Nikhilesh’s posterous

Call a Lead Within 5 minutes of them Contacting You

A very interesting White Paper by LeadQual that shows that calling a prospect within 5 Minutes of them getting in touch with you is 21 times better than 30 minutes after they got in touch with you.

An MIT Study - "How Much Time Do You Have Before Web-Generated Leads Go Cold" that was referenced in the white paper is also attached. 

The key tables from the MIT Report
====

We figured if the first 20 hours sliced up by hours was important, we should look more precisely at the first 3 hours sliced up by 5 minute segments.

What are the results?

It is even more eye-opening:begin calling for just 1 hour…

  •  
    1. The odds of calling to contact a lead decrease by over 10 times in the first hour.


  • The odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times. And from 5 minutes to 10 minutes the dial to qualify odds decrease 4 times.


How significant is a 100x increase in contact ratios on the value of leads?

How much effect does a 21x increase in qualification have on the overall sales revenue of a company?

How many companies understand the importance of this strategy?

 

(download)

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The Life of a Super Repo Man



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http://www.salon.com/news/feature/2009/06/06/lear_jet_repo_man/index.html

The Learjet repo man

Business has never been better for the fearless pilot who takes back millionaires' expensive toys.

By Marc Weingarten

Jun. 06, 2009 |

It was snowing hard when the bank called Nick Popovich. They needed to grab a Gulfstream in South Carolina now. Not tomorrow. Tonight.

All commercial and private planes were grounded, but Nick Popovich wasn't one to turn down a job. So he waited for the storm to clear long enough to charter a Hawker jet from Chicago into South Carolina. There was just one detail: No one had told Popovich about the heavily armed white supremacist militia that would be guarding the aircraft when he arrived.

But then again, no one had told the militia about Popovich, a brawny and intimidating man who has been jailed and shot at and has faced down more angry men than a prison warden. When Popovich and two of his colleagues arrived that evening at a South Carolina airfield, they were met by a bunch of nasty-looking thugs with cocked shotguns. "They had someone in the parking lot with binoculars," Popovich says, recalling the incident. "When we went to grab the plane, one of them came out with his weapon drawn and tells us we better get out of there." Undeterred, Popovich continued toward the plane until he felt a gun resting on his temple.

"You move another inch and I'll blow your fucking head off," the gravel-and-nicotine voice told Popovich.

"Well, you better go ahead and shoot, 'cause I'm grabbing that plane."

A shot was discharged in the air.

The gravel-and-nicotine voice again. "I'm not kidding."

"Then do it already."

Popovich's first rule of firearms is pretty simple: The man who tells you he's going to shoot you will not shoot you. So without so much as looking back, he got on the plane and flew it right to Chicago. "My job is to grab that plane," Popovich says. "And if you haven't paid for it, then it's mine. And I don't like to lose."

Nick Popovich is a repo man, but not the kind that spirits away Hyundais from suburban driveways. Popovich is a super repo man, one of a handful of specialists who get the call when a bank wants back its Gulfstream II jet from, say, a small army of neo-Nazi freaks.

For the past three decades, Popovich has been one of a secret tribe of big game hunters who specialize in stealing jets from the jungle hideouts of corrupt landowners in Colombia, Mexico and Brazil and swiping go-fast boats from Wall Street titans in Miami and East Hampton. Super repos have been known to hire swat teams, hijack supertankers and fly off with eastern bloc military helicopters. For a cut of the overall value, they'll repossess anything.

But Popovich is the most renowned of them all -- the Ernest Hemingway of super repo men. "Nick is the best of the best," says Doug Lipke, head of the bankruptcy group for the law firm Vedder Price, who has called Popovich on numerous occasions to retrieve jumbo jets from fat cats with thinning balance sheets. One time, Lipke needed a plane repo-ed from Michigan and flown to Chicago. "All the electrical went out on the plane and Nick was flying at night," he says. "He flew that plane back with zero electricity -- no lights, nothing. There aren't many guys that would be able to do that."

Today Popovich, 56, is co-partner of Sage-Popovich, a repossession firm. (Sage is his wife, Pat, also the firm's president.) Their clients include Citibank, Transamerica and Credit Suisse, and the firm annually earns, Popovich says, "into the low-to-mid seven figures." That estimate isn't ridiculous when you consider that the most difficult jobs can net Popovich anywhere from $600,000 to $900,000. Popovich's specialty is big planes, jumbo jets, mostly; he's repo-ed 1,300 of them in his career. And that's just the solo gigs. Throw in the 65 repo men who work for him, and the number reaches closer to 2,000.

His mandate is simple. Someone misses a few payments. The bank wants to recover its plane. There will be an attempt to set up some kind of debt payment plan. Failing that, collateral has to be ponied up. If there is none, then an account executive reaches out to Popovich. But Jumbo Jets are expensive -- a 747 will run you anywhere from $125 million to $260 million -- and people who try to acquire such toys are loath to give them back. If the deadbeat gets wind that the bank is sniffing around his plane, he's likely to spirit it away before anyone has a chance to grab it, and then it becomes a cat-and-rat game that can take months to complete.

And times have never been better. When lenders opened the sluice gates of easy credit throughout the last decade, high rollers went out and splurged on Gulfstreams and yachts. When the job goes away, the bonuses dry up and the stock market tanks, it's a long and nasty downward spiral that leads to Popovich's door. "Oh, those guys are a real piece of work," says Popovich of the fallen Masters of the Universe. "We've had to fly halfway around the world just to find a plane we were told would be in Dallas. You have to think like a crook to find them."

These days, Popovich is fielding assignments as fast as he can handle them. "We've got a lot of business right now," he says. "We recently recovered planes from Okun and Nadel." Popovich is referring to Edward Okun and Arthur G. Nadel, two Bernie Madoff-manqués that have been accused of stealing hundreds of millions of dollars from unsuspecting clients who thought they were safely investing their money ($300 million in Nadel's case, the largest alleged hedge fund fraud in Florida history). Among the booty that Popovich was hired to return were two Gulfstream IIs and a Learjet.

A good super repo man has a skill set that's some mad hybrid of cat burglar, F.B.I. agent and con artist. And there's real danger that comes with the job,  not just ticked-off homeowners wielding baseball bats. According to the American Recovery Association, there are, on average, one or two repo-related deaths a year.

In 2006, a Czechoslovakian-made Albatross L-39 combat jet lifted off from Sitka, Alaska, and crashed into a trailer park in the small community of Ketchikan, Alaska. The pilot was found dead 100 yards from the destruction, still strapped into his seat. He had no identification on him. His profession was listed as repo man. In Minnesota, a boat repo specialist named Kim Zarbinksi was repelled when the angry owner of a 40-foot yacht refused to give him his boat. So Zarbinksi resorted to sterner measures. He hired a SWAT team to help him grab the rotten booty.

You want stories? Popovich has volumes. And tells them without a note of bragging or conceit. On a recent warm afternoon, the unfailingly polite repo man and I are strolling through his cavernous warehouse in Gary, Ind. It feels like browsing a Costco run by the Pentagon. There are airplane parts as far as the eye can see -- jet engines sit on shelves next to wheel casings and propellers. The detritus of a recent job sits in gigantic vats -- hundreds of headphones in one, telephones in another.

Right now the warehouse is overflowing thanks to his most ambitious job to date: "stealing" a fleet of 240 corporate helicopters from a chain of flight schools for a tidy six-figure fee. Nevada-based Silver State was one of the country's fastest growing companies, mainly because its owner Jerry Airola was constructing a pyramid scheme as tall as the Cheops. When everything collapsed, Popovich was hired to retrieve 240 copters from 51 locations around the country. In 24 hours, Nick and his 125-member crew had to change the locks at all 51 Silver Star schools, then move in 125 flatbeds to haul not only the copters but everything else they could carry -- furniture, spare parts, computers, simulators.

"The copters were a mess," says Popovich. "Some of them hadn't been flown in months. Once we shipped them all back to the warehouse, we stripped the worst ones for parts for the bank. I figured that at least we were putting them to good use that way."

Inside his 120-acre, ranch-style compound in rural Valparaiso, Ind., Popovich recalls some of his most notorious adventures in disarmingly soft-spoken and courtly tones. There was the time in the '80s when he was thrown into a Haitian jail cell. Jail stints came with the job, but this time was different.

Inside the cell, Haitian cops had turned Popovich's face inside out. The pain was ungodly. His shoes were gone. He was starving. And Popovich was sitting in a cage surrounded by 35 prisoners spitting epithets in his face. His only priority was to avoid getting hurt any worse than he already was. In his experience, that meant behaving like a total maniac, lashing out at the nearest prisoners and threatening to kill anyone that came near him.

The charge was the attempted theft of a 707 jumbo jet and he was facing 20 years to life. The jet in question belonged to a Caribbean tour company that went bust. After a few missed payments, the bank had called Popovich, who had tracked the plane from the Dominican Republic to Haiti. The gig promised to be simple. Popovich even spotted the battered silver-and-blue jet on the tarmac as he taxied into Port Au Prince's Toussaint L'Ouverture airport on a sweltering February afternoon. All he needed was an hour to check the avionics, an open runway and a flight plan. It hadn't worked out that way.

By the third day of his imprisonment -- sometime after the American embassy politely informed him that the bank employing him wouldn't put up $100,000 in bail -- details started to come back. The tracer fire pinging the plane's wings like popcorn kernels. Men with bayonets slamming on the fuselage. A police cruiser skidding to a halt right in front of the jet, blocking the runway and preventing Nick from taking off. The cops beating him senseless and throwing him in Penitentier National prison. And now, here he was.

On the seventh day of his incarceration, Haitian President Baby Doc Duvalier was overthrown and the rioting masses swung open all of the cell doors. Bruised, bloody and sleepless, Popovich hobbled out of his cell. As he taxied down the runway for the second time. he couldn't help thinking that what they said was true: Flying home is always the easy part.

Reared in Hammond, Ind. -- just a few miles from his current Valparaiso home base -- Popovich got his pilot license when he was 16 because his father thought it might be useful some day. It was the only time he ever said "yes" to Dad. He tried Indiana University for a semester but it didn't take.

Then in 1975 he met two men named Toby Howard and Billy Day in Wichita while hanging with some mutual friends. A pair of hustlers, they had all kinds of ideas for how to get rich quick. Popovich followed them for six months, hawking faulty tire repair kits that would explode in winter and some multilevel marketing schemes. The contacts he'd make through Howard and Day led him into small-time arms dealing. Popovich bought out a Utah company that had been indicted for weapons violations and turned it into a thriving business. "We built .22 caliber weapons into briefcases with micro switches and laser sightings," he says. He sold his guns to the Canadian Special Ops and maybe to a few places he shouldn't have. He mentions something about being "in South America at the wrong time." He also drops a hint about conducting business in Iraq.

Popovich became a Braniff pilot in 1976. But that was boring. So he quit. He wouldn't find his true calling until 1979, when a banker friend asked for his help getting back a Cessna 310 from a small-time chartering business. "I flew down there, grabbed it and got paid for it. I didn't think anything of it," he says. "I dropped off the plane and the guy calls yelling his head off. He says, 'You didn't ask for enough money! Send me a new bill but multiply it by three!'"

A few days later, Popovich found $145,000 in his checking account. A super repo man had been born.

Sage-Popovich now has 65 super repos, ranging from former crop-dusters and commercial pilots to Marines and airport mechanics. One of Popovich's aces, Ed Dearborn, flew for Air America, the CIA's covert Vietnam-era airline, and even helped build landing strips in remote jungle outposts in Southeast Asia. A good year is five popped planes; Kevin Lacey, one of Popovich's best men, grabs 10 when he's on a roll.

