T-Mobile isn’t exactly known for having a stellar track record against hackers, but it seems that the company actually caught a recent cyberattack in progress and shut it down in time. Bloomberg reports that T-Mobile detected suspicious activity in a recent attempt to access customer data and kicked the cyber criminals out before they were able to infiltrate deeper levels of the network.

The report doesn’t name the hackers or the date when the breach occurred, but details are consistent with the recent Salt Typhoon attack in which Chinese hackers targeted US telecom companies — including T-Mobile. Targets of that attack included members of the Trump and Harris campaigns. Hackers successfully breached Verizon, T-Mobile, and Lumen ISPs. China has denied any involvement.

I don’t know about you, but I didn’t have “T-Mobile swiftly shuts down cyber attack” on my bingo card this month. The company disclosed nine security breaches between 2018 and early 2023 alone, including a massive breach in 2021 that exposed sensitive data of more than 47 million customers and prospective customers. There was another major incident in 2023, too, when a hacker obtained account data from 37 million customers in a breach that went undetected for over a month. You know it’s bad when the FCC tells you to shape up. T-Mobile isn’t in a big hurry to take credit for this latest effort, though; the company didn’t immediately respond to our request for comment.

Social media is a great way for entrepreneurs and small businesses to engage with their customers by sharing useful content, company updates, promotions and responding to questions. Most importantly, customers can easily share this information with their network of friends and family.

For many small businesses, this helps generate a significant portion (over 40%) of their annual revenue. While most social media platforms come equipped with tools and buttons for easy sharing, more and more consumers are turning to a practice known as dark social.

Dark social refers to sharing online content and social media through private communication channels like email, instant messaging or encrypted apps like WhatsApp. While you might think that all shares are equal, dark social is creating headaches for entrepreneurs trying to optimize their marketing efforts. Globally, about 70% of all social media shares happen through dark social channels by simply copying and pasting the link into messages. While traffic from these sources is great, it becomes impossible for traditional analytic tools to track.

Despite these challenges, dark social sharing can provide many benefits to the business. Since the links are being shared directly from a trusted source like friends or family, the recipients are more likely to trust the link and click through. For this reason, every small business owner must learn how to maximize the impact of tapping into this hidden audience. Here’s how:

Related: The Majority of Small-Business Owners Rely on Word-of-Mouth Referrals. Here Are 3 Ways to Get Them.

1. Create content specifically for dark social

Since the click-through rates are higher with dark social sharing, content should be tailored to encourage this level of private sharing with friends and family. First, dark social content must be mobile-friendly since the majority of online use now happens over mobile devices. The most successful content will include things that trigger emotions or stimulate discussion.

For example, content that brings back feelings of nostalgia may be popular with older audiences. Don’t be afraid to think outside the box to make the content visual or entertaining. Short video reels (like TikTok videos) and infographics make great dark social content.

2. Leverage UTM parameters

Unfortunately, incoming traffic from links shared through dark social channels often registers as direct traffic, meaning analytic tools can’t tell the difference between a visitor who clicked a link or typed the URL into their browser. One solution is to incorporate UTM, or Urchin Tracking Modules, parameters into your links. In a nutshell, these are small bits of code that are added to the end of a URL that provides additional information to the web analytic tools. These UTM parameters can be used to identify the source as a certain campaign or specific location on your website.

The only problem with UTM parameters is that the URL can become quite long. This increases the risk of the user not copying the full URL, leading to a broken link. To solve this, you can utilize tools like Bitly to shorten the URL and make it more user-friendly.

3. Provide more sharing options

In some cases, you can actively encourage dark social sharing by providing additional sharing options to your audience. For example, you can add a quicklink at the end of your content that makes it easy to email a friend with the link. Content that contains a clear CTA (call to action) directing the viewer to pass along the information or send to a friend is more likely to be shared.

Offering exclusive or limited-time offers is another way to foster an environment where people want to share your content. For example, some brands might offer a shareable discount code that encourages people to pass along the savings and promote the brand to others. This is especially powerful with gated content (such as eBooks or webinars) as it provides an exclusive feel.

Related: How to Create Content That’s Meant to Be Shared

4. Leverage social listening tools

The thing about private communication is that it’s private. Understanding how consumers feel about your product and brands is difficult when their conversations happen “behind closed doors.” To make the most of your dark social efforts, you sometimes need to get a feel for consumer sentiment.

While you can’t track dark social directly, you can leverage tools like Brandwatch to help monitor trends, specific keywords, hashtags and brand mentions in real time. This can not only provide valuable insights into the types of conversations that are being held in private channels but can also be segmented into useful demographics and geography.

