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Tea is one of the most popular beverages around the world. As a result, starting a business that offers this healthy and delicious drink can be a rewarding and profitable experience. If you’re interested in starting a tea business, a franchise can help you get up and running quickly. These opportunities give you access to proven menus and systems. And you can attach yourself to a recognizable name right away. There are tons of tea franchises available, all with different niches and specialties. Understanding the options can help you make the best decision for your new business venture. Selecting the Perfect Tea Franchise: Our Methodology When it comes to owning a tea franchise, you’re entering the world of soothing brews and delightful flavors. But how do you pick the best one from the options available? We’ve ranked these criteria on a scale of importance, using a 1-10 rating scale, with 10 being the highest importance and 1 being the lowest: Quality of Tea Offerings (Rating: 10/10): The quality and variety of tea options should be exceptional, as it’s the core product and the primary reason customers visit a tea franchise. Brand Reputation and Recognition (Rating: 9/10): A well-established and recognized brand is crucial. It often reflects the quality of the tea and can help attract loyal customers. Location and Foot Traffic (Rating: 9/10): Choosing the right location with high foot traffic is vital for success. It’s equally crucial as brand reputation because it directly impacts visibility and sales. Menu Variety and Customization (Rating: 8/10): Offering a diverse menu with customization options can enhance the customer experience and cater to various tastes and preferences. Franchise Fees and Costs (Rating: 7/10): The financial aspect is important, but it’s not as vital as the quality of tea and location. Consider initial franchise fees, ongoing royalties, and startup costs. Marketing and Advertising Support (Rating: 7/10): Effective marketing support from the franchisor can significantly boost brand visibility and customer acquisition. Supplier Relationships (Rating: 6/10): Maintaining reliable and cost-effective supplier relationships is significant but slightly less crucial than core factors. Training and Support (Rating: 6/10): Comprehensive training and ongoing support from the franchisor are essential but not as high-priority as core elements. Equipment and Technology (Rating: 5/10): While having the right equipment and technology is important for running operations efficiently, it is considered less critical than other factors. Community Involvement (Rating: 4/10): Engaging with the local community can be beneficial, but it’s not as critical as the core factors. Unique Tea Franchises Here are tea franchise concepts to consider for aspiring entrepreneurs. Fava Tea Fava Tea is a retail tea business that currently has multiple locations in Wisconsin, with potential expansion opportunities throughout the U.S. The company sells a variety of specialty teas along with related products and gifts. The company also aims to provide a memorable experience for visitors. TeaGschwendner TeaGschwendner first opened in Germany in the late 1970’s. Since then, the company has opened up more than 130 retail locations in seven countries. Their U.S. operations are headquartered in Chicago. New franchisees and managers can receive training there before getting started. The Teahouse This Texas-based chain specializes in tea and other healthy beverages in a quick service environment. The Teahouse is a family-friendly company that has been established for many years. They use carefully chosen ingredients in their teas. Additionally, they aim to provide quality service and open communication to franchisees. The Coffee Bean and Tea Leaf Though not exclusively a tea franchise, The Coffee Bean and Tea Leaf offers a variety of both coffee and tea beverages. This tea and coffee franchising company has since grown to include more than 1,200 locations around the world. The company is looking to expand through multi-unit franchise development. The business also offers a variety of nontraditional models and location options, including those at airports, colleges, hotels, and grocery stores. It provides training, development, design, operations, marketing, and logistical support. Teapioca Lounge Originally established, Teapioca Lounge offers traditional and specialty teas along with other beverage options. The brand aims to mix both East and West tea traditions in quick service environments. The company is known for product quality, innovative drinks, and trendy settings. The franchise provides training and grand opening assistance for franchisees. Dobra Tea Founded in 1992 in Prague, Czech Republic, Dobra Tea aims to spread authentic tea culture from around the world. The company already has several locations throughout the U.S. and more in other parts of the world. Dobra’s team helps franchisees with training, publicity, and more. They specifically look for franchisees who love tea and tea culture. The company doesn’t list any franchise fees publicly. TSUJIRI TSUJIRI is a global tea brand that specializes in Japanese tea culture. The company even offers specialty products like matcha. TSUJIRI doesn’t currently have any locations in the U.S. However, there are a few in Canada. The company is open to expansion in new markets. Inquire about specific costs if you’re interested in bringing this franchise to a new customer base. Sweetwaters Sweetwaters is a franchise coffee and tea house. If you’re a tea lover, you’ll probably appreciate the variety of classic and premium teas, along with the tea boxes that are available for sale. Franchisees can enjoy a comprehensive training program along with marketing and operations support. Spice Merchants With stores in several states throughout the U.S., Spice Merchants is a retail business that offers spices, teas, and other specialty food items. The company offers help with training, inventory, and store setup. You don’t need a culinary or tea background to get started. Presotea Presotea specializes in espresso-style tea. The company has more than 370 locations in countries around the world. While the brand isn’t especially active in the United States, it is looking for new expansion opportunities. Presotea offers training and consultation along with management counseling and other services for franchisees. The Spice & Tea Exchange The Spice & Tea Exchange is a retail business with franchise opportunities available. There are already franchise locations set up throughout the United States. As a result, you’ll be able to enjoy some brand recognition depending on the market you choose. The company encourages new franchisees to learn from current business owners. It also offers a training program called Spice UniversiTEA. Jamba Juice Jamba Juice is a well-known chain, though not particularly famous for tea. However, it does offer a variety of tea products including Talbott Teas. Other products include smoothies, juice, and other healthy beverage options. The company provides training, operations support, and access to high-quality vendors. The brand looks for entrepreneurial individuals. Those with experience in food service or retail, as well as those interested in opening multiple locations, are preferred. Tea Shop Tea Shop is a tea franchise based in Spain. However, the company is expanding into new markets like Brazil and Italy as well. There’s no word on whether the company plans to expand into the U.S. market, but interested franchisees may want to keep this brand on their radar. The company provides individualized information about the business model and operations throughout each step of the franchising process. Hiccups Restaurant & Tea House Hiccups offers an Asian Fusion restaurant mixed with a trendy tea house. The brand is known for specialty drinks, fresh ingredients, and welcoming environments. Demmers Teahaus Demmers Teahaus offers a wide array of specialty teas in a traditional store environment. Most of the company’s locations are currently in Europe and Asia. The brand looks for individuals who are passionate about tea and have business experience. The company provides assistance with training, marketing, and logistics. Demmers doesn’t make franchising costs available. Interested franchisees must inquire directly to get more information. i-Tea i-Tea offers specialty drinks in a quick-service environment. Most of its current locations are in California. However, the brand is open to expanding to new markets as well. The stores also provide some food items. Fees and other expenses vary by location, and the company hasn’t published that information. As a result, those interested in becoming franchisees must contact the company for more information. Camellia’s Tea House Camellia’s Tea House offers tastings and specialty teas in traditional store and tea house environments. The company is heavily involved in traditional tea culture in the U.K. However, they now sell products in other countries as well. The company is still relatively small. They don’t publish information about costs and fees, but an inquiry might result in more information. Creating a Unique Tea Experience When you venture into the world of tea franchises, it’s not just about the product; it’s about the experience you offer to your customers. To stand out in a competitive market, consider these strategies to create a unique and memorable tea experience: Tea Tastings: Organize regular tea tastings that allow customers to discover various tea varieties while learning about their origins and health benefits. Custom Blends: Enable customers to craft their own unique tea blends, enhancing the personal aspect of their tea-drinking experience. Tea Workshops: Host workshops focused on tea preparation, brewing methods, and the skill of pairing tea with various foods. Local Artisan Collaborations: Collaborate with local artisans to provide distinctive tea-related products, including handcrafted tea accessories and artisanal treats that enhance your tea offerings. Seasonal Menus: Introduce seasonal tea menus that feature special blends and flavors inspired by the time of year, creating anticipation and excitement among customers. Interactive Tea Bar: Set up an interactive tea bar where customers can watch the tea-making process, from steeping to serving, enhancing transparency and engagement. Tea and Wellness: Emphasize the health benefits of tea by providing wellness-oriented options, including herbal blends that are recognized for their positive effects on well-being. Tea Subscription Services: Launch a tea subscription service that delivers curated tea experiences to customers’ doorsteps, allowing them to explore new flavors regularly. Cultural Events: Organize cultural events and tea ceremonies that celebrate tea cultures from around the globe, allowing customers to experience the rich traditions associated with tea. StrategyDescription Tea TastingsHost regular tea tastings to explore different tea varieties and educate customers on origins and health benefits. Custom BlendsAllow customers to create custom tea blends, adding a personal touch to their tea experience. Tea WorkshopsOrganize workshops on tea preparation, brewing techniques, and pairing tea with food. Local Artisan CollaborationsPartner with local artisans to offer unique tea-related products and artisanal treats. Seasonal MenusIntroduce seasonal tea menus with special blends and flavors inspired by the time of year. Interactive Tea BarSet up an interactive tea bar where customers can observe the tea-making process for transparency. Tea and WellnessHighlight wellness aspects by offering health-focused teas, such as herbal blends. Tea Subscription ServicesLaunch a tea subscription service for curated tea experiences delivered to customers' doorsteps. Cultural EventsCelebrate global tea cultures with cultural events and tea ceremonies to immerse customers. How Profitable is a Tea Franchise? A tea franchise can be profitable under the right circumstances. However, many are not profitable, at least in the first few years. Generally, they do not carry expensive products. Overhead for traditional store environments can be high. As a result, choosing a franchise with a diversified product offering and low operating expenses can make these businesses more profitable. What is the Cost of Opening a Tea Franchise? A franchise can cost between $50,000 and $400,000 to open. Most fall somewhere between $150,000 and $250.,000. Costs depend on the business model you choose. For example, a traditional store may cost more than a small cart or other non-traditional setups. What is the Best Tea Franchise to Own? The best tea franchise depends on what you’re looking for. If you love traditional tea, a business like the Spice & Tea Exchange or The Teahouse may be of interest. Those looking for brand recognition may opt for a business that offers other options like Jamba Juice or The Coffee Bean and Tea Leaf. Photo via Shutterstock This article, "Tea Franchises to Consider" was first published on Small Business Trends View the full article

