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Plus outlooks from our exclusive expert council: Pipe, Dobek, Grundy. By Martin Bissett Passport to Partnership Go PRO for members-only access to more Martin Bissett. View the full article

Plus outlooks from our exclusive expert council: Pipe, Dobek, Grundy. By Martin Bissett Passport to Partnership Go PRO for members-only access to more Martin Bissett. View the full article

Chancellor says growth and inflation will be hit by fallout from global friction View the full article

CEOs who rushed to support Donald Trump after the election may have awoken this morning to the painful realization that they made a mistake. It’s not just that business leaders were wrong to assume President Trump would never follow through on his threats to impose stiff tariffs on Canada and Mexico. They misjudged the man and the moment, failing to learn lessons from both politics and business. Now, clear-eyed CEOs should break from the herd mentality, steer clear of Trump’s orbit, and plan for the likelihood that the pendulum will swing back to the center. Every day there’s more evidence that the business community’s stampede to Trump was a miscalculation. Think of it as a “Trump bubble,” where enthusiasm overshot reality and undervalued risk. When the bubble bursts it will seem obvious that publicly aligning with a divisive, mercurial president was bad politics and bad business. Here’s what many in the business community got wrong about Trump. Loyalty only goes one way America’s allies have learned this the hard way—just ask Ukraine—and business leaders should catch up. It’s true that Trump is transactional. He has a history punishing corporate critics while shifting policy to reward financial backers. Former advisors say he is easily manipulated by flattery. But Trump is a fickle friend. Look at Mark Zuckerberg. After the election, the Meta CEO shut down fact checking on Facebook, allowed attacks against trans people and immigrants, and paid $25 million to settle a Trump lawsuit for suspending his account after the January 6 insurrection. But according to the tech journalist Casey Newton, “Meta’s concessions to the right may have backfired.” By bowing to Trump and giving credence to conservatives’ complaints about online “censorship,” Zuckerberg didn’t quiet his critics—he emboldened them. Now Trump’s Federal Trade Commission is launching a new probe of Facebook’s content moderation policies. Voluntarily giving the bully your lunch money rarely works out. Trump is not as strong as he claims and is getting weaker every day It’s true that “Teflon Don” defied political gravity by rebounding from his 2020 loss and still manages to shake off scandals that would sink most other politicians. But that doesn’t make him invincible. Trump wildly exaggerated the size of his victory. While he started this term in a stronger position than he did in 2017, he’s still the least popular new president in modern history and his chaotic first weeks have damaged his standing further. Approval of Trump’s handling of the economy, long his strong suit, is rapidly declining. Consumer confidence is dropping and inflation fears are rising. Things are likely to get worse for Trump, not better. Public opinion usually shifts away from the president’s party over time. And Republicans preparing to slash funding for health care to pay for big tax cuts for the wealthy are repeating the same playbook that cratered Trump’s approval ratings in his first term and led to Democratic victories in the midterms. Business leaders fawning over Trump may hope they’re hitching a ride on a shooting star, but it’s more likely they’ve tied themselves to a sinking stone. CEOs are underestimating the risks that come with cozying up to such a polarizing figure You can look at the politics, as Republicans face angry town hall meetings and sinking poll numbers. But you can also look at the bottom line—and not just the costly tariffs that are likely to snarl supply chains and reignite inflation. Dumping diversity goals and retreating from sustainability targets may win points with MAGA critics in the short term, but research and experience both suggest it will be bad for business and the wider economy in the long term. Remember that companies did not embrace environmentally and socially responsible practices because of altruism, they did it because diverse talent leads to better outcomes, energy efficiency saves money, and because employees, customers, and investors demanded it. College-educated corporate workers and blue state consumers haven’t disappeared. We’re already seeing some consumers start to vote with their feet. After Target joined the crowd abandoning diversity, equity, and inclusion (DEI) commitments, one study found foot traffic dropped nearly 10%. By contrast, it went up for Costco, which stood firm. Global companies face additional risks. They should expect cross-pressure from other governments and consumers around the world as Trump alienates allies and abandons shared concerns like promoting clean energy and AI safety. The same choices that help a CEO score a dinner invite to Mar-a-Lago may spur investigations in Brussels and boycotts in Toronto. Tesla sales are plummeting in Europe thanks in part to backlash against Trump’s right-hand man Elon Musk. There’s business value in stability And even if you love tax cuts, they won’t be worth much if the federal government is shattered and the rule of law is shredded. A healthy democracy, stable trading relationships, and a liveable planet are necessary for a thriving economy. This is starting to dawn on investors, who are warning of a “Trump slump.” The stock market has struggled since Inauguration Day. Even before the latest tariffs caused panic, the Wall Street Journal reported that “for CEOs and bankers, the Trump euphoria Is fading fast.” The Financial Times asked, “Is corporate America already souring on Trump?” Trump may cave to market pressure and roll back his new tariffs, but there’s surely more chaos and uncertainty to come. He will have good days—today’s State of the Union could provide one—but his honeymoon is ending faster than many expected. Looking ahead, business leaders should try to avoid controversy but be prepared for it to find them anyway. Smart CEOs are consistent in their long-term vision and aren’t swayed by passing political winds. You don’t need to pick fights with a vindictive administration, but leaders aren’t afraid to tell the truth. Look at Ford CEO Jim Farley warning about the costs of Trump’s trade policies, Patagonia CEO Ryan Gellert highlighting the cost of selling off America’s public lands, and Coca-Cola continuing to make the business case for diversity. As hard as this moment is, there’s an opportunity waiting for those brave enough to seize it. Over the next four years, many consumers and talented workers—and some investors, too—will be looking for businesses that refuse to be complicit in cruel and potentially illegal policies. If you’re not going to stand up for what’s right, at least don’t bend the knee to what’s wrong. View the full article

