Expedia's analysts wondered why many customers who clicked « Buy Now » never completed the purchase. The cause was an optional « Company » field under the name: some people typed their bank's name there, and their payment failed. Removing the field brought in about $12 million of profit a year.
Short essays by email for people who launch new ventures inside large companies: testing ideas with customers, winning over leadership, using AI without the hype. Plus first invitations to Lead Innovation Day.