Tea is one of the most popular beverages around the world. As a result, starting a business that offers this healthy and delicious drink can be a rewarding and profitable experience. If you’re interested in starting a tea business, a franchise can help you get up and running quickly. These opportunities give you access to proven menus and systems. And you can attach yourself to a recognizable name right away. There are tons of tea franchises available, all with different niches and specialties. Understanding the options can help you make the best decision for your new business venture. Selecting the Perfect Tea Franchise: Our Methodology When it comes to owning a tea franchise, you’re entering the world of soothing brews and delightful flavors. But how do you pick the best one from the options available? We’ve ranked these criteria on a scale of importance, using a 1-10 rating scale, with 10 being the highest importance and 1 being the lowest: Quality of Tea Offerings (Rating: 10/10): The quality and variety of tea options should be exceptional, as it’s the core product and the primary reason customers visit a tea franchise. Brand Reputation and Recognition (Rating: 9/10): A well-established and recognized brand is crucial. It often reflects the quality of the tea and can help attract loyal customers. Location and Foot Traffic (Rating: 9/10): Choosing the right location with high foot traffic is vital for success. It’s equally crucial as brand reputation because it directly impacts visibility and sales. Menu Variety and Customization (Rating: 8/10): Offering a diverse menu with customization options can enhance the customer experience and cater to various tastes and preferences. Franchise Fees and Costs (Rating: 7/10): The financial aspect is important, but it’s not as vital as the quality of tea and location. Consider initial franchise fees, ongoing royalties, and startup costs. Marketing and Advertising Support (Rating: 7/10): Effective marketing support from the franchisor can significantly boost brand visibility and customer acquisition. Supplier Relationships (Rating: 6/10): Maintaining reliable and cost-effective supplier relationships is significant but slightly less crucial than core factors. Training and Support (Rating: 6/10): Comprehensive training and ongoing support from the franchisor are essential but not as high-priority as core elements. Equipment and Technology (Rating: 5/10): While having the right equipment and technology is important for running operations efficiently, it is considered less critical than other factors. Community Involvement (Rating: 4/10): Engaging with the local community can be beneficial, but it’s not as critical as the core factors. Unique Tea Franchises Here are tea franchise concepts to consider for aspiring entrepreneurs. Fava Tea Fava Tea is a retail tea business that currently has multiple locations in Wisconsin, with potential expansion opportunities throughout the U.S. The company sells a variety of specialty teas along with related products and gifts. The company also aims to provide a memorable experience for visitors. TeaGschwendner TeaGschwendner first opened in Germany in the late 1970’s. Since then, the company has opened up more than 130 retail locations in seven countries. Their U.S. operations are headquartered in Chicago. New franchisees and managers can receive training there before getting started. The Teahouse This Texas-based chain specializes in tea and other healthy beverages in a quick service environment. The Teahouse is a family-friendly company that has been established for many years. They use carefully chosen ingredients in their teas. Additionally, they aim to provide quality service and open communication to franchisees. The Coffee Bean and Tea Leaf Though not exclusively a tea franchise, The Coffee Bean and Tea Leaf offers a variety of both coffee and tea beverages. This tea and coffee franchising company has since grown to include more than 1,200 locations around the world. The company is looking to expand through multi-unit franchise development. The business also offers a variety of nontraditional models and location options, including those at airports, colleges, hotels, and grocery stores. It provides training, development, design, operations, marketing, and logistical support. Teapioca Lounge Originally established, Teapioca Lounge offers traditional and specialty teas along with other beverage options. The brand aims to mix both East and West tea traditions in quick service environments. The company is known for product quality, innovative drinks, and trendy settings. The franchise provides training and grand opening assistance for franchisees. Dobra Tea Founded in 1992 in Prague, Czech Republic, Dobra Tea aims to spread authentic tea culture from around the world. The company already has several locations throughout the U.S. and more in other parts of the world. Dobra’s team helps franchisees with training, publicity, and more. They specifically look for franchisees who love tea and tea culture. The company doesn’t list any franchise fees publicly. TSUJIRI TSUJIRI is a global tea brand that specializes in Japanese tea culture. The company even offers specialty products like matcha. TSUJIRI doesn’t currently have any locations in the U.S. However, there are a few in Canada. The company is open to expansion in new markets. Inquire about specific costs if you’re interested in bringing this franchise to a new customer base. Sweetwaters Sweetwaters is a franchise coffee and tea house. If you’re a tea lover, you’ll probably appreciate the variety of classic and premium teas, along with the tea boxes that are available for sale. Franchisees can enjoy a comprehensive training program along with marketing and operations support. Spice Merchants With stores in several states throughout the U.S., Spice Merchants is a retail business that offers spices, teas, and other specialty food items. The company offers help with training, inventory, and store setup. You don’t need a culinary or tea background to get started. Presotea Presotea specializes in espresso-style tea. The company has more than 370 locations in countries around the world. While the brand isn’t especially active in the United States, it is looking for new expansion opportunities. Presotea offers training and consultation along with management counseling and other services for franchisees. The Spice & Tea Exchange The Spice & Tea Exchange is a retail business with franchise opportunities available. There are already franchise locations set up throughout the United States. As a result, you’ll be able to enjoy some brand recognition depending on the market you choose. The company encourages new franchisees to learn from current business owners. It also offers a training program called Spice UniversiTEA. Jamba Juice Jamba Juice is a well-known chain, though not particularly famous for tea. However, it does offer a variety of tea products including Talbott Teas. Other products include smoothies, juice, and other healthy beverage options. The company provides training, operations support, and access to high-quality vendors. The brand looks for entrepreneurial individuals. Those with experience in food service or retail, as well as those interested in opening multiple locations, are preferred. Tea Shop Tea Shop is a tea franchise based in Spain. However, the company is expanding into new markets like Brazil and Italy as well. There’s no word on whether the company plans to expand into the U.S. market, but interested franchisees may want to keep this brand on their radar. The company provides individualized information about the business model and operations throughout each step of the franchising process. Hiccups Restaurant & Tea House Hiccups offers an Asian Fusion restaurant mixed with a trendy tea house. The brand is known for specialty drinks, fresh ingredients, and welcoming environments. Demmers Teahaus Demmers Teahaus offers a wide array of specialty teas in a traditional store environment. Most of the company’s locations are currently in Europe and Asia. The brand looks for individuals who are passionate about tea and have business experience. The company provides assistance with training, marketing, and logistics. Demmers doesn’t make franchising costs available. Interested franchisees must inquire directly to get more information. i-Tea i-Tea offers specialty drinks in a quick-service environment. Most of its current locations are in California. However, the brand is open to expanding to new markets as well. The stores also provide some food items. Fees and other expenses vary by location, and the company hasn’t published that information. As a result, those interested in becoming franchisees must contact the company for more information. Camellia’s Tea House Camellia’s Tea House offers tastings and specialty teas in traditional store and tea house environments. The company is heavily involved in traditional tea culture in the U.K. However, they now sell products in other countries as well. The company is still relatively small. They don’t publish information about costs and fees, but an inquiry might result in more information. Creating a Unique Tea Experience When you venture into the world of tea franchises, it’s not just about the product; it’s about the experience you offer to your customers. To stand out in a competitive market, consider these strategies to create a unique and memorable tea experience: Tea Tastings: Organize regular tea tastings that allow customers to discover various tea varieties while learning about their origins and health benefits. Custom Blends: Enable customers to craft their own unique tea blends, enhancing the personal aspect of their tea-drinking experience. Tea Workshops: Host workshops focused on tea preparation, brewing methods, and the skill of pairing tea with various foods. Local Artisan Collaborations: Collaborate with local artisans to provide distinctive tea-related products, including handcrafted tea accessories and artisanal treats that enhance your tea offerings. Seasonal Menus: Introduce seasonal tea menus that feature special blends and flavors inspired by the time of year, creating anticipation and excitement among customers. Interactive Tea Bar: Set up an interactive tea bar where customers can watch the tea-making process, from steeping to serving, enhancing transparency and engagement. Tea and Wellness: Emphasize the health benefits of tea by providing wellness-oriented options, including herbal blends that are recognized for their positive effects on well-being. Tea Subscription Services: Launch a tea subscription service that delivers curated tea experiences to customers’ doorsteps, allowing them to explore new flavors regularly. Cultural Events: Organize cultural events and tea ceremonies that celebrate tea cultures from around the globe, allowing customers to experience the rich traditions associated with tea. StrategyDescription Tea TastingsHost regular tea tastings to explore different tea varieties and educate customers on origins and health benefits. Custom BlendsAllow customers to create custom tea blends, adding a personal touch to their tea experience. Tea WorkshopsOrganize workshops on tea preparation, brewing techniques, and pairing tea with food. Local Artisan CollaborationsPartner with local artisans to offer unique tea-related products and artisanal treats. Seasonal MenusIntroduce seasonal tea menus with special blends and flavors inspired by the time of year. Interactive Tea BarSet up an interactive tea bar where customers can observe the tea-making process for transparency. Tea and WellnessHighlight wellness aspects by offering health-focused teas, such as herbal blends. Tea Subscription ServicesLaunch a tea subscription service for curated tea experiences delivered to customers' doorsteps. Cultural EventsCelebrate global tea cultures with cultural events and tea ceremonies to immerse customers. How Profitable is a Tea Franchise? A tea franchise can be profitable under the right circumstances. However, many are not profitable, at least in the first few years. Generally, they do not carry expensive products. Overhead for traditional store environments can be high. As a result, choosing a franchise with a diversified product offering and low operating expenses can make these businesses more profitable. What is the Cost of Opening a Tea Franchise? A franchise can cost between $50,000 and $400,000 to open. Most fall somewhere between $150,000 and $250.,000. Costs depend on the business model you choose. For example, a traditional store may cost more than a small cart or other non-traditional setups. What is the Best Tea Franchise to Own? The best tea franchise depends on what you’re looking for. If you love traditional tea, a business like the Spice & Tea Exchange or The Teahouse may be of interest. Those looking for brand recognition may opt for a business that offers other options like Jamba Juice or The Coffee Bean and Tea Leaf. Photo via Shutterstock This article, "Tea Franchises to Consider" was first published on Small Business Trends View the full article