The war in Gaza has come with an awful cost. Tens of thousands of Palestinian civilians have been killed, and thousands more are missing. And while a temporary ceasefire has allowed for increased aid delivery, easing the plight of those facing disease and hunger, experts predict malnutrition and health issues to persist for months or even years. Much of the territory’s infrastructure—its schools, hospitals and homes—has been damaged or destroyed. And yet, the tremendous human and societal loss has been augmented by a lesser reported but potentially catastrophic, consequence: environmental devastation. In June 2024, the United Nations Environment Programme conducted an environmental impact assessment to evaluate the damage resulting from Israeli military actions in Gaza. It found “unprecedented levels of destruction” from the intensive bombing campaign, along with the complete collapse of water and solid waste systems, and widespread contamination of the soil, water and air. And that was before another six months of bombing caused further damage to Gaza. As a scholar of environmental justice, I have thought carefully about the impact that a lack of clean water, access to sanitation facilities, and the absence of basic infrastructure can have on a community, particularly vulnerable and marginalized populations. The current pause in fighting is providing respite for the 2.2 million people in Gaza who have endured more than a year of war. It also provides an opportunity to evaluate the environmental damage to the densely populated enclave in three crucial areas: the water, sanitation and hygiene sector, or WASH; air quality; and waste management. Here is what we know so far: WASH sector According to an interim damage assessment released by the World Bank, U.N. and E.U. in March 2024, an estimated US$502.7 million of damage was inflicted on the WASH sector in Gaza in the initial months of bombing, including damage to approximately 57% of the water infrastructure. The United Nations reported that water desalination plants in Gaza, 162 water wells and two of the three water connections with Israel’s national water provider had been severely damaged. As a result, the amount of available water in Gaza was at that point reduced to roughly 2-8 liters per person per day—below the World Health Organization emergency daily minimum of 15 liters and far below its standard recommendation of 50-100 liters per day. In November 2024, meanwhile, the charity Oxfam reported that all five wastewater treatment plants in Gaza had been forced to shut down, along with the majority of its 65 wastewater pumping stations. This resulted in ongoing discharges of raw, untreated sewage into the environment. As of June 2024, an estimated 15.8 million gallons of wastewater has been discharged into the environment in and around Gaza, according to the U.N. environmental report. Meanwhile, sanitation facilities for Palestinians in Gaza are practically nonexistent. Reporting from U.N. Women states that people in Gaza routinely walk long distances and then wait for hours just to use a toilet, and due to the lack of water, these toilets cannot be flushed or cleaned. Smoke and clouds of dust rise after an Israeli attack in Gaza City on Jan. 5, 2025. [Photo: Khalil Ramzi Alkahlut/Anadolu/Getty Images] Air quality The air quality in Gaza has been drastically impacted by this war. NASA satellite imagery from the first few months of the war found that approximately 165 fires were recorded in Gaza from October 2023 to January 2024. With a shortage of electricity, residents have been forced to burn various materials, including plastics and household waste, for cooking and heating. And this has contributed to a dangerous decline in air quality. Meanwhile, large amounts of dust, debris and chemical releases have been produced from explosions and the destruction of infrastructure, leading to significant air pollution. In February 2024, the U.N. Mine Action Service estimated that, in the first few months of the war alone, more than 25,000 tons of explosives had been used, equivalent to “two nuclear bombs.” Waste management In the first six months of bombardment, more than 39 million tons of debris were generated, much of it likely to contain harmful contaminants, including asbestos, residue from explosives and toxic medical waste. Human remains are also mixed in with this debris, with estimates that over 10,000 bodies remain under the rubble. Moreover, the three main landfills in the Gaza Strip have been closed and are unable to receive waste or conflict-related debris. Substantial damage has been done to five out of six solid waste management facilities, and solid waste continues to accumulate at camps and shelters, with an estimate of 1,100 to 1,200 tons being generated daily. The charge of ‘ecocide’ With such environmental destruction, claims of “ecocide” have been made against the Israeli government by international rights groups. Although not presently incorporated into the framework of international law, there have been recent efforts for ecocide to be added as a crime under the Rome Statute, the treaty that established the International Criminal Court. Indeed, a panel of experts in 2021 proposed a working definition of ecocide as “unlawful or wanton acts committed with knowledge that there is a substantial likelihood of severe and either widespread or long-term damage to the environment caused by those acts.” To date, 15 countries have criminalized ecocide, and Ukraine is investigating Russia for ecocide for its destruction of the Kakhovka Dam in 2023. Various organizations, including the Al Mezan Center for Human Rights, the University of California Global Health Institute and the Women’s International League for Peace and Freedom, have stated that the level of environmental devastation in Gaza reaches the proposed legal definition of “ecocide.” Although the Israeli government has not responded to these accusations, it has consistently stated that it has a right to defend itself and that it seeks to protect civilians as it conducts its military operations. Health impacts of environmental harm Regardless of whether the charge of ecocide applies to Israel’s bombardment of Gaza, the environmental impact, the spread of disease, and other harmful health impairments will be felt for years to come. The United Nations Relief and Works Agency reported an increase in hepatitis A in the enclave, from 85 cases before the current war to 107,000 cases in October 2024. The WHO has reported 500,000 cases of diarrhea and 100,000 cases of lice and scabies, along with the reemergence of polio. The lack of adequate WASH facilities has also disproportionately affected women and girls by interfering with basic menstrual hygiene, harming their mental and physical health. Meanwhile, the increased presence of dangerous air pollutants has led to increases in respiratory issues, including nearly 1 million acute respiratory illnesses. Presently, the most common respiratory ailments in Gaza are asthma, chronic obstructive pulmonary disease, bronchitis, pneumonia, and lung cancer. Next steps As a licensed environmental engineer, I have never seen the scale of environmental destruction that has occurred in Gaza. While the situation is unprecedented, there are concrete steps that the international community can take to help Gaza’s environment recover. The three-stage ceasefire agreement between Israel and Hamas, which went into effect on Jan. 19, 2025, is a promising first step. This agreement has allowed some Israeli hostages to be released and Palestinian detainees to return to their homes. It also allows for more humanitarian aid to enter Gaza to deal with the current food crisis and health emergency. Nevertheless, there are significant challenges ahead for the people of Gaza. First, the ceasefire agreement will need to hold—and already there are signs of difficulty in implementing the agreement in full. Should fighting resume, that will close or delay the opportunity for engineers and surveyors to perform detailed, comprehensive field assessments. Meanwhile, the need for a post-conflict plan for Gaza has never been starker. Recovering from Gaza’s environmental devastation will require Israel and neighboring countries, as well as influential world powers such as the United States and the European Union, to work together to rebuild critical infrastructure, such as water and wastewater treatment plants and solid waste infrastructure. Moreover, to succeed, any long-term plan for the reconstruction of Gaza will need to prioritize the needs and perspectives of Palestinians themselves. Lesley Joseph is a research assistant professor of environmental engineering at the University of South Carolina. This article is republished from The Conversation under a Creative Commons license. Read the original article. View the full article

A handful of major data breaches that occurred in 2024 have already come to light in the last few months (including the PowerSchool and Community Health Center incidents), the latest of which affected a major employment screening and background check service and compromised information from more than 3.3 million people. DISA Global Solutions provides background checks for more than 55,000 employers across the country, and its systems were compromised for more than two months last year. What happened with DISA?According to the company's filing with the Maine attorney general's office, hackers accessed DISA's system between Feb. 9, 2024 and April 22, 2024 (when the breach was discovered) and stole the data of 3,332,750 individuals In its letter notifying consumers of the breach, DISA did not provide specifics as to what was stolen, noting simply that the hackers "procured some information." However, an additional filing located by TechCrunch indicated that the breach included Social Security numbers, medical records, financial account information, credit and debit card numbers, and other government-issued documents. In conducting background checks, DISA collects a wide range of consumer data, including credit, education, and employment histories; driving records; drug tests; references from employers and landlords; and criminal and civil legal filings. What you can do if your data was stolenThe best you can do after a data breach is to pay attention to your personal accounts, follow basic security best practices—such as being especially vigilant with suspicious communication that might be a phishing attempt—and lock down as much as possible to prevent any further damage being done with your information. If you haven't already, you should take steps like freezing your credit and placing a fraud alert to prevent anyone from taking on debt in your name, as well as considering identity protection services that can notify you of anything suspicious. You can also set up protections for your SSN so no one can take on employment or file taxes fraudulently. As of Feb. 21, DISA is notifying consumers affected by the breach and offering a 12-month membership to Experian's IdentityWorks identity monitoring service. To enroll, go to the IdentityWorks website and enter the activation code in your notice. You must sign up by June 30, 2025. View the full article