Now that Popovich has worked with some of his guys for 20 years or more, he has learned to take good care of them. When Lacey was imprisoned while attempting to snatch a jet in Brazil a few years ago, Popovich made sure the local hotel shipped edible food to his cell until the legal mess could be cleared up. It was the least he could do, given the fact that Lacey had been dragged in humiliating fashion right through the passenger terminal in handcuffs. "The inmates in Brazilian jails have more guns than the police," said Lacey. "It's best to make friends with them quickly."

Because Lacey is a master mechanic, he is an invaluable resource for lenders. If a plane is sitting on blocks, its windows cracked and its avionics blown out, Lacey can fix it and fly it out. He's also pretended to be a mechanic on numerous occasions; it gets him inside the plane and up in the air a lot quicker. That plane in Brazil required the use of a "claw hammer and rusty pliers" for Lacey to fix it.

Like most super repo guys, Lacey works freelance and flies just about everything with two wings. He's certified in eight types of aircraft. The Air Force would be lucky to have him, but the repo game is far more thrilling. And a lot more lucrative.

The money is pretty good, depending on the size of the plane and the complexity of the repo. But for Lacey, the job is its own reward, despite the fact that many pilots consider it an unseemly profession. "My tact and my diligence are my greatest weapons," he says. "I have to think and react before someone else does, or I'm sunk. Often, they will be on the lookout for you, so you find yourself chasing something while someone else is chasing you."

The super repo business is extremely time-sensitive; Popovich must calibrate his maneuvers with military precision or else the entire operation crumbles. The minute Popovich gets a call, he has his team prepare a "Repo Book," which contains all of the relevant documentation necessary to take back a plane. An airport won't let you fly off with a jumbo jet without all kinds of paperwork: lease terminations, powers of attorney, customs bonds and certificates of insurance. (There's a reason Sage-Popovich has eight lawyers on retainer.) Within an hour of the initial contact, everything is accounted for, all the way down to the catering for the crew.

While the Repo Book is assembled, Popovich will get his scouts on the ground to figure out where the plane is. The company has people all over the globe who are more than happy to track down an item for him for a small fee. More often than not, the aircraft will turn up in a major airport or commercial hub, and from there it's easy sailing: Show up, hand over the documentation, get in the cockpit and fly away. Popovich estimates that three-quarters of his jobs go off exactly that way.

The rest are stickier affairs -- starring angry owners, armed security, even intransigent airport workers, who will be out tens of thousands of dollars in unpaid fuel, landing fees and maintenance costs if a plane suddenly goes missing. In that case, half the game for Popovich is sneaking on to the aircraft and flying it out before anyone's hip to what he's doing. "That's why you never, ever use the plane's two-way radio," says Popovich with a laugh. "People might get wind of your plans before you even have a chance to secure your seat belt. If you need to file a flight plan, you use your cell phone to call the tower."

One time, he pretended to be a limo driver picking up a client. When airport security turned its back, Popovich slipped off his black overcoat and eight-point chauffeur cap and finagled his way onto the plane.

Aircraft on a runway is a lot easier to grab, but the walk to the cockpit is longer than the Bataan Death March. You might as well radio the tower before walking up to a vacant jet without permission, because you're inevitably going to get busted. For a repo job in Miami, Popovich commandeered a catering truck from a friendly driver and the crew let him on board unbidden. On numerous occasions he has loaded his guys into a baggage cart, dropped the curtain and driven up to the cargo hold. From there, it's a slinky stretch on hands and knees from the luggage compartment into the cockpit.

Really tough targets require sterner measures. In 1998, Popovich was hired to repo two jets in the possession of Francois Arpels, scion of the Van Cleef and Arpels jewelry empire. Arpels had leased two Boeing MD-81s for a charter service he started called Fairlines, but failed to make his payments.

"I landed in Paris and contacted Arpels to see if we could work something out," says Popovich. "Arpels tells me, 'I'm Francois Arpels and this is Paris. You will never find the planes.' I looked him right in the eye and told him, 'Frankie, they are all but gone. Trust me.' He hated the fact that I called him Frankie. That really got under his skin."

Using his European scouts, Popovich tracked one plane in Milan; the other was sitting on the tarmac near Terminal One at Charles DeGaulle Airport. The MD-81 was covered in official-looking documentation written in French, so Popovich just ripped everything off and hopped in. Big mistake. The airport cops stopped him as he was taxiing and threw him in a cell overnight. The next day, a French magistrate had handcuffs slapped on Popovich and ordered him returned to Chicago. "I was more determined than ever to grab those damn planes," he says. "You push me, I push back harder."

A few weeks later he snuck back into the country, convinced a captain with an Air Afrique fuel bus to fill up Arpel's Boeing and flew it out. But the Milan plane was trickier. The engine was behaving erratically, and no sane person should fly a bird with a hinky engine. Popovich had a replacement engine in Munich (engine-swapping is a common occurrence in the business) and the only way to get it would be to make the 50 minute flight and pray.

As his pilot Ed Dearborn climbed to altitude, Popovich remembers sitting in the back, furtively stealing looks at that shaky equipment. "The whole time I sat there thinking, 'If that engine lets go, I'm fucked.'" When they got to Germany and opened it up, the mechanics estimated that another couple of hours of airtime and the thing would have melted down. Along with Nick and his guys.

Popovich even met his wife on a repo. He was casing an exotic car company in Chicago when a leonine blond walked in to the dealership. "We all looked at each other and said, 'A hundred bucks for the first guy that nails her,'" he says. "Twenty million dollars in business together later, here we are." The couple's two boys, Zachary, 18 and Max, 20, work for Sage-Popovich when they can. Zachary attends college and does repos in his spare time.

Popovich's daredevil days are behind him for the most part; now he's working with a new generation to do the job. He would like his two sons to go about it a little differently than he did. Maybe a bit more cautiously, for starters. He wants his son Zach to take over the business one day, but "he wants to open a bar in Sun Valley instead." He has in mind an exit strategy, though he's not sure when, if ever, he'll implement it. Life is too good to stop now. Just pick up the paper -- every day word breaks of another investor, another pyramid scheme, another crook who has a date with Popovich.

Tooling around Valparaiso in his Bentley, with Bob Dylan playing softly in the background, Popovich tries to put into words just how great it feels to pull off a big repo job. "It's like a giant chess game, and the stakes can be your life," he says. "It's always a different challenge, a test of how smart you are. Can you outfox someone else? There's always going to be some covert action involved. And you throw a big payoff in there, well, it's just intoxicating." He pauses. "Repossessing a giant, gleaming multimillion dollar plane is kind of like courting a beautiful woman. Sometimes the chase is better than the catch." And the chase is never complete.

-- By Marc Weingarten

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Bing's Duplicate Results Issues

I want a competitive search market with more options. I also like the initial version of Bing but I have been noticing that the search engine has issues. I have attached an example of Result 1 & 2 are the same one from the same source. I imagine dupe checking, while not easy, should be one of the foundation elements of a search engine.

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MegaStudy.net - An Innovative Approach towards Education in S.Korea


Interesting case study...

Also see Bill Gurley's comments on the company - http://abovethecrowd.com/2009/06/02/a-really-interesting-online-education-company-in-korea-megastudy/

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http://www.nytimes.com/2009/06/02/business/global/02cram.html
June 2, 2009

Tech Company Helps South Korean Students Ace Entrance Tests

By CHOE SANG-HUN

SEOUL, South Korea — In the 1990s, Son Joo-eun was a success in South Korea’s hypercompetitive business of preparing students for the national college entrance exam. He had an annual income of 720 million won — the equivalent of $573,000 today — as a private tutor helping children from rich families in Seoul win admission to elite universities.

Then, he says, he had an epiphany: “What I was doing — helping the rich lift their children to the top of the ladder while pushing others down — was deepening inequality in education.”

In 1999, while watching a home-shopping channel on television, Mr. Son came up with the idea for an online test preparatory school. As South Koreans were embracing broadband Internet, he thought: why not bring classes into the home, too?

He turned to the Web to provide “an honest, inexpensive education available to everyone,” and South Korea’s multibillion-dollar test preparation industry has never been the same.

Megastudy.net, the online tutoring service Mr. Son started in 2000, may be the perfect convergence of South Koreans’ dual obsessions with educational credentials and the Internet. In this country, where people’s status and income at 60 are largely determined by which college they entered at 18, South Korean parents’ all-consuming task is to ensure that their children enter an elite university. And that requires a high score on the college entrance exam.

By tapping into those anxieties, which deepen during recessions, Megastudy has become South Korea’s fastest-growing technology company, with sales expected to grow 22.5 percent this year, to 245 billion won ($195 million), even as the country’s economy is projected to contract.

About 2.8 million students, including approximately half of all college-bound high school seniors, are members of Megastudy, which allows them access to some of the country’s most celebrated exam tutors. For a fraction of what they would pay at traditional private “cram schools,” students can watch video-on-demand tutorials on home computers or download them into hand-held devices for viewing in the subway or parks. They can skip or fast-forward through some parts of a lecture and bookmark or repeat the rest.

The explosive growth of Megastudy, and other Web cram schools it has inspired, has taken place against the backdrop of a phenomenon that many here, including President Lee Myung-bak, have deplored: students’ chances of entering a top university are often determined by their parents’ ability to pay for after-school tutoring.

Last year, South Korea spent 55 trillion won, 6 percent of its gross domestic product, on public education. But private education expenditures amounted to an additional 20 trillion won, a burden that has been cited as a factor in South Korea’s low birth rate. Eight of every 10 students from elementary school through high school take after-school classes from private tutors or at cram schools, online or offline. Offline cram school courses cost up to five times as much as their online counterparts.

Mr. Lee recently lamented the fading tradition of “dragons ascending from the sewers” — smart children from poor families rising to the highest levels of business and government, as the president himself did.

“These days, the rich get the help of cramming tutors and get good exam scores to enter colleges,” he said. “This discriminates against children who can’t afford private education.”

The government considers the Web an ally in curbing the runaway costs of private education. In 2004, EBS, a government-run educational TV network, opened a Web site that offered free tutorials on the national exam and now has 2.8 million members.

Online commercial services like Megastudy charge a relatively small fee, averaging 40,000 to 50,000 won ($30 to $40), for each course a student selects from thousands of online tutorials. But as they grow bigger and more commercialized, schools like Megastudy create a new divide in education, this time on the Web, said Yang Jung-ho, a professor of pedagogy at Sungkyunkwan University in Seoul.

“At Megastudy, a subject, for instance English, is split into many different classes, such as different levels of grammar, so that it becomes a financial burden for low-income families if their children subscribe to multiple classes,” Mr. Yang said. Even though the entry costs are lower, the educational gap still exists, he said. “How much private education a student can get in South Korea is determined by how rich his parents are.”

Well-off urban families prefer commercial Web schools like Megastudy, which is more engaging but requires fees, while rural or low-income families gravitate toward free public services like EBS, which students find less interesting, he said.

To compete with the free online schools, Megastudy hires teachers with followings that rival those of pop stars. Some teachers lose their contracts if their popularity ratings drop. Last year, one Megastudy teacher generated 10 billion won (nearly $8 million) in online sales and pocketed 23 percent as his share.

At Megastudy, high school students can choose from 2,500 courses. Tailored for students at various stages of academic achievement, the courses offer options unimaginable at the country’s crowded public schools, like some that promise to teach modern poetry in two weeks. The courses are made up of 10 to 20 lectures that last as long as three hours each.