Choosing the right paid media channels is key to B2B advertising success. This guide covers the best PPC platforms – Google, LinkedIn, Microsoft, and more – plus expert tactics to reach decision-makers and drive results. 1. Google Search Google is an effective way to reach B2B decision-makers when they are actively searching. But how do you ensure you’re reaching someone truly looking for a food supplier for their restaurant and not just Joe Schmoe craving a steak dinner? The key is strategic targeting. Make sure to: Use keyword lists wisely Add negative keywords like “home” or “residential” to filter out non-B2B searches. If someone searches for “steaks” without a qualifier like “supplier” or “commercial,” layer audience segments to refine targeting. Leverage audience segments Target based on: Industry. Company size. Users in-market for jobs in specific industries. Example: A software company selling to Fortune 500 technology firms can target users searching for software-related keywords who also: Work at large companies (10,000+ employees). Are in the technology industry. Qualify leads with offline conversion imports Connect Google Ads to CRMs like Salesforce and HubSpot using GCLID tracking. Capture lead information and import it back into Google Ads to identify which campaigns and keywords drive sales-qualified leads (SQLs) and revenue. By refining keyword strategies, layering audience segments, and tracking conversions, you can ensure your Google Search campaigns effectively target B2B decision-makers. Dig deeper: 2025 predictions for top B2B paid media channels 2. Microsoft Search Microsoft may have a smaller audience than Google, but it offers valuable advantages, especially for B2B advertisers: Lower cost-per-click (CPC) Microsoft CPCs are up to 30% cheaper than Google, making it a cost-effective option for limited budgets. LinkedIn audience targeting Since LinkedIn is owned by Microsoft, you can target and collect data on: Company. Job function. Industry. This is particularly useful for B2B advertisers looking to reach specific companies or job roles. Example: A B2B HVAC company can target users searching for “commercial HVAC service” who also work at nationwide companies like Allstate or Geico. With lower costs and LinkedIn’s robust targeting, Microsoft Search can be a powerful addition to a B2B paid media strategy. 3. LinkedIn LinkedIn has the largest audience of B2B decision-makers, making it an essential platform for B2B advertising. It offers robust targeting options, including job function, member skills, company, and job title, allowing you to reach the right professionals with precision. Beyond brand awareness, LinkedIn is highly effective for lead generation and conversions: Lead generation ads: Capture contact information directly in the feed. Document ads: Offer a teaser (one or two pages) of downloadable content and require users to submit their information to access the full version. LinkedIn pixel: Track website interactions to retarget engaged users. Contact and company list targeting: One of the most efficient ways to drive low-cost, high-quality leads (CPLs). With its advanced targeting and multiple ad formats, LinkedIn provides endless opportunities to connect with key B2B decision-makers. Dig deeper: How to combine Google Ads and LinkedIn Ads for comprehensive B2B campaigns Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 4. Reddit Reddit might not seem like an obvious choice for B2B advertising, but the numbers tell a different story. Reddit has the second-largest audience of B2B decision-makers behind only LinkedIn, according to Reddit. Even more surprising, 43% of B2B decision-makers aren’t on LinkedIn, making Reddit one of the few platforms where you can reach them. Can you capture leads on Reddit? Yes! Reddit recently introduced lead generation ads, allowing businesses to collect lead information without users ever leaving the platform. Major brands have already seen success: Hootsuite achieved 80% lower cost per signup than their benchmark and found Reddit effective for reaching engaged prospects. Adobe Creative Cloud achieved a threefold increase in conversion rate and 100% higher CTR, thanks to Reddit’s strong community engagement compared to other platforms. With its unique audience and new ad capabilities, Reddit is worth considering for B2B campaigns. Don’t knock it until you try it! Dig deeper: 5 must-know Reddit Ads tactics for B2B marketers 5. Meta Meta might not be the first platform that comes to mind for B2B advertising, but it reaches a massive audience – including business and IT decision-makers. Up to 2.9 billion people use Meta’s services daily per a recent earnings call, making it a valuable channel for B2B marketers. To effectively reach the right audience, Meta allows targeting based on: Company (where users work). Job role. Industry. Additional strategies for B2B success on Meta: Use first-party data: Upload customer lists and create lookalike audiences to expand your reach. Leverage lead generation ads: Capture user information directly in the feed, similar to LinkedIn. Track lead quality: Implement a system to filter out junk leads and ensure ad spend goes toward high-value prospects. With the right targeting and tracking in place, Meta can be a powerful tool for B2B advertising. Dig deeper: B2B audience targeting: Meta Ads as an alternative to LinkedIn 6. Programmatic Programmatic advertising is like Google Display on steroids, allowing you to place ads strategically across multiple digital channels, including: Over-the-top (OTT) and connected TV (CTV). Display, video, and search. Social, native, and streaming audio. Out-of-home (OOH), gaming, and live sports. To maximize conversions, focus on: Strong creative and engaging landing pages. Implementing a pixel to track website interactions. You can also test out an account-based marketing (ABM) tactic, which concentrates on targeting a set of specific accounts within a given B2B market. Remember, while any single channel can be effective, using multiple advertising channels in a full-funnel strategy is the best way to drive incremental lift and reach B2B decision-makers at every stage of their journey. Dig deeper: How to improve PPC lead quality for B2B campaigns View the full article

Current and retired federal employees say Treasury officials granted Elon Musk improper access to federal financial records, violating privacy laws. View the full article

Amid higher costs, longer wait times, and waning sales, Starbucks is ready for a brand refresh. The company’s new CEO, Brian Niccol joins Rapid Response to reveal how Starbucks plans to go back to its roots — prioritizing human connection and a local coffeehouse feel in the hopes of restoring the brand’s position in U.S. culture. Also, Niccol gives an inside look at the company’s subtle name change, which aligns with this new strategy. This is an abridged transcript of an interview from Rapid Response, hosted by the former editor-in-chief of Fast Company Bob Safian. From the team behind the Masters of Scale podcast, Rapid Response features candid conversations with today’s top business leaders navigating real-time challenges. Subscribe to Rapid Response wherever you get your podcasts to ensure you never miss an episode. You’ve called your strategy ‘Back to Starbucks,’ and it’s included the return of a condiment station, the return of handwritten names on cups. It can sound like a lot of small details. Is that all that’s required—tuning the details? Look, I mean, we are in the retail business. We’re in the customer service business, and anybody that’s been involved with that knows the details do matter. And the reason why the details you just mentioned really matter for Starbucks is, frankly, those details are our point of difference. It’s how we get to another level of connection. It’s also how we kind of create a little bit of the magic, right? What turns the coffee and that craft beverage into something really special is the moment that potentially you have in our store, the community of the store, the moment you might have with our barista, or just the moment where you grab your cup and unexpectedly there’s a little smiley face on your cup. And it just changes the entire attitude of the customer. Obviously, you have to have a great product, you have to have a great experience, but if you have those little moments of connection, it just adds so much more. Well, it’s always interesting how, in food-related businesses, the product has to be satisfying, but so much of it is about the experience, about getting the experience to feel memorable and satisfying. Yeah, that’s right. And look, I think one of the things that veered Starbucks a little bit off was the whole mobile ordering, the COVID situation. I think it just really took a lot of the soul out of what this business is all about. And I’m sure, Bob, like me, you remember when the first Starbucks came to the neighborhood, and it was a moment for the neighborhood, right? I was living in Cincinnati, Ohio. I was working at Procter & Gamble at the time, and we were like, what a great spot. I really loved it when they were like, all right, Brian, grande Americano with an extra shot. And I’m like, yeah, all right, that’s me. I’m in. So, I think just what happened with mobile ordering is it kind of chipped away at a little bit of that soul and that connection because we went to labels and we stopped writing on the cups and we started looking at how you can remove seconds from the proposition as opposed to how you maintain the experience, the connection, and the integrity of what goes even beyond a great cup of coffee. There is this kind of impression that there was an earlier Starbucks heyday, but it’s not like the stock is that far from its all-time high. So, when you think of the life cycle of the company, what phase do you feel like it’s in? Or do you see phases ahead? Right now, the phase we’re in is we need to get things turned around, at least in the U.S. business. We need to get what I would call the soul of the business back, this connection back, and the partner experience back so that the customer feels the brand again, okay? And I think when we get that back, there’s tremendous growth ahead of us because, frankly, the reality is so many things isolate you as opposed to bringing you together. And I think people want to get out of the loneliness phase and get back to the connection phase. I’ve had the opportunity to travel around the world, and it’s true everywhere I’ve been, whether it was Italy, which was a little bit surreal because the whole Starbucks original idea came from Howard visiting Italy. Here I am back in Milan, seeing people walk around with Starbucks cups. And it just demonstrates this is one of those human truths that just connects people all around the world, connecting over a cup of coffee or connecting with your barista. It’s just a human truth. You mentioned Howard Schultz, the founder and multiple-time CEO there. Do you talk with him about what you’re doing, or are you kind of on your own? Howard’s been great. I think I’m fortunate that you still have a founder who can share the history of how Starbucks went from one store in Seattle to the iconic global brand it is. He doesn’t want to run the company. He doesn’t want to be involved in the day-to-day. He wants you to do that. But he’s available for me to inquire about his thinking when you introduced food into the cafe and how it competed with coffee, and ‘what was your thinking when we went from hot to cold,’ and it’s great to get that insight. During Starbucks’ life, there’s been an increasing proliferation of neighborhood coffeehouses. How much do you think about these hyper-local cafes as your competition? I was watching your new commercial, “That’s not my name.” And it ends with a tweaked name for you guys, a Starbucks Coffee Company, which sounds a little more local. Is that what you’re trying to signify? The reality is, Starbucks started as a coffee company, and at the heart, that’s what we are. Again, I went back and did a little history lesson, and when Starbucks first started, it had a very simple statement to be the purveyor of the finest coffee in the world. And we still believe that in a really big way. So I think it’s important to make that statement that we are the Starbucks Coffee Company. And what I want people to understand is we are so committed to coffee quality that we apply that same commitment of quality and craft to the food we do, the teas we might provide, but first and foremost, we’re a coffee company. And I think it’s important for people to be reintroduced to Starbucks from that point of view because I think we’ve forgotten to tell people that over the last, let’s call it last decade. I mean, it sounds like you need to focus more. Now you need to narrow down a little bit what you’re doing, get a little more streamlined. And then maybe once that is aligned, you could start adding things back again or adding new things. We’re going to continue to be an innovative company, but you’re best served to innovate when your core is strong. If you are innovating to try and compensate for a weak core, usually good things don’t happen. You end up just drifting. And my point is let’s have a strong, healthy core, and then we can innovate from there. View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The Beats Studio Buds + are currently down to $119.99 (from $169.95), their lowest price to date, according to price comparison tools (in fact, all Beats headphones and speakers are seeing Black Friday and Prime Day equivalent discounts right now). Beats Studio Buds + $119.99 at Amazon /images/amazon-prime.svg $169.95 Save $49.96 Get Deal Get Deal $119.99 at Amazon /images/amazon-prime.svg $169.95 Save $49.96 Available in black/gold, cosmic silver, and a transparent finish, these earbuds come with four pairs of silicone ear tips (XS, S, M, L) for a customizable fit. Pairing is seamless with Bluetooth 5.3, with Apple users getting one-touch pairing across iCloud devices, plus Handoff support for quick audio transfers. For Android users, Google Fast Pair syncs them instantly with any linked Google account. Each earbud packs three microphones to enhance voice clarity, block noise with Active Noise Cancellation (ANC), and let in ambient sound with Transparency mode. Custom two-layer dynamic drivers power the audio, delivering a bass-heavy, crisp sound that remains distortion-free even at max volume. However, there’s no adjustable EQ, so you'll have to rely on iOS presets (if you use an Apple device) or the earbuds' default tuning. ANC performance of these earbuds is solid for the price, effectively cutting out low-frequency hums like airplane noise and reducing mid-range background chatter. Transparency mode is equally strong, making external sounds feel natural. Additionally, the on-ear button controls on the Studio Buds + are fairly straightforward, and according to this PCMag review, they're responsive without being overly sensitive, reducing accidental presses. For Apple users, the Studio Buds + integrate seamlessly with iOS, including support for Find My, which helps locate lost earbuds. That said, it only shows the last place your case (with the buds inside) was connected. If the buds were removed and the case was left sitting there, the location of the buds wouldn’t update. Android users get a solid experience as well, but they miss out on hands-free Siri and deeper system-level controls. These earbuds come with an IPX4 rating, meaning they can handle sweat and light splashes but they’re not built for heavy water exposure—if waterproofing is high on your must-have list, the JBL Reflect Aero ($99.95, down from $149.95) has a stronger IP68 rating and could be a better fit. View the full article