Conciliatory statement comes after White House clash led to abandonment of plan to sign agreementView the full article

This article is posted with permission from our partner MacPaw. MacPaw makes Mac + iOS apps that have been installed on over 30 million devices worldwide. Freelancers Union members receive 30 days of free unlimited access to CleanMyMacX and Setapp: https://freelancersunion.org/resources/perks/macpaw/ As a freelancer, your computer is your most valuable tool — your office, storage space, and sometimes even your creative playground. Keeping it clean and organized isn't just about freeing up space; it's about ensuring smooth performance, protecting your data, and boosting productivity. Here's how to give your computer the deep clean it deserves. Not only does your Mac benefit from regular cleanups, but many also find cleaning quite satisfying. The MacPaw team has always been fascinated by the ever-evolving world of technology. In 2008, our passion for the tech inspired us to create CleanMyMac, a Mac app that would help curb the never-ending digital clutter. As a team of Mac cleaning experts, we gathered the best practices to keep your Mac up and running. 1. Set a Cleaning RoutineRegular maintenance is key. Many professionals recommend cleaning their computers weekly or at least once a month. A cluttered desktop, sluggish performance, or frequent crashes clearly show that your system needs attention. Almost 47% of our teammates clean their Macs once a week, and the other 35% run cleanups monthly. 2. How do you determine if your Mac needs cleaning? Your device is running slower than usualYour storage is almost fullYour desktop and downloads folder are clutteredYour battery drains faster than normalYour computer takes longer to start up3. Declutter Your Files and FoldersStart by organizing your files. Move essential documents to dedicated folders, delete unnecessary files, and clear out old downloads. Don’t forget to back up critical data to an external drive or cloud storage. Step-by-step digital decluttering: • Remove outdated files and clean up your desktop • Uninstall programs and apps you no longer use • Scan for large and old files to free up space • Empty Trash • Restart your computer 4. Don’t Just Delete—Uninstall ProperlyDragging an app to the Trash (on Mac) or the Recycle Bin (on Windows) doesn’t always remove all associated files. Use a dedicated uninstaller or a system cleaner to ensure complete removal. One of CleanMyMac’s modules can do this task for you! 5. Protect Your Computer from MalwareFreelancers often download files from multiple sources, increasing the risk of malware. Protect yourself by: • Avoiding downloads from unknown sources • Using secure Wi-Fi networks • Regularly scanning for malware • Keeping your passwords updated and secure 6. Don’t Forget About Physical CleaningA dusty laptop fan or a keyboard full of crumbs can cause overheating and wear down your hardware. Use compressed air or a small vacuum to remove debris from your keyboard and vents. If you have pets, a lint roller can help remove cat or dog hair from your keyboard. 7. Make It a HabitConsider digital cleaning like maintaining your car—it’s easier to do it regularly. Adopt simple daily habits like clearing your downloads folder, organizing files, and shutting down your computer properly. By keeping your computer clean and optimized, you’ll boost its lifespan and work more efficiently. Whether it’s National Clean Out Your Computer Day or just another workweek, taking the time to maintain your device can make all the difference in your freelancing success. View the full article

This article is posted with permission from our partner MacPaw. MacPaw makes Mac + iOS apps that have been installed on over 30 million devices worldwide. Freelancers Union members receive 30 days of free unlimited access to CleanMyMacX and Setapp: https://freelancersunion.org/resources/perks/macpaw/ As a freelancer, your computer is your most valuable tool — your office, storage space, and sometimes even your creative playground. Keeping it clean and organized isn't just about freeing up space; it's about ensuring smooth performance, protecting your data, and boosting productivity. Here's how to give your computer the deep clean it deserves. Not only does your Mac benefit from regular cleanups, but many also find cleaning quite satisfying. The MacPaw team has always been fascinated by the ever-evolving world of technology. In 2008, our passion for the tech inspired us to create CleanMyMac, a Mac app that would help curb the never-ending digital clutter. As a team of Mac cleaning experts, we gathered the best practices to keep your Mac up and running. 1. Set a Cleaning RoutineRegular maintenance is key. Many professionals recommend cleaning their computers weekly or at least once a month. A cluttered desktop, sluggish performance, or frequent crashes clearly show that your system needs attention. Almost 47% of our teammates clean their Macs once a week, and the other 35% run cleanups monthly. 2. How do you determine if your Mac needs cleaning? Your device is running slower than usualYour storage is almost fullYour desktop and downloads folder are clutteredYour battery drains faster than normalYour computer takes longer to start up3. Declutter Your Files and FoldersStart by organizing your files. Move essential documents to dedicated folders, delete unnecessary files, and clear out old downloads. Don’t forget to back up critical data to an external drive or cloud storage. Step-by-step digital decluttering: • Remove outdated files and clean up your desktop • Uninstall programs and apps you no longer use • Scan for large and old files to free up space • Empty Trash • Restart your computer 4. Don’t Just Delete—Uninstall ProperlyDragging an app to the Trash (on Mac) or the Recycle Bin (on Windows) doesn’t always remove all associated files. Use a dedicated uninstaller or a system cleaner to ensure complete removal. One of CleanMyMac’s modules can do this task for you! 5. Protect Your Computer from MalwareFreelancers often download files from multiple sources, increasing the risk of malware. Protect yourself by: • Avoiding downloads from unknown sources • Using secure Wi-Fi networks • Regularly scanning for malware • Keeping your passwords updated and secure 6. Don’t Forget About Physical CleaningA dusty laptop fan or a keyboard full of crumbs can cause overheating and wear down your hardware. Use compressed air or a small vacuum to remove debris from your keyboard and vents. If you have pets, a lint roller can help remove cat or dog hair from your keyboard. 7. Make It a HabitConsider digital cleaning like maintaining your car—it’s easier to do it regularly. Adopt simple daily habits like clearing your downloads folder, organizing files, and shutting down your computer properly. By keeping your computer clean and optimized, you’ll boost its lifespan and work more efficiently. Whether it’s National Clean Out Your Computer Day or just another workweek, taking the time to maintain your device can make all the difference in your freelancing success. View the full article

