We’ll go into this more later in the book, but other consumers are often the most useful guides because their incentives are best aligned with your own.

Follow the meme

• Grab the nearest book.
• Open it to page 56.
• Find the fifth sentence.
• Post the text of the sentence in your journal along with these instructions.
• Don’t dig for your favorite book, the cool book, or the intellectual one: pick the CLOSEST.