Hey Reader, Picture this: you’re at a farmers' market looking to buy fish. As you move through the stands, you hear, “Fresh fish, caught two hours ago, come get it!” You go toward that sound and find three fishmongers: the one who beckons his clients and two others chitchatting. Where do you stop, and where do you buy from? All other things being equal, most people would buy from the fishmonger who caught their attention in the first place. And yet, there’s a new genre of advice making the...