Across the city of Chengdu, China, the quiet but remarkable buildings of Liu Jiakun has slowly pierced through the dominant stereotype of bombastic Chinese architecture. Liu, who has just been named the 2025 Pritzker Architecture Prize Laureate, has spent the past three decades carefully injecting pieces of socially conscious and transformative architecture into his hometown. Liu’s work includes subtle museums, historically informed preservation projects, and progressive urban projects that blur the edges of private space and public good. “In a world that tends to create endless dull peripheries, he has found a way to build places that are a building, infrastructure, landscape and public space at the same time,” writes Alejandro Aravena, chair of the Pritzker jury. Novartis (Shanghai) Block – C6 [Photo: courtesy of Arch-Exist] Liu, 69, has a unique background that informs his work. After studying architecture in the late 1970s and early ’80s, he worked at the state-owned Chengdu Architectural Design and Research Institute before volunteering to embed in remote Tibet where he developed a passion for meditation and writing. For a decade he left architecture to write novels and paint. In 1999 he returned to the field and established Jiakun Architects, when he was in his 40s. He now has more than 30 built projects to his name, many located in and around his hometown of Chengdu. In its citation for the 2025 Pritzker Prize, the jury commended Liu for his focus on the creating high-quality buildings for the lives of ordinary people. “While density appears to be a more sustainable solution for people to live together, the scarcity of space usually implies a poor quality of life,” the jury writes. “Liu Jiakun rethinks the fundamentals of density through cohabitation, crafting an intelligent solution that balances the opposite forces at play.” West Village [Photo: courtesy Chen Chen] This is especially evident in one of Liu’s standout projects, the West Village mixed use “urban complex,” which wraps the perimeter of a gigantic city block with a five-story building combining shops, offices, and community spaces. One full side of this megablock is made of a striking crisscross of steel ramps that serve to connect pedestrians and cyclists to the complex’s various spaces while also doubling as an inner city trail. A large courtyard of sports fields and gardens sits inside the built perimeter, with its towering ramps serving as a window frame for the 21-million-person city beyond. West Village [Photo: courtesy Qian Shen Photography] This socially minded work is continuing at an even larger scale in a forthcoming project. Liu’s firm is in the midst of creating a large park from a former steel factory in the city of Hangzhou. Opening once degraded land to the public while also celebrating its industrial heritage, the park strikes a soft balance between history and contemporary urban demands. Liu is just the second Pritzker Prize winner from China, after Wang Shu in 2012. No American has won the prize since 2005. View the full article

It’s not only cryptocurrency investors who are seeing red today. If you’re an investor in Elon Musk’s Tesla (Nasdaq: TSLA), the trading day is off to another bad start. That’s because Tesla shares are currently down over 6% to below $267 a share as of the time of this writing. Today’s early-morning drop is just the latest one for the electric car maker since the beginning of the year, with TSLA shares down over 33% in 2025 so far. Increasingly, they’ve fallen nearer to an important psychological price barrier: $251, which is where they were trading on November 5, 2024 when President Trump won the election. In other words, Tesla is close to losing all of the gains it had made since Trump’s victory. Exactly why are TSLA shares falling this morning? There are two likely immediate reasons. Tesla sales crash in China in February China is Tesla’s second most important market after the U.S. However, sales in the country reportedly fell off a cliff last month. In February 2025, Tesla sold just 30,688 cars in China. That is a staggering decline of 49.2% from a year earlier. It’s also the lowest number of vehicles Tesla has sold in any month in China since August 2022. However, there are a few one-time events that may have contributed to this drop. First, Tesla had to partially suspend the production of the Model Y in the country due to upgrade work. Second, there was a shift in the Lunar New Year holidays this year, which could have contributed to fewer people car shopping during the February period. However, as Reuters notes, one-offs weren’t the only reasons behind the fall. During the same month, one of Tesla’s main Chinese competitors, BYD, reported 614,679 vehicles sold—a 90.4% increase. Tesla is also facing an EV price war in the country. BYD recently released an EV with driving-assistance technology. The starting price of that vehicle is less than $10,000 USD. Tesla’s Model Y starts at around $35,000 USD in China. And BYD isn’t the only rival Tesla faces in China. Other companies in the country, including Geely and Leapmotor, have recently entered into the EV price wars, heaping more competition on the company. Tesla’s nearly 50% sales drop in China during the month follows recent falls in other countries. Data from the European Automobile Manufacturers Association (ACEA) shows that Tesla has recently seen a 45.2% drop in the European Union, Britain, and the European Free Trade Area. Bank of America downgrades TSLA stock A second bit of news seems to be rattling Tesla investors this morning, too. Bank of America has downgraded Tesla’s stock price. Previously, BoA held a $490 price target for TSLA shares, but now it’s reduced that target to $380. At $380, that’s still about $110 higher than where Tesla is right now, but it’s a huge drop from the nearly $500 price point that BoA previously had on the stock. It’s worth noting that Bank of America has maintained its “neutral” rating on TSLA shares. Trump trade wars and DOGE President Trump’s tariffs on Canada, Mexico, and China in the past day may also be weighing on Tesla stock. Those tariffs—as well as retaliatory actions taken by America’s three largest trading partners—are spooking markets in general this morning. Economists worry that the tit-for-tat tariffs could signal that the largest economies in the world are on the cusp of a massive trade war—one that would not benefit the economies of any country involved, nor the larger global economy. If the global economy worsens, it could lead to consumers pulling back on spending on everything from cars to computers. Today’s 6%-plus decline in Tesla’s stock may also partially be blamed on ongoing worries that Elon Musk’s political activities and his involvement with the controversial Department of Government Efficiency (DOGE) may be tarnishing the company’s brand image beyond repair. Not since Steve Jobs and Apple has one man been so connected to a company in the eyes of the public. If Elon Musk’s political antics continue to generate anger against the buying public—especially the affluent, progressive, environmentally conscious consumers who tend to buy his cars—investors worry those customers may abandon the brand. Where does Tesla go from here? Where TSLA shares go from here is anyone’s guess. Tesla recently passed a grim milestone last month when it lost its status as a company with a $1 trillion market cap. As of the time of this writing, Tesla is now worth below $900 billion. In December, TSLA shares closed at an all-time high of over $488. They have fallen more than $222 since then. View the full article

Deal involves sale of the bulk of ports owned by Hong Kong-based conglomerate CK Hutchison View the full article

Sycamore Partners is planning a three-way split of Walgreens Boots Alliance if a deal to take the struggling pharmacy chain private is reached, the Financial Times reported on Thursday, citing people familiar with the matter. Walgreens’s three businesses—U.S. retail pharmacy, Boots UK, and U.S. healthcare—will be separated and have distinct capital structures, according to the report. Sycamore and Walgreens both declined to comment on the report. Shares of the Deerfield, Illionois-based company rose 5% to $11.62 in early trading. The report “marks another twist in the potential go-private story” for Walgreens, Leerink analyst Michael Cherny said. Walgreens has reportedly been in talks to sell itself to private equity firm Sycamore since December, but a deal is yet to be reached. Media reports have also pointed to issues with financing for a buyout and discussion with Sycamore briefly falling out. The financing of the take-private deal is not expected to be an obstacle, according to the FT report. Walgreens’ executive chairman Stefano Pessina, who currently holds a 17% stake, is expected to maintain a significant share of the company, it added. —Bhanvi Satija and Sriparna Roy, Reuters View the full article