Dark social will continue to be a challenge for small businesses looking to leverage social media and understand their customers. But it doesn’t have to be a roadblock. Since dark social is more impactful and meaningful than direct messages from the company through advertisements, embracing this trend can significantly boost your business’s reputation and sales.

The New York Times wants to shut down a copy of its popular Connections word game. The publication sent a cease and desist letter to the owner of a website that lets you make your own Connections games. The site also has a full archive of all of the NYT’s past Connections puzzles, which the NYT keeps behind a paywall.

The Connections creator website is built and run by Anthony Salazar, a freelance web developer who runs the creative studio Swellgarfo. Earlier this month, striking New York Times tech workers used Salazar’s Connections tool to make their own strike-themed puzzle. Salazar previously told me that he built the archive using the NYT’s publicly available API.

In the letter, which Salazar shared with The Verge, the NYT’s counsel alleges that the website “unlawfully copies and reproduces” Connections, which constitutes “trademark and copyright infringement in violation of The Times’s intellectual property rights.” The letter also says that the NYT has three trademark applications pending in connection with Connections.

Salazar has been given three business days to take down the site. If that doesn’t happen, the NYT’s counsel says it’s “prepared to take further action if necessary to protect its valuable intellectual property rights,” such as filing a lawsuit.

Salazar tells The Verge that he will “definitely take down the archive.” But he wants to keep the creator open, saying that it’s used by schools globally. “It’s not like I am getting paid for it or competing with their users (of which I am one),” Salazar says. He’s not sure about the specific timeline for when things might happen, though.

The NYT says people should just play Connections on its website. “Mr. Salazar’s website violates the intellectual property rights of The New York Times,” spokesperson Jordan Cohen says in a statement to The Verge. “Anyone looking to play the original Connections game can do so for free on The Times’s own platforms. Those looking to solve puzzles from the Connections archive can do so by subscribing to New York Times Games.”

AI is creating an increasingly data-rich work environment where effective capturing and sharing of institutional knowledge is more important than ever. The importance lies within a criticality for building resilient, agile teams without inefficiencies arising from knowledge gaps that hinder collaboration and slow innovation.

So, how does the power of AI and the importance of preventing knowledge gaps crossover?

As I say, AI is changing things, but more specifically, AI is lessening the possibility of significant knowledge gaps. Emerging as a powerful enabler of smarter, self-sustaining team culture, it is becoming clear that by embedding AI into knowledge-sharing practices, organizations can empower teams to retain, access and utilize insights with unprecedented efficiency. This is clear to me, anyway, but perhaps that is natural due to my position as the founder of Bubbles. My mission? To spread this reality and empower other individuals and teams.

On the team front, we have seen companies strive to bridge knowledge silos for as long as teams have existed. AI-powered tools that capture, organize and distribute information are becoming essential for easing this task. 71% of employees feel they waste too much time in unproductive meetings, where valuable information is shared but rarely retained effectively. AI is addressing this gap, turning knowledge sharing into a structured, ongoing process that benefits every team member and leaves nobody in the dark.

AI as the knowledge gatekeeper

Traditional knowledge sharing relied heavily on meetings, documentation or one-on-one exchanges. While useful, these methods are prone to fragmentation (as established in my deep dive on Ingvar Kamprad’s meeting philosophy), often resulting in knowledge loss. Knowledge loss in this form is damaging, with the HBR reporting that 70% of employees don’t have mastery of skills needed to do their jobs, a trend that underscores the need for more robust and progressive solutions. Here, AI acts as a gatekeeper (a good one), capturing information and keeping it accessible and relevant over time.

AI tools can automatically transcribe meetings, extract key insights and store them in a centralized knowledge hub. This creates a “living” library accessible to any team member at any time. Notably, one report found that 68% of employees are swamped and overwhelmed by workloads and information. By centralizing and condensing knowledge, AI helps prevent this kind of information disconnect, which is particularly valuable for hybrid or remote teams that constantly meet virtually.

Related: Gen Z Talent Will Walk Away — Unless You Try These 6 Strategies

Creating a self-learning culture with AI

AI doesn’t just store information — it learns from it. By analyzing patterns, context and trends within data, AI tools can identify knowledge gaps or highlight emerging or existing areas of strength. The result? The ability to have future learning needs to be predicted and laid out for you. A massive capability, this power to easily support a culture of continuous learning goes a long way toward the culture unfolding and naturally adapting to the company’s evolving goals.

