simple test to see of tech savvy someone is: what how they use their machine. the more they use their mouse, the less tech savvy they are - Auren Hoffman

the biggest problem with Gen Z is that they do not use and love email enough

there are two ways to innovate -- step-functions and 1% improvements -- both are super important

B2B buyers are MORE affected by cognitive biases than consumers
when you buy something frequently, you know your preferences. when you buy enterprise software once every 5 years, you rely heavily on mental shortcuts
this is why social proof works so well in B2B (ex: “we’re the category leader in x”)