“Think of your mother!” a message chastises if a student logs off without finishing a tutorial.

Megastudy runs seven offline cram schools, whose classes are recorded and offered on the Web. Its teachers also record tutorials in studios, lecturing into a video camera.

Teachers are under pressure to hold onto their audiences.

“This is an intensely competitive market,” said Kang Su-hyun, 36, a Megastudy teacher who offers 50 courses on Korean language and literature. “Some teachers undergo cosmetic surgery and hire makeup artists.”

Mr. Son’s idea for cheap mass education has made him one of the richest men in the country. Sales at his company, which went public in 2004, jumped to 202 billion won last year, from 579 million won in 2000, when the company was formed. From high school-level courses, Megastudy has expanded into elementary school and opened courses for college students studying to get into medical and law school.

Besides South Koreans’ affinity for all things online, whether shopping or watching TV, Mr. Son’s success also rests on distrust of the public school system.

“If we have a question, we don’t ask our teachers. We go to our cram school and ask,” said Lee Jee-nee, 17, who has taken Megastudy courses.

The Web schools have their drawbacks, however. Lee Won-jin, 17, a Seoul high school senior who has also attended the offline Megastudy classes and who is not related to Lee Jee-nee, said, “You pay less attention in online classes than in real offline classrooms where you face the teacher in the flesh.”

Critics say online cramming adds to a student’s already intense schedule. But Mr. Son dismisses such views, saying that the energy demonstrated by South Koreans who “study like crazy” is what keeps the country’s economy going.

With the country pouring billions of dollars into making its Internet 10 times faster by 2014, Mr. Son suggested that the world turn to South Korea for a glimpse of what education might look like in the future.

“Offline schools will become supplemental to online education,” he predicted. “Students will go to school, perhaps once a week, for group activities like sports.”


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Blekko- A Research Engine ?

I have been following the blogs of Blekko's co-founders-  Rich Skrenta & Mike Markson - for quite a while. In fact, I had a comment exchange with Mike on his blog about Microsoft launching a search engine under a completely new name for branding purposes.  Looks we foresaw Bing coming!

Both Rich and Mike are very keen observers of branding, positioning and search engines and they both talk about those issues here  and here

Given the really tech+marketing savvy behind Blekko, what positioning could they take?

My wild eyed speculation...

It seems like any search service is so scared of being a Google killer, and the unrealistic expectations that come with it, that most firms are moving away from the search engine tag. In the quest to be anything but a search engine, it looks like every type of "engine" is taken - explore engine (Kosmix) , decision engine (Bing), real time search engine (Twitter) and computational knowledge engine (Wolfram Alpha).

But, one very important type of "engine" and a pretty solid use case of search engines is not yet taken. How about a "Research engine" for research purposes?


I have no idea what Blekko's eventual position may be, but here is why I think that Blekko it may make sense for them take that positioning:
  1. I think while Google and Co, do a great job for quickly finding the one definite answer at something but they suck at more ambiguous and research oriented areas. Some features of research oriented search includes saved queries, indepth site specific searches, correlation between one or more queries, persistence of queries across time and much much more...
  2. You cant win by taking on Google directly but its necessary to carve a separate position in the minds of users. Rich talks about it here . 
  3. The branding of "research engine" is simple and also has connotations of search (Re- Search - Get it? )
  4. Also, with TechCrunch mentioning that its not a Google killer and others talking about Blekko's "intended audience ", I presume they are not going after everything (I.e. Simple queries) and they are also not going after vertical search but going after a use case type customer segment which could be more of a advanced/heavy search user that needs to do research.
I am likely to be completely wrong but what fun if I actually turn out to be right.

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What a Texas town can teach us about health care.

Anybody who is a patient, doctor or remotely interested in healthcare should read this article with great interest...



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http://www.newyorker.com/reporting/2009/06/01/090601fa_fact_gawande

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ANNALS OF MEDICINE

THE COST CONUNDRUM

What a Texas town can teach us about health care.

by Atul GawandeJUNE 1, 2009

Costlier care is often worse care. Photograph by Phillip Toledano.

Costlier care is often worse care. Photograph by Phillip Toledano.

t is spring in McAllen, Texas. The morning sun is warm. The streets are lined with palm trees and pickup trucks. McAllen is in Hidalgo County, which has the lowest household income in the country, but it’s a border town, and a thriving foreign-trade zone has kept the unemployment rate below ten per cent. McAllen calls itself the Square Dance Capital of the World. “Lonesome Dove” was set around here.

McAllen has another distinction, too: it is one of the most expensive health-care markets in the country. Only Miami—which has much higher labor and living costs—spends more per person on health care. In 2006, Medicare spent fifteen thousand dollars per enrollee here, almost twice the national average. The income per capita is twelve thousand dollars. In other words, Medicare spends three thousand dollars more per person here than the average person earns.

The explosive trend in American medical costs seems to have occurred here in an especially intense form. Our country’s health care is by far the most expensive in the world. In Washington, the aim of health-care reform is not just to extend medical coverage to everybody but also to bring costs under control. Spending on doctors, hospitals, drugs, and the like now consumes more than one of every six dollars we earn. The financial burden has damaged the global competitiveness of American businesses and bankrupted millions of families, even those with insurance. It’s also devouring our government. “The greatest threat to America’s fiscal health is not Social Security,” President Barack Obama said in a March speech at the White House. “It’s not the investments that we’ve made to rescue our economy during this crisis. By a wide margin, the biggest threat to our nation’s balance sheet is the skyrocketing cost of health care. It’s not even close.”

The question we’re now frantically grappling with is how this came to be, and what can be done about it. McAllen, Texas, the most expensive town in the most expensive country for health care in the world, seemed a good place to look for some answers.

rom the moment I arrived, I asked almost everyone I encountered about McAllen’s health costs—a businessman I met at the five-gate McAllen-Miller International Airport, the desk clerks at the Embassy Suites Hotel, a police-academy cadet at McDonald’s. Most weren’t surprised to hear that McAllen was an outlier. “Just look around,” the cadet said. “People are not healthy here.” McAllen, with its high poverty rate, has an incidence of heavy drinking sixty per cent higher than the national average. And the Tex-Mex diet has contributed to a thirty-eight-per-cent obesity rate.

One day, I went on rounds with Lester Dyke, a weather-beaten, ranch-owning fifty-three-year-old cardiac surgeon who grew up in Austin, did his surgical training with the Army all over the country, and settled into practice in Hidalgo County. He has not lacked for business: in the past twenty years, he has done some eight thousand heart operations, which exhausts me just thinking about it. I walked around with him as he checked in on ten or so of his patients who were recuperating at the three hospitals where he operates. It was easy to see what had landed them under his knife. They were nearly all obese or diabetic or both. Many had a family history of heart disease. Few were taking preventive measures, such as cholesterol-lowering drugs, which, studies indicate, would have obviated surgery for up to half of them.

Yet public-health statistics show that cardiovascular-disease rates in the county are actually lower than average, probably because its smoking rates are quite low. Rates of asthma, H.I.V., infant mortality, cancer, and injury are lower, too. El Paso County, eight hundred miles up the border, has essentially the same demographics. Both counties have a population of roughly seven hundred thousand, similar public-health statistics, and similar percentages of non-English speakers, illegal immigrants, and the unemployed. Yet in 2006 Medicare expenditures (our best approximation of over-all spending patterns) in El Paso were $7,504 per enrollee—half as much as in McAllen. An unhealthy population couldn’t possibly be the reason that McAllen’s health-care costs are so high. (Or the reason that America’s are. We may be more obese than any other industrialized nation, but we have among the lowest rates of smoking and alcoholism, and we are in the middle of the range for cardiovascular disease and diabetes.)

Was the explanation, then, that McAllen was providing unusually good health care? I took a walk through Doctors Hospital at Renaissance, in Edinburg, one of the towns in the McAllen metropolitan area, with Robert Alleyn, a Houston-trained general surgeon who had grown up here and returned home to practice. The hospital campus sprawled across two city blocks, with a series of three- and four-story stucco buildings separated by golfing-green lawns and black asphalt parking lots. He pointed out the sights—the cancer center is over here, the heart center is over there, now we’re coming to the imaging center. We went inside the surgery building. It was sleek and modern, with recessed lighting, classical music piped into the waiting areas, and nurses moving from patient to patient behind rolling black computer pods. We changed into scrubs and Alleyn took me through the sixteen operating rooms to show me the laparoscopy suite, with its flat-screen video monitors, the hybrid operating room with built-in imaging equipment, the surgical robot for minimally invasive robotic surgery.

I was impressed. The place had virtually all the technology that you’d find at Harvard and Stanford and the Mayo Clinic, and, as I walked through that hospital on a dusty road in South Texas, this struck me as a remarkable thing. Rich towns get the new school buildings, fire trucks, and roads, not to mention the better teachers and police officers and civil engineers. Poor towns don’t. But that rule doesn’t hold for health care.

At McAllen Medical Center, I saw an orthopedic surgeon work under an operating microscope to remove a tumor that had wrapped around the spinal cord of a fourteen-year-old. At a home-health agency, I spoke to a nurse who could provide intravenous-drug therapy for patients with congestive heart failure. At McAllen Heart Hospital, I watched Dyke and a team of six do a coronary-artery bypass using technologies that didn’t exist a few years ago. At Renaissance, I talked with a neonatologist who trained at my hospital, in Boston, and brought McAllen new skills and technologies for premature babies. “I’ve had nurses come up to me and say, ‘I never knew these babies could survive,’ ” he said.

And yet there’s no evidence that the treatments and technologies available at McAllen are better than those found elsewhere in the country. The annual reports that hospitals file with Medicare show that those in McAllen and El Paso offer comparable technologies—neonatal intensive-care units, advanced cardiac services, PET scans, and so on. Public statistics show no difference in the supply of doctors. Hidalgo County actually has fewer specialists than the national average.

Nor does the care given in McAllen stand out for its quality. Medicare ranks hospitals on twenty-five metrics of care. On all but two of these, McAllen’s five largest hospitals performed worse, on average, than El Paso’s. McAllen costs Medicare seven thousand dollars more per person each year than does the average city in America. But not, so far as one can tell, because it’s delivering better health care.

ne night, I went to dinner with six McAllen doctors. All were what you would call bread-and-butter physicians: busy, full-time, private-practice doctors who work from seven in the morning to seven at night and sometimes later, their waiting rooms teeming and their desks stacked with medical charts to review.

Some were dubious when I told them that McAllen was the country’s most expensive place for health care. I gave them the spending data from Medicare. In 1992, in the McAllen market, the average cost per Medicare enrollee was $4,891, almost exactly the national average. But since then, year after year, McAllen’s health costs have grown faster than any other market in the country, ultimately soaring by more than ten thousand dollars per person.

“Maybe the service is better here,” the cardiologist suggested. People can be seen faster and get their tests more readily, he said.

Others were skeptical. “I don’t think that explains the costs he’s talking about,” the general surgeon said.

“It’s malpractice,” a family physician who had practiced here for thirty-three years said.

“McAllen is legal hell,” the cardiologist agreed. Doctors order unnecessary tests just to protect themselves, he said. Everyone thought the lawyers here were worse than elsewhere.

That explanation puzzled me. Several years ago, Texas passed a tough malpractice law that capped pain-and-suffering awards at two hundred and fifty thousand dollars. Didn’t lawsuits go down?

“Practically to zero,” the cardiologist admitted.