Consider a product team working on a new feature update. Rather than manually sifting through emails and Slack threads, AI-driven tools can compile relevant historical data on similar projects, lessons learned and customer feedback instantly. With that, you are halfway there and working proactively with a continuous learning mindset. According to Gallup, this mindset can increase productivity by 17% and profitability by 21%. Keeping your culture knowledge-centric gives you a competitive edge.

Related: Scammers Stole $48 Billion From Businesses in 2023 — and the Holidays Are Their Favorite Time to Commit the Crime. Protect Yourself Using These 6 Expert Tips.

Reducing information overload with AI curation

With AI-driven knowledge capture comes the risk of information overload. In fact, the average knowledge worker spends 1.8 hours per day searching for information, according to McKinsey. This crazy stat is corroborated by data that reveals that 46% of employees feel burnout in relation to their workload.

AI’s role as a curator becomes essential here, as it categorizes, prioritizes and tailors information based on team and individual needs to provide the right insights at the right time. An example of this can be seen in meeting recording. Traditional recording would result in exactly that – a full recording. Compare that with some of the AI note-takers currently available, and the difference is stark. The necessity to skim through hours of recorded footage has been replaced by quick AI action items and summarized insights that let you progress instantly.

Also, through machine learning, AI can “learn” which types of information are most valuable to specific teams and iterate with that to reduce cognitive load and promote a high-impact focus.

Related: Product Changes Can Backfire — How Tweaks Risk Losing Customers and Revenue

Enhancing knowledge retention in a mobile workforce

Remote and hybrid work has made knowledge retention a unique challenge. However, AI-powered knowledge-sharing tools mean that every team member has access to up-to-date information regardless of location. The result is that 55% of remote workers believe most of their meetings could have been emails, showing how well AI integrates into workforces to optimize core knowledge bases.

Overcoming cultural barriers to AI-driven knowledge sharing

Despite its advantages, implementing AI-driven knowledge sharing requires a cultural shift. Teams must embrace transparency, breaking down silos that hinder knowledge flow. Strong leadership is essential in promoting this shift, along with a clear message founded upon the collective benefit of shared knowledge. A suggestion for leaders is to be open and model this behavior by actively using and contributing to AI-enabled knowledge bases.

It’s also important to address privacy and security concerns. A Cisco report notes that 76% of employees are more comfortable with AI when data privacy policies are clear. To build confidence, organizations can invest in AI tools with strong encryption protocols and restricted access to ensure privacy. After all, 78% of workers using AI in their jobs are bringing their own tools (not company-provided solutions), so work with your team to let AI democratize access to knowledge and create a workplace where everyone contributes to and benefits from collective intelligence. By doing so, you create resilience and protect valuable insights.

In the age of AI, knowledge isn’t just a resource in the hands of a few — it’s a foundational asset accessible to all, driving companies toward a more dynamic, resilient future where knowledge gaps are bridged.

Investors love to say that “first-time founders focus on the product, while second-time founders focus on distribution.” But what does that really mean? And how does it impact the success — or failure — of a business?

Let’s break it down. First-time founders often fall in love with their product. They pour endless hours into developing every feature and perfecting every line of code, believing that if they create something amazing, customers will come flocking to them. And while that mindset isn’t wrong, it’s only part of the equation. The reality is that even the best product in the world will struggle without an effective plan to get it in front of the right audience. This is where seasoned founders shift their focus — away from product obsession and onto distribution.

When we think about success stories like Dropbox or Slack, it’s tempting to assume that product flywheels are the holy grail. Dropbox, for example, leveraged its viral growth model, growing 3,900% in 15 months by incentivizing users to invite their friends in exchange for more storage space.

Slack created a product that became indispensable for teams — from 50,000 daily users to 1 million in 2015 — leading to rapid adoption across businesses worldwide. But these companies are outliers. For every Dropbox or Slack, there are countless startups that developed excellent products but failed to build the distribution necessary to reach their target market.

Related: 4 Steps to Becoming a Sales-Focused Founder (and Why It’s Important)

Why focusing solely on product is risky

The obsession with building the perfect product often blinds founders to a harsh reality: Customer acquisition doesn’t just happen. You can create the most revolutionary product in your industry, but if no one knows about it, it won’t matter. The graveyard of startups is filled with products that didn’t fail because of poor design or weak functionality; they failed because they never figured out how to reach a sustainable customer base.

SaaS unicorns make headlines because they cracked the code, but these kinds of viral growth models are incredibly rare. It’s risky to rely on the hope that a “product flywheel” will propel your business to success. For most companies, especially those in niche or highly competitive markets, growth won’t come from product-led strategies alone. And that’s where sales-led, distribution-focused companies gain a critical edge.

