Month: December 2020

Trump's Embarrassing Electoral College Hustle

It is doomed to fail but would still set a destructive precedent.

Best Free Project Management Software

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Being on top of work feels so much better than the reverse.

A stakeholder asks you a third-decimal-place question about a future project. You nail it. The answer is ready and the evidence is two clicks away.

With the right project management software, it’s easier to operate at a high level.

It’s like wearing the right pair of shoes.

If you’ve never tried project management software, these free options are a great place to start.

And if you are using a frustrating tool, struggle no more.

These are the best free project management software options available right now.

Seriously, all of these products are free to use forever.

The Top 4 Free Options for Project Management Software

  1. Trello – Best for Lightweight Project Management
  2. Wrike – Best for Marketing Teams
  3. Jira – Best for Agile Teams
  4. ClickUp – Best for Large Organizations

How to Choose the Best Free Project Management Software for You

This stuff isn’t magic. You get out what you put in.

I like to think of project management software as a blank workspace waiting for a business to move in.

It gives every task a home so projects aren’t just roaming free-range across email chains, chat threads, post-it notes, and casual conversation.

One of the best parts about a free forever platform is that you actually have the chance to see what happens once you plug your business in.

Work with it for months and try a few different types of projects out. 

I know freelancers and even small companies that have been able to get along just fine for years on a freemium plan.

So which one is for you?

Let’s walk through the core aspects of project management software and how they can have an impact.

Basic Structure

Every good project management tool is stupid simple. This is especially true for freemium plans.

But they’re not all organized in the same way. Some use traditional folders and lists, whereas others track tasks entirely on boards.

How will your team’s work fit into each space?

The better the fit between a platform’s basic structure and your team’s projects , the better they can use the software to get to where they want to go.

After all, with free project management software, you want it to fit your organizational processes, not change those to fit the freemium platform you choose.

Ideally, project management software will help evolve your business processes in a positive direction. But not overnight.


These platforms enable people to work together better by making business workflows transparent. Everyone can see the status of projects and tasks.

This puts people on the same page, all the time. And when changes need to be made, users can alert one another with comments or by tagging teammates. This draws the right attention to the exact point of the issue.

With less uncertainty, people are free to act instead of waiting on a long email chain to finally arrive at an answer. 

Some platforms will keep a comment history associated with each individual task. Others will have an activity feed that logs updates made to the task.

These capabilities make it much easier for teams to know when a task is 100% done.


The tools I like let you assign users and due dates to tasks. Very simple, very helpful.

Whether you are building out on a board or a list, you can toggle views to see tasks displayed on a calendar. 

Updating the task due date will update the calendar as well, keeping everyone on the same page.

With some of the more robust free options, like ClickUp, you can set dependencies to govern the schedule. 


Because it’s loaded with information about what teams are doing, reports generated by project management software provide a lot of insight.

I’m talking about measuring productivity, identifying trends, and staying under budget. This information can really help managers steer their teams productively.

Some of the options on this list, like Jira, have pre-built reports that are ready to go for any project.

Not all free project management software comes with reporting features. 

Trello, for example, doesn’t provide anything out of the box. That said, you can tie in a third-party analytics platform to do the heavy lifting.


Automation in free project management software is limited, no doubt. But anyone can use it.

It’s just a taste of what these platforms can do, but the early exposure can pay dividends in the long run.

When it comes time to bump up into a higher tier, users are ready to take advantage of automation instead of being intimidated by these power features.

This isn’t a make-or-break it criteria, but if users find they can eliminate some busywork from their day, it might increase buy-in to the platform.

The Different Types of Free Project Management Software

There’s a stunning array of diversity to think about when you are looking at the straight-up best project management software out there.

When it comes to free forever plans, the field narrows.

There are really two types of free project management software out there:

  • Board-based
  • List-based

You’ll find some overlap, but understanding the differences between these types will help you find a solution built to fit your needs.

Free Board-Based Project Management Software

These products have an organizational hierarchy that goes something like this:


Here’s a screenshot from Trello, one of the most popular board-based options in the world:

This is the board, which all members of the team can see. Each card is a task, and it is under the appropriate list

With Trello and other board-based software, teams spend most of their time on the board. This involves going into tasks to add detail and check off complete tasks and potentially switching to calendar view to check bandwidth.

