I love Smartwool. I’m actually wearing a Smartwool shirt and Smartwool socks right now. If Smartwool wanted me to write a testimonial, all they would have to do is ask, to say “Hey, we want some killer testimonials for our website, will you help us out?” That’s not what they did.

Read more on the problem with mixing social norms and market norms »

[Read more →]