By 'better', of course I mean better customers, better prospects, better sneezers, better at spreading the word.

Here are two interesting lessons from the book industry:

Kindle readers buy two or three times as many books as book readers. Why? I don't think it's necessarily because using a Kindle leads someone to read more books. I think it's because the kind of person who buys a lot of books is the most likely person to pony up and buy a Kindle. I know that sounds obvious, but once you see...