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For anyone running a business, technology is both threat and opportunity. Today, we run through techniques entrepreneurs can use to take advantage of new tech or defend against the dangers. It's not just about the product you're selling. It's about consumer psychology, and ethics, and taking calculated risks to navigate uncertainty.But, since this is Planet Money Summer School and we want to set your business on the path to riches, we're going to talk about how to use tech to dream big. Maybe more than anything, technology creates opportunities for the little guys where the big established companies can't be so nimble or have too much to lose. Take the classic concept of the innovator's dilemma: a company that innovated and succeeded, now faces a choice about any disruptive new technology. Do they risk tossing out their existing advantage and switch to the new tech, or play it safe and risk becoming obsolete?Most new technologies don't end up disrupting an industry. So it is totally rational for the big existing companies to ignore each new flash in the pan. But nobody wants to end up like Kodak: sticking with film while the digital camera takes off. So what to do? Our friendly professor has a few ideas – for the little guy and the big old company. He'll explain the shape of how new technology gets adopted, sometimes called the S curve. We'll also hear examples of what stops promising new tech from taking off: from dishwashers to driverless cars, and even the humble elevator.See pcm.adswizz.com for information about our collection and use of personal data for sponsorship and to manage your podcast sponsorship preferences.NPR Privacy Policy

Predicting the future of the economy is always a dicey proposition. That is especially true after more than three years of pandemic-related economic weirdness. No one quite knows what will happen next.Will the Fed be able to pull off a soft landing and bring down inflation without causing either a recession or a big jump in unemployment? Or will we end up with a hard landing, in which inflation comes down, but at the price of the country's economic health? Or, a third possibility, will the Fed not successfully bring inflation down at all?On today's show, three economic experts explain what they look for when trying to make predictions about what might come next for the U.S. economy. And how those indicators lead them to very different conclusions. We will also consult a tarot card reader...to see if her reading of the future can help us know which outcome is the most likely.This episode was hosted by Keith Romer, Sarah Gonzalez, and Jeff Guo. It was produced by Sam Yellowhorse Kesler and edited by Jess Jiang. It was engineered by Kwesi Lee with help from Maggie Luthar and fact-checked by Sierra Juarez. Alex Goldmark is our Executive Producer.Help support Planet Money and get bonus episodes by subscribing to Planet Money+ in Apple Podcasts or at plus.npr.org/planetmoney.See pcm.adswizz.com for information about our collection and use of personal data for sponsorship and to manage your podcast sponsorship preferences.NPR Privacy Policy

In this session of Planet Money Summer School, we are getting the word out about your brand. How do you convince consumers to buy your product, even if they are only just hearing about it? It's time for sales and marketing!If you've watched a show like Mad Men or The Office, you know the importance of a strong pitch. It's precision-crafted to show how what you're selling can solve a problem your customer needs solved. Sometimes it even creates the need. Once you've got your sales pitch, it's time to get the word out: marketing. Where to spread that message? How to make it unforgettable? Instantly recognizable? What is going to be your Just do it? Your Think different? Your Where's the beef?In our case studies today, we look at a product so cleverly marketed, the company doesn't need to market it at all anymore and customers wait years to get it: the Birkin bag. And we hear lessons from some of the world's most time tested salespeople who can and do sell anything, literally. It's all about the four P's: Product, place, promotion and price. Also, a few other tricks we test out. Find all episodes of Planet Money Summer School here.This series is hosted by Robert Smith, and produced by Max Freedman. Our project manager is Julia Carney. This episode was edited by Sally Helm and engineered by Josephine Nyounai. The show is fact-checked by Sierra Juarez. Planet Money's executive producer is Alex Goldmark.See pcm.adswizz.com for information about our collection and use of personal data for sponsorship and to manage your podcast sponsorship preferences.NPR Privacy Policy