Harvard Business Review

About HBR EDITOR IN CHIEF Adi Ignatius EDITOR, HBR Amy Bernstein EDITOR, HBR.ORG Maureen Hoch EDITORIAL DIRECTOR, HBR PRESS Melinda Merino CREATIVE DIRECTOR John Korpics EXECUTIVE EDITORS Sarah Cliffe Daniel McGinn Sarah Moughty Ania G. Wieckowski EDITORIAL SENIOR EDITORS Laura Amico, Alison Beard, Scott Berinato, David Champion Paris, Paige Cohen, Gretchen Gavett, Eben Harrell, Jeff Kehoe, Scott LaPierre, Toby Lester, Amy Meeker, Gardiner Morse, Curt Nickisch, Steven Prokesch, Vasundhara Sawhney, Thomas Stackpole, Erica Truxler MANAGING EDITOR, HBR PRESS Allison Peter SENIOR ASSOCIATE EDITORS Courtney Cashman, Kevin Evers, Susan Francis, Dave Lievens ASSOCIATE EDITOR Emma Waldman ARTICLES EDITORS Christina Bortz, Susan Donovan, Martha Lee Spaulding AUDIENCE ENGAGEMENT EDITOR Kelsey Gripenstraw SENIOR AUDIO PRODUCER Anne Noyes Saini MULTIMEDIA PRODUCER Andy Robinson ASSISTANT EDITORS Ramsey Khabbaz, Rakshitha Ravishankar EDITORIAL COORDINATORS Dagny Dukach, Alicyn Zall STAFF ASSISTANT Christine C. Jack CONTRIBUTING EDITORS Karen Dillon, Amy Gallo, Jane Heifetz, John Landry, Andrew O’Connell, Anand P. Raman, Dana Rousmaniere CONTRIBUTING STAFF Kathryn K. Dahl, Sarabeth Fields, Kelly Messier, JM Olejarz, Amy Mace Stackhouse, Debbie White DESIGN DESIGN DIRECTORS Stephani Finks, HBR Press; Susannah Haesche, HBR; Marta Kusztra, Product Design & UX ASSOCIATE DESIGN DIRECTOR Karen Player, Multimedia SENIOR DESIGNER Emily Caulfield SENIOR PRODUCT Laura Guillen SENIOR UX DESIGNER Ryan Walter PHOTO EDITOR Sasha Patkin MULTIMEDIA DESIGNER Riko Cribbs UX DESIGNER Josephine Massey CONTRIBUTING DESIGNERS Aaron Atencio, Kristen Nathan, Jodie Zhang PRODUCTION EDITORIAL PRODUCTION DIRECTOR Dana Lissy SENIOR PRODUCTION EDITORS Jennifer Waring, Christine Wilder PRODUCTION EDITORS Victoria Desmond, Jodi Fisher, Anne Starr SENIOR PRODUCTION SPECIALIST Robert Eckhardt PRODUCTION SPECIALIST Alexie Rodriguez CONTRIBUTING STAFF Colin Howarth, Kristin Murphy Romano EDITORIAL ADVISORY BOARD Bharat Anand, Azeem Azhar, John Battelle, Marcus Buckingham, Nicco Mele, Vivek Shah GROUP PUBLISHER Sarah McConville VICE PRESIDENT, GLOBAL ADVERTISING; PUBLISHER, HBR Gail Day MANAGING DIRECTOR, DIGITAL PRODUCT STRATEGY Jim Bodor SENIOR DIRECTOR, TECHNOLOGY Kevin Newman VICE PRESIDENT, NATIONAL ADVERTISING & MARKETING Craig Catalano ADVERTISING MANAGING DIRECTOR, ANALYTIC SERVICES Alex Clemente DIRECTOR, INTERNATIONAL SPONSORSHIPS Daniel Cohen SENIOR EDITOR, RESEARCH & SPECIAL PROJECTS Todd Pruzan EDITOR, ANALYTIC SERVICES Anthony Baldo SENIOR RESEARCHER, ANALYTIC SERVICES Cynthia Talkov Boyd SENIOR EDITOR Danielle Warren ASSOCIATE DIRECTOR, MARKETING Samantha Barry MARKETING MANAGERS Mary Callaghan, Jenna Henderson ASSISTANT MARKETING MANAGER Alexandra Shore CONTRIBUTING CONSULTANT MaryAlice Holmes MARKETING & COMMUNICATIONS DIRECTOR, CONSUMER MARKETING Nini Diana DIRECTOR, COMMUNICATIONS Amy Poftak ASSISTANT DIRECTOR, E‑COMMERCE Carol Concannon SENIOR MANAGER, CONSUMER MARKETING Corrine Callahan SENIOR MANAGER, ACQUISITION Josh Getman SENIOR MANAGER, CUSTOMER RETENTION & LOYALTY Caty Trio PRODUCT MANAGEMENT DIRECTOR, PRODUCT MANAGEMENT Emily Ryan PRODUCT MANAGER, AUDIO & VIDEO Adam Buchholz PRODUCT MANAGERS Gracie Van Adzin, Stephen Wong SENIOR AGILE PROJECT MANAGER Don Doucette SENIOR TECHNICAL PRODUCT MANAGER Frederic Lalande BUSINESS & CUSTOMER ANALYTICS SENIOR DIRECTOR, BUSINESS ANALYTICS & INSIGHTS Jessica Avery DIRECTOR, CUSTOMER ANALYTICS & INSIGHTS Carrie Bourke MANAGER, EMAIL OPERATIONS & ANALYTICS CherryAnn Goodridge SENIOR CUSTOMER & MARKETING ANALYST Ellen Bonaccorsi SENIOR RESEARCHER, EXPERIMENTATION & ANALYTICS Abigail Dawson EXPERIMENTATION & ANALYTICS RESEARCHER Amanda Ludden SENIOR EMAIL MARKETING PRODUCTION SPECIALIST Frances Lee EMAIL MARKETING COORDINATOR Milo Goodman FINANCE & OPERATIONS SENIOR DIRECTOR, FINANCE & OPERATIONS Greg St. Pierre SENIOR DIRECTOR, INTERNATIONAL STRATEGY Kate Griffin ASSISTANT DIRECTOR, OPERATIONS & CUSTOMER EXPERIENCE Greg Daly CUSTOMER EXPERIENCE MANAGER Danielle Weber FINANCIAL ANALYST Joel Trudel DATA INTEGRITY & OPERATIONS SPECIALIST Edward D. Domina IV HBR PRESS COMMERCIAL DIRECTOR, ASSOCIATE PUBLISHER Erika Heilman DIRECTOR, MARKETING & COMMUNICATIONS Julie Devoll LICENSING & INTERNATIONAL SALES DIRECTOR Jon Shipley ASSOCIATE DIRECTOR, MEDIA & COMMUNICATIONS Sally Ashworth MANUFACTURING MANAGER Rick Emanuel PUBLICITY & COMMUNICATIONS MANAGER Felicia Sinusas SENIOR SALES OPERATIONS MANAGER Brian Galvin BUSINESS DEVELOPMENT MANAGER, DIRECT SALES Lindsey Dietrich MARKETING AND COMMUNICATIONS SPECIALIST Alexandra Kephart TECHNOLOGY TECHNICAL ARCHITECT Stepan Sokolov SENIOR WEB DEVELOPER Matt Wagner SENIOR RELEASE ENGINEER Matthew Han SENIOR APPLICATION DEVELOPER Rollin Crittendon