If what you don’t know can’t hurt you, Elon Musk may be in luck. With a series of candid posts on X, the White House’s resident broligarch has lately been divulging which aspects of civics and data science he appears to know little about. Fortunately for anyone following along, a scattered battalion of experts and reporters has received each bumbling post on X like a social media bat signal. Every time Musk posts about, say, the dire need for retired air traffic controllers to get back into the game, or for flight trajectories to look like a straight line, a veteran campaign strategist will explain that air traffic controllers are required by law to retire at age 56, or a journalist will describe how flight plans and prohibited airspace function. Together, these folks have turned Musk’s X feed into one long teachable moment—regardless of whether the primary pupil is paying any attention. It makes sense that most people wouldn’t know the ins and outs of things like air traffic controller staffing protocol or flight paths. It’s also reasonable to expect that Musk himself wouldn’t know, even as his Department of Government Efficiency (DOGE) team is in the midst of a drastic overhaul of the Federal Aviation Administration (FAA), at a critical juncture in the public perception of flight safety. What makes no sense, however, is for someone in Musk’s powerful position to find out how such important systems work, through social media rebuttals, only after he’s already suggested sweeping changes within those systems. Early days of DOGE When Musk first started planning DOGE’s implementation, he had a golden opportunity to learn about government functionality. According to a recent New York Times report about DOGE’s origins, the task of putting logistics around Musk’s ideas fell to health care entrepreneur Brad Smith, who had previously worked with Jared Kushner during Trump’s first term. “In the first week after the election, Mr. Smith gave Mr. Musk a presentation that amounted to a basic budget and civics lesson, explaining how Congress appropriated funds and noting major line items like defense and health care,” the report reads. “In one early meeting, Mr. Musk said Mr. Smith was being too careful and offering ‘classic consultant stuff.’ In discussions, Mr. Musk expressed impatience with Mr. Smith’s caution that the team would need a phalanx of lawyers to help with executive orders and regulations. Mr. Musk wanted to tear down the government to the studs, and saw Mr. Smith’s approach as incremental.” Shoot first, ask questions later Musk’s apparent distaste for caution has led to a more “shoot first and ask questions later” style of reshaping the federal government. In the parlance of the 2020s, he is the literal embodiment of “FAFO” in action. But it’s those following along on X and Bluesky who are “Finding Out.” For instance, Musk recently posted an adamant denial on X that DOGE’s cost-cutting has resulted in fewer funds for cancer research, after writer Molly Jong-Fast called him out on it. Of course, Musk had previously griped on X about how much money in endowments from the National Institute of Health were going toward “indirect costs,” which he described as “overhead.” Amid Musk’s denials about cutting funding for cancer research, experts quickly chimed in to explain that, in the realm of NIH funding, all that “overhead” provides critical support for biomedical research and trials, something Musk may not have been aware of. It’s far from Musk’s only misapprehension around the allocation of government funds. When he posted “Defund the ACLU” in December, Musk may similarly not have known that the American Civil Liberties Union receives no money from taxpayers whatsoever—something Rep. Alexandria Ocasio-Cortez was quick to point out in a quote-reply. More galling, however, was Musk’s X post from mid-February, suggesting millions of dead people are currently collecting social security checks. As proof, he posted an excerpt of an Excel spreadsheet purportedly listing people up to 369 years of age receiving benefits. The following afternoon, social security’s acting commissioner, Lee Dudek, clarified: “The reported data are people in our records with a social security number who do not have a date of death associated with their record. These individuals are not necessarily receiving benefits.” Even before Dudek’s statement, though, X users came out of the woodwork to explain that the incredibly high ages listed in the social security database were due to outdated computer systems like COBOL and SQL. (Not that any of these corrections or Dudek’s comments stopped Musk from going on Joe Rogan’s podcast over the weekend to continue peddling false claims about dead people receiving social security checks.) When Musk responded to one user’s suggestion that he doesn’t understand how SQL works, writing, “This [slur] thinks the government uses SQL,” many users explained why the government might, in fact, plausibly use SQL. Even the Community Notes on X joined in on correcting Musk… which may partly explain why he’s announced a plan in the days since to overhaul the Community Notes system. Moving fast and breaking things Some of his recent posts suggest he would like to do the same to U.S. democracy altogether. “What is the point of having democratic elections,” he posted last week, “if unelected activist ‘judges’ can override the clear will of the people?” As U.S. judges attempt to constrain some of DOGE’s maneuvers, such as blocking the group from accessing the Department of Education’s internal data, Musk continues questioning the role of the judiciary in American governance. When he floated the idea of annually firing “the worst 1% of appointed judges, as determined by elected bodies,” an economist wrote on Bluesky that Musk did not seem to understand Congress can already impeach judges. Whether he knew it at that point or not, he certainly does now, as Musk has recently started threatening judges with impeachment. The head of DOGE previously did not seem to know that the Ebola prevention team, nuclear arsenal experts, and bird flu officials were all indispensable before his department fired them. (And then subsequently attempted to rehire them.) Hopefully, there were no similar information gaps last Friday when DOGE fired hundreds of workers from the National Oceanic and Atmospheric Administration’s tsunami warning centers—and none in the decision process for whichever teams DOGE fires next. Otherwise, what Musk doesn’t know may end up hurting a great many other people. View the full article

Ticketing platform Eventbrite has a new look—and an overhauled mobile app. The company just unveiled its first brand refresh and app redesign since 2019, signaling its increasing focus on surfacing event recommendations for its users. Coming less than a week after Eventbrite shared its Q4 and full-year 2024 earnings—posting a loss of $8.4 million for the quarter and loss of $15.6 million for the year—the new app is designed, in part, to help shore up the company’s 10% year-over-year decline in ticket sales by emphasizing event discovery. To do that, CEO and cofounder Julia Hartz tells Fast Company that Eventbrite’s strategy is cribbing somewhat from the music streaming world. “We believe that event discovery should be as intuitive as discovering music on Spotify,” she says. [Image: Eventbrite]The redesign and strategy shift is also informed by Eventbrite’s consumer research, which found users between 18 and 34 increasingly driven to attend live events—which Hartz calls “fourth spaces”—by a desire to bring their online interests into the real world—from podcasts to cooking and crafting. “We’re highlighting that niche is the new mass, especially for Gen Z and live experiences,” she says. Driving DiscoveryPutting a new app at the center of its strategy is how Eventbrite wants to capitalize on a highly engaged subset of users. Some 10% of the company’s 90 million monthly active users use the app, and that number is increasing at about 17% year over year. In a move pulled straight from streaming, Eventbrite’s Discover tab offers users recommendations based on past purchases. The new app also introduces It List—guides to events in 12 markets curated by more than 25 people Eventbrite calls “cultural creators.” In Chicago, for example, author Rebecca Makkai offers a guide to social art and literature events, and in Toronto, DJ Hangaëlle gives users a guide to the city’s nightlife. Users are able to save events they’re interested to come back to later, with a dedicated “Saved” tab in the app. [Image: Eventbrite]“Curated discovery is a game-changer” Hartz says, noting that early tests found that users engaging with It Lists are twice as likely to buy a ticket. “That’s not a new concept, but we bring it to life in this new experience. We know a lot about consumers, what they want to do, and how to drive action from intent, which is a big leap when you’re thinking about buying tickets to an event.” The new app also builds in a social function, allowing users to find and follow friends and see what events they may be attending. Hartz teases more features down the line, including user-generated It Lists. “[That would be] another way of connecting with your digital community and getting your friends to want to go out and experience real life with you,” she says. [Image: Eventbrite]Giving organizers a boostHartz’s comparison to the Spotify experience in the new app also extends to Eventbrite’s tools that help hosts promote their upcoming events. Since 2022, Eventbrite Ads has been a way for event planners to boost visibility of a listing—not unlike Spotify’s Discover Mode, which artists use to be promoted into a listener’s autoplay mix. [Image: Eventbrite]The ads program, which was introduced in 2022, has been a solid growth driver for the company, posting year-over-year revenue increases of 34% in Q4 and 83% for the full year. Hartz told investors last week that events using the ads tool sold four times more tickets than events that didn’t. She says that’s in part because of how engaged its app users are versus users on social media. [Image: Eventbrite]“While you’re getting a mass audience on Instagram, you’re getting a super high-intent audience on Eventbrite,” she says, noting that app users are two and half times more active in ticket sales than other users. That’s helped incentivize bringing the ads program into the redesigned app. “We’re expanding Ads placements to be in heavily trafficked places like It Lists and and category-specific landing pages,” Hartz says. We’re making it possible for creators to partake in that high-intent experience.” [Image: Eventbrite]Cornering the ‘fourth space’In surveying the swath of Gen Z and millennials aged 18 to 34, Hartz says Eventbrite is seeing the long tail of pandemic-fueled isolation start to evolve into renewed interest in IRL experiences—but for increasingly niche interests cultivated online. Eventbrite found three-quarters of the people it surveyed planned to spend more money on live events in the next six months. With home, work, and public spaces like parks and cafes constituting the first, second, and third spaces, Hartz sees these events—among them cosplay speed dating, run clubs, and culinary experiences—as a “fourth space.” [Image: Eventbrite]“There’s a mashup of niche interests coming together in really creative ways offline,” she says. “We think of ourselves as the infrastructure for fourth spaces.” When talking about Eventbrite’s focus on surfacing new events for niche audiences, Hartz sounds more like the head of a streamer than a ticketing platform. It’s an ambitious framing, but it’s not an accident. “We’re not ticketing large concerts and arenas and stadiums—we’re ticketing everything else that isn’t a backyard barbecue or birthday party,” she says. “Because of that, I think of Eventbrite’s content as a new type of media—content brought to life in tiny and massive ways. I think you could say that our competition is staying home and sitting on the couch.” View the full article