President Donald Trump will sign an executive order on Wednesday designed to prevent people who were biologically assigned male at birth from participating in women’s or girls’ sporting events. The order, which Trump is expected to sign at an afternoon ceremony, marks another aggressive shift by the president’s second administration in the way the federal government deals with transgender people and their rights. The president put out a sweeping order on his first day in office last month that called for the federal government to define sex as only male or female and for that to be reflected on official documents such as passports and in policies such as federal prison assignments. Trump found during the campaign that his pledge to “keep men out of women’s sports” resonated beyond the usual party lines. More than half the voters surveyed by AP VoteCast said support for transgender rights in government and society has gone too far. He leaned into the rhetoric before the election, pledging to get rid of the “transgender insanity,” though his campaign offered little in the way of details. Wednesday’s order — which coincides with National Girls and Women in Sports Day — will involve how his administration will interpret Title IX, the law best known for its role in pursuing gender equity in athletics and preventing sexual harassment on campuses. “This executive order restores fairness, upholds Title IX’s original intent, and defends the rights of female athletes who have worked their whole lives to compete at the highest levels,” said U.S. Rep. Nancy Mace, a Republican from South Carolina. Every administration has the authority to issue its own interpretations of the landmark legislation. The last two presidential administrations — including Trump’s first — offer a glimpse at the push-pull involved. Betsy DeVos, the education secretary during Trump’s first term, issued a Title IX policy in 2020 that narrowed the definition of sexual harassment and required colleges to investigate claims only if they’re reported to certain officials. The Biden administration rolled back that policy last April with one of its own that stipulated the rights of LGBTQ+ students would be protected by federal law and provided new safeguards for victims of campus sexual assault. The policy stopped short of explicitly addressing transgender athletes. Still, more than a half-dozen Republican-led states immediately challenged the new rule in court. “All Trump has to say is, ‘We are going to read the regulation traditionally,'” said Doriane Lambelet Coleman, a professor at Duke Law School. How this order could affect the transgender athlete population — a number that is incredibly difficult to pin down — is uncertain. The Associated Press reported in 2021 that in many cases, the states introducing a ban on transgender athletes could not cite instances where their participation was an issue. When Utah state legislators overrode a veto by Gov. Spencer Cox in 2022, the state had only one transgender girl playing in K-12 sports who would be affected by the ban. It did not regulate participation for transgender boys. “This is a solution looking for a problem,” Cheryl Cooky, a professor at Purdue University who studies the intersection of gender, sports, media and culture, told the AP after Trump was elected. Yet the actual number of transgender athletes seems to be almost immaterial. Any case of a transgender female athlete competing — or even believed to be competing — draws outsized attention, from Lia Thomas swimming for the University of Pennsylvania to the recently completed season of the San Jose State volleyball team. AP sports: https://apnews.com/sports —Will Graves, AP National Writer View the full article

Shares in Google’s parent company, Alphabet (Nasdaq: GOOG), are down nearly 7% in premarket trading at the time of this writing. The fall comes a day after Google announced its fourth-quarter 2024 earnings results. Here’s what you need to know about those results and the likely reasons why GOOG stock is falling this morning. Google Q4 2024 results were a mixed bag Google saw both its revenue and earnings per share (EPS) increase in Q4 versus the quarter a year earlier. For the Q4 2024 quarter, Google posted nearly $96.5 billion in revenue—12% growth from Q4 2023. However, in that previous Q4 2023 quarter, Google’s revenue growth had been 13%, suggesting that growth is now slowing at the company, at least when comparing this quarter to the year-earlier quarter. Here are some of the most salient results from Google’s Q4: Total revenue: $96.47 billion Diluted earnings per share (EPS): $2.15 Google Cloud revenue: $11.96 billion YouTube ad revenue: $10.47 billion Google Services total revenue: $84.1 billion Despite growing at a slower rate in Q4 2024 than the same quarter a year earlier, Google’s revenue is still trending in the right direction. Yet, as CNBC notes, analysts expected Google to bring in $96.56 billion for the quarter. Google also missed analyst expectations regarding its all-important Google Cloud revenue. For the quarter, Google posted cloud revenue of $11.96 billion, while analysts had expected to see around $12.19 billion. While Google Cloud revenue was up 30% year over year, Reuters notes that the sector had grown 35% in Q4 of 2023. This, too, shows that the growth of one of Google’s primary revenue sources is slowing. Massive capital expenditure increase rattles investors In addition to missing analyst expectations on many fronts, the main thing that has rattled investors is Google’s announcement that it will significantly expand capital expenditures in an effort to maintain any competitive lead it has in the artificial intelligence sector. Announcing the company’s fourth-quarter 2024 results, Google CEO Sundar Pichai revealed that the company expects “to invest approximately $75 billion in capital expenditures in 2025.” As Reuters pointed out, most analysts had expected Google to grow capital expenditures to $58 billion—a modest rise from the $52.5 billion it spent on capital expenditures in fiscal 2024. The $75 billion in expected capital expenditures for fiscal 2025 represents a massive capex growth of 29%. Google said that the majority of the capital expenditure will go into building data centers and servers. These resources are to a large part aimed at helping Google expand its AI capabilities. Yet many investors seem to have balked at this significant capex increase in the wake of DeepSeek. Last month, the Chinese AI startup claimed that it trained superior artificial intelligence models for less than $6 million, stunning both Wall Street investors and American artificial intelligence experts. American tech giants like Google have spent billions developing their artificial intelligence offerings. Many investors now are questioning whether Google’s plans for additional expenditure are prudent considering what DeepSeek has achieved. On the company’s financial call, Pichai conceded that the costs for using AI were coming down, but he argued that meant there would be more demand for AI in the future, and Google needs the infrastructure expansion to meet the demand. “The cost of actually using (AI) is going to keep coming down, which will make more use cases feasible,” he said. “The opportunity space is as big as it comes, and that’s why you’re seeing us invest to meet that moment.” GOOG is still up for 2025 Despite GOOG’s nearly 7% stock price fall in premarket trading this morning, the company’s share price is still up slightly year-to-date. As of yesterday’s close Google’s shares were up nearly 7.8% since the beginning of January. The company’s stock price has risen more than 44% in the past 12 months. View the full article

Creating high-converting landing pages can be simpler than you think—boost your ROI with these actionable tips. View the full article

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. On a nationally aggregated basis, U.S. single-family home prices, as measured by the Zillow Home Value Index, are up 2.8% year-over-year, while U.S. condo prices have risen 0.4% over the same period. In much of the Midwest, Northeast, and Southern California, regional home prices have seen even stronger gains. However, some areas—particularly around the Gulf—are experiencing greater softness, with a few even undergoing home price corrections. Look no further than Florida. Among the 26 major Florida condo markets that ResiClub tracks, condo prices are falling on a year-over-year basis in 24 metro area markets. In other words, condo prices are falling in 92% of Florida’s markets. The biggest year-over-year condo price declines are in these Florida markets: Punta Gorda, FL: -11.4% North Port, FL: -8.9% The Villages, FL: -8.4% Panama City, FL: -8.4% Cape Coral, FL: -8.2% Tampa, FL: -7.9% Sebastian, FL: -7.7% Port St. Lucie, FL: -7.3% Naples, FL: -7.2% Deltona, FL: -6.6% Condo prices are also down in Florida’s three largest metros: Miami (-3.4%); Tampa (-7.9%), and Orlando (-4.7%). When it comes to home prices, Florida single-family prices are holding up better than condo prices, however, there’s weakness there too. Among the 29 major Florida single-family markets that ResiClub tracks, single-family home prices are falling on a year-over-year basis in 19 metro area markets. In other words, single-family prices are falling in 66% of Florida’s housing markets. The biggest year-over-year single-family home price declines are in these Florida markets: Punta Gorda, FL: -7.3% Cape Coral, FL: -5.3% North Port, FL: -5.0% Naples, FL: -2.7% Palm Bay, FL: -1.6% Sebastian, FL: -1.5% Key West, FL: -1.5% Panama City, FL: -1.4 Crestview, FL: -1.4% Deltona, FL: -1.3% And here's how home prices have fared in Florida’s three largest metros: Miami (+3.2%); Tampa (-1.2%), and Orlando (+0.4%). Florida's particularly intense overheating during the pandemic housing boom is the key reason for its pricing vulnerability. While U.S. home prices rose +41% between March 2020 and June 2022, Florida home prices surged +51% over the same period. It just takes a big enough shift in the supply-demand equilibrium for that vulnerability to manifest into falling prices. Why has the supply-demand equilibrium shifted in Florida markets? It’s a combination of five factors, and some vary across Florida. The pandemic housing boom’s migration surge to Florida has fizzled out. Indeed, Florida saw net domestic migration of about 64,000 people in 2024, compared to about 314,000 in 2022. Without that higher influx of deep pocketed buyers from up North, Florida home prices have had to rely more on local incomes. Surfside condo fallout. Following the Surfside condo collapse in June 2021, which killed 98 people, Florida passed new structural safety rules, requiring more inspections and additional funds for repairs to be set aside by the end of 2024. That has led to Florida HOAs issuing sky-high special assessments and monthly HOA fee increases to cover these costs. This has had a greater impact on older coastal Florida condo buildings. Hurricane Ian spurred a greater SWFL softening. Markets like Cape Coral and Punta Gorda, which were hard-hit by Hurricane Ian in September 2022, saw thousands of damaged homes, and the subsequent need for renovations. According to the National Oceanic and Atmospheric Administration, Hurricane Ian caused an estimated $112.9 billion worth of total damage, making Ian the third-costliest U.S. hurricane on record. This combination of increased housing supply for sale (i.e., the damaged homes), coupled with strained demand—the result of spiked home prices, spiked mortgage rates, higher insurance premiums, and higher HOAs—has translated into market softening across much of Southwest Florida. Supply elasticity. Unlike many housing markets in the Northeast and Midwest, Florida has a higher level of homebuilding and multifamily construction. As new supply enters the market in this affordability-strained environment, builders are using bigger affordability adjustments—such as mortgage rate buydowns—where needed. This has helped cool the resale market by drawing in some buyers who might have otherwise purchased existing homes. As a result, inventory of existing homes is building up, making Florida one of the few housing markets where active listings now exceed pre-pandemic 2019 levels. Home insurance shocks. Over the past three years, the median annual U.S. home insurance premium has jumped 33%, but Florida homeowners have been hit even harder. (You can find ResiClub's latest county-level home insurance report here.) The surge in Florida home insurance rates is partly driven by rising replacement costs—home prices and construction costs soared during the boom—and partly by increased hurricane risks and insurance payouts. Florida's sharp rise in insurance costs, combined with one of the biggest home price increases during the Pandemic Housing Boom, has led to one of the biggest housing affordability deteriorations. View the full article