Does your current workflow map well to this cards-and-boards layout? 

Free List-based Project Management Software

These products have an organizational hierarchy that goes something like this:


ClickUp is a great example of how a list-based product helps teams stay on track:

The team has their folders listed on the left. Very traditional. Each folder contains lists, which are broken down into tasks.

List-based software can make it easier for teams to stay organized than a board that gets cluttered. In ClickUp and other good options, the list is drag and drop, so it’s not any harder to use.

In Wrike, another list-based project management solution, you can even view your projects as a spreadsheet.

Looking at both types, there’s a lot of flexibility to view projects in different forms, like list, board, calendar, or table.

Because of this, it might seem like the boundary between these two is a little fuzzy.

From my perspective, though, flexible viewing does not always equal flexible managing. 

Trello works great when you are building on a board. ClickUp works great when you are building on a list.

Sure, they can also do what the other does to some extent. I just think they work best when you are using them as designed.

And, since all of these products are free forever, it’s not going to break the bank to pilot one of each type and see what you and your team think.

#1 – Trello — Best For Lightweight Project Management

Trello is one of the most user-friendly project management options on the market. Maybe that’s why more than 1 million teams are using Trello around the world.

When I say user-friendly, I mean there is virtually zero learning curve to engaging with the product.

Drag. Drop. Click. Done.

Boards are made up of cards and lists. Clicking on any card brings up all of the relevant details, such as who’s responsible, what needs to get done, and when it must be done by.

Obviously agile teams will dig the Kanban-style setup, but Trello is so basic (in a good way) that people can build out boards within whatever framework suits them best.

Staying on track in Trello is so easy, it’s almost fun.

Assign people to tasks and they’re notified instantly when changes are made. There’s a comment feed built into every task and team members can use @mentions to call out specific issues.

Users can switch from board to calendar view to see their tasks spread out week to week. They can also “watch” cards to which they are not assigned, something that is great for managers.

The Trello platform has two main power features. 

There are Power-Ups, which let you tie in a third-party service. It could be a time tracker, a Gantt chart creator, or a collaboration tool like Slack.

And then there is Butler, an AI-service that finds repetitive tasks and helps you automate them. You can create buttons that kick off simple workflows, or schedule tasks to be created.

With Trello’s free version, you get:

  • 10 boards per team
  • Unlimited cards and lists
  • The ability to add attachments to cards, up to 10 MB each
  • Two-factor authentication
  • One Power-Up per board
  • 50 Butler commands per month

It’s incredibly easy to build what you need in Trello. There is still a lot of freedom to create the structure you need, but they also offer a range of templates for project management:

There’s also templates ready to go for HR, sales, support, and other departments.

Trello’s got you covered for lightweight project management. There’s definitely a ceiling when it comes down to what you can track on each board, even compared to other free project management software.

For a single team, though, managing a sales pipeline, content calendar, or something of similar scope is going to be a breeze.

#2 – Wrike– Best For Marketing Teams

Wrike is a really versatile project management platform with a free forever version for teams of up to five. 

There are a few reasons why it works so well for marketing teams compared to some of the other best free project management software.

First off, the collaborative features are really well-developed. 

You can store tasks within projects or folders. Teammates can add comments, tag colleagues with @mentions, and attach files directly to any task, folder, or project. 

Okay, I hear you saying, “It sounds like some of the other free project management software.” 

But, what makes Wrike so effective out-of-the-box for marketing teams is that email integration is included. Users can update, create, and prioritize tasks directly from their email.

It’s great for your team, but you can also invite clients and contractors. These users are designated as Collaborators. Basically, you can share projects and plans without having to worry that external users will make serious changes.

Another useful feature for keeping track of marketing campaigns at scale is the Table View, which breaks out all tasks into a spreadsheet view:

These and other time-saving features help marketing teams stay on track and save time. 

The Real-time Activity Stream, for instance, provides users with a feed of all the updates and comments on projects they’re assigned. Users can quickly filter the activity stream to see the updates that matter most.

Some of the other nifty features included with the free version of Wrike include:

  • Board view
  • Drag-and-drop task management
  • Mass edits
  • Cloud storage integrations
  • Microsoft 365 integration
  • 2GB storage
  • Mobile App

If Wrike ends up being a good solution, they’ve got paid plans that are tailor-made for marketing and creative teams. 

