We all form and reform habits throughout our lives. Some are helpful. Some aren’t. When we don’t intentionally build, test, and improve habits, they are likely to be suboptimal. It doesn’t have to be that way.
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In 2009, Amazon acquired Zappos for roughly $1.2 billion. The story of Zappos’ success is full of hilarity and wonder, but one factor in particular stands out: inversion. Inversion gave Zappos an edge against other retailers by focusing on—and succeeding at—what others weren’t.
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