The cost of safe decisions is often misunderstood.  Ignore it at your peril. “One of the most important — and misunderstood — ideas in economics is that of opportunity cost. Everything we do is an implicit decision not to do something else” says Economist Tim Harford. As MediaCom’s worldwide cpg planning chief Andy Walsh has…

Two outlaws have been pursued by the law through the desert.  They’re finally cornered on a cliff top.  If they fight they’ll be killed.  Suddenly one of them thinks of a way out.  A huge leap down into a fast moving river. Butch: I’ll jump first. Sundance: Nope. Butch: Then you jump first. Sundance: No,…