Why it matters today?

As humans we make assumptions, and one of those is that all causes have the same significance, more or less. We assume every bit of business, every product, every lead is as good as the next. While that’s a surprisingly democratic view of life, Koch calls it the ’50/50 fallacy’. He argues that pretty much everything in life is naturally imbalanced – it may not always be 80/20 but things aren’t as balanced as we assume – and we’re often surprised at the extent of the imbalance.