation. Language is a funny thing. Motivation can often be the nuance in language. This question may be irrelevant, given that it’s your intention. But, after working so hard on it, does it hurt when you dip it into paint? It doesn’t, because at that point it’s a piece of performance, almost like a theatrical ceremony where there’s a lot that I’m thinking of. There’s a poem that I recite and a speech that I give. There’s a lot of choreography. I’m not thinking about the painting. I barely look at it during the ceremony. No photographs ever exist, but I have my moments with it during the process of the creation. I’ll be painting a hand, finger, or ear. I know it’s going to get covered. I’ve learned to appreciate that one little moment in that time. It’s like watching a sunset. There’s no point in taking a photograph of the sunset: A) Because they’re very hard to photograph; B) You never look at them again; C) That’s not what it’s about. It’s not about how it looks. It’s about how it feels. You talked about that earlier, where you’re trying to find these beautiful moments throughout the week. I’ve always been like this, where I see beauty all around me, all the time. There could be myriad reasons for that. I’m very comfortable with my own mortality. I’m very comfortable with having everything or having nothing. I’m very comfortable with change and other people’s expectations. Hell, I’m just along for the ride. [Image: Philomel books] Shifting gears to your mission, this Wayne Dyer quote feels reflective of your work and the questions you have us ask: “When you change the way you see things, the things you see change.” What does that mean to you and what helps you embody that? It’s absolutely right. It’s about perspective. There’s the theory of duality, which is a mathematical equation that shows that light, if it’s measured in particles, becomes a particle. If it’s measured in waves, it becomes a wave. How can light be both a particle and a wave? What this is really saying is: By how we choose to look at something, we define what it is. Perspective is everything. It reminds me of when I was doing research for Here We Are and looking into the overview effect and cosmology. The astronauts on Apollo 8—they were the ones who took that famous Earthrise photograph—when they turned the camera around and looked at Earth, what’s less talked about is that they saw this giant landmass. But, they couldn’t work out what landmass they were looking at. It was the entire bottom half of Africa, but they didn’t recognize it because it was sideways. We’ve been so conditioned to think of the map with north at the top and south at the bottom. But, that’s a perspective. The reality is that Earth is a ball floating through space. There is no up and there is no down. Therein, if you take a map of the world, turn it upside down, and label everything the right way up, which I have done, it makes everything that seems very familiar suddenly seem very foreign. It’s an exercise that you can do at any point. You described that your book Begin Again was saying: “Here’s a key. You can get inside yourself and turn the steering wheel a little bit.” Expand on that intention for us. If you go back to: What is it that you’re doing and why? If you were to take, say the division in America right now, a lot of it is about building the wall and other people—What do you want? Why do you feel that this is so important? Is it because you don’t like the people that you’ve defined as your enemy and that they might be right? Or, is this what you actually want your fight to be about? When you think about: If this is the one goal that I get of being alive, do I want to spend my time proving somebody wrong? Or, do I want to spend my time enjoying beauty? When you think about it in those simple terms, what are these fights about? That’s what I mean. It was: You alone have access to that steering wheel of what your goals and motivations are. Nobody else will ever know. What does it matter that you change that? It’s not about being right and wrong. It’s about being better. Let’s expand on that, because you created an entry point to have a different conversation about the moment that we’re in when you said: “We prioritize being right over wrong more than anything else. But, if we replace the words right or wrong in any conflict or debate with better or worse, it suddenly becomes very clear what needs to happen. It’s not about the ego, self, or justifying the past. It’s about: What do we do now? How do we make this better?” Tell us about the power of the questions that we ask to shape our conversations and the outcomes of those conversations. Most people in the USA, if you ask them what is the world that they want, without mentioning anything that they don’t want—anybody who is a Democrat, Republican, or anywhere in between. No matter where they’re from, people tend to answer the same things when they talk about what they do want, rather than what they don’t want. So, if that is where we want to be, that would be better. What are the practical ways to get there? Forgetting about right and wrong, how do we get to better? It massively changes the discourse and the route that we’re currently on. [Image: Philomel books] An important lesson you’ve learned is to ask people more questions. You said: “Ask people things about themselves and their lives, as you never know how they will reveal their story and what you might possibly learn from it.” What is your favorite question to ask people? It depends on who it is. I got to know Brandon, who