TradeBriefs Editorial

From the Editor's Desk

Why having a Plan B can sometimes backfire

Research has found that having a backup plan might actually sabotage your efforts toward Plan A. Before you set up your safety net, read these lessons from scientists.

Having a fallback plan is generally considered a good thing. When it comes to applying for colleges, jobs or mortgages, we've probably all heard the advice, "Don't put all your eggs in one basket" or "Make sure you have a Plan B just in case Plan A doesn't work out." And there is some scientific support for this approach. Cognitive psychologists at NYU and the University of Chicago have confirmed that having a backup can alleviate some of the psychological discomfort associated with uncertainty and help us feel better about the future. But by and large, having a backup plan comes with a cost - as shown in these stories from the history of science, matched with the latest research on how our minds work.

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TradeBriefs Editorial

From the Editor's Desk

Making the Shift to Digital Sales in B2B

The old methods of demand generation won't work in the always-online era.

A new, digital era of B2B sales and marketing is upon us. It's driven by corporate customer demand for online access to their suppliers' offerings and expertise. Taking advantage of this shift is challenging because it requires moving from deeply embedded B2B sales and marketing models to data-driven, digitally powered partnerships between sales, marketing and analytics.

The rewards of digital demand generation - a pivotal piece of the B2B digital transformation puzzle - can be significant. For example, GE Healthcare Life Sciences, a biopharma business, grew by building an extensive digital demand generation operation that engages researchers through thought leadership content and software, allows customers to fulfil orders through an e-commerce portal, and supports online research into unique, custom biological agents. In March 2020, Danaher completed the purchase of what is now called Cytiva for seventeen times of the firm's 2019 EBITDA.

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TradeBriefs: What's important, not just what's popular!

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TradeBriefs Editorial

From the Editor's Desk

Designed to Deceive: Do These People Look Real to You?

There are now businesses that sell fake people. On the website Generated.Photos, you can buy a "unique, worry-free" fake person for $2.99, or 1,000 people for $1,000. If you just need a couple of fake people - for characters in a video game, or to make your company website appear more diverse - you can get their photos for free on ThisPersonDoesNotExist.com. Adjust their likeness as needed; make them old or young or the ethnicity of your choosing. If you want your fake person animated, a company called Rosebud.AI can do that and can even make them talk.

These simulated people are starting to show up around the internet, used as masks by real people with nefarious intent: spies who don an attractive face in an effort to infiltrate the intelligence community; right-wing propagandists who hide behind fake profiles, photo and all; online harassers who troll their targets with a friendly visage.

We created our own A.I. system to understand how easy it is to generate different fake faces.

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TradeBriefs: What's important, not just what's popular!

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