This post was written by Alison Green and published on Ask a Manager. A reader writes: I am to be married next year and decided to send out save-the-dates early. I really like my coworkers and my boss and wanted to invite them to the wedding. When my boss received my save-the-date, they swung by my desk to congratulate me and we got to chit chatting. The conversation led to my boss asking to see a photo of my fiancé as they had never met before. I showed them a photo from my engagement and — It was like the smile literally slid off their face. I asked if they were okay, and all they said was: “Is this who you are marrying?” I was really confused and had a very bad feeling. I went home that night and asked my fiancé why on earth this person would react to his face in such a manner. My fiancé claimed to not remember them, but clearly he recognized them. After a huge argument, he revealed that he was a prankster in school and may have sometimes involved them in “pranks.” I’m not stupid, I can read between the lines. “Pranks” are only funny when everyone is laughing and based on my boss’s reaction, it was clear they never found these pranks funny. We had another huge blow-up and only when I threatened to walk out did he reveal the full extent of these pranks, all the while telling me “he wasn’t this person anymore,” etc. etc. The pranks were horrific, atrocious, and not funny. Once, on a dare, he and his friends took pictures of my boss in the gym locker rooms and plastered his naked pictures all over the school. This is just the least horrific thing him and his friends did. I’m disgusted that the man I love and want to spend the rest of my life with could ever be this person. I returned to office the next day and requested to meet with my boss. My boss wasn’t in the office, and in fact took the next two days off. When they returned to work, they did not really engage with me or even look in my direction. Now I am unsure what I should do. My engagement is almost over. There is no way I can marry my fiancé now that I know what he is capable of. I’m humiliated. I don’t have any friends who aren’t his friends too. My parents are telling me to move and find another job and marry my fiancé because he is rich and treats me well. I’m unsure of how to navigate the situation at work, given that my boss really doesn’t want to engage with me. Any advice you can offer about the personal aspect of this situation will also be really appreciated. First, full disclosure: something about this letter pings my “is this real?” alarm. Apologies to the letter-writer if it is; life is often stranger than fiction. But even if it’s not, it’s useful and interesting to talk about how to handle it if it turns out your boss has a history with someone important in your life. With that said… A lot of people were very different as adolescents than they are as adults. A lot of people behaved badly toward others in their youth but learned from it, regret their behavior, and have resolved to be better people now. The troubling part to me is less that your fiancé was an asshole in school and more that he’s minimizing it now. If he originally didn’t come clean because he was ashamed, that’s one thing (although still not great). But if his position is that these were just youthful hijinks and no real harm was done and you shouldn’t be upset about it now, that’s about his character now. And if the best argument your parents, who presumably know him, can come up with for staying with him is that he’s rich and treats you well … that’s really not good. (It’s also fairly insulting to you, as if that’s the pinnacle of what you could expect in marriage.) You said you’re humiliated, and you shouldn’t be. You learned something about your fiancé and decided to act on it before binding yourself to him for life. There’s nothing humiliating about that. If anything, there’s admirable strength in knowing that sending out save-the-dates doesn’t obligate you to move forward with an enormous decision that you no longer believe is right for you, something not everyone has the wherewithal to do.) As for the work stuff, you really have two options: 1. You can make a point of acting aggressively normal with your boss and just give him some time to get back to normal with you. Sometimes when you’re doing this it can help to go out of your way to find opportunities to have aggressively normal interactions, so that his most recent associations with you are normal work things rather than whatever was going through his mind when he saw that photo. Also, if you do call off the engagement, make sure your office (and therefore your boss) knows. 2. You can address it head-on. Set a meeting with your boss or raise it next time you’re one-on-one and say, “I saw the reaction you had to seeing Bob’s photo and when I asked him about it, he was evasive but I learned enough to understand he was a jerk in school. What I learned through this conversation about his character now was enough for me to call off the engagement. I’m sorry if that photo was an unexpected shock. I’ve always valued my working relationship with you and I hope we can move forward without letting him affect that.” I lean strongly toward #1. I have a high tolerance for awkward conversations if they’re in the interest of getting everyone on the same page, but there’s a very good chance that #2 won’t be necessary after some time goes by … although you could keep it in your back pocket to use if things aren’t back to normal a few weeks from now. View the full article

YouTube will change how mid-roll ads are placed in videos starting May 12. YouTube aims to improve the viewer experience and increase revenue opportunities for creators. How it works: YouTube allows creators to manually place ad breaks or let the platform auto-insert them. Creators will be able to combine manual and automatic ad placement, with YouTube’s system potentially overriding manual selections if it finds a more natural break. The new system aims to improve automatic detection, ensuring better placement while also offering a combined manual and auto option. A new feature will flag “interruptive” manual ad slots, allowing creators to adjust them. Why we care. The update will shift ad placements to more natural breakpoints, like pauses and transitions, instead of interrupting sentences or action sequences — potentially reducing viewer drop-offs. However, with it being an additional setting and not a replacement for the old setting, you should be ready to revert to the setting that works best for your campaign. The impact: YouTube’s tests found that channels using both auto and manual mid-rolls saw a 5% revenue boost compared to those using manual placements alone. Older videos (uploaded before Feb. 24) with manual mid-rolls will automatically get new ad slots at natural breakpoints. Creators can opt out of additional placements via YouTube Studio, but interruptive mid-rolls may lead to lower earnings after the update. What’s next. These changes suggest YouTube is betting big on its automated ad detection, nudging creators toward auto-placement for a more seamless experience — and more ad revenue. View the full article