started Humans of New York. He said that he can get people to sing like a canary, complete strangers, just by asking them: What’s your biggest struggle right now? People are just waiting to reveal their vulnerable underbelly in a way that they feel seen and heard. That’s a nonjudgmental way to ask that question, where I’m not trying to prove you right or wrong. I’m interested in you as a person. Let’s bring this back to something that we talked about earlier. When you think about how many people, especially children, you have the ability to influence. Then, you think about creating like an artist, where you’re creating for yourself. How do you continue to create for yourself, without thinking about what other people are going to think, when you have that platform and success? Art is the one industry where the more selfish you are, the more generous you are. I’ll take picture books, for example. If you think about—What stories do kids want to hear?—and then you try to make that story, it’s almost like what Henry Ford said about doing market research: If I’d asked people what they wanted, they would have said a faster horse. What tends to happen is if you think about: What has worked? I’ll do that again. The next big thing was never a repeat of the last big thing. You end up pandering and making work that’s derivative and dull. But, if you are being publicly vulnerable by being selfish, like: Here’s what I want to do and see. I’m going to let everybody see me do it. You end up making work that’s way more accessible than if you make work that you think people want to see, because they’re like: Yes, that’s human. There’s a human sense of motivations here that I understand. That makes sense to me now. View the full article

PPC automation has always been about efficiency. We’ve relied on scripts, rule-based optimizations, and APIs to manage campaigns at scale. These tools have been essential, but they all share a common limitation: they follow strict, pre-programmed logic. So people are still needed, even with simple and boring tasks. But now we’re on the cusp of a new type of automation that can further reduce our workloads and free up our brains for more engaging and strategic work. We’re close to the end of the days when a scraper breaks when a website changes its layout or a PPC script fails because it can’t determine all ways that a company’s brand might be misspelled. GPT Operator, a Computer Using Agent (CUA) from OpenAI can change how we think about automation constraints because it has the power to be more flexible than traditional automation tools. What is GPT Operator? This new AI-powered feature allows ChatGPT to browse the web and execute tasks without APIs. Unlike traditional automation, which is rigid and deterministic, GPT Operator can make dynamic decisions on the fly. Caveat: GPT Operator is only available in the U.S. and requires a subscription to the $200/month Pro plan. So, it isn’t a realistic solution for the majority of marketers today. But, as with everything in AI, GPT Operator should get cheaper and more widely accessible quickly, so consider this a glimpse into what’s possible in the near future. I started my own journey with GPT Operator with a simple task: find and book a table at a restaurant. Operator did great at this. It browsed the web, eventually booking through OpenTable’s website. If you want to see the experience, I recorded it. Theoretically, this tool could be deployed to automate complex PPC workflows that require human judgment. But theory and reality don’t always align. How well does GPT Operator actually work in PPC applications, and where does it still fall short? I tried a few scenarios. Here’s what I found. Why GPT Operator is exciting for PPC automation Automation has transformed PPC over the years, but it has always had boundaries. Rule-based systems work well when conditions are predictable. A script can lower bids if ROAS drops below a set target or add a negative keyword if a search term spends more than expected without converting. These deterministic automations ensure consistency, but they limit what can be automated when nuance is needed. In the world of PPC, which is evolving so quickly, nuanced automation would be a boon. Search behavior shifts, competitor strategies evolve, and not all decisions can be reduced to a simple if-then statement. GPT Operator represents a step toward adaptive automation – where AI doesn’t just follow a rule, but adjusts based on changing conditions. Instead of simply executing a command, GPT Operator can interpret, analyze, and make informed decisions in real time. But this raises an important question: Is rule-based automation no longer necessary? To answer that, we must understand the difference between deterministic and flexible automation. Deterministic vs. flexible automation: Why both matter After sharing my experiences testing GPT Operator, Anton Zelenin asked on LinkedIn whether it could replace tools like Zapier. It’s an interesting question, but I believe Zapier and similar deterministic automation tools still serve an important role. There are two types of processes in PPC: deterministic and non-deterministic. Deterministic processes follow predictable rules and work well when the logic is clear and repeatable. Flexible automation, on the other hand, is needed when tasks require interpretation. Deterministic automation (scripts, rules, APIs) is reliable, predictable, and efficient but fails when judgment or adaptability is required. Flexible automation (GenAI, GPT Operator) is