Wrike for Marketers is a business-level project management software dedicated to helping teams across the company create on-brand experiences at scale. They offer a 14-day free trial so teams can get a sense of everything that comes with the premium platform.

Wrike for Marketers Performance takes the analytics and workflow automation to another level. 

There are pre-built dashboards, advanced reporting features, data visualization tools, and integrations with an additional 400 apps.

For marketing teams, Wrike is an excellent choice. Their free project management software is enough for a team to get started, and their paid plans will take a company to the next level.

#3 – Jira — Best for Agile Teams

Jira is built from the ground up to serve teams that work within an agile framework. 

The customizable task boards are ideal for Scrum and Kanban, but so is Trello. 

What separates Jira in terms of working well for agile teams are the baked-in reporting and roadmap features. 

For managing a single team, both these features are huge time-savers. They work behind the scenes to turn all the information on your boards into visual intelligence.

Roadmaps help you track the bigger picture by placing work on a timeline that clearly maps project dependencies. 

Rather than a Gantt chart, which tracks outputs, a roadmap tracks outcomes, like solving customer problems. Work feedback, product vision, and goals into your roadmap, not just the deliverables, to get a better picture of long-term strategy.

Whether it’s a new product or sprint increment, roadmaps help teams connect their daily work to the team’s progress toward the overall goal.

There are also 12 standard agile reports available for any Jira project. 

There’s nothing users have to do to configure these. Jira automatically takes your boards and cranks out really helpful reports for agile project management, like burndown charts, velocity charts, and sprint reports.

The free version of Jira comes with other helpful features for agile teams like:

  • 10 users for one site
  • Customizable workflows
  • Automation
  • Backlogs
  • Apps and integrations
  • 2GB file storage
  • File sharing
  • Business continuity and disaster recovery

A word about a few of these features. Since Jira is an Atlassian product (like Trello), there’s a really long list of apps and integrations that are going to work.

The customizable workflows and automation are definitely limited with the free version of Jira, but you can work many third-party tools into your processes. 

With Jira, the deliberately agile design means that teams and leaders have to do less finagling to get the tools they need. 

Backlogs, for instance, can be set up with other free project management software. In Jira, however, they are a dedicated feature that has been designed for backlog grooming and sprint planning.

Instead of spending time to configure the system, teams can start using Jira on day one. 

Another helpful feature is that each task is assigned a unique key and ID. This is great for ticketing and bug-tracking.

Give their free forever version a shot and find out why so many agile teams depend on Jira.

#4 – ClickUp — Best For Large Organizations

ClickUp offers the most control and functionality in the free project management software category. It’s my pick for larger organizations for two reasons. 

One, the free platform is generous enough to accommodate multiple teams. More than that, the simple structure is built to scale. 

The number two reason is customizability. Each team can configure their workspace to suit their specific needs. 

Let’s dig a little deeper into both these reasons.

The free version allows for five Spaces, each of which is enough to support an individual team. Spaces can hold up to 400 folders, which can in turn hold up to 100 lists.

Lists are where tasks live and ClickUp allows for unlimited tasks in every list. You can also create up to 100 custom fields for lists to track whatever is most important about each task.

And it’s still super intuitive. 

Everything is drag and drop and you can toggle between list, board, and calendar views. There’s even a “me” view that shows only tasks assigned to the user.

When it comes to tasks, this is where ClickUp’s customizability really shines. 

Here’s a list of some of the things you can do within tasks

  • Assign members to task
  • Comment thread with @mentions
  • Assign comments to members
  • View activity feed
  • Track time
  • Add due dates
  • Create checklists for sub-tasks
  • Change status
  • Set dependencies
  • Move tasks to different folders
  • Draft rich text task description
  • Add attachments: docs, images, videos

Yes. I’m still talking about the free forever ClickUp plan. It’s almost like they are too generous.

To set dependencies, for example, users simply indicate that a task should wait on another task to start or block another task in the workflow from starting.

And because you can track dependencies and due dates, ClickUp’s free version provides 100 uses of their Gantt chart feature.

Honestly, I’ve barely covered half of what ClickUp can do.

It’s my top pick for larger organizations that want free project management software they can actually use. 

Little things—like how every task in ClickUp has a unique ID—make staying organized at scale possible.