“Come on,” the general surgeon finally said. “We all know these arguments are bullshit. There is overutilization here, pure and simple.” Doctors, he said, were racking up charges with extra tests, services, and procedures.

The surgeon came to McAllen in the mid-nineties, and since then, he said, “the way to practice medicine has changed completely. Before, it was about how to do a good job. Now it is about ‘How much will you benefit?’ ”

Everyone agreed that something fundamental had changed since the days when health-care costs in McAllen were the same as those in El Paso and elsewhere. Yes, they had more technology. “But young doctors don’t think anymore,” the family physician said.

The surgeon gave me an example. General surgeons are often asked to see patients with pain from gallstones. If there aren’t any complications—and there usually aren’t—the pain goes away on its own or with pain medication. With instruction on eating a lower-fat diet, most patients experience no further difficulties. But some have recurrent episodes, and need surgery to remove their gallbladder.

Seeing a patient who has had uncomplicated, first-time gallstone pain requires some judgment. A surgeon has to provide reassurance (people are often scared and want to go straight to surgery), some education about gallstone disease and diet, perhaps a prescription for pain; in a few weeks, the surgeon might follow up. But increasingly, I was told, McAllen surgeons simply operate. The patient wasn’t going to moderate her diet, they tell themselves. The pain was just going to come back. And by operating they happen to make an extra seven hundred dollars.

I gave the doctors around the table a scenario. A forty-year-old woman comes in with chest pain after a fight with her husband. An EKG is normal. The chest pain goes away. She has no family history of heart disease. What did McAllen doctors do fifteen years ago?

Send her home, they said. Maybe get a stress test to confirm that there’s no issue, but even that might be overkill.

And today? Today, the cardiologist said, she would get a stress test, an echocardiogram, a mobile Holter monitor, and maybe even a cardiac catheterization.

“Oh, she’s definitely getting a cath,” the internist said, laughing grimly.

To determine whether overuse of medical care was really the problem in McAllen, I turned to Jonathan Skinner, an economist at Dartmouth’s Institute for Health Policy and Clinical Practice, which has three decades of expertise in examining regional patterns in Medicare payment data. I also turned to two private firms—D2Hawkeye, an independent company, and Ingenix, UnitedHealthcare’s data-analysis company—to analyze commercial insurance data for McAllen. The answer was yes. Compared with patients in El Paso and nationwide, patients in McAllen got more of pretty much everything—more diagnostic testing, more hospital treatment, more surgery, more home care.

The Medicare payment data provided the most detail. Between 2001 and 2005, critically ill Medicare patients received almost fifty per cent more specialist visits in McAllen than in El Paso, and were two-thirds more likely to see ten or more specialists in a six-month period. In 2005 and 2006, patients in McAllen received twenty per cent more abdominal ultrasounds, thirty per cent more bone-density studies, sixty per cent more stress tests with echocardiography, two hundred per cent more nerve-conduction studies to diagnose carpal-tunnel syndrome, and five hundred and fifty per cent more urine-flow studies to diagnose prostate troubles. They received one-fifth to two-thirds more gallbladder operations, knee replacements, breast biopsies, and bladder scopes. They also received two to three times as many pacemakers, implantable defibrillators, cardiac-bypass operations, carotid endarterectomies, and coronary-artery stents. And Medicare paid for five times as many home-nurse visits. The primary cause of McAllen’s extreme costs was, very simply, the across-the-board overuse of medicine.

his is a disturbing and perhaps surprising diagnosis. Americans like to believe that, with most things, more is better. But research suggests that where medicine is concerned it may actually be worse. For example, Rochester, Minnesota, where the Mayo Clinic dominates the scene, has fantastically high levels of technological capability and quality, but its Medicare spending is in the lowest fifteen per cent of the country—$6,688 per enrollee in 2006, which is eight thousand dollars less than the figure for McAllen. Two economists working at Dartmouth, Katherine Baicker and Amitabh Chandra, found that the more money Medicare spent per person in a given state the lower that state’s quality ranking tended to be. In fact, the four states with the highest levels of spending—Louisiana, Texas, California, and Florida—were near the bottom of the national rankings on the quality of patient care.

In a 2003 study, another Dartmouth team, led by the internist Elliott Fisher, examined the treatment received by a million elderly Americans diagnosed with colon or rectal cancer, a hip fracture, or a heart attack. They found that patients in higher-spending regions received sixty per cent more care than elsewhere. They got more frequent tests and procedures, more visits with specialists, and more frequent admission to hospitals. Yet they did no better than other patients, whether this was measured in terms of survival, their ability to function, or satisfaction with the care they received. If anything, they seemed to do worse.

That’s because nothing in medicine is without risks. Complications can arise from hospital stays, medications, procedures, and tests, and when these things are of marginal value the harm can be greater than the benefits. In recent years, we doctors have markedly increased the number of operations we do, for instance. In 2006, doctors performed at least sixty million surgical procedures, one for every five Americans. No other country does anything like as many operations on its citizens. Are we better off for it? No one knows for sure, but it seems highly unlikely. After all, some hundred thousand people die each year from complications of surgery—far more than die in car crashes.

To make matters worse, Fisher found that patients in high-cost areas were actually less likely to receive low-cost preventive services, such as flu and pneumonia vaccines, faced longer waits at doctor and emergency-room visits, and were less likely to have a primary-care physician. They got more of the stuff that cost more, but not more of what they needed.

In an odd way, this news is reassuring. Universal coverage won’t be feasible unless we can control costs. Policymakers have worried that doing so would require rationing, which the public would never go along with. So the idea that there’s plenty of fat in the system is proving deeply attractive. “Nearly thirty per cent of Medicare’s costs could be saved without negatively affecting health outcomes if spending in high- and medium-cost areas could be reduced to the level in low-cost areas,” Peter Orszag, the President’s budget director, has stated.

Most Americans would be delighted to have the quality of care found in places like Rochester, Minnesota, or Seattle, Washington, or Durham, North Carolina—all of which have world-class hospitals and costs that fall below the national average. If we brought the cost curve in the expensive places down to their level, Medicare’s problems (indeed, almost all the federal government’s budget problems for the next fifty years) would be solved. The difficulty is how to go about it. Physicians in places like McAllen behave differently from others. The $2.4-trillion question is why. Unless we figure it out, health reform will fail.

had what I considered to be a reasonable plan for finding out what was going on in McAllen. I would call on the heads of its hospitals, in their swanky, decorator-designed, churrigueresco offices, and I’d ask them.

The first hospital I visited, McAllen Heart Hospital, is owned by Universal Health Services, a for-profit hospital chain with headquarters in King of Prussia, Pennsylvania, and revenues of five billion dollars last year. I went to see the hospital’s chief operating officer, Gilda Romero. Truth be told, her office seemed less churrigueresco than Office Depot. She had straight brown hair, sympathetic eyes, and looked more like a young school teacher than like a corporate officer with nineteen years of experience. And when I inquired, “What is going on in this place?” she looked surprised.

Is McAllen really that expensive? she asked.

I described the data, including the numbers indicating that heart operations and catheter procedures and pacemakers were being performed in McAllen at double the usual rate.

“That is interesting,” she said, by which she did not mean, “Uh-oh, you’ve caught us” but, rather, “That is actually interesting.” The problem of McAllen’s outlandish costs was new to her. She puzzled over the numbers. She was certain that her doctors performed surgery only when it was necessary. It had to be one of the other hospitals. And she had one in mind—Doctors Hospital at Renaissance, the hospital in Edinburg that I had toured.

She wasn’t the only person to mention Renaissance. It is the newest hospital in the area. It is physician-owned. And it has a reputation (which it disclaims) for aggressively recruiting high-volume physicians to become investors and send patients there. Physicians who do so receive not only their fee for whatever service they provide but also a percentage of the hospital’s profits from the tests, surgery, or other care patients are given. (In 2007, its profits totalled thirty-four million dollars.) Romero and others argued that this gives physicians an unholy temptation to overorder.

Such an arrangement can make physician investors rich. But it can’t be the whole explanation. The hospital gets barely a sixth of the patients in the region; its margins are no bigger than the other hospitals’—whether for profit or not for profit—and it didn’t have much of a presence until 2004 at the earliest, a full decade after the cost explosion in McAllen began.

“Those are good points,” Romero said. She couldn’t explain what was going on.

The following afternoon, I visited the top managers of Doctors Hospital at Renaissance. We sat in their boardroom around one end of a yacht-length table. The chairman of the board offered me a soda. The chief of staff smiled at me. The chief financial officer shook my hand as if I were an old friend. The C.E.O., however, was having a hard time pretending that he was happy to see me. Lawrence Gelman was a fifty-seven-year-old anesthesiologist with a Bill Clinton shock of white hair and a weekly local radio show tag-lined “Opinions from an Unrelenting Conservative Spirit.” He had helped found the hospital. He barely greeted me, and while the others were trying for a how-can-I-help-you-today attitude, his body language was more let’s-get-this-over-with.

So I asked him why McAllen’s health-care costs were so high. What he gave me was a disquisition on the theory and history of American health-care financing going back to Lyndon Johnson and the creation of Medicare, the upshot of which was: (1) Government is the problem in health care. “The people in charge of the purse strings don’t know what they’re doing.” (2) If anything, government insurance programs like Medicare don’t pay enough. “I, as an anesthesiologist, know that they pay me ten per cent of what a private insurer pays.” (3) Government programs are full of waste. “Every person in this room could easily go through the expenditures of Medicare and Medicaid and see all kinds of waste.” (4) But not in McAllen. The clinicians here, at least at Doctors Hospital at Renaissance, “are providing necessary, essential health care,” Gelman said. “We don’t invent patients.”

Then why do hospitals in McAllen order so much more surgery and scans and tests than hospitals in El Paso and elsewhere?

In the end, the only explanation he and his colleagues could offer was this: The other doctors and hospitals in McAllen may be overspending, but, to the extent that his hospital provides costlier treatment than other places in the country, it is making people better in ways that data on quality and outcomes do not measure.

“Do we provide better health care than El Paso?” Gelman asked. “I would bet you two to one that we do.”

It was a depressing conversation—not because I thought the executives were being evasive but because they weren’t being evasive. The data on McAllen’s costs were clearly new to them. They were defending McAllen reflexively. But they really didn’t know the big picture of what was happening.

And, I realized, few people in their position do. Local executives for hospitals and clinics and home-health agencies understand their growth rate and their market share; they know whether they are losing money or making money. They know that if their doctors bring in enough business—surgery, imaging, home-nursing referrals—they make money; and if they get the doctors to bring in more, they make more. But they have only the vaguest notion of whether the doctors are making their communities as healthy as they can, or whether they are more or less efficient than their counterparts elsewhere. A doctor sees a patient in clinic, and has her check into a McAllen hospital for a CT scan, an ultrasound, three rounds of blood tests, another ultrasound, and then surgery to have her gallbladder removed. How is Lawrence Gelman or Gilda Romero to know whether all that is essential, let alone the best possible treatment for the patient? It isn’t what they are responsible or accountable for.

Health-care costs ultimately arise from the accumulation of individual decisions doctors make about which services and treatments to write an order for. The most expensive piece of medical equipment, as the saying goes, is a doctor’s pen. And, as a rule, hospital executives don’t own the pen caps. Doctors do.

f doctors wield the pen, why do they do it so differently from one place to another? Brenda Sirovich, another Dartmouth researcher, published a study last year that provided an important clue. She and her team surveyed some eight hundred primary-care physicians from high-cost cities (such as Las Vegas and New York), low-cost cities (such as Sacramento and Boise), and others in between. The researchers asked the physicians specifically how they would handle a variety of patient cases. It turned out that differences in decision-making emerged in only some kinds of cases. In situations in which the right thing to do was well established—for example, whether to recommend a mammogram for a fifty-year-old woman (the answer is yes)—physicians in high- and low-cost cities made the same decisions. But, in cases in which the science was unclear, some physicians pursued the maximum possible amount of testing and procedures; some pursued the minimum. And which kind of doctor they were depended on where they came from.