context-aware and adaptable, capable of handling unstructured data but slower, requiring monitoring, and doesn’t always get details right. We’ve always needed both, but flexible automation has been much harder to implement — until now. To illustrate this, let’s look at a real-world example of how these two approaches differ in practice. A real-world example: The limits of deterministic automation in search term analysis I once used GPT’s Advanced Analysis (formerly Code Interpreter) for a search term audit to see how well it could automate the process. The task seemed straightforward: Identify high-volume search terms (a deterministic task). Score them for relevance (a task requiring the capabilities of an LLM). GPT’s Advanced Analysis used Python to pull search terms and rank them by data volume. This part worked flawlessly because Python is well-suited for deterministic tasks, and a basic script could have done the same. The second part failed. When GPT attempted to assess relevance, it used deterministic Python code rather than the flexible reasoning of an LLM. Relevance is subjective and context-dependent, but Python’s rigid logic forced it into a black-and-white framework that simply didn’t work. The results were worse than if I had simply asked the LLM to evaluate relevance directly. As you can see in the code above, the relevance is determined by looking for the presence of a single word in the search term, with no regard to any of the other words. Based on this rigid approach, the script believes a search term that includes a competitor along with our own brand is Very High relevance. And that may be so, but what about a search for [Optmyzr logo]? That’s not necessarily a high relevance term to advertise on even though it includes our brand name. The takeaway? Deterministic automation alone isn’t enough. But when paired with flexible AI, it becomes much more useful. What always surprised me is that ChatGPT itself, when delivering Python code, could not achieve the perfect balance of deterministic and flexible code. It uses either one or the other but can’t combine them in a way that best serves users. But now, thanks to Operator, we can ask the chatbot to use a deterministic script, like the one it helped us create in Python, by using a browser to access it, and then use its AI smarts to handle the more nuanced portions of the task. Where GPT Operator can improve PPC workflows 1. Automating tasks that previously required human flexibility One of the biggest challenges with automation is dealing with unpredictable inputs. Traditional scrapers, for example, are fragile. If a webpage layout changes even slightly, the entire automation can break. GPT Operator offers a more flexible approach by dynamically interpreting content. Instead of relying on fixed selectors, it can adjust when elements move or labels change, allowing for more robust web scraping. In effect, it reads the content of the page and finds the link or feature related to the task. If you’re interested in how this works technically, OpenAI has a great post about how Computer Using Agents (CUAs) work. Another promising application is in search term management. Traditional automation typically applies a fixed rule such as blocking a keyword that spends too much without converting, but GPT Operator could analyze context instead of just numbers. For example, a company may have specific policies around competitor brand names. GPT Operator can identify not just explicit mentions of a brand but also misspellings and variations, applying a more nuanced strategy. GPT Operator can even analyze the sentiment of a search term, making it possible to exclude only negative sentiment queries involving a brand while leaving positive sentiment queries be. Achieving this is as simple as asking Operator what you want. As with ChatGPT, you don’t need to explain what sentiment means or how it should be analyzed. The AI will automagically handle it for you. This ability to analyze intent rather than just raw metrics allows for strategy-driven automation rather than purely rule-based decisions. 2. Automating ad creation and A/B testing One of the most exciting aspects of GPT Operator is its ability to assist, actively learn, and improve in real-time. I recently tested its capabilities by asking it to use Optmyzr to launch new A/B ad tests. While it required some initial guidance, it quickly adapted — understanding character limits for ad copy and even browsing the web for creative inspiration. What’s particularly impressive is its ability to go beyond simple execution. It didn’t just generate ad ideas; it refined them based on constraints, iterated based on feedback, and ultimately successfully set up the ads in Optmyzr. This level of automation introduces a new dimension to PPC management — one where AI is not just following commands but making informed decisions along the way. 3. Automating Google Ads Scripts Beyond ad creation, I wanted to see if GPT Operator could handle a more technical task: writing, installing, testing, and scheduling a Google Ads script. The results? A mix of impressive potential and frustrating limitations. GPT Operator excelled as a learning tool, guiding me through setting up a script and showing me exactly where to paste the code. This step-by-step assistance could be a game-changer in onboarding and training for someone new to Google Ads scripts. However, things got tricky when it came to debugging. While it handled the initial setup well, its approach to fixing errors was far from smooth. It introduced duplicate lines of code, spiraling into a loop of increasingly broken fixes. Even with some nudging, GPT Operator struggled with executing the final step — scheduling the script in Google Ads. After 20 minutes of aimless attempts, I had to step in. The key takeaway? GPT Operator is like an eager junior assistant — helpful, determined, and quick to learn, but still prone to making mistakes when unsupervised. Given how fast AI improves, I wouldn’t be surprised if, in a few iterations, it becomes a reliable tool for automating Google Ads scripts with minimal intervention. 