Plus, the hierarchy of spaces, folders, lists, and tasks is simple and flexible enough to work for just about any use case. 

In the end, ClickUp really forces teams to stay organized as they build out. You can’t put a price on that.


If we take all the frosting off the cake, what we really have left is a simple real-time system that captures a team’s workflow.

Finding the right free project management software is about understanding how each platform accommodates the local needs of each team.

If you are just starting to explore project management software, the free version of Trello is a great place to begin. It takes no time to master and has enough functionality for teams to tackle lightweight projects.

For companies that need a little more power out of their project management solution, ClickUp is the best bet. The feature set is robust compared to other tools and it will work well across multiple teams.

On the marketing side, Wrike provides email integration, which I think is essential. That’s something that only comes with paid versions from other vendors. 

In addition to that, both the internal and external collaborative features are rich. This makes it easier to interface with customers and coordinate behind the scenes.

Workplaces that subscribe to an agile methodology will find that Jira has been hand-crafted to suit their needs. The out-of-the-box reporting and deliberate design make it very attractive.

The post Best Free Project Management Software appeared first on Neil Patel.

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What is Crowdfunding?

What is crowdfunding?  It’s one of the newest ways to fund a business. It’s been around a few years, but not as long as other funding options.  It allows you to access tons of investors at once, and test the market at the same time. Here’s how it works.  You market your business on the platform, and anyone who wants to can invest in the company.  Some platforms will even accept donations as low as $5 or $10 dollars, though most do require more.  With rewards-based crowdfunding, you get some token of thanks for your donation.  With equity-based crowdfunding, which almost always requires $500 or more, investors get a piece of the company pie, so to speak. 

What is Crowdfunding and Will It Work for You? 

The question of what is crowdfunding is easy to answer. The question of whether crowdfunding will work for you is a whole other can of worms.  It works well for some businesses, but not for every business.  In fact, most find that they need to supplement their crowdfunding money with some other form of funding.  Since it is debt free cash however, it is definitely worth considering.

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What is Crowdfuding? The Basics

Now that you know the answer to what is crowdfunding, you need to know what it is not.  First, it’s not ever a sure thing.  While there are a lot of successful crowdfunding campaigns, the majority are not able to fully fund their business through crowdfunding.  According to, the average success rate of a campaign is 50%, and 78% of crowdfunding campaigns reach their goal.  That sounds somewhat promising.  However, it seems success depends greatly on your market, among other things.  For example, here are a few more statistics from the same study with success broken down by the type of business: 

  • Business and Entrepreneurship: 41.4%
  • Social Causes: 18.9%
  • Films and Performing Arts: 12.2%
  • Real Estate: 6.2%
  • Music and Recording Arts: 4.5%

If you’ll notice, none of these hit the 50% success rate.  What does that mean?  It means whatever you do, be sure you have a backup plan.

What is Crowdfunding? Different Types

A lot of people do not realize there are actually two types of crowdfunding.  There is rewards based crowdfunding and equity crowdfunding.  Many see all crowdfunding as some sort of hybrid between the two.  However, they are actually very different creatures. 

In fact, while some platforms allow campaigns to do both, many only allow one or the other.  It’s important to determine which one will work best for your business before you decide on a platform. 

What is Crowdfunding? Benefits and Drawbacks of Each Type

Which one will work best for you will depend on a number of things.  It can help to understand the benefits, as well as the drawbacks, of each option. 

Rewards Based Crowdfunding

  • Pros
    • Debt free
    • Do not give up equity in your company
    • Relatively easy
  • Cons
    • Typically raises smaller amounts of money
    • Risk lawsuit if do not follow through on promises
    • Rewards can get expensive

Equity Crowdfunding

  • Pros
    • Easier access to investors
    • Faster way to show investors what you’ve got
    • Less focus on regulatory compliance and more on getting product or service to the market
  • Cons
    • Managing a lot of smaller investors can be harder than managing a few large stakeholders
    • May need an investor liaison, which can be costly
    • Reporting and auditing requirements can get tricky with a lot of investors

What is Crowdfunding? Which Platform Should You Choose? 

There are a lot of options out there when it comes to crowdfunding platforms. They include some that are quite well known, and others that are not.  Some allow for both types of funding, while others only allow equity crowdfunding or rewards based crowdfunding, not both.  Here are a few of each to kick off your research. 