Sirovich asked doctors how they would treat a seventy-five-year-old woman with typical heartburn symptoms and “adequate health insurance to cover tests and medications.” Physicians in high- and low-cost cities were equally likely to prescribe antacid therapy and to check for H. pylori, an ulcer-causing bacterium—steps strongly recommended by national guidelines. But when it came to measures of less certain value—and higher cost—the differences were considerable. More than seventy per cent of physicians in high-cost cities referred the patient to a gastroenterologist, ordered an upper endoscopy, or both, while half as many in low-cost cities did. Physicians from high-cost cities typically recommended that patients with well-controlled hypertension see them in the office every one to three months, while those from low-cost cities recommended visits twice yearly. In case after uncertain case, more was not necessarily better. But physicians from the most expensive cities did the most expensive things.

Why? Some of it could reflect differences in training. I remember when my wife brought our infant son Walker to visit his grandparents in Virginia, and he took a terrifying fall down a set of stairs. They drove him to the local community hospital in Alexandria. A CT scan showed that he had a tiny subdural hematoma—a small area of bleeding in the brain. During ten hours of observation, though, he was fine—eating, drinking, completely alert. I was a surgery resident then and had seen many cases like his. We observed each child in intensive care for at least twenty-four hours and got a repeat CT scan. That was how I’d been trained. But the doctor in Alexandria was going to send Walker home. That was how he’d been trained. Suppose things change for the worse? I asked him. It’s extremely unlikely, he said, and if anything changed Walker could always be brought back. I bullied the doctor into admitting him anyway. The next day, the scan and the patient were fine. And, looking in the textbooks, I learned that the doctor was right. Walker could have been managed safely either way.

There was no sign, however, that McAllen’s doctors as a group were trained any differently from El Paso’s. One morning, I met with a hospital administrator who had extensive experience managing for-profit hospitals along the border. He offered a different possible explanation: the culture of money.

“In El Paso, if you took a random doctor and looked at his tax returns eighty-five per cent of his income would come from the usual practice of medicine,” he said. But in McAllen, the administrator thought, that percentage would be a lot less.

He knew of doctors who owned strip malls, orange groves, apartment complexes—or imaging centers, surgery centers, or another part of the hospital they directed patients to. They had “entrepreneurial spirit,” he said. They were innovative and aggressive in finding ways to increase revenues from patient care. “There’s no lack of work ethic,” he said. But he had often seen financial considerations drive the decisions doctors made for patients—the tests they ordered, the doctors and hospitals they recommended—and it bothered him. Several doctors who were unhappy about the direction medicine had taken in McAllen told me the same thing. “It’s a machine, my friend,” one surgeon explained.

No one teaches you how to think about money in medical school or residency. Yet, from the moment you start practicing, you must think about it. You must consider what is covered for a patient and what is not. You must pay attention to insurance rejections and government-reimbursement rules. You must think about having enough money for the secretary and the nurse and the rent and the malpractice insurance.

Beyond the basics, however, many physicians are remarkably oblivious to the financial implications of their decisions. They see their patients. They make their recommendations. They send out the bills. And, as long as the numbers come out all right at the end of each month, they put the money out of their minds.

Others think of the money as a means of improving what they do. They think about how to use the insurance money to maybe install electronic health records with colleagues, or provide easier phone and e-mail access, or offer expanded hours. They hire an extra nurse to monitor diabetic patients more closely, and to make sure that patients don’t miss their mammograms and pap smears and colonoscopies.

Then there are the physicians who see their practice primarily as a revenue stream. They instruct their secretary to have patients who call with follow-up questions schedule an appointment, because insurers don’t pay for phone calls, only office visits. They consider providing Botox injections for cash. They take a Doppler ultrasound course, buy a machine, and start doing their patients’ scans themselves, so that the insurance payments go to them rather than to the hospital. They figure out ways to increase their high-margin work and decrease their low-margin work. This is a business, after all.

In every community, you’ll find a mixture of these views among physicians, but one or another tends to predominate. McAllen seems simply to be the community at one extreme.

In a few cases, the hospital executive told me, he’d seen the behavior cross over into what seemed like outright fraud. “I’ve had doctors here come up to me and say, ‘You want me to admit patients to your hospital, you’re going to have to pay me.’ ”

“How much?” I asked.

pp

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Britain has really got talent. Must Watch- Stavros Flatly


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In India, Little Demand for a No-Frills Car- Tata Nano's Cheapest Version

Amazingly after all the focus on 1 Lakh car, less than 20% of the bookings are for the cheapest version of the Nano...



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May 26, 2009

In India, Little Demand for a No-Frills Car

By BLOOMBERG NEWS

MUMBAI (Bloomberg News) — The chairman of Tata Motors, Ratan Tata, had 500 engineers work for four years designing the world’s lowest-cost car, convinced that cost-conscious Indian drivers could live without air-conditioning and cup holders.

But only 20 percent of Tata’s initial 203,000 orders for the car — the Nano — were for the no-frills $2,600 model. Instead, half of the customers booked the top-end model, which costs 40 percent more.

“My children need to travel comfortably,” said Neelakandan Raveendran, 51, who ordered the most expensive version of the Nano as his first car. The bank clerk earns 24,000 rupees, or about $500, a month and will split the cost of the car with his daughter.

Sales of pricier versions with extras like air-conditioning mean bigger margins for Tata and less chance of a profit-sapping price war with rivals like Maruti Suzuki India, analysts said.

“There is no demand for a bare-bones car,” said Mahantesh Sabarad, an analyst at Centrum Broking based in Mumbai. “Based on this experience, it does give other automakers room for pricing their products higher. They don’t have to be drawn down to a pricing war.”

Toyota Motor and Renault, which are also planning to sell low-cost cars, may be able to charge more for their models on demand from customers in India, where incomes have doubled in the past eight years. Higher prices may mean bigger profits for automakers in India, unlike in China, where discounts have hurt earnings amid a sales boom.

Profit at Maruti Suzuki, maker of half the cars sold in India, and Tata Motors, the third-biggest Indian carmaker, more than doubled in the five years that ended March 31, 2008, as new jobs proliferated in India, the fastest-growing major economy in the world after China.

Maruti’s 800, the company’s cheapest car, which retails for as little as 184,894 rupees in New Delhi, in 2005 saw the end of its nearly two-decade reign as India’s best-selling model. It made way for the Alto, which costs 21 percent more. The 800 now accounts for less than 5 percent of Maruti’s sales, said Mayank Pareek, executive officer for marketing and sales at the carmaker.

The cheapest Nano retails for 123,360 rupees in New Delhi, while the top-end variant goes for 172,360 rupees. “Higher versions of all cars have better margins,” Debasis Ray, a Tata Motors spokesman, wrote in an e-mail message.

“It isn’t that the cheapest car sells the largest,” Mr. Pareek said. “There is a clear shift, and customers are not just buying the cheapest car. They are willing to spend a bit more.”

Maruti, the New Delhi-based unit of Suzuki Motor in Japan, has said it will not cut the price of the 800 to take on the Nano.

Salaries in India will jump by an average of 8.2 percent this year, after six successive annual increases of more than 10 percent, the human resource consultant Hewitt Associates said in February.

Toyota plans to introduce a small car in India in 2010, with an initial annual production target of 70,000 units, said Paul Nolasco, a company spokesman. The company has not disclosed the details of the car, he said. Toyota has an early prototype for a model that may be able to compete with the Nano, the company’s president, Katsuaki Watanabe, said in Detroit last year.

Renault, the French carmaker, and Nissan Motor of Japan are together building a $2,500 car with Bajaj Auto, the Indian motorcycle maker.

“The cost issue for the car is still crucial,” said Pauline Kee, a Nissan spokeswoman. “We will monitor the development of the Tata Nano rollout. It’s still premature to say whether this will change our strategy” for developing the ultra-low-cost car, she said.

In contrast to India, combined profits at China’s top 19 automakers fell 48 percent to 10.8 billion yuan, or $1.6 billion, in the first quarter, as Volkswagen and General Motors discounted models. Prices of locally made cars fell 4.08 percent in April from a year earlier. China has 52 car brands and more than 100 automakers.

China’s vehicle sales may rise 8.7 percent this year to 10.2 million units, according to the nation’s automakers group. That may be enough for the country to surpass the United States as the world’s biggest auto market. U.S. sales may drop to 9.7 million, according to CSM Worldwide Inc.

With Honda Motor, Volkswagen, G.M. and Ford Motor among automakers building new factories and introducing new products in India, tighter competition and lower profitability are only a matter of time, said Puneet Gupta, an analyst at CSM Worldwide based in New Delhi.

“Competition is going to be really intense,” Mr. Gupta said. The carmakers “won’t be able to enjoy the margins that they are enjoying today.”

Tata Motors will begin deliveries of the Nano in July, choosing the first customers through a lottery. In contrast to the entry-level model, the more popular mid- and top-end cars will feature amenities like fabric seats, central locking and front power windows, in addition to air-conditioning and cup holders.

“Today, everyone around me travels in an air-conditioned car,” said a bank clerk, Raveendren, who is abandoning the family two-wheeler. “My children, too, wanted one. It’s a must.”

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OpenTable and Restaurant Marketing

To sum it up, OpenTable delivers diners at a rate of $2.61/Diner...


But beyond that, what a fantastic business to own (i.e. OpenTable) steady annuity type business...


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open-table-ipo-analysisOnline restaurant reservations company OpenTable filed for an IPO on Friday, revealing their finances for the world to see.  The SEC filing contains all the financial figures you would expect: revenue, expenses breakdown, details of the public offering, and also operational data. Financial Figures

Brett Emerson wrote a fantastic blog post a few months ago (Behind the Curtain: Open Table) which gives a thorough evaluation of OpenTable from a restaurateur’s point of view.  Emerson is in the process of opening Contigo, a new restaurant in San Francisco and he lays out the pros and cons of OpenTable and shares his cost and volume expectations from the service.  Viewed from a restaurant’s pespective, the operational data in OpenTable’s finances gives an amazing amount of insight into the OpenTable system, especially when some analysis and number crunching is applied.

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OpenTable Web Traffic and User Behavior

OpenTable makes their money from restaurants that pay a one-time installation fee for reservation software/hardware, a monthly subscription fee, and a fee for each restaurant guest seated through the service.

It’s public knowledge that OpenTable charges $0.25/diner booked via the restaurant’s website and $1/diner booked directly through opentable.com (the higher charge reflects opentable.com’s value as a customer referral tool).  The SEC filing tells us that these fees resulted in $17M of reservation revenue from 25M diners.  Pulling out my trusty TI-83 and solving this linear equation  ( 1*a+ .25*b = $17M  and  a + b = 25M diners) leads to the conclusion that 57% of diners book via opentable.com, and the remaining 43% book via the restaurant website. This tells us about the value of OpenTable as a marketing tool: being part of the OpenTable network yields roughly twice as many online reservations as a stand-alone solution.


