Philip Evans, Bob Wolf

There is a near-universal tradeoff between richness and reach of information. Richness is variously the amount, quality, specificity, recency, or trustworthiness of the information shared in a transaction; and reach is the number of people or entities involved. Typically, we can transact with lots of richness if we are willing to give up reach (a conversation) or with lots of reach if we are willing to give up richness (a newspaper ad). But we cannot have both at once.

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