Rewards Based Crowdfunding Platforms


They are the biggest crowdfunding platform. They have over 14 million backers and over 130,000 funded projects. Campaigns are for products and services such as:

  • Publishing
  • The arts and film
  • Comics and illustration
  • Design and tech

A prototype is required. Also, projects cannot be for charity, although nonprofits can use Kickstarter. Lastly, they do not allow equity crowdfunding.


Indiegogo has over 9 million backers. Their minimum goal amount is $500. They charge 5% platform fees and 3% + 30¢ third-party credit card fees. Fees are deducted from the amount raised, not the goal. As a result, if you exceed your goal, you will pay more in fees.


RocketHub is more for entrepreneurs who want venture capital. They give you an ELEQUITY Funding Room. This platform is specifically for business owners working on projects in these categories:

  • Art
  • Business
  • Science
  • Social

If you achieve your fundraising goal, you will pay a fee of 4%. In addition, you’ll pay a 4% credit card handling fee. However, if you do not reach your goal, that fee jumps up to 8% plus the credit card handling fee. As a result, RocketHub is best for companies that are confident they will make their goals.

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Equity Crowdfunding Platforms has a great list of equity crowdfunding platforms.  Here are just a few. 


AngelList is a trailblazer when it comes to equity crowdfunding.  Their original mission was to form connections between technology entrepreneurs who needed cash and angel investors.  Today, they remain true to their first love and so much more. 


CircleUp works to help emerging brands and companies raise capital to grow. However, companies must apply and show revenue of at least $1 million to get a listing on the site. That said, the platform will sometimes make exceptions.

The process is thorough, which makes them a good option for entrepreneurs who already have an established business.

If your business gets approval for listing on CircleUp, the fee percentage comes from the total amount you raise.


Fundable actually offers both rewards based and equity crowdfunding options.  Their basic profiles are open to the public.

They charge $179 per month to fundraise. Fees on rewards are: 3.5% + 30¢ per transaction. They do not charge success fees.

4. Crowdfunder

Though they do not make it formal, the companies listed here tend to lean toward a specific type of niche.  For example, most are innovative and social or non-traditional.


The cool thing about Wefunder from an investor’s standpoint is, although most platforms set minimum investments around $1,000 or higher, this platform allows investment minimums to go as low as $100.  Still, many companies go ahead and require at least $500.  They companies on the platform vary widely including: 

  • Green energy
  • Biotech
  • Logistics
  • Retail
  • Insurance and
  • Even packaged food


Localstake hooks up investors with small businesses that are already generating revenue.  These companies tend to be consumer-facing, such as food production, apparel manufacturing, or brewing. Localstake is unique in that it offers 4 different options to investors. These include revenue share loans, convertible debt, preferred equity, and traditional loans. 

What is Crowdfunding? Set Your Campaign Up for Success

Whatever type of crowdfunding you choose and whichever platform, there are some things you can do to help your campaign be as successful as possible. 

Do the Research 

You have to know your market and what demand looks like.  The only way to find that out is to research. Figure out how much money you actually need before you set your goal. Lots of business owners have started crowdfunding campaigns only to find the demand isn’t there or their goal fell short of the actual need.

Product Prototype

For products, you need to have a sample to show investors. This is important. People are much more likely to let go of money if they can see something tangible. This is so vital that Kickstarter actually mandates that you to have a prototype to show potential investors

The Right Platform is Imperative

Once you know who your target audience is, you can determine if you would be best served by Kickstarter, Indiegogo, or another successful platform that is not as well known. If your audience doesn’t use the platform you are on, it won’t matter how great your idea or product is. They’ll never see it.

Goals Build Mountains

Setting attainable goals is necessary to success. Make certain you look at the numbers in relation to actual facts before you set a fundraising goal. Be certain you have production facilities on the line that can meet the timeline goals. Do not randomly set goals with no clue what it will take to reach them.

Marketing Makes the World Go Road

You can’t just throw something together. If you create a video, it needs to be professionally edited. Any social media should be specifically targeted toward your audience.

What Happens When Crowdfunding Isn’t Enough? 

The best part of crowdfunding is that, for the most part, it is debt-free cash.  However, it is not a given that you will raise all the money you need.  What do you do if you need more?  There are a few options. 

Credit Line Hybrid

A credit line hybrid allows you to fund your business without putting up collateral, and you only pay back what you use.  