Why sales-led companies are more resilient

Sales-led companies understand that revenue doesn’t just appear — it’s generated by a well-thought-out, proactive approach to distribution. Focusing on sales and distribution creates a steady, predictable revenue stream. This approach is particularly important in turbulent economic times, where customer acquisition can be challenging and budgets are tight. Sales-led organizations create a foundation of trust with customers, build long-term relationships and foster customer loyalty.

Companies that prioritize distribution don’t just rely on one channel or a lucky break; they develop a diverse network of customers, partners and resellers who can keep the business growing, even when the market shifts. They’re not betting everything on a single viral moment. Instead, they’re creating a sustainable network of people who trust their brand and want to buy from them. When times get tough, these companies don’t just survive — they thrive. They’re not left scrambling for new customers because they’ve already built a moat of loyal clients and partners to keep them afloat.

Take a company like HubSpot, which didn’t just rely on product features to fuel growth. They built an entire ecosystem of resources, certifications and community events that kept customers engaged. By fostering these long-term relationships and creating a robust distribution network, HubSpot ensured that they were the go-to brand for inbound marketing tools, even as competition grew.

Related: Your Service Should Go Way Beyond Sales. 4 Ways to Build Long-lasting Relationships With Distributors and Retailers

Key takeaways for business leaders

For business leaders, the takeaway is clear: Obsessing over distribution can be more impactful than perfecting every inch of your product. A product that’s “good enough” but distributed well will often outperform a “perfect” product that no one knows about. And distribution isn’t just about pushing a product out into the world; it’s about building a trusted brand that customers will want to engage with repeatedly.

To build a sales-led, distribution-focused business, you need to:

1. Identify and leverage strategic channels: Whether it’s through partnerships, resellers or digital channels, pick the ones that make the most sense for your target market and double down.

2. Invest in relationships: Long-term customer relationships are more valuable than quick wins. A customer who trusts your brand will not only return but also advocate for you in their networks.

3. Create a moat with distribution: Build a network of customers, resellers and partners who can support you even when things get rocky. Relying solely on viral growth or product features can be a risky gamble in unpredictable markets.

At NewCampus, we’ve taken these principles to heart. We understand that product innovation is important, but we’ve built a business that prioritizes distribution and customer relationships to fuel our growth. We focus on building a robust network of edtech companies and a vibrant community to ensure that, even if someone isn’t ready to buy from us today, we’re top of mind when they are.

Instead of assuming that our product will “sell itself,” we put the work into creating a community that supports and amplifies our mission. We’re constantly engaging with our network, forming strategic partnerships with other edtech organizations and focusing on building relationships with learners. This approach doesn’t just create immediate opportunities; it establishes a foundation that keeps our brand relevant and trusted over time.

Related: 8 Ways to Be Certain You Are Selling Solutions Through the Right Channel

Looking forward

In a world where thousands of startups pour everything into their products, the companies that win are those that focus on getting their product into the hands of the right people. Sales-led, distribution-focused businesses have a level of stability and resilience that product-obsessed companies often lack.

In today’s market, the companies that can successfully bridge both will be the ones that grow, scale and stand the test of time. Embrace distribution as a cornerstone of your strategy, invest in long-term relationships, and create a network of advocates. The payoff isn’t just growth; it’s sustainability in a world that’s constantly changing.

LimeWire, the popular peer-to-peer file sharing app from the early aughts that was resurrected by new owners in 2022 as an NFT marketplace, is back once again. But this time it’s just the platform’s retro branding that’s making a comeback as part of a new officially licensed apparel collection from lifestyle brand Dumbgood.

The collection also features a trio of $42 t-shirts, including a charcoal option with a schematic detailing how the Gnutella peer-to-peer file sharing network worked. All of the items are available now, with the exception of the work jacket which isn’t expected to ship until December 10th.

For those not into the retro vibes of this collection or who weren’t around during the internet’s heyday of music piracy, LimeWire also operates an online store with hoodies, hats, and t-shirts featuring the updated branding used to promote the current LimeWire token and network. The current iteration of LimeWire has no affiliation with the original company (Lime Group LLC) that developed the popular file sharing app. The modern web3-focused version of LimeWire claimed an expired trademark and purchased the LimeWire.com domain from a former developer in 2021, according to Torrent Freak.

Update, November 20th: Updated story to reflect that the new LimeWire has no affiliation to the original company.