Despite government vow to listen to business, changes to be published on Tuesday will favour employeesView the full article

Sales and profits slipped for Target during the crucial holiday quarter as customers held back on spending and the company said there will be “meaningful pressure” on its profits to start the year because of tariffs and other costs. The retailer beat most estimates, however, and shares rose slightly before the opening bell Tuesday. Target reported net income of $1.1 billion, or $2.41 per share, far better than the $2.26 that Wall Street was expecting, according to a survey by FactSet. That is down from the $1.38 billion profit the company reported in the same period last year, though the most recent quarter had one fewer week of sales. Revenue fell to $30.91 billion, from $31.9 billion, but that also beat expectations. Americans have been pulling back on spending and retailers face a lot of uncertainty in the year ahead. President Donald Trump’s long-threatened tariffs against Canada and Mexico went into effect Tuesday, pushing markets in Asia, Europe, and the U.S. lower, and setting up costly retaliations by the United States’ North American allies, not to mention China. China said Tuesday that it will impose additional tariffs of up to 15% on imports of key U.S. farm products, including chicken, pork, soy, and beef, and also expanded controls on doing business with key U.S. companies. Consumers have already been pulling back on discretionary spending because the costs of groceries have risen so sharply. That is an area where Target can be vulnerable because so much of its sales come from discretionary items like clothing, electronics purchases. Target said Tuesday that it expects sales to be flat in 2025, and that its earnings per share will be between $8.80 and $9.80. Wall Street had been projecting per-share earnings of $9.29 for the year. During the most recent quarter, comparable sales—those from stores and digital channels operating for at least 12 months—rose 1.5%. That was higher than the 0.3% gain during the third quarter. Target posted a 2% gain in the second quarter and a 3.7% drop in the first quarter. Speaking about the current quarter, Chief Financial Officer Jim Lee said that sales declined in February in part because of brutal weather across the U.S. But sales should pick up, Lee said. “We will continue to monitor these trends and will remain appropriately cautious with our expectations for the year ahead,” Lee said. —Anne D’Innocenzio, AP Retail Writer View the full article

Tariffs, the employment pool and requirements to tap financing are potential roadblocks that need to be addressed in order to increase new builds. View the full article

American desktop users perform 126 unique Google searches per month, on average, according to a new analysis of search behavior published by SparkToro co-founder Rand Fishkin. The median average was 53 Google unique searches per month. By the numbers. Here are some additional findings about American searchers, beyond the headline statistic: 34% conducted more than 101 searches per month. 36% conducted 21-100 searches per month. 30% conducted 1-20 searches per month. Google Search by vertical. A whopping 86.94% of Americans use Google.com (Google’s homepage search experience) to search. As for Google’s other vertical options: Images: 10.62% Video: 1.16% Maps: 0.64% (which “is almost certainly undercounted,” according to Fishkin) News: 0.38% Shopping: 0.23% Web: 0.04% As the study notes about this section: “This breakdown is looking at the searches that happen in those tabs/sections, not the ones that simply result in a click on a Google News or Shopping result that appeared in the default Google search tab.” Why we care. There’s been much speculation that AI tools and answer engines will negatively impact Google’s search dominance. However, this data confirms that Google’s search volume is still massive. Future updates to this study could reveal whether there is any truth to Gartner’s oft-cited prediction that traffic from search engines will fall by 25% by 2026. The intrigue. Hours before this report was published, we reported that Google processes more than 5 trillion searches per year. Datos’ estimate for the number of annual Google searches: 5.9 trillion. According to Fishkin: “Our math above puts the number at 5.9 Trillion, a little high, likely because Datos’ panel focuses on wealthier countries where more search activity per person is to be expected. Still incredible that they’d come out with numbers the day we publish that help back up the veracity of these results, and the quality of Datos’ panel.” About the data. Fishkin partnered with Datos (a Semrush company), which only tracks web browser activity. That means searches made within mobile apps (e.g., Google search, Google Maps) are excluded from this research. Only searches on Google.com and its five main vertical options were counted. The research. How Often Do Americans Search Google? Which Search Verticals Do They Use? View the full article

Almost half of Americans have considered or plan to move abroad to improve their happiness, according to a Harris poll published today. Specifically, the poll found that four in 10 Americans have at least thought about leaving the country within the next few years. And among Gen Z and millennials, almost one in five respondents reported “seriously considering” an imminent move. The results show that Americans are becoming increasingly disillusioned with the “American Dream” as the cost of essentials like rent, healthcare, and education continues to rise. Here are three main takeaways from the poll: Home ownership and cost of living are top of mind Per the new poll, 68% of Americans are in agreement about two key statements: “These days I feel like I am surviving instead of thriving,” and “Homeownership is no longer attainable for most American citizens.” Of those who said that they’d consider moving out of the U.S., 49% reported cost of living as their primary consideration. Dissatisfaction with the current political leadership ranked as the second highest concern. Sentiments around cost of living revealed in this poll are backed up by several recent reports. In early February, an update from the Labor Department showed that the consumer price index—an inflation barometer that considers essential costs like gas, groceries, and cars—was up 3.3% year-over-year, compared to the previous January. For the past six months, inflation rates have hovered above the Fed’s 2% target. Meanwhile, Zillow’s most recent Home Value Index found that, “As elevated mortgage rates dampen demand for home purchases, many potential buyers are staying renters for longer,” predicting a 3.7% rise in single-family rents for 2025. The current economic reality can be even more disheartening for families: Based on a recent analysis by the National Women’s Law Center, the average family would need to earn at least $180,000 annually in 2025 to comfortably afford the national cost of infant care. Who is more likely to be eyeing the exit? According to the new Harris Poll, these converging economic factors are more likely to push away younger, non-white, and LGBTQ+ Americans. While only 25% of Gen X and 26% of baby boomers said they’d considered moving abroad, 63% of Gen Zers and 52% of millennials said the same, respectively. Additionally, LGBTQIA+, Hispanic, and Black respondents were all more likely to consider moving. Dual citizenship is attractive for young Americans Younger Americans also expressed a greater desire than their older counterparts to obtain dual citizenship, with 66% of Gen Zers and millennials affirming that they were at least somewhat interested in pursuing it for travel freedom, economic opportunities, and better access to public services. The top 10 countries that Americans would consider moving to, in order, are as follows: Canada The U.K. Australia France Italy Japan Mexico Spain Germany New Zealand View the full article

Dress for the job you want, not the job you have - yes, seriously. The Disruptors With Liz Farr Go PRO for members-only access to more Liz Farr. View the full article

Dress for the job you want, not the job you have - yes, seriously. The Disruptors With Liz Farr Go PRO for members-only access to more Liz Farr. View the full article