4. Automating multi-step workflows Next, I decided to test if Operator could use ChatGPT to automate how I use a multitude of custom GPTs for a single task. For example, when refining a blog post, I manually run it through different GPTs that take on specific roles: a skeptical reader, a fact-checker, and a few that simulate different personas in my target audience. Finally, an editor GPT consolidates their feedback into actionable suggestions. Here are the custom GPTs I’ve built to help me write better: This process works well but is still manual. In my experiment to test whether GPT Operator could automate this workflow by sequencing multiple GPTs to interact in a structured process, it couldn’t because it failed to log into my GPT account. This highlights a key limitation of the current version of GPT Operator: while it offers flexibility, it still struggles with automation that requires multiple steps and account access. 5. Automating auction insights analysis But here’s an area where Operator was able to do something unique and save me time. It helped unlock data that Google doesn’t expose in its Ads API for use in a visualization tool. Auction Insights is one of the most valuable but underutilized datasets in PPC, in part because it isn’t available in the API. Manually exporting reports, identifying trends, and making sense of the data takes too much time. GPT Operator could transform this process by: Fetching and interpreting Auction Insights data from Google Ads. Identifying competitive shifts and trends that might otherwise go unnoticed. Generating clear, written reports with actionable recommendations. 6. Eliminating human-in-the-loop scenarios But back to what is the most exciting part of CAUs like Operator. They can take automations that require human-in-the-loop one step closer to full automation. To test this, I asked it to optimize an account with Optmyzr Blueprints, a structured automation workflow designed to streamline PPC management by guiding users through a series of optimization steps —ranging from audits and insights to making strategic account changes. Curious to see if GPT Operator could handle one, I asked it to find and run a Blueprint from my Optmyzr account. The results? A mixed bag of promise and limitations. On the plus side, GPT Operator successfully located and initiated the right Blueprint. It navigated smoothly through steps that involved generating reports, audits, and insights—essentially anything that didn’t require account modifications. However, when it encountered steps requiring decision-making, such as selecting which low-quality score keywords to remove, it needed help. It was able to assist in the decision-making process when I gave it specific instructions — like only removing overly generic, low-QS keywords. It made reasonable choices, but not perfect ones. The back-and-forth of guiding it through each selection became tedious, and eventually, I abandoned the task. A key takeaway is that GPT Operator could be a valuable assistant for a beginner using Optmyzr, helping them understand what decisions need to be made and why. The conversational element allows users to ask clarifying questions, making it a solid learning tool. However, its memory limitations became apparent. When I asked it to review the selected keywords, it had to manually scroll through the page to check which checkboxes were selected. It couldn’t reference an internal memory of past actions, meaning it lacked an efficient way to track changes over time. Bottom line? It’s not yet capable of eliminating human-in-the-loop decision-making processes. But with further improvements, especially learning by observing a seasoned PPC expert go through a few optimizations, I can see it becoming a useful junior assistant, capable of making strategic PPC decisions with minimal supervision. The future of PPC automation: It’s still automation layering! GPT Operator is an exciting step toward more advanced automation but isn’t replacing deterministic tools yet. Instead, we need a hybrid approach: Use deterministic automation (Zapier, Optmyzr) for tasks that require strict rules and consistency. Use GPT Operator for tasks that require adaptability, contextual decision-making, and real-time flexibility. Use automation layering to combine the best of both capabilities, and don’t forget to layer in humans to make the most critical decisions. What’s next? We’re on the edge of a major shift in PPC automation, but GPT Operator isn’t a complete solution yet. Right now, GPT Operator is a promising assistant, not an autonomous manager. The real question is how soon OpenAI will push GPT Operator beyond its current limits and turn it into a true game-changer for doing work that was previously constrained to humans. I, for one, am excited at the prospect of being able to focus more on the creative side of my work when new ways to automate are perfected. View the full article

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