In recent days—in response to directives from the Trump administration—thousands of federal agency web pages have been deleted or altered to remove research, reports, and references to everything from vaccines to environmental policy initiatives. According to The New York Times, more than 8,000 pages have disappeared from the websites of agencies like the Centers for Disease Control and Prevention, the Census Bureau, the Department of Justice, and the Food and Drug Administration (to name a few). In other cases, sites are still accessible but have had language related to diversity, gender, and climate change scrubbed. There are a number of efforts from scientists, researchers, journalists, and advocacy groups to compile and save information that has been removed from federal websites (or is at risk). For example, CDCGuidelines.com has downloadable PDFs of documents on topics like contraception, LGBTQIA+ health, and intimate partner violence, while the Public Environmental Data Project has replicated the Council on Environmental Quality's deleted Climate & Economic Justice Screening Tool. The Harvard Dataverse is another repository for public data, while the End of Term Archive preserves government websites at risk of changing or being lost in transition between presidential administrations. You can also find deleted pages yourself using the Internet Archive's Wayback Machine, which scrapes and archives websites across the internet to create a digital information repository. You can enter a specific URL (if you know it) or search specific collections—such as .gov websites and .gov PDFs—using keywords. How to read deleted websites with the Wayback MachineOn the Internet Archive's main page, enter the URL of the page you want to read into the Wayback Machine search bar. When the results appear, hover over any calendar date with a blue circle and select a time from the pop-up, which indicates when a snapshot of the page was taken. Depending on the page you're searching for, you may need to navigate back into 2024. Alternatively, locate the collection search bar at the bottom of the page, enter keywords, and select a collection from the drop-down. The Wayback Machine has collections for .gov pages and PDFs as well as COVID and end-of-term data. View the full article

Google Search is now offering detailed shopping for product queries in the AI Overviews. Google will first give you a summary answer, which you can then expand, which will provide a super long and detailed breakdown comparison between the two products. What it looks like. If you search for [iphone 15 vs iphone 15 pro] Google will first give you this summary box: When you click on “see full comparison,” Google will then break down the very specific details (click to enlarge the image): More examples. I spotted this via Blair MacGregor who shared this example of Google comparing two bike models: Another example of an AI Overview Google's experimenting with functionally taking up the whole SERP for a highly transactional "vs" keyword comparing two kids' bikes models. Notice the flyout menus under each of these different points of comparison with long lists of specs. In… pic.twitter.com/xKcQvtOnPG — Blair MacGregor (@blairmacgregor) February 4, 2025 This works for a lot of various product comparison queries, so you can give it a try. There are some examples where the links do not work in the answers. Why we care. On the organic side, this can have an impact on the traffic product comparison sites get to their websites, and of course, any affiliate or sales commissions/earnings they may get from their content. On the ad side, this may give advertisers new areas to advertise their products within Google Search. This seems like a large change to the power of Google AI Overviews, and I personally am able to replicate this both signed in and signed out of Google Search in the U.S. View the full article

Americans are likely to pay more for products from popular Chinese e-commerce platforms like Shein and Temu as the U.S. Postal Service said it would stop accepting parcels from China and Hong Kong. The move was announced Tuesday, coming after the U.S. imposed an additional 10% tariff on Chinese goods and ended a customs exception that allowed small value parcels to enter the U.S. without paying tax. Canada and Mexico managed to negotiate a month-long reprieve from 25% tariffs threatened by U.S. President Donald Trump. It will likely impact online shopping destinations like Shein and Temu, popular with younger shoppers in the U.S. for cheap clothing and other products, usually shipped directly from China. Cheap, direct postal service helps these companies keep costs low, as did the “de minimis” exemption that previously allowed shipments to go tax-free if their value is under $800. The temporary suspension by USPS is likely to delay shipments and could mean higher prices in the long term. What exactly did the USPS announce? The U.S. Postal Service said in a notice that it would temporarily stop accepting inbound parcels from the China and Hong Kong Posts until further notice. Letters and flats — mail that measures up to 15 inches (38 centimeters) long or 3/4 inches (1.9 centimeters) thick — are not affected. Why did it happen? The USPS did not state a reason in a brief announcement, but the suspension came after Trump closed the “de minimis” customs exemption this week that allowed shoppers and importers to avoid duties on packages worth below $800. The exemption was removed as part of an executive order to levy a 10% tariff on Chinese goods. U.S. Customs and Border Protection previously stated that it processes an average of over four million “de minimis” imports each week. What is the impact and who is most affected? Consumers and companies alike will no longer be able to send parcels to the U.S. from Hong Kong or China. This move is likely to impact Chinese e-commerce firms like Shein and Temu, although Shein is likely to be more affected, according to Jacob Cooke, CEO of e-commerce marketing agency WPIC Marketing + Technologies. Both companies have significant market share in the U.S. “Compared to Temu, Shein relies more heavily on USPS for direct-to-consumer shipping from China, and without this channel, it will have to rely more on private carriers,” said Cooke. “That will increase logistics costs, which along with the recent scrapping of the de minimis exemption for most products from China, could erode its price advantage.” Cooke said Temu operates on a semi-consignment model and often ships bulk orders to the U.S. before fulfilling orders domestically. “Temu’s model of sourcing low-cost goods should also enable the platform to absorb higher logistics costs and remain price competitive,” he said. Shein and Temu did not immediately comment. Chinese Foreign Ministry spokesperson Lin Jian said China would take “necessary measures” to protect its companies, and urged the U.S. to “stop politicizing economic and trade issues and using them as a tool, and to stop unreasonably suppressing Chinese companies.” What are possible ways for companies to work around the issue? It is unclear how long the USPS suspension will last, but the effort to crack down on the de minimis excemption seems like a longer-term shift in policy, Cooke said. “Shein and Temu will simply need to rely more on private carriers as a workaround to the USPS suspension,” he said. In the long term, Shein could accelerate its warehouse expansion in the U.S., while Temu can double down on its semi-consignment model. By shipping in bulk to the U.S. and fulfilling orders domestically, logistics cost can be reduced, Cooke said. “Shipping in bulk to the U.S. and fulfilling domestically can reduce logistics costs, but for Shein, this poses a longer-term disruption to their business model which has depended on rapidly developing new SKUs and shipping them directly to consumers,” Cooke said. —Zen Soo, AP Business Writer View the full article

Recruitment is a big part of what HR teams do, but it’s no secret that it can be both challenging and expensive. According to the Society for Human Resource Management (SHRM), replacing an employee can cost a company anywhere from six to nine months of their salary. For highly trained positions, research shows that number can climb to as much as 213% of their salary! No matter your company’s size or industry, that’s a serious expense. The good news? A brand-savvy HR team can help bring these costs down. By addressing the key concerns of potential employees and attracting top-tier candidates who are a great fit, they can save valuable time and money in the recruitment and onboarding process. One of the biggest obstacles for job seekers, according to LinkedIn’s employer branding research, is not knowing what it’s like to work at a company before applying. Candidates are three times more likely to trust what current employees say about an organization over the company itself. Plus, 75% of job seekers evaluate an employer’s brand before deciding to apply, with over half checking out the company’s website and social media to learn more. By tapping into these insights and building a strong employer brand, HR teams can turn recruitment from a costly challenge into a more streamlined and effective process. How brand-savvy HR professionals can lower the cost of talent acquisition Unlike traditional HR roles focused on administrative tasks, brand-savvy HR professionals combine HR expertise with branding skills like marketing, storytelling, and people engagement. They use this blend to drive better ROI on HR investments and make a real impact on their company’s bottom line. These HR teams know when to handle branding efforts internally and when to collaborate with their branding teams—a synergy I like to call “Bhranding” (Branding + HR). One of the most effective ways brand-savvy HR teams cut recruitment costs is by applying the same engagement strategies marketers use—not to attract customers, but to create a workplace culture where employees feel excited and invested in their work. This kind of engaged culture becomes the foundation of a strong employer brand, naturally drawing top talent in the industry to the organization. And the benefits are undeniable. The same LinkedIn research shows that a solid employer brand can reduce turnover by 28%, cut hiring costs by 50%, and attract 50% more qualified candidates. Even better, it can halve the time it takes to fill positions, saving countless hours of work. All of these improvements add up, translating into significant time and cost savings—potentially millions for larger companies. How savvy HR teams attract top talent Brand-savvy HR professionals don’t just stop at creating an engaged workplace culture that attracts top talent—they go a step further. Proactive HR teams use strategies that were once the domain of professional marketers to actively target potential candidates. This means building impactful career websites, creating engaging social media content, and even managing entire social media channels to showcase their company culture and work environment. These efforts directly address a common challenge for job seekers: not knowing what it’s really like to work at a company. Take Spotify, for example. A quick search for “Life at Spotify” pulls up their dedicated career website, Instagram page, X (formerly Twitter) account, YouTube channel, and the hashtag #LifeAtSpotify—all designed to give potential candidates an inside look at what working there is like. Understanding that candidates trust employees’ descriptions of a company more than the company’s own messaging, many organizations also encourage employees to share their experiences in their own words. Google’s Build Your Future With Google and Marriott Careers’ blog are great examples of how companies leverage employee stories to attract talent. Some companies even take things further with full-blown marketing-style campaigns. General Electric’s “What’s the matter with Owen?” campaign repositioned the company as a destination for top talent and boosted recruitment eightfold. Similarly, Britain’s Royal Marines launched the intense “What’s Your Limit?” campaign, targeting only the toughest individuals willing to endure their grueling training. With the tagline “99.99% need not apply,” it made a bold statement and resonated with its audience. These examples show how using storytelling, creative branding, and marketing-inspired strategies can elevate recruitment efforts, turning potential candidates into excited applicants—and eventually into highly engaged employees. Candidates as customers By treating candidates like customers and engaging them as effectively as marketers engage customers, brand-savvy HR professionals can play a big role in attracting and engaging highly qualified candidates, reducing the time to hire, and having a measurable impact on profitability. By treating candidates as customers who need to be “wowed” by the brand – not to buy products and services, but to “buy into” the company’s purpose and vision for the future, brand-savvy HR professionals can optimize their efforts and convert curious candidates into highly engaged employees. If you’re looking for ways to positively impact your bottom line, consider encouraging your branding and HR teams to work together and find creative ways to attract the best and brightest of your industry to want to work at your organization. By engaging candidates with the same vigor that your marketing team engages customers, your brand-savvy HR team can help slash the costs of talent acquisition and, by extension, make a positive impact on your bottom line. View the full article

Your coworker updated their status on Slack with the abbreviation, WFH — they even included an emoji of a house. But, what does WFH mean? View the full article