Per-Restaurant Data

Excluding one-time installation revenues, total North American revenues for the first nine months of ‘08 were $37.5M across 8,090 member restaurants, so the average restaurant pays OpenTable $515 each month (N.B. 8,090 restaurants is the midpoint figure across the reporting period: OpenTable began 2008 with 7,391 restaurants and grew to 8,788 restaurants.  I assume linear growth).  Broken down, this $515 consists of $281 in monthly subscriptions charges and $234 in monthly reservation booking fees.

For the reporting period, one-time installation revenues were $1.7M and there were 1,397 new restaurants.  Each new restaurant therefore pays an average of $1,240 in installation fees (this assumes no churn, that all growth is from new customers).

dinner-glasses-restaurant-reservations

Does OpenTable deliver?

OpenTable seated 25M diners across 8,090 restaurants in the reporting period which means for the average restaurant, OpenTable fills 345 seats monthly or 14 daily (assuming the restaurant is open six days a week).

One of Emerson’s main concerns is the high cost of reservation fees:

Let’s assume most of the other two thirds of the restaurant’s guests book through Open Table. If successful, a 60-seat restaurant like Contigo could easily pay $1,000-1,500 a month to Open Table in cover charges.

Let’s examine this concern in detail.  Contigo has 60 seats.  Assuming tables can be flipped twice, 120 diners can be served each night.  We know OpenTable on average fills 14 seats a day, so OpenTable would be filling about 12% of the restaurant.  Earlier it was calculated that the average restaurant pays $234 in reservation fees.  Emerson’s figures (66% fill rate, $1000+ monthly fee) therefore probably overestimates OpenTable’s ability to fill tables.

International Figures

OpenTable has mainly concentrated their international efforts in Germany, Japan and the United Kingdom and so far international business represents a mere 5% of total revenues.  For the reporting period, an average of 696 restaurants were signed up, producing $1.7M in subscription revenue, $282K in reservation revenue, and a mere $76K in installation revenue.

Dividing the installation revenues across the 451 added restaurants shows an average installation fee of $155 which is significantly lower than the $1,240 that domestic restaurants pay.  This likely signifies that OpenTable heavily subsidizes equipment and installation costs in an attempt to gain traction overseas.

The monthly subscription charge that each restaurant pays is comparable ($270 internationally versus $281 domestically), but as you might expect given the early stage of international adoption, monthly reservation charges are significantly lower ($45 versus $234) and fewer diners are seated through the service (60 diners per month versus 345 diners.)

When both subscription and reservation charges are factored in, it’s revealed that although the average international restaurant spends less with OpenTable per month ($315 versus $515), they pay substantially more for each customer ($5.29 versus $1.49).

OpenTable has emerged as the leader in the US market, surviving the first dot-com bubble, gaining traction with restaurants, and beating out the competition (DinnerBroker.com, Foodline.com, Ireserve.com, iSeatz.com, and RestaurantRow.com and others).  It should be noted that OpenTable operates very profitably within the US — $6.7M profit on $39M revenue, a 17% margin.

Is another victory in the cards?  It’s certainly going to be a tough fight.  OpenTable lacks the first-mover advantage and faces intense competition.  There’s also a strong network effect working against them.  Already OpenTable has conceded Spain and France, closing their offices which had only recently opened in 2007.  OpenTable appears to be pouring every dollar they can into their international expansion and heavily subsidizing equipment costs which is the reason why the company as a whole appears to be unprofitable (and I suspect is the reason for filing for an IPO — to raise more money for their international push).  Looking at their international business, OpenTable posted losses of $6.5M on $2M revenue in the first nine months of 2008.  OpenTable, I wish you luck!

Market Sizing and Market Saturation

OpenTable includes some interesting estimates about the size of their market:

We believe based on our internal estimates that there are approximately 30,000 reservation-taking restaurants in North America that seat approximately 600 million diners through reservations annually.

Considering that OpenTable has signed up close to 10,000 restaurants, they have captured roughly 1/3 of the possible restaurant market — pretty impressive!

Extrapolating through the end of 2008, OpenTable seated 33.5M diners which means that 6% of all restaurant reservations are made through OpenTable — also really impressive!

dinner-tableQuantifying OpenTable’s Marketing Power

Advertising a restaurant in an effective manner is a difficult task.  Press, buzz, and word of mouth recommendations are great, but these aren’t something a restaurant can control.  Besides buying ads on Citysearch or Yelp, there’s not much to be done online (although Russ & Daughters did recently join Twitter!).  Unfortunately launching a search marketing campaign around the keyword “restaurant” doesn’t work too well.  OpenTable clearly realizes the tough position that restaurants are in:

Cost-effective marketing opportunities are limited. Typically, restaurants promote themselves through magazines and newspapers as well as online dining guides and directories. However, restaurants generally do not have the ability to track the number of people who ultimately dine in response to their advertisements, nor are the costs of these advertisements tied to the number of diners they attract. Therefore, restaurants usually are unable to measure or compare the effectiveness of these marketing channels.

Is OpenTable’s $1/diner fee fair?  Emerson suggests that it’s too high:

When a diner pays $40 to eat at Contigo, that dollar [fee per diner] equals about 2.5% of the cost of the meal. That’s significant in an industry where the average profit margin is less than 5%.

Interesting point.  But if you bought a $300 newspaper advertisement which caused 300 new customers to walk into your restaurant, wouldn’t you consider that a phenomenal return on your advertising spend?

The average restaurant spends $515 with OpenTable and gets 345 diners each month, so when all is said and done the true cost of the service is closer to $1.50/diner.  But keep in mind that 43% of the OpenTable bookings come through the website of the restaurant — these 148 diners have already decided to eat at the restaurant!  These customers exist regardless of whether the restaurant is subscribed to OpenTable.  The real value that OpenTable delivers, therefore, is the 197 NEW customers generated due to the marketing exposure on opentable.com.  Restaurants are really paying $515 to gain 197 new customers, which comes to $2.61 per customer.

Concluding his blog post, Emerson writes:

In my mind, the question of whether or not to sign up for Open Table boils down to whether or not I feel Contigo needs to take advantage of Open Table’s substantial marketing power.

The question restaurant owners should therefore ask themselves is this: Is acquiring customers at $2.61 per head a worthwhile investment?  And is there another method that can acquire customers for less?

Well there you have it!  A fascinating look at the business of online restaurant referrals and the insights derived from very basic operational data.

I’ll leave you now with this amusing quote from the SEC Filing about OpenTable’s competition: “Currently, our primary competitors in North America are the pen-and-paper reservation book used by most restaurants and the phone used by diners.”

As always, readers, I’d love to hear your comments and thoughts!

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HOW DAVID BEATS GOLIATH




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ANNALS OF INNOVATION

HOW DAVID BEATS GOLIATH

When underdogs break the rules.

by Malcolm GladwellMAY 11, 2009

A non-stop full-court press gives weak basketball teams a chance against far stronger teams. Why have so few adopted it?

A non-stop full-court press gives weak basketball teams a chance against far stronger teams. Why have so few adopted it?

hen Vivek Ranadivé decided to coach his daughter Anjali’s basketball team, he settled on two principles. The first was that he would never raise his voice. This was National Junior Basketball—the Little League of basketball. The team was made up mostly of twelve-year-olds, and twelve-year-olds, he knew from experience, did not respond well to shouting. He would conduct business on the basketball court, he decided, the same way he conducted business at his software firm. He would speak calmly and softly, and convince the girls of the wisdom of his approach with appeals to reason and common sense.

The second principle was more important. Ranadivé was puzzled by the way Americans played basketball. He is from Mumbai. He grew up with cricket and soccer. He would never forget the first time he saw a basketball game. He thought it was mindless. Team A would score and then immediately retreat to its own end of the court. Team B would inbound the ball and dribble it into Team A’s end, where Team A was patiently waiting. Then the process would reverse itself. A basketball court was ninety-four feet long. But most of the time a team defended only about twenty-four feet of that, conceding the other seventy feet. Occasionally, teams would play a full-court press—that is, they would contest their opponent’s attempt to advance the ball up the court. But they would do it for only a few minutes at a time. It was as if there were a kind of conspiracy in the basketball world about the way the game ought to be played, and Ranadivé thought that that conspiracy had the effect of widening the gap between good teams and weak teams. Good teams, after all, had players who were tall and could dribble and shoot well; they could crisply execute their carefully prepared plays in their opponent’s end. Why, then, did weak teams play in a way that made it easy for good teams to do the very things that made them so good?

Ranadivé looked at his girls. Morgan and Julia were serious basketball players. But Nicky, Angela, Dani, Holly, Annika, and his own daughter, Anjali, had never played the game before. They weren’t all that tall. They couldn’t shoot. They weren’t particularly adept at dribbling. They were not the sort who played pickup games at the playground every evening. Most of them were, as Ranadivé says, “little blond girls” from Menlo Park and Redwood City, the heart of Silicon Valley. These were the daughters of computer programmers and people with graduate degrees. They worked on science projects, and read books, and went on ski vacations with their parents, and dreamed about growing up to be marine biologists. Ranadivé knew that if they played the conventional way—if they let their opponents dribble the ball up the court without opposition—they would almost certainly lose to the girls for whom basketball was a passion. Ranadivé came to America as a seventeen-year-old, with fifty dollars in his pocket. He was not one to accept losing easily. His second principle, then, was that his team would play a real full-court press, every game, all the time. The team ended up at the national championships. “It was really random,” Anjali Ranadivé said. “I mean, my father had never played basketball before.”

avid’s victory over Goliath, in the Biblical account, is held to be an anomaly. It was not. Davids win all the time. The political scientist Ivan Arreguín-Toft recently looked at every war fought in the past two hundred years between strong and weak combatants. The Goliaths, he found, won in 71.5 per cent of the cases. That is a remarkable fact. Arreguín-Toft was analyzing conflicts in which one side was at least ten times as powerful—in terms of armed might and population—as its opponent, and even in those lopsided contests the underdog won almost a third of the time.

In the Biblical story of David and Goliath, David initially put on a coat of mail and a brass helmet and girded himself with a sword: he prepared to wage a conventional battle of swords against Goliath. But then he stopped. “I cannot walk in these, for I am unused to it,” he said (in Robert Alter’s translation), and picked up those five smooth stones. What happened, Arreguín-Toft wondered, when the underdogs likewise acknowledged their weakness and chose an unconventional strategy? He went back and re-analyzed his data. In those cases, David’s winning percentage went from 28.5 to 63.6. When underdogs choose not to play by Goliath’s rules, they win, Arreguín-Toft concluded, “even when everything we think we know about power says they shouldn’t.

Consider the way T. E. Lawrence (or, as he is better known, Lawrence of Arabia) led the revolt against the Ottoman Army occupying Arabia near the end of the First World War. The British were helping the Arabs in their uprising, and the initial focus was Medina, the city at the end of a long railroad that the Turks had built, running south from Damascus and down through the Hejaz desert. The Turks had amassed a large force in Medina, and the British leadership wanted Lawrence to gather the Arabs and destroy the Turkish garrison there, before the Turks could threaten the entire region.

But when Lawrence looked at his ragtag band of Bedouin fighters he realized that a direct attack on Medina would never succeed. And why did taking the city matter, anyway? The Turks sat in Medina “on the defensive, immobile.” There were so many of them, consuming so much food and fuel and water, that they could hardly make a major move across the desert. Instead of attacking the Turks at their point of strength, Lawrence reasoned, he ought to attack them where they were weak—along the vast, largely unguarded length of railway line that was their connection to Damascus. Instead of focussing his attention on Medina, he should wage war over the broadest territory possible.