Your personal credit score should be at least 685.  In addition, you can’t have any liens, judgments, bankruptcies or late payments.  Furthermore, in the past 6 months you should have less than 5 credit inquiries, and you should have less than a 45% balance on all business and personal credit cards.  It’s also preferred that you have established business credit as well as personal credit.

Don’t give up if you don’t meet all of those requirements. You can take on a credit partner that does meet them.  A lot of business owners work with a friend or relative to fund their business.  

There are a ton of benefits to using a credit line hybrid.  For one thing, this is unsecured financing.  You do not have to put up collateral.  Also, the funding is “no-doc.”  That means you don’t need to provide any bank statements or financials.  

Then, typically approval is up to 5x that of the highest credit limit on the personal credit report. Sometimes you can even get interest rates as low as 0% for the first few months, allowing you to put that savings back into your business. 

The process is pretty quick, especially with a qualified expert to walk you through it.  Also, with the approval for multiple credit cards, competition is created.  This makes likely you can get interest rates lowered and limits raised every few months, assuming you handle the credit responsibly. 


While grants aren’t typically a complete funding option, they can work very well as supplemental funding.  If you are a business owner that fits into one of these categories, grants may especially be an option, though there are grants available to all business owners.  Those that have the most grant opportunities include: 

  • Women
  • Minorities
  • Veterans
  • Businesses in low-income areas

The competition is fierce for all grants, but they are free money.  That makes them worth a shot for sure.


Loans are the tried and true funding option, but they aren’t all created equal.  If you do not qualify for traditional loans, SBA loans can be a saving grace.  There is a lot of red tape involved, and they are not fast, but because of the government guarantee involved, some businesses are eligible for these loans when they are not eligible for others. 

When your credit score isn’t quite up to par, you may not be able to qualify for SBA loans easily either.  In this case, online lenders can be a legitimate option.  They tend to lean less on personal credit score and more on other factors such as revenue and time in business.

what is crowdfunding Credit Suite

Credit Line Hybrid Financing: Get up to $150,000 in financing so your business can thrive.

What is Crowdfunding?  A Great Option!

Crowdfuding can be a great way to raise funds for your business.  However, it’s not a guarantee.  You definitely need a backup plan.  A credit line hybrid is an awesome backup funding source, but there are others as well.  SBA loans, grants, and online lenders all have their place.  

The main thing to remember when it comes to crowdfunding is, you have to take the time to make educated decisions on whether you want to use equity crowdfunding or not, which platform best suits your type of business, and what kind of campaign goals you need to set. Once you make these decisions, all you can do is put your business out there and hope for the best.  Good luck!

And for more information on funding options that aren’t crowdfunding, check out our many legitimate funding sources.

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New comment by joshuawootonn in "Ask HN: Who wants to be hired? (December 2020)"

Mid-Level Frontend Engineer Location: Iowa, USA Remote: Yes Willing to relocate: Yes Technologies: React, Typescript, Node, Next, Gatsby, Figma, Illustrator Résumé/CV: Portfolio: Codepen: Email:

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New comment by mphil4 in "Ask HN: Who is hiring? (December 2020)"

The Sensible Code Company | Senior Front-End Software Engineer | Full Time | Remote within 2 hour flight of UK We’re looking for a senior frontend software engineer to build progressively enhanced user interfaces and interactive visualisations for our product Cantabular which is being used by the Office for National Statistics for the 2021 Census …

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Stacker (YC S20) Is Hiring Product Engineers (React/Python) + a Product Designer

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How to Effectively Use Memes in Your Content Marketing

Did you know that archeologists have traced the origin of the meme back to the year 3 B.C.? Memes, a term coined by evolutionary biologist Richard Dawkins in 1976 to describe how ideas replicate, mutate, and evolve, are a way to carry a shared idea or trend to engage a target group. Over time, different …

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How to Effectively Use Memes in Your Content Marketing

Did you know that archeologists have traced the origin of the meme back to the year 3 B.C.? Memes, a term coined by evolutionary biologist Richard Dawkins in 1976 to describe how ideas replicate, mutate, and evolve, are a way to carry a shared idea or trend to engage a target group. Over time, different …

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Cold War With China Is Avoidable

Today’s challenge is different. Beijing has economic power Moscow could only dream of.