Mentorship is a powerful yet often overlooked tool in the SEO industry. Whether you’re an industry veteran or an up-and-coming specialist, the mentor-mentee relationship offers countless benefits that can accelerate growth, refine skills, and build a stronger professional network. In an industry where algorithms, strategies, and best practices constantly evolve, having guidance from someone with experience – or offering that guidance to others – can be a defining factor in career success. Some think mentorship only benefits the mentee. But after being a mentor a few months ago, I found that simply wasn’t the case. I learned as much from them as they did from me. Why mentorship matters in SEO SEO is a complex and dynamic field. SEOs must constantly adapt to search engine updates, emerging trends, and shifting user behaviors. While resources like blogs, courses, and conferences provide valuable insights, the learning curve can be steep. This is where mentorship comes in. It brings an additional layer of personalized guidance. But it’s not just about knowledge. It can also be about: Navigating difficult conversations. Discussing work-life balance. Simply having someone to bounce ideas off of. Mentorship can take many forms, from structured programs to informal relationships built through networking. Regardless of the format, these relationships create opportunities for: Knowledge transfer Sharing real-world experiences and strategies that aren’t always found in textbooks or webinars. Storytelling is a powerful way to impart knowledge, and real-life examples can enrich learning. Professional growth Mentees gain the confidence to: Take on bigger projects. Ask for promotions. Improve their communication skills with peers, clients, and senior staff members. Conversely, mentors refine their leadership and teaching skills and often learn from the mentees’ experiences, too. Networking and collaboration Stronger connections in the SEO community lead to job opportunities, collaborations, and career advancements. Mentors often introduce mentees to valuable industry contacts, benefiting their future careers. Navigating industry changes Google’s ever-evolving algorithms require adaptability, and learning from someone who has successfully navigated past updates can be invaluable. Inexperience can sometimes lead to hasty decisions or acting too quickly when all that was needed was to wait it out. Likewise, newer, enthusiastic SEOs can often bring fresh ideas and energy that can benefit their mentor. The benefits of being a mentee For SEO professionals looking to grow their careers, having a mentor can provide structure, guidance, and access to insider knowledge within the industry. But more than that, general life experience in and out of work can prove valuable in many situations, from negotiating salary increases to navigating difficult client conversations. The benefits include: Accelerated learning SEO is an industry with no single playbook. With a mentor’s guidance, a mentee can avoid common mistakes and gain insights that might take years to learn independently. Instead of relying solely on trial and error, mentees get access to proven strategies that have delivered results. Personalized career advice A mentor can provide tailored advice based on the mentee’s strengths, weaknesses, and career aspirations. Whether someone is looking to specialize in technical SEO, content marketing, or link building, having an experienced guide can clarify the best path forward. Access to exclusive opportunities Many SEO job openings and freelance opportunities are never publicly advertised. Being connected with a well-established professional increases access to these hidden opportunities. A mentor can also introduce mentees to influential people within the industry, helping them build a stronger professional network. Gaining confidence and overcoming imposter syndrome Many SEO professionals – especially those new to the field – struggle with self-doubt. A mentor provides reassurance, constructive feedback, and encouragement, helping mentees build confidence in their skills and decision-making abilities. Accountability Often, we know exactly what steps we need to take to achieve our goals, but following through – especially when the task is challenging – can be complicated. Procrastination, self-doubt, or simply feeling overwhelmed can hold us back. This is where accountability becomes invaluable. Having someone to check in, offer encouragement, and remind us of our commitments helps keep us on track. A mentor can gently push us, ensuring we stay focused and take action. When someone else is invested in our progress, we’re far more likely to push through obstacles and achieve meaningful results. Dig deeper: How to overcome imposter syndrome in SEO and digital marketing The benefits of being a mentor While mentees gain invaluable insights from mentorship, the rewards for mentors can be just as profound. One of the most fulfilling aspects of mentoring is witnessing a mentee’s growth and success firsthand. It’s easy to underestimate the depth of our own knowledge until we share it with others. Guiding someone through challenges and seeing them experience transformative breakthroughs is a powerful reminder of our impact on another person’s career and confidence. Few things compare to the joy of knowing you’ve played a role in someone’s professional evolution. Some of the key advantages include: Sharpening leadership and communication skills Explaining more complex SEO concepts to a less experienced professional forces mentors to articulate their knowledge clearly. This enhances their communication skills, making them better at: Leading teams. Presenting strategies to clients. Teaching others in a professional setting. Deepening industry knowledge “If you want to master something, teach it.” — Richard Feynman Teaching someone else often reveals gaps in one’s own understanding. By mentoring, SEO professionals reinforce their expertise and stay sharp in their knowledge. Mentees may also introduce fresh perspectives, new tools, or emerging trends that the mentor hadn’t previously considered. Building a legacy in the SEO community Helping others succeed strengthens the industry as a whole. Mentors contribute to shaping the next generation of SEO experts, fostering a more collaborative and supportive environment. This can enhance the mentor’s reputation and position them as an authority in the field. Expanding professional networks A strong mentorship relationship often leads to long-term professional connections. Former mentees may go on to work at influential companies, launch successful agencies, or develop innovative SEO tools, creating potential opportunities for future collaborations. Dig deeper: How to lead, mentor and motivate your SEO team Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Finding the right mentor or mentee in SEO Building a successful mentorship relationship requires compatibility and a mutual commitment to learning. Here are some ways to find the right mentor or mentee: Leverage SEO communities and events Platforms like X, LinkedIn, SEO forums, and industry events are great places to connect with potential mentors or mentees. Engaging in conversations, joining SEO Slack groups, or attending meetups can help foster these relationships organically. Join formal mentorship programs Several organisations offer structured mentorship programs tailored to SEO professionals, such as Women in Tech SEO or BrightLocal’s mentorship initiatives. These programs match experienced SEOs with those seeking guidance, ensuring a structured learning experience. Be clear about expectations Whether formal or informal, both parties should communicate their expectations upfront. Mentees should express what they hope to gain, while mentors should establish boundaries regarding time commitments and areas of focus. Give back to the community SEO thrives on knowledge-sharing. Those who have benefited from mentorship should consider paying it forward by becoming mentors themselves. Even junior professionals can mentor those just entering the industry, creating a cycle of continuous learning and support. Dig deeper: 5 leadership traps new SEO team managers should avoid Struggling to find a mentor? If you’re struggling to find a direct mentor in the SEO industry, don’t worry! You can still gain expert-level guidance by leveraging various resources. From podcasts and videos to online communities, these alternative mentorship methods can accelerate your learning and keep you updated with industry trends. YouTube The platform is packed with SEO knowledge, from beginner-friendly tutorials to advanced technical breakdowns. Find your favorite SEO superstars and find them on the platform. You can develop high-level SEO skills by consistently watching expert-led videos and applying what you learn without needing a direct mentor. Social media Many SEO experts actively share insights, case studies, and the latest algorithm updates on social media. Engaging with them can provide a form of mentorship through content and discussions. Consider following these platforms: X: Many industry leaders share real-time SEO updates and advice. Follow accounts like @glenngabe, @aleyda, @lilyraynyc and @sengineland. LinkedIn: Join SEO conversations, follow industry leaders, and engage with their posts to stay informed. Facebook Groups: Communities like SEO Signals Lab and Women in Tech SEO provide support, discussions, and networking opportunities. Reddit (r/SEO): A space for SEO professionals to share strategies, ask questions, and discuss algorithm updates. By engaging in these communities, you can build relationships, ask questions, and learn from the experiences of top SEOs. Podcasts Podcasts provide a convenient way to learn while commuting, exercising, or working. Some top SEO podcasts include: Search Off the Record (Google’s Official Podcast): Direct insights from Google’s search team. SEO 101 Podcast: Beginner-friendly SEO discussions. Voices of Search: Covers advanced SEO strategies and industry trends. Listening to SEO podcasts keeps you informed about the latest developments while exposing you to expert advice from seasoned professionals. Online courses and webinars Many well-known SEOs offer courses and webinars that provide mentorship-like experiences. Platforms like Coursera, Udemy, and Moz Academy offer structured SEO courses designed by industry experts. Some valuable options include: SEO That Works (by Brian Dean): A results-driven SEO course focusing on link building and content strategies. Semrush Academy: A range of courses to explore your areas of interest further. Ahrefs Academy: Free and paid courses covering technical SEO, link building, and keyword research. Webinars hosted by SEO professionals and industry organizations also provide real-time learning opportunities and the chance to ask experts questions. Many SEO tools and platforms host webinars on different topics. SEO conferences and virtual events Attending SEO conferences – whether in-person or virtual – can provide exposure to top professionals, new strategies, and industry trends. Some of the most notable SEO conferences include: SMX (Search Marketing Expo): Covers a wide range of SEO, PPC, and content marketing topics. brightonSEO: A search marketing conference held twice a year in the UK and once a year in the U.S. MozCon: A marketing and SEO-focused conference that brings together top professionals in the industry. Even if you can’t attend in person, many conferences offer virtual tickets, recorded sessions, and post-event materials. Mentorship: The hidden engine of SEO growth The SEO industry is built on a foundation of constant learning and adaptation. Whether you choose to become a mentor or seek mentorship, the benefits are undeniable. Mentees accelerate their careers, gain confidence, and expand their networks, while mentors refine their skills, build a legacy, and strengthen industry connections. By embracing mentorship, SEO professionals at all levels can contribute to a more knowledgeable, supportive, and thriving industry. If you haven’t explored mentorship in your SEO journey, now is the time to start. View the full article

