Most advertising is valued on the basis of CPM, or cost per thousand consumers reached, but Ferrazzi favors a different metric: cost per thousand minutes of engaged time with a brand.

FORBES: Marketing

Don't forget, the town hall-style format favors a completely different type of interaction and performance.

NPR: McCain Hopes To Shine In Town Hall-Style Debate

FitzGerald favors a totally different approach, using small studies to try and understand how the drugs favor in individual patients.

FORBES: Magazine Article