We are creatures of habit, especially when it comes to buying behavior. We know the location of our favorite products in the store, and we trust that they’ll work year after year. According to McKinsey, nearly 3 out of 4 Americans stick with the same brand — and 8 out of 10 stay with the same retailer.

People don’t like change. It’s a battle to get someone to switch to an unknown brand, especially during times of crisis.

To consider the potential payoff of product diversification, let’s start with an example.

Ever wonder who is behind those banner ads on the sites you visit the most? Or the Super Bowl ads we talk about for weeks after they’ve aired? The answer is media buyers.

These days, social media is all about documentation.

When you come across a beautiful sight — be it a beach, a mountain, or your pet’s face — sometimes, it inspires you to think bigger about what certain sights and experiences mean.

Search engine optimization (SEO) seems pretty straightforward. You pick a few keywords, and voilà! Your page is optimized for SEO, right?

Not yet.

The other day, I searched for “Taylor Swift” on Facebook.