In Shift: Managing Your Emotions—So They Don’t Manage You, Ethan Kross shares a comeback story about tennis champion Novak Djokovic. It was the Wimbledon quarterfinal and Djokovic, who was the No. 1 seed, was down two sets (5-7, 2-6) against 20-year-old Jannik Sinner. After the second set, he requested a break. Then he awed the crowd by triumphantly winning the next three sets (6-3, 6-2, 6-2). What shifted? Djokovic shared that he gave himself a pep talk in the locker room. He looked himself in the eyes and said: “You can do it. Believe in yourself. Now is the time, forget everything that has happened. New match starts now. Let’s go, champ.” Djokovic utilized distanced self-talk, an emotion regulation tool that Kross writes about, to recalibrate himself. A week later, he won Wimbledon for the eighth time. Djokovic’s story illustrates the central theme of Shift: You don’t have to live at the mercy of your emotions. With the right tools, you can learn to master them. Kross is one of the world’s foremost experts on emotion regulation. As an award-winning professor at the University of Michigan, he leads its Emotion and Self-Control Lab and shares his work as a bestselling author. In our conversation, he illuminates how to cultivate emotional resilience, stop an anxiety spiral, and reframe stress to elevate performance. This interview has been edited for length and clarity. You describe that our perception of self-efficacy is a master belief. When it comes to our emotions, learning what we can and can’t control is critical to building it. Can you explain? Several years ago, I came across a study that was as close as you can get to shivers running down your spine when reading scientific literature: 40% of respondents say that they can’t control their emotions. When I first encountered this finding, it was a mind blower. I run the Emotion and Self Control Lab. My whole life is dedicated to this concept. Yet, close to half of a sample doesn’t think that it’s even possible to manage your emotions. [Image: Courtesy of Ethan Kross] If you don’t believe that something is possible, why would you make any efforts to try to achieve that impossible goal? You wouldn’t. Decades of research demonstrate that compellingly. The 40% of people who said that you can’t control your emotions, it’s not that they were wrong. There are facets of our emotional lives and experiences that are out of our control. I share an anecdote about how when I’m in the gym, I’ll often have this very dark, maniacal thought about carrying a dumbbell and dropping it on someone’s face. What’s wrong with me that I’m thinking about that? That’s probably my brain preparing me for a worst-case scenario. So it motivates me to squeeze the dumbbell tighter or put it in the opposite hand so I don’t drop it. I never have, but I experience those dark thoughts sometimes. There’s this whole dimension of our lives that is characterized by these automatic emotional responses. We don’t have control over that. But what we do have control over is what happens once those thoughts and feelings are activated. You highlight the reframing paradox and explain that “when it comes to reframing, one of the big challenges is that people don’t know how to reframe their experiences adaptively and fall into the trap of reframing negatively.” What are the hidden traps of the reframing paradox and how can we avoid them? The way to avoid them is to first understand that this trap exists. Knowledge is power. We often think about reframing as a universal good. But reframing can be a force of good or bad. You can make the argument, as I have, that a lot of what happens when we’re anxious or depressed is that we’re reframing things. When I’m getting myself anxious, I’m thinking about all of the what if’s. I’m thinking differently about this, but in a negative direction. Then, the question is: If reframing is taking me in the wrong direction, how can I right the ship and have it take me in the right direction? There are a couple of tactics that are often useful. Distanced self talk: Try to give yourself advice like you would a friend. When friends are struggling with things, you don’t give them advice to make them feel worse. So, what would you say to a friend? We don’t always say those things to ourselves. Another reframing tool can be mental time travel: How am I going to feel about this next month, next week, or next year? The fires [in Los Angeles] are a great example of that. How are the fires going to feel next year? Five years from now? They are awful right now, but things are going to get better. Has there ever been a natural disaster that we haven’t recovered from in this country? For those who have survived thus far, you could also go back in time and think about other kinds of adversity to put this in perspective. There are a lot of people who are dealing with tragic circumstances who don’t have the resources, either personally or countrywide, that you have to deal with this. You share a study that found that our interpretation of our physiological stress response influences our levels of anxiety. Illustrate that process for us and how we can leverage it to not only regulate our emotions, but elevate our performance. This is one of my go to tactics. Experiencing physiological symptoms of stress or anxiety is a common part of that experience. Good luck trying to not have that reaction. It’s probably not desirable either, because we know that a moderate level of stress can be good for performance. It energizes you and mobilizes your resources. Research indicates that how you interpret what you’re experiencing physiologically can push you in different directions. If I’m getting butterflies in my stomach or I have to go to the bathroom, it’s not—Oh crap, I’m not prepared—which is one way of interpreting it. Instead, it’s saying: Lucky me. My body is like a Lamborghini. I’m getting ready to perform. It is a game changer to reframe what you’re experiencing, not as a threat and that there’s something wrong with you, but rather: This is how you’re supposed to be feeling. Use it to your benefit. Research shows that distanced self-talk promotes wise reasoning and intellectual humility. Why is it so effective? What tactics, such as using “you,” can help us apply it? Distancing as a tool is useful because it allows us to look at our experiences from a broader point of view, rather than getting trapped in a more narrow take on the situation, which can feel restrictive and fuel our emotional experiences. What are we taught to do from when we’re kids when it comes to a difficult problem? Roll up your sleeves and work through it. Zoom in really carefully. But, what we’ve learned is that sometimes doing the opposite—zooming out and looking at that bigger picture—is helpful for navigating these circumstances. What’s interesting about language is that it seems to allow us to relatively automatically shift our perspective. Take the word “you.” “You” is a word that we virtually use exclusively when we think about referring to other people. We know that it’s much easier for us to give advice to other people than it is for ourselves. So, when you use the word “you” to think about your own experience, it’s as though it’s automatically putting you into this advice giving mode. Now, I’m thinking about it like I’m talking to someone else. I’m pretty good with other people; Someone else goes through my problems and I can give you the solution for what they should do easily. But, I can’t do that for myself. “You” is applying that lens to my own life. We can also use the word “you” generically. What it involves is using the word “you” to refer to people in general; You don’t give a great talk. What are you going to do? It happens to everyone. There, I’m not using the word “you” to refer to myself. I’m using it to refer to the universal. We find that when people are trying to make meaning, being able to do this helps them, because it’s not just me. I’m talking about a personal experience in these universal terms. I’m taking it away from me and making it about anyone and everyone. You say that “avoidance is a key part of flexibility and flexibility is a key indicator of resilience.” Can you explain why avoidance can be a superpower? We like simple solutions for good reason. It’s easier to follow simple prescriptions. But, we know that research doesn’t support this idea that avoidance is always harmful. Yes, chronic avoidance can get us into trouble. But, being flexible can be effective. Importantly, what I’m talking about is being able to be flexible with how you deploy your attention. There’s a great study where after 9/11 researchers wanted to know which people were going to fair best over time. These were students who were living in New York City when the attacks occurred. The researchers were interested in how the ability to either express—approach and get your emotions out—or suppress—bottle up and avoid your emotions—might factor into this equation. What they did at the beginning of the study was measure the ability of people to express or suppress their emotions when told to do so. Then, they tracked them over time. What they found is that the people who fared the best were those who scored highest on their ability to both express and suppress their emotions. My grandmother grew up in Eastern Poland and was a young adult when the Nazis came. She saw most of her family being slaughtered and narrowly escaped. She lived through all of that and managed to survive. She would never tell me those stories. She wasn’t interested in getting into it, except one day a year when there was a Remembrance Day event that she and her fellow survivors organized where they let their emotions spill out. Over time, what I learned was that it wasn’t that she was chronically avoiding thinking about what happened to her. She was skilled at being flexible in how she deployed her attention. She’s a testament to this idea that it’s not about being dogmatic in how we apply these principles. Being flexible can make a difference. Let’s dive deeper into the psychological immune system. You share that time is one of the most important components of it. Still, there are non-traumatic circumstances that you may keep thinking about for years—say the loss of a job or friendship—despite them no longer impacting you. What can we do to clear these from our psychological immune system? Some experiences are harder to let go of. Particularly, the more intense they are, the more time it takes for them to dissipate. One thing I like to remind people of is that there’s this natural curve that goes up. Then, as time goes on, our emotional reactions tend to wane in intensity. That’s true of most of our experiences, but not all of them. With experiences that have happened, what you want to be able to do is to make meaning out of them. The fact that you’re still thinking about this suggests that you don’t have closure yet. The question is: What have you tried to do to get closure around this experience? What is standing in the way of you achieving that closure? Is there some cognitive work that you need to do to reframe it more effectively? Is it a conversation you need to have with this person to put it all out there? That’s what you would want to target to understand why you still think about it. Attention is an important aspect of our emotional life, particularly because we often focus on what’s going wrong rather than what’s going right. What are the most effective beliefs or practices to shift from having a scarcity mindset to an abundant mindset? It’s about being aware of that distinction and trying to find evidence that contradicts it. This is where the power to reframe can be so effective. We always have the ability to reframe our circumstances. A good example of this might be the work on social comparisons that I talk about. We tend to think about social comparisons as toxic, in particular, when we’re comparing ourselves against people who are doing better than us. It elicits envy. Yes, that is a pervasive phenomenon. But, what we lose sight of when we cling to that narrative is that we can also benefit from those social comparisons when we flip them. If I see someone who is outperforming me across the board and it elicits that initial sting, I can dwell on how much better their life is than mine or I can think about them as a beacon that I can try to navigate towards, like: Hey, if they can do it, so can I. Why don’t I try to achieve this? I’m flipping from what I don’t have to what I can attain. You can also do it in the opposite direction for people who are doing a lot worse than you. One of the ways that people often think about them is: Oh man, it happened to them. It can happen to me. That doesn’t feel good. Or, I can think: Wow, I’m really grateful that didn’t happen to me. Look at how much worse circumstances could be. Reflecting on our conversation and the book, a thread that stands out is that the quality of our thoughts determines the quality of our life experience. I’d love to close with a few questions that we can ask ourselves to continuously elevate that equation. I would say the nature of our thoughts, more than the quality. Our thoughts allow us to interpret the inputs that come in and that is one of our greatest superpowers. It means that we aren’t reacting in a default way to the situations that we encounter in the world. We can make sense of them in different ways, and how we make sense of them can put us on a completely different emotional trajectory. Simply recognizing that is number one. But, then committing ourselves to identifying the most profitable ways of making sense of our experiences. What I mean by profitable is, not in the monetary sense, but in the sense of: What are the interpretations of this world that allow you to live the life that you want to live? It’s an unbelievably powerful tool that we want to hone. View the full article

Wilson’s Airless Gen1 basketball is back. The hollow, $2,500 3D-printed basketball that doesn’t need to be inflated was first showcased at the 2023 NBA All-Star Weekend. Now, Wilson is selling the ball via a new production run for the remaining few people who can afford to spend thousands of dollars on a basketball. The Airless Gen1 ball features a latticed pattern of hexagonal holes and doesn’t require an inflated bladder inside. By all accounts of professional and amateur players who have tried the airless wonder, its honeycomb architecture and plastic material makes it perform like a traditional basketball, matching its size, weight, and rebound characteristics. [Photo: Wilson] The initial release in February 2024 sold out rapidly. Now, Wilson is responding to the high demand by rereleasing the basketball in limited quantities, said Kevin Murphy, general manager of team sports at Wilson, in a press release: “We have been consistently overwhelmed by the excitement surrounding our Airless basketball products.” The rerelease features three color options: black, natural/white, and a new burgundy. Each ball is produced using the same 3D-printing process as the original, with refinements implemented to enhance production. I asked Nadine Lippa, Wilson’s innovation manager, why the company hasn’t been able to ramp up production so more people can buy it. “We’re still using the same printer, we’re still using the same type of smoothing and dyeing,” she explained. The Airless Gen1’s high price tag reflects the fact that 3D technology is not mature enough to make the jump to industrial production. It’s not a problem of the design, but of how slow and cumbersome 3D-printing technology still is. Without a quicker way to materialize these items, which need extra cleaning and sanding work to turn them into consumer products, it can’t really command production runs sizable enough to knock off at least one zero from that price tag. [Photo: Wilson] 3D-printing technology for industrial production keeps advancing but still faces big challenges like slow scalability, material limitations, and complex post-processing and quality control. While the industry is not stagnant, it is not yet fully realized for mass production. “The additive and 3D-printing ecosystem continues to evolve year-over-year,” says Lippa, “and the Wilson Labs team continues to monitor the progress and engage with key players in the industry.” Lippa tells Fast Company that Wison is still committed to making this technology more accessible in the future. Her team is continuously assessing all options on how to bring this to scale in the best way possible. “Our mission is to create great high-performing products at every level for every athlete, so we will continue to research and explore until we solve the problem,” she says. “Specific to our Airless Basketball, we are continuing to evaluate 3D-printing materials and technologies that offer the right properties needed to make a basketball perform at a much-lower cost.” Hopefully, one day we’ll be able to pick up one at the store just like we do with normal basketballs. But until then, the Airless Gen1 will remain a big-ticket item and an unreachable object of desire for b-ball fans everywhere. Starting Thursday, February 13, the Wilson Airless Gen1 will be available for purchase from Wilson.com. A limited number of units will also be available at NBA All-Star 2025 in San Francisco on February 17. Thankfully, you may have a higher chance of getting lucky, according to Lippa. “While we don’t share exact quantities, this will be our largest drop of the Airless Gen1 to date.” View the full article

