“Our people get profit-sharing checks. I got a report the other day that says that 84 percent of our people participate in our stock purchase program, where they can buy stock at a 15 percent discount.” – David Neeleman There …

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Like Herbert Simon says in the quote above, there is an infinite supply of information, but only a limited supply of attention. This means that people can only focus and absorb a small amount of information, making it incredibly tricky to make sure that the information you are publishing will reach an audience. People are, however, thirsty for information.