The Bedouins under Lawrence’s command were not, in conventional terms, skilled troops. They were nomads. Sir Reginald Wingate, one of the British commanders in the region, called them “an untrained rabble, most of whom have never fired a rifle.” But they were tough and they were mobile. The typical Bedouin soldier carried no more than a rifle, a hundred rounds of ammunition, forty-five pounds of flour, and a pint of drinking water, which meant that he could travel as much as a hundred and ten miles a day across the desert, even in summer. “Our cards were speed and time, not hitting power,” Lawrence wrote. “Our largest available resources were the tribesmen, men quite unused to formal warfare, whose assets were movement, endurance, individual intelligence, knowledge of the country, courage.” The eighteenth-century general Maurice de Saxe famously said that the art of war was about legs, not arms, and Lawrence’s troops were all legs. In one typical stretch, in the spring of 1917, his men dynamited sixty rails and cut a telegraph line at Buair on March 24th, sabotaged a train and twenty-five rails at Abu al-Naam on March 25th, dynamited fifteen rails and cut a telegraph line at Istabl Antar on March 27th, raided a Turkish garrison and derailed a train on March 29th, returned to Buair and sabotaged the railway line again on March 31st, dynamited eleven rails at Hediah on April 3rd, raided the train line in the area of Wadi Dhaiji on April 4th and 5th, and attacked twice on April 6th.

Lawrence’s masterstroke was an assault on the port town of Aqaba. The Turks expected an attack from British ships patrolling the waters of the Gulf of Aqaba to the west. Lawrence decided to attack from the east instead, coming at the city from the unprotected desert, and to do that he led his men on an audacious, six-hundred-mile loop—up from the Hejaz, north into the Syrian desert, and then back down toward Aqaba. This was in summer, through some of the most inhospitable land in the Middle East, and Lawrence tacked on a side trip to the outskirts of Damascus, in order to mislead the Turks about his intentions. “This year the valley seemed creeping with horned vipers and puff-adders, cobras and black snakes,” Lawrence writes in “The Seven Pillars of Wisdom” of one stage in the journey:


We could not lightly draw water after dark, for there were snakes swimming in the pools or clustering in knots around their brinks. Twice puff-adders came twisting into the alert ring of our debating coffee-circle. Three of our men died of bites; four recovered after great fear and pain, and a swelling of the poisoned limb. Howeitat treatment was to bind up the part with snake-skin plaster and read chapters of the Koran to the sufferer until he died. 

When they finally arrived at Aqaba, Lawrence’s band of several hundred warriors killed or captured twelve hundred Turks, and lost only two men. The Turks simply did not think that their opponent would be mad enough to come at them from the desert. This was Lawrence’s great insight. David can beat Goliath by substituting effort for ability—and substituting effort for ability turns out to be a winning formula for underdogs in all walks of life, including little blond-haired girls on the basketball court.

ivek Ranadivé is an elegant man, slender and fine-boned, with impeccable manners and a languorous walk. His father was a pilot who was jailed by Indira Gandhi, he says, because he wouldn’t stop challenging the safety of India’s planes. Ranadivé went to M.I.T., because he saw a documentary on the school and decided that it was perfect for him. This was in the nineteen-seventies, when going abroad for undergraduate study required the Indian government to authorize the release of foreign currency, and Ranadivé camped outside the office of the governor of the Reserve Bank of India until he got his way. The Ranadivés are relentless.

In 1985, Ranadivé founded a software company in Silicon Valley devoted to what in the computer world is known as “real time” processing. If a businessman waits until the end of the month to collect and count his receipts, he’s “batch processing.” There is a gap between the events in the company—sales—and his understanding of those events. Wall Street used to be the same way. The information on which a trader based his decisions was scattered across a number of databases. The trader would collect information from here and there, collate and analyze it, and then make a trade. What Ranadivé’s company, TIBCO, did was to consolidate those databases into one stream, so that the trader could collect all the data he wanted instantaneously. Batch processing was replaced by real-time processing. Today,TIBCO’s software powers most of the trading floors on Wall Street.

Ranadivé views this move from batch to real time as a sort of holy mission. The shift, to his mind, is one of kind, not just of degree. “We’ve been working with some airlines,” he said. “You know, when you get on a plane and your bag doesn’t, they actually know right away that it’s not there. But no one tells you, and a big part of that is that they don’t have all their information in one place. There are passenger systems that know where the passenger is. There are aircraft and maintenance systems that track where the plane is and what kind of shape it’s in. Then, there are baggage systems and ticketing systems—and they’re all separate. So you land, you wait at the baggage terminal, and it doesn’t show up.” Everything bad that happens in that scenario, Ranadivé maintains, happens because of the lag between the event (the luggage doesn’t make it onto the plane) and the response (the airline tells you that your luggage didn’t make the plane). The lag is why you’re angry. The lag is why you had to wait, fruitlessly, at baggage claim. The lag is why you vow never to fly that airline again. Put all the databases together, and there’s no lag. “What we can do is send you a text message the moment we know your bag didn’t make it,” Ranadivé said, “telling you we’ll ship it to your house.”

A few years ago, Ranadivé wrote a paper arguing that even the Federal Reserve ought to make its decisions in real time—not once every month or two. “Everything in the world is now real time,” he said. “So when a certain type of shoe isn’t selling at your corner shop, it’s not six months before the guy in China finds out. It’s almost instantaneous, thanks to my software. The world runs in real time, but government runs in batch. Every few months, it adjusts. Its mission is to keep the temperature comfortable in the economy, and, if you were to do things the government’s way in your house, then every few months you’d turn the heater either on or off, overheating or underheating your house.” Ranadivé argued that we ought to put the economic data that the Fed uses into a big stream, and write a computer program that sifts through those data, the moment they are collected, and make immediate, incremental adjustments to interest rates and the money supply. “It can all be automated,” he said. “Look, we’ve had only one soft landing since the Second World War. Basically, we’ve got it wrong every single time.”

You can imagine what someone like Alan Greenspan or Ben Bernanke might say about that idea. Such people are powerfully invested in the notion of the Fed as a Solomonic body: that pause of five or eight weeks between economic adjustments seems central to the process of deliberation. To Ranadivé, though, “deliberation” just prettifies the difficulties created by lag. The Fed has to deliberate because it’s several weeks behind, the same way the airline has to bow and scrape and apologize because it waited forty-five minutes to tell you something that it could have told you the instant you stepped off the plane.

Is it any wonder that Ranadivé looked at the way basketball was played and found it mindless? A professional basketball game was forty-eight minutes long, divided up into alternating possessions of roughly twenty seconds: back and forth, back and forth. But a good half of each twenty-second increment was typically taken up with preliminaries and formalities. The point guard dribbled the ball up the court. He stood above the top of the key, about twenty-four feet from the opposing team’s basket. He called out a play that the team had choreographed a hundred times in practice. It was only then that the defending team sprang into action, actively contesting each pass and shot. Actual basketball took up only half of that twenty-second interval, so that a game’s real length was not forty-eight minutes but something closer to twenty-four minutes—and that twenty-four minutes of activity took place within a narrowly circumscribed area. It was as formal and as convention-bound as an eighteenth-century quadrille. The supporters of that dance said that the defensive players had to run back to their own end, in order to compose themselves for the arrival of the other team. But the reason they had to compose themselves, surely, was that by retreating they allowed the offense to execute a play that it had practiced to perfection. Basketball was batch!

Insurgents, though, operate in real time. Lawrence hit the Turks, in that stretch in the spring of 1917, nearly every day, because he knew that the more he accelerated the pace of combat the more the war became a battle of endurance—and endurance battles favor the insurgent. “And it happened as the Philistine arose and was drawing near David that David hastened and ran out from the lines toward the Philistine,” the Bible says. “And he reached his hand into the pouch and took from there a stone and slung it and struck the Philistine in his forehead.” The second sentence—the slingshot part—is what made David famous. But the first sentence matters just as much. David broke the rhythm of the encounter. He speeded it up. “The sudden astonishment when David sprints forward must have frozen Goliath, making him a better target,” the poet and critic Robert Pinsky writes in “The Life of David.” Pinsky calls David a “point guard ready to flick the basketball here or there.” David pressed. That’s what Davids do when they want to beat Goliaths.

anadivé’s basketball team played in the National Junior Basketball seventh-and-eighth-grade division, representing Redwood City. The girls practiced at Paye’s Place, a gym in nearby San Carlos. Because Ranadivé had never played basketball, he recruited a series of experts to help him. The first was Roger Craig, the former all-pro running back for the San Francisco 49ers, who is also TIBCO’s director of business development. As a football player, Craig was legendary for the off-season hill workouts he put himself through. Most of his N.F.L. teammates are now hobbling around golf courses. He has run seven marathons. After Craig signed on, he recruited his daughter Rometra, who played Division I basketball at Duke and U.S.C. Rometra was the kind of person you assigned to guard your opponent’s best player in order to shut her down. The girls loved Rometra. “She has always been like my big sister,” Anjali Ranadivé said. “It was so awesome to have her along.”

Redwood City’s strategy was built around the two deadlines that all basketball teams must meet in order to advance the ball. The first is the inbounds pass. When one team scores, a player from the other team takes the ball out of bounds and has five seconds to pass it to a teammate on the court. If that deadline is missed, the ball goes to the other team. Usually, that’s not an issue, because teams don’t contest the inbounds pass. They run back to their own end. Redwood City did not. Each girl on the team closely shadowed her counterpart. When some teams play the press, the defender plays behind the offensive player she’s guarding, to impede her once she catches the ball. The Redwood City girls, by contrast, played in front of their opponents, to prevent them from catching the inbounds pass in the first place. And they didn’t guard the player throwing the ball in. Why bother? Ranadivé used that extra player as a floater, who could serve as a second defender against the other team’s best player. “Think about football,” Ranadivé said. “The quarterback can run with the ball. He has the whole field to throw to, and it’s still damned difficult to complete a pass.” Basketball was harder. A smaller court. A five-second deadline. A heavier, bigger ball. As often as not, the teams Redwood City was playing against simply couldn’t make the inbounds pass within the five-second limit. Or the inbounding player, panicked by the thought that her five seconds were about to be up, would throw the ball away. Or her pass would be intercepted by one of the Redwood City players. Ranadivé’s girls were maniacal.

The second deadline requires a team to advance the ball across mid-court, into its opponent’s end, within ten seconds, and if Redwood City’s opponents met the first deadline the girls would turn their attention to the second. They would descend on the girl who caught the inbounds pass and “trap” her. Anjali was the designated trapper. She’d sprint over and double-team the dribbler, stretching her long arms high and wide. Maybe she’d steal the ball. Maybe the other player would throw it away in a panic—or get bottled up and stalled, so that the ref would end up blowing the whistle. “When we first started out, no one knew how to play defense or anything,” Anjali said. “So my dad said the whole game long, ‘Your job is to guard someone and make sure they never get the ball on inbounds plays.’ It’s the best feeling in the world to steal the ball from someone. We would press and steal, and do that over and over again. It made people so nervous. There were teams that were a lot better than us, that had been playing a long time, and we would beat them.”

The Redwood City players would jump ahead 4–0, 6–0, 8–0, 12–0. One time, they led 25–0. Because they typically got the ball underneath their opponent’s basket, they rarely had to take low-percentage, long-range shots that required skill and practice. They shot layups. In one of the few games that Redwood City lost that year, only four of the team’s players showed up. They pressed anyway. Why not? They lost by three points.