We may earn a commission from links on this page. For the past few months, I’ve had two salt shakers in my kitchen. One is Morton Salt Substitute, which is potassium-based, and I use it for the first few shakes of salt when I’m seasoning a dish. The other is regular table salt, which I use at the table. Now the World Health Organization is recommending that more of us try salt substitutes, and not just in the name of lowering sodium. Potassium is good for us, and it’s an easy way to get more in our diet. Morton Salt Substitute, 3.12 oz, 2 pk (Limited Edition) $11.98 at Amazon /images/amazon-prime.svg Get Deal Get Deal $11.98 at Amazon /images/amazon-prime.svg Benefits of potassium-based saltIf you’ve ever tried to lower your sodium intake, you’re probably familiar with low-sodium or no-sodium salt substitutes. One potential benefit is, of course, that they give you an easy way to lower your sodium intake if you do a lot of your own cooking. Sodium can contribute to high blood pressure and other health conditions, so the World Health Organization recommends that most of us keep our sodium intake under 2,000 milligrams per day. (The U.S. recommendation is a bit more generous, at 2,300 milligrams.) But this isn’t just about sodium. When it comes to heart health, most of us get more sodium than recommended and not enough potassium. Potassium is another mineral that our body needs, and consuming more of it has been found to reduce risks of cardiovascular disease. In this study, for example, people who switched to a potassium-based salt had fewer strokes, heart attacks, and deaths during the study than people who kept using a regular sodium salt. We normally get potassium in our diet from fruits and vegetables. Potassium salt shouldn’t replace that, but it can be a good extra source of the mineral. According to the National Institutes of Health, adult women should get at least 2,600 milligrams of potassium per day, and adult men at least 3,400. Downsides of potassium-based saltImportantly, potassium supplementation is not for everyone. If you have kidney disease or impaired kidney function, or if you’re taking a medication that changes how your body processes potassium, you may want to avoid these salts. (Your healthcare provider can tell you more.) How does potassium salt taste?The people promoting salt substitutes for health tend to wave away concerns about flavor. Most people won’t notice the difference, they say. They may be right, but there is a difference. Potassium salts have a subtly different flavor than regular sodium-based table salt. Sprinkle a little on your hand and lick it, and you’ll see what I mean. It’s still salty, and it doesn’t taste bad or anything, but it’s not quite the same. In large amounts, potassium-based salt substitutes can taste slightly metallic or bitter. When companies make low-sodium versions of their products, they know to use a mix of potassium and sodium salts, so that’s what I do at home. I use my salt substitute at the beginning of a recipe, when I’m browning meat or sautéing onions. It contributes a general saltiness to the dish. The next time I add salt, it’s usually the sodium kind. I figure I’m getting a roughly 50/50 balance, and then the salt shaker I bring to the dinner table is regular old table salt. If that’s too complicated, you can just mix both types of salt in the same container. Or buy a salt substitute like Morton Lite, which is a mix of sodium and potassium salts. And if you need a long-term review to convince you it will actually be fine for daily use, one of the largest studies on salt substitutes found that, after five years, 90% of participants were still happily using their salt substitute. View the full article

I am seeing a lot of renewed chatter within the SEO industry of a possible unconfirmed Google search ranking update touching down in the past 24-hours or so. The weird thing is that the tools are not really showing much of a spike in volatility but the chatter seems incredibly high.View the full article

Microsoft published its new Microsoft Advertising features that it released over the past month. This goes across Performance Max tools, reporting, new values, targeting, and more.View the full article

Google AI Overviews are now able to show super detailed comparison within Google Search. If you search for two very specific models, Google may give you a ton of details directly in the AI Overview.View the full article

Welcome to Pressing Questions, Fast Company’s work-life advice column. Every week, deputy editor Kathleen Davis, host of The New Way We Work podcast, will answer the biggest and most pressing workplace questions. Q: How do I get a hiring manager to respond to me? A: I’ve been on both sides of this scenario. I know how frustrating it can be to send your résumé and cover letter out into the void and wait for weeks without hearing anything. I also know how overwhelming it can be as a hiring manager to shift through hundreds of applications while meeting all of the normal demands of your job. So it’s a delicate balance. As a candidate you just want to know, but you also don’t want to annoy the person who you are hoping to impress. Here’s how to approach it: Follow the rules The first and most important step is to follow the instructions for applying. If the job posting requires you to upload your résumé to the corporate site, do it. Read the listing carefully to make sure you apply in exactly the format they ask for with exactly the materials they ask for. If the listing asks for a cover letter, write one—and not a generic one, one that’s tailored to the position and company. If the listing asks candidates to include work samples or references, include those. This may sound basic, but many candidates just fire off résumés to hundreds of open positions. Not following basic instructions is an easy way to knock yourself out of the running. Give it a little time, then find a real person Even if the company needs to fill the role urgently, hiring takes time. Wait at least a week after applying to send out your first outreach. Do the leg work to find who is likely the hiring manager—or at least someone who works in the department. Do not blast ten people at the company with a “to whom it may concern” message. The same advice for getting people to respond to any email applies here, too. You have a much better chance of getting a response if you can find a common connection and have that person recommend you. Be clear and concise If you can’t find a connection, and you’re sending a cold email, be as clear and concise as possible. Make your subject line the title of the role you are applying for. Let the hiring manager know that you have applied according to the listing instructions and then in one or two sentences explain why you are excited about the role and how you are a good fit. If you have non-traditional experience, you can briefly explain your transferable skills so they will hopefully take a closer look at your application. If you do land an interview, you can end up with another bout of waiting after the interview. Your first step after an interview is to send a thank you note, which can help solidify a good impression and follow up on things you talked about in the interview. After that, the same rules apply as far as giving it at least a week before following up again and keeping your message short and sweet. Best of luck! Want some more advice on following up on a job? Here you go: How do I get people to respond to my emails? A recruiter shares the best way to follow up on a job application This is how to write a follow-up email that’s not annoying 12 effective strategies for messaging recruiters on LinkedIn that will get noticed Can I ask a hiring manager to reconsider if I don’t get the job? View the full article

Earlier this week, a doctor friend told me about a frustrating new obstacle he’s facing at work. In normal times, he’s relied on websites operated by the U.S. federal government for practical information on everything from vaccine side effects to advice for families traveling to exotic areas. But the Trump administration’s move to strip sites of material relating to “gender ideology” and other topics the new president and his allies find objectionable has resulted in many pages disappearing from the web. My friend has been making do by consulting versions of the pages stored at the Internet Archive’s Wayback Machine. But that’s hardly a long-term solution. For one thing, those cached copies may be out of date. For another, it’s not a given that the Internet Archive will always be available when we need it. A New York Times article by Ethan Singer details the scale of the purge. More than 8,000 pages have been wiped away on subjects ranging from the Department of Health and Human Services’ Head Start program to avoidance of IRS penalties to telltale signs of dementia. Just the deletions relating to census data—one of the federal government’s most vital resources—have affected 3,000 pages. As pages have continued to vanish, others have returned, and the only explanation has come in the form of vague sitewide banners such as “CDC’s website is being modified to comply with President Trump’s Executive Orders.” As with other elements of the administration’s rush to reshape how the federal government works—or doesn’t work—the chaos may be the point. All of this is alarming even before you consider what a government online presence rewritten to Donald Trump’s specifications might look like. Reportedly, it involves excising not just references to “diversity,” “equity,” and “inclusion,” but also a bevy of other terms, including apparently controversial concepts such as “belonging,” “empathy,” and “fairness.” For more than a quarter century, the web has been a primary interface between citizens and their government. It may be more critical than its physical counterpart—or at least I can’t remember the last time I had to visit a federal office in person. By taking its language policing more seriously than the duty to provide information to the public, the new administration is failing at one of its most basic responsibilities. That raises a new specter that hadn’t been on my list of things to worry about: tactical removal of pages from government sites as a tool for impeding knowledge. For example, I hate to think about a Centers for Disease Control and Prevention vaccination website full of information created under the imprimatur of Robert F. Kennedy Jr. But simply eliminating the current site’s information and replacing it with . . . nothingness might do nearly as much damage as spreading RFK Jr.’s cherished misinformation on the subject. It could be done with a few clicks—a much simpler task than shutting down entire government departments, which is also part of Trump’s plan for the nation. I’m not saying that an even more sprawling, permanent site-scrubbing is definitely going to happen. As with many things about current events, Trump’s own comments on the edits (“I don’t know. That doesn’t sound like a bad idea to me.”) don’t make clear he’s paying attention, and leave him infinite wriggle room if he is. All we can do is keep paying attention, maybe with a newfound appreciation for a government benefit that has been quietly essential and easy to take for granted—until now. Yes, you can have too much storage Recently, I bought a 16 TB hard drive. It cost about $270, which—unadjusted for inflation—is a little over half what I paid for a drive I remember buying in the 1990s. That one had 500 MB of space, or 1/32,000th the capacity of the drive I just got. 1990s me, who was thrilled to add an entire half-gigabyte (!!!) of space to my PC would have been ecstatic to know that storage would continue to get ever vaster and cheaper. Oddly enough, though, my new 16 TB drive, which I added to a server that sits on my home network, has not brought me unalloyed pleasure. Instead, maxing out the space I already had made me question whether I should concentrate on deleting files rather than making room for more. Not that digital hoarding isn’t tempting. Unlike its physical counterpart, it’s unlikely to result in the new stuff overwhelming the old: I do a fairly respectable job of organizing it all into folders, part of a broader storage strategy that also involves several cloud services. I’m grateful to have enough room for a precious archive of family photos and letters, as well as ancient Word documents I still reference (for articles such as this one) and email that dates to 1994. I even ditched almost all the printed copies of magazines I’ve written for—hundreds of issues—and replaced them with PDFs. Still, like Scrooge McDuck filling his money bin with 3 cubic acres of cash and then burrowing through it like a gopher, I may have gone overboard. I use a wonderful piece of software called Channels to record streaming TV and over-the-air stations directly to my home network. These videos are mine, all mine—a comfort in an era when Netflix has only five movies made before 1980—and tough to part with. Yet they represent the single most voracious disk-space gobbler in my life. And even if I had infinite time on my hands, I wouldn’t use it to binge all the TV and movies I’ve preserved. Another thing that haunts me: An unknown but significant percentage of my disk space is devoted to files that are duplicates, triplicates, or beyond. How I ended up with so many redundant ones, I’m not sure. But they multiply like Tribbles, and eliminating all the redundant ones might feel like getting a new hard disk for free. After mulling all this over, doing some housecleaning, and finding I was still low on available space, I took the easy route by purchasing that new drive. It’ll surely get me well into 2027, and maybe way beyond. By the time it’s full, even more mammoth disks should be available for even less money. It would be nice, however, to think I’ll be more disciplined by then—a little less Uncle Scrooge, a little more Marie Kondo. If you have any tips on digital self-restraint, I’m dying to hear them. You’ve been reading Plugged In, Fast Company’s weekly tech newsletter from me, global technology editor Harry McCracken. If a friend or colleague forwarded this edition to you—or if you’re reading it on FastCompany.com—you can check out previous issues and sign up to get it yourself every Wednesday morning. I love hearing from you: Ping me at hmccracken@fastcompany.com with your feedback and ideas for future newsletters. I’m also on Bluesky, Mastodon, and Threads. More top tech stories from Fast Company OpenAI reveals new AI tool that can do online research for you Deep Research can gather information from across the web and summarize it in easy-to-read reports. Read More → Will a return to OG Facebook appeal to Gen Z? Mark Zuckerberg certainly seems to think so. Read More → Google teams up with Samsung to take on Dolby Atmos The two companies are betting on the power of branding to turn their new immersive audio format into a success story. Read More → 3 quick ways to free up iPhone storage space Save space, save time, save yourself from the ‘Storage Almost Full’ pop-up. 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