
No Source, No Spend.
๐๐ง๐ ๐ง๐ฎ๐ฆ๐๐๐ซ ๐ฌ๐ฉ๐จ๐จ๐ค๐๐ ๐๐ฏ๐๐ซ๐ฒ ๐ญ๐ซ๐๐๐ข๐ง๐ ๐๐๐ฌ๐ค ๐จ๐ง ๐๐๐ฅ๐ฅ ๐๐ญ๐ซ๐๐๐ญ ๐ญ๐ก๐ข๐ฌ ๐ฐ๐๐๐ค: ๐๐% ๐จ๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ ๐๐๐ข๐ฅ. ๐
It moved markets. It delayed projects. It rattled owners everywhere.
There was just one problem. When people dug into the study behind it, one expert called it, and weโre quoting, โgarbage science.โ
The scary number travelled faster than the check behind it. Almost nobody who panicked had read the original report. They read a headline about it, often shared by someone whoโd read another headline. And that is this weekโs theme in a single, expensive lesson: ๐๐ซ๐๐๐ญ๐ข๐จ๐ง ๐๐๐๐๐ฆ๐ ๐๐ก๐๐๐ฉ. ๐๐ก๐๐๐ค๐ข๐ง๐ ๐๐ข๐๐งโ๐ญโฆ
The skinny
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