SEO is a fast-moving, marketing-centric industry that will always keep you on your toes. If you’re just getting started, it can be overwhelming without a guide. There are many facets and specializations in SEO that come later in a career – local, technical, content, digital PR, UX, ecommerce, media – the list goes on. However, that level of specialization isn’t something a junior professional needs to focus on right away. Much like a liberal arts degree or an apprenticeship, a newcomer to SEO should first develop a broad understanding of the entire discipline before choosing a specialty. This article covers several ways to build that foundational knowledge of search engine optimization. 1. Start with the business Whether you’re in-house or at an agency, resist the urge to jump straight into “solution mode” when beginning an SEO project. Instead of immediately focusing on meta tags, keywords, backlinks, or URL structure, start by understanding the business itself. Here are some key questions to consider as you browse the website: What product or service is being sold? Who is the target audience? (If you’re in-house, who is your company trying to sell to?) Why does the company believe customers should choose them over competitors? (Common differentiators include price, unique features, or benefits.) If you have the time or opportunity, dig deeper by asking your boss or client these business-focused questions: What are the company’s goals and targets? What is the three- to five-year plan for the business? (Are there plans to launch new products or expand into new markets?) Who are the main competitors, and what are they doing? A sample of onboarding business questions from Building a Business Brain by FLOQ Academy Even without that level of detail, the first three questions provide a useful frame of reference for determining the best SEO approach. 2. Be curious, ask questions SEO now touches nearly every aspect of digital marketing. Because of that, SEOs often become social butterflies, regularly collaborating with other departments and specialties. I’ve been in SEO for 15 years now (which makes me feel old), but I continue to ask my clients questions every day. This field encourages curiosity, so rather than feeling frustrated by what you don’t fully understand, embrace being the one to ask the “dumb questions.” There’s no such thing as a dumb question, by the way. Dig deeper: How to become exceptional at SEO 3. Build from the foundations of SEO As mentioned earlier, SEO has many specializations. Some, like video or local SEO, are referred to as “search verticals.” If you’re new to the field, start with the basics: the website and how Google presents search results. Once you understand the business, try a simple exercise to analyze your site’s optimization. Open a key product, category, or service page in one window. In another, search for a term you think users would enter to find that page. Compare what appears in the search results with your own page and the pages that rank for that term. For example, in a search for “running shoes,” a few things stand out: The intent is somewhat mismatched. Nike’s category page targets users who are researching with intent to buy or are already planning a purchase. However, the search results display articles comparing different running shoes. Scrolling down, you might see an image carousel, a “Nearby Stores” section, and “People Also Ask” results. If I were a new SEO at Nike and assumed the “running shoes” category page could rank for the “running shoes” query, I would rethink that after reviewing the search results. If ranking for that broad term were a priority, I would create a running shoe comparison article featuring high-quality images of real people using the shoes – maybe even a video, if budget allowed. If your page aligns more closely with the search results, analyze the top-ranking pages and adapt successful elements to your own site. Do most of them have an on-page FAQ while yours doesn’t? A product video? Detailed specs? User reviews? Be critical and specific about what you can improve. (Never copy content directly.) At its core, SEO is about identifying what Google deems important for a given product or service, then doing it better than the competition. Many SEOs get caught up in tools and tactics and forget to examine the search results themselves. Break that habit early and make reviewing Google’s search results a key part of your research process. 4. Dabble in the technical side and build relationships with your developers Technical SEO is one of the more complex specializations in the field and can seem intimidating. If you’re using a major CMS, your technical foundations are likely solid, so today, much of technical SEO focuses on refinements and enhancements. While it’s important to develop technical knowledge, a great way to start is by building relationships with your development team and staying curious. Asking questions makes learning more interactive and immediately relevant to your work. Exploring coding courses or creating your own website can also help you develop technical skills gradually instead of all at once. Some argue that you can be a good SEO without technical expertise – and I don’t disagree. However, understanding a website’s inner workings, how Google operates, and even how large language models (LLMs) function can help you prioritize your SEO efforts. Code is Google’s native language, and knowing how to interpret it can be invaluable when migrating a site, launching a new one, or diagnosing traffic drops. Dig deeper: SEO prioritization: How to focus on what moves the needle Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 5. Learn the different types of information Google shows in search results The way search results are presented today vastly differs from 10 or 15 years ago. Those who have been in the industry for a while have had the advantage of adapting gradually as Google has evolved. Newcomers, on the other hand, are thrown into the deep end, facing a wide range of search features all at once – some personalized, some not, and some appearing inconsistently. This can be challenging to grasp, even for experienced SEOs. Google has invested heavily in understanding user intent and presenting search results in a way that best addresses it. As a result, search results may include: Videos. Images. People Also Ask. Related Searches. AI Overviews. AI-organized search. Map results. Nearby shopping options. Product listings. People Also Buy From. News Building visibility for each of these features often requires a unique approach and specific considerations. These search result types are now industry jargon, so a glossary can help you learn SEO terminology. 6. Learn the different types of query intent classifications Google’s mission is to “organize the world’s information and make it universally accessible and useful.” As part of this, Google works to understand why people search for something and provides the most relevant results to match that intent. To do this, they classify queries based on intent. The Search Quality Evaluator Guidelines, a handbook Google provides to evaluators who manually assess website and search result quality, also touches on understanding user intent: “It can be helpful to think of queries as having one or more of the following intents. Know query, some of which are Know Simple queries. Do query, when the user is trying to accomplish a goal or engage in an activity. Website query, when the user is looking for a specific website or webpage. Visit-in-person query, some of which are looking for a specific business or organization, some of which are looking for a category of businesses.” When conducting keyword research, it’s helpful to analyze both your site and the queries you’re targeting through this lens. Many SEO professionals also use these broader, traditional intent categories, though they don’t always align perfectly with Google’s classifications: Informational: Who, what, when, where, how, why. Commercial: Comparison, review, best, specific product. Transactional: Buy, cheap, sale, register. Navigational: Searching for a specific brand. Rather than focusing solely on keywords, take a step back and consider the intent behind the search. Understanding intent is essential for SEO success. Dig deeper: Why traditional keyword research is failing and how to fix it with search intent 7. Do the research yourself before finding ways to use LLMs Your company may already have guidelines for using LLMs like ChatGPT or Claude for tasks such as keyword research, content creation, or competitor analysis. However, if you’re new to SEO, I strongly recommend completing at least one full project using tools like Google Search Console, Semrush, or Ahrefs without LLM support. While AI can speed up the process, relying on it too early has drawbacks: Slower learning curve: If an LLM does the heavy lifting, you miss the experience of making strategic trade-offs, such as choosing a low-volume, mid-competition keyword over a high-volume, high-competition one. Lack of instinct for accuracy: Without firsthand research experience, it’s harder to recognize when an LLM generates inaccurate information or pulls from an unreliable source. Reduced impact: Google is increasingly sophisticated in detecting “repetitive content.” Relying too much on LLMs for mass content creation could hurt performance, whereas a more focused, strategic approach might yield better results. While it may be tempting to jump straight into strategy rather than hands-on execution, senior SEOs develop their strategic mindset through years of practical work across different clients and industries. Skipping this foundational experience could make it harder to recognize large-scale patterns and trends. Dig deeper: Why you need humans, not just AI, to run great SEO campaigns Laying the groundwork for SEO success SEO offers endless opportunities once you master the fundamentals. If you’re just starting out, focus on these core areas: The business. The search results. User intent. Keep it simple. Stay focused. Be business-led. Build your SEO expertise on a strong foundation, and your career will grow from there. View the full article