“What that defense did for us is that we could hide our weaknesses,” Rometra Craig said. She helped out once Redwood City advanced to the regional championships. “We could hide the fact that we didn’t have good outside shooters. We could hide the fact that we didn’t have the tallest lineup, because as long as we played hard on defense we were getting steals and getting easy layups. I was honest with the girls. I told them, ‘We’re not the best basketball team out there.’ But they understood their roles.” A twelve-year-old girl would go to war for Rometra. “They were awesome,” she said.

Lawrence attacked the Turks where they were weak—the railroad—and not where they were strong, Medina. Redwood City attacked the inbounds pass, the point in a game where a great team is as vulnerable as a weak one. Lawrence extended the battlefield over as large an area as possible. So did the girls of Redwood City. They defended all ninety-four feet. The full-court press is legs, not arms. It supplants ability with effort. It is basketball for those “quite unused to formal warfare, whose assets were movement, endurance, individual intelligence . . . courage.”

“It’s an exhausting strategy,” Roger Craig said. He and Ranadivé were in a TIBCO conference room, reminiscing about their dream season. Ranadivé was at the whiteboard, diagramming the intricacies of the Redwood City press. Craig was sitting at the table.

“My girls had to be more fit than the others,” Ranadivé said.

“He used to make them run,” Craig said, nodding approvingly.

“We followed soccer strategy in practice,” Ranadivé said. “I would make them run and run and run. I couldn’t teach them skills in that short period of time, and so all we did was make sure they were fit and had some basic understanding of the game. That’s why attitude plays such a big role in this, because you’re going to get tired.” He turned to Craig. “What was our cheer again?”

The two men thought for a moment, then shouted out happily, in unison, “One, two, three, ATTITUDE!”

That was it! The whole Redwood City philosophy was based on a willingness to try harder than anyone else.

“One time, some new girls joined the team,” Ranadivé said, “and so in the first practice I had I was telling them, ‘Look, this is what we’re going to do,’ and I showed them. I said, ‘It’s all about attitude.’ And there was this one new girl on the team, and I was worried that she wouldn’t get the whole attitude thing. Then we did the cheer and she said, ‘No, no, it’s not One, two three, ATTITUDE. It’s One, two, three, attitude HAH ’ ”—at which point Ranadivé and Craig burst out laughing.

n January of 1971, the Fordham University Rams played a basketball game against the University of Massachusetts Redmen. The game was in Amherst, at the legendary arena known as the Cage, where the Redmen hadn’t lost since December of 1969. Their record was 11–1. The Redmen’s star was none other than Julius Erving—Dr. J. The UMass team was very, very good. Fordham, by contrast, was a team of scrappy kids from the Bronx and Brooklyn. Their center had torn up his knee the first week of the season, which meant that their tallest player was six feet five. Their starting forward—and forwards are typically almost as tall as centers—was Charlie Yelverton, who was six feet two. But from the opening buzzer the Rams launched a full-court press, and never let up. “We jumped out to a thirteen-to-six lead, and it was a war the rest of the way,” Digger Phelps, the Fordham coach at the time, recalls. “These were tough city kids. We played you ninety-four feet. We knew that sooner or later we were going to make you crack.” Phelps sent in one indefatigable Irish or Italian kid from the Bronx after another to guard Erving, and, one by one, the indefatigable Irish and Italian kids fouled out. None of them were as good as Erving. It didn’t matter. Fordham won, 87–79.

In the world of basketball, there is one story after another like this about legendary games where David used the full-court press to beat Goliath. Yet the puzzle of the press is that it has never become popular. People look at upsets like Fordham over UMass and call them flukes. Basketball sages point out that the press can be beaten by a well-coached team with adept ball handlers and astute passers—and that is true. Ranadivé readily admitted that all an opposing team had to do to beat Redwood City was press back: the girls were not good enough to handle their own medicine. Playing insurgent basketball did not guarantee victory. It was simply the best chance an underdog had of beating Goliath. If Fordham had played UMass the conventional way, it would have lost by thirty points. And yet somehow that lesson has escaped the basketball establishment.

What did Digger Phelps do, the season after his stunning upset of UMass? He never used the full-court press the same way again. The UMass coach, Jack Leaman, was humbled in his own gym by a bunch of street kids. Did he learn from his defeat and use the press himself the next time he had a team of underdogs? He did not.

The only person who seemed to have absorbed the lessons of that game was a skinny little guard on the UMass freshman team named Rick Pitino. He didn’t play that day. He watched, and his eyes grew wide. Even now, thirty-eight years later, he can name, from memory, nearly every player on the Fordham team: Yelverton, Sullivan, Mainor, Charles, Zambetti. “They came in with the most unbelievable pressing team I’d ever seen,” Pitino said. “Five guys between six feet five and six feet. It was unbelievable how they covered ground. I studied it. There is no way they should have beaten us. Nobody beat us at the Cage.”

Pitino became the head coach at Boston University in 1978, when he was twenty-five years old, and used the press to take the school to its first N.C.A.A. tournament appearance in twenty-four years. At his next head-coaching stop, Providence College, Pitino took over a team that had gone 11–20 the year before. The players were short and almost entirely devoid of talent—a carbon copy of the Fordham Rams. They pressed, and ended up one game away from playing for the national championship. At the University of Kentucky, in the mid-nineteen-nineties, Pitino took his team to the Final Four three times—and won a national championship—with full-court pressure, and then rode the full-court press back to the Final Four in 2005, as the coach at the University of Louisville. This year, his Louisville team entered the N.C.A.A. tournament ranked No. 1 in the land. College coaches of Pitino’s calibre typically have had numerous players who have gone on to be bona-fide all-stars at the professional level. In his many years of coaching, Pitino has had one, Antoine Walker. It doesn’t matter. Every year, he racks up more and more victories.

“The greatest example of the press I’ve ever coached was my Kentucky team in ’96, when we played L.S.U.,” Pitino said. He was at the athletic building at the University of Louisville, in a small room filled with television screens, where he watches tapes of opponents’ games. “Do we have that tape?” Pitino called out to an assistant. He pulled a chair up close to one of the monitors. The game began with Kentucky stealing the ball from L.S.U., deep in L.S.U.’s end. Immediately, the ball was passed to Antoine Walker, who cut to the basket for a layup. L.S.U. got the ball back. Kentucky stole it again. Another easy basket by Walker. “Walker had almost thirty points at halftime,” Pitino said. “He dunked it almost every time. When we steal, he just runs to the basket.” The Kentucky players were lightning quick and long-armed, and swarmed around the L.S.U. players, arms flailing. It was mayhem. Five minutes in, it was clear that L.S.U. was panicking.

Pitino trains his players to look for what he calls the “rush state” in their opponents—that moment when the player with the ball is shaken out of his tempo—and L.S.U. could not find a way to get out of the rush state. “See if you find one play that L.S.U. managed to run,” Pitino said. You couldn’t. The L.S.U. players struggled to get the ball inbounds, and, if they did that, they struggled to get the ball over mid-court, and on those occasions when they managed both those things they were too overwhelmed and exhausted to execute their offense the way they had been trained to. “We had eighty-six points at halftime,” Pitino went on—eighty-six points being, of course, what college basketball teams typically score in an entire game. “And I think we’d forced twenty-three turnovers at halftime,” twenty-three turnovers being what college basketball teams might force in two games. “I love watching this,” Pitino said. He had a faraway look in his eyes. “Every day, you dream about getting a team like this again.” So why are there no more than a handful of college teams who use the full-court press the way Pitino does?

Arreguín-Toft found the same puzzling pattern. When an underdog fought like David, he usually won. But most of the time underdogs didn’t fight like David. Of the two hundred and two lopsided conflicts in Arreguín-Toft’s database, the underdog chose to go toe to toe with Goliath the conventional way a hundred and fifty-two times—and lost a hundred and nineteen times. In 1809, the Peruvians fought the Spanish straight up and lost; in 1816, the Georgians fought the Russians straight up and lost; in 1817, the Pindaris fought the British straight up and lost; in the Kandyan rebellion of 1817, the Sri Lankans fought the British straight up and lost; in 1823, the Burmese chose to fight the British straight up and lost. The list of failures was endless. In the nineteen-forties, the Communist insurgency in Vietnam bedevilled the French until, in 1951, the Viet Minh strategist Vo Nguyen Giap switched to conventional warfare—and promptly suffered a series of defeats. George Washington did the same in the American Revolution, abandoning the guerrilla tactics that had served the colonists so well in the conflict’s early stages. “As quickly as he could,” William Polk writes in “Violent Politics,” a history of unconventional warfare, Washington “devoted his energies to creating a British-type army, the Continental Line. As a result, he was defeated time after time and almost lost the war.”

It makes no sense, unless you think back to that Kentucky-L.S.U. game and to Lawrence’s long march across the desert to Aqaba. It is easier to dress soldiers in bright uniforms and have them march to the sound of a fife-and-drum corps than it is to have them ride six hundred miles through the desert on the back of a camel. It is easier to retreat and compose yourself after every score than swarm about, arms flailing. We tell ourselves that skill is the precious resource and effort is the commodity. It’s the other way around. Effort can trump ability—legs, in Saxe’s formulation, can overpower arms—because relentless effort is in fact something rarer than the ability to engage in some finely tuned act of motor coördination.

“I have so many coaches come in every year to learn the press,” Pitino said. Louisville was the Mecca for all those Davids trying to learn how to beat Goliaths. “Then they e-mail me. They tell me they can’t do it. They don’t know if they have the bench. They don’t know if the players can last.” Pitino shook his head. “We practice every day for two hours straight,” he went on. “The players are moving almost ninety-eight per cent of the practice. We spend very little time talking. When we make our corrections”—that is, when Pitino and his coaches stop play to give instruction—“they are seven-second corrections, so that our heart rate never rests. We are always working.” Seven seconds! The coaches who came to Louisville sat in the stands and watched that ceaseless activity and despaired. The prospect of playing by David’s rules was too daunting. They would rather lose.

n 1981, a computer scientist from Stanford University named Doug Lenat entered the Traveller Trillion Credit Squadron tournament, in San Mateo, California. It was a war game. The contestants had been given several volumes of rules, well beforehand, and had been asked to design their own fleet of warships with a mythical budget of a trillion dollars. The fleets then squared off against one another in the course of a weekend. “Imagine this enormous auditorium area with tables, and at each table people are paired off,” Lenat said. “The winners go on and advance. The losers get eliminated, and the field gets smaller and smaller, and the audience gets larger and larger.”

Lenat had developed an artificial-intelligence program that he called Eurisko, and he decided to feed his program the rules of the tournament. Lenat did not give Eurisko any advice or steer the program in any particular strategic direction. He was not a war-gamer. He simply let Eurisko figure things out for itself. For about a month, for ten hours every night on a hundred computers at Xerox PARC, in Palo Alto, Eurisko ground away at the problem, until it came out with an answer. Most teams fielded some version of a traditional naval fleet—an array of ships of various sizes, each well defended against enemy attack. Eurisko thought differently. “The program came up with a strategy of spending the trillion on an astronomical number of small ships like P.T. boats, with powerful weapons but absolutely no defense and no mobility,” Lenat said. “They just sat there. Basically, if they were hit once they would sink. And what happened is that the enemy would take its shots, and every one of those shots would sink our ships. But it didn’t matter, because we had so many.” Lenat won the tournament in a runaway.

The next year, Lenat entered once more, only this time the rules had changed. Fleets could no longer just sit there. Now one of the criteria of success in battle was fleet “agility.” Eurisko went back to work. “What Eurisko did was say that if any of our ships got damaged it would sink itself—and that would raise fleet agility back up again,” Lenat said. Eurisko won again.

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