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Building Buzz: How Comic-Con Turns Froth into Frenzy

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For brands competing for mindshare at San Diego Comic-Con, the contest begins well before the event starts, as marketers roll out a series of ads that tap into fans’ excitement over the impending pop culture festival.

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Who Benefits from the Peer-to-Peer Economy?

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Barbara Ann Berwick drove for Uber for eight weeks in 2014. She, and two others, then brought suit against the company. On June 16, the California Labor Commission ruled that she as a driver should have been classified as an employee – not an independent contractor – and that she was due over $4 million in expenses and penalties. As expected, Uber filed its rebuttal on July 9, bolstered with written ...

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Yes, Your Résumé Needs a Summary

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How long will recruiters spend on your résumé before deciding to toss it in the recycle bin? Six seconds, says online job search site The Ladders. That’s about 20 to 30 words.

So how do you write those first few lines of your resume—the summary section—to compel the recruiter to keep reading? How do you make sure you get the call—and not the toss? How do you make your summary memorable?

Here’s a checklist:

  • Tailor ...
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Customers Like Self-Service, Unless It Undermines Customer Support

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Due to my inadvertent idiocy, I lobotomized my smartphone by accidentally deleting an essential function. After 20-plus minutes of laptop Googling, Binging and YouTubing for a quick fix, I gave up. Nothing helpful could be found.

Two days and mounting frustrations later, I pop into a Sprint store and whine for support. It takes the (very helpful) sales associate four swipes and fifteen seconds to make my phone smart again. After thanking her, I ...

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How Social Movements Change Minds

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Marketers tend to like big, bold actions that grab attention and spew off metrics. Yet all too often, we ignore the much more mundane work that comes before. To market a product or an idea, you have to change minds, and that takes time and a lot of careful work.

That’s a lesson we’ve seen over and over in the social movements of the last century—although the outside observer may only notice ...

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How Can Online Advertisers Get the Most Mileage for Their Money?

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Advertisers often use multiple publishers for their online campaigns, but many are not using the best metrics to decide which publishers they should compensate, new Wharton research shows.

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Greece’s Problem Is More Complicated than Austerity

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It is easy to see Greece as a clash between “austerity” and “progressive economics,” with the Germans (and Finns and Dutch, alongside various international public servants and economists) on one side, and Keynesians and progressives on the other as Paul Krugman’s recent CNN interview suggests. This has certainly been the picture painted by Syriza, the left-wing political party of Greek Prime Minister Alexis Tsipras, and by many friends of Greece and ...

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How to Think About the Future of Cars

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The average American in prime working age drives more than 15 thousand miles a year. For these commuters, the thought of not owning a car is ludicrous. With hours each day spent in transit, it’s no surprise they often obsess over what type of car to own and what routes to work to take.

But despite the prominence of today’s driving culture, disruption has planted its roots firmly in the transportation industry. Innovations in ...

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Why Cybersecurity Is So Difficult to Get Right

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It seems like hardly a week goes by without news of a data breach at yet another company. And it seems more and more common for breaches to break records in the amount of information stolen. If you’re a company trying to secure your data, where do you start? What should you think about? To answer these questions, I talked to Marc van Zadelhoff, VP of IBM Security, about the current state ...

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B-Schools Aren’t Bothering to Produce HR Experts

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A few decades ago, U.S. companies were making progress on the operations front, but now they seem to have lost their way—and business schools are in a position to help set them right again. Let me explain.

In the 1980s, our organizations learned a great deal about how to improve productivity, quality, and costs from Japanese practices. Lean production, which includes a vastly expanded role for front-line workers in addressing problems, was ...

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