If you were up late celebrating the Seattle Seahawks’ win at the Super Bowl last night, you may need help from caffeine to get you through your busy Monday routine.
You’re in luck. Today (Monday, February 9), Starbucks Rewards members can get a free tall (12-ounce) coffee with the purchase of another beverage. Find out what you need to do to score your free cup of Joe from Starbucks.
Starbucks has added its brand-new 1971 Roast to the menu
Starbuckss hometown team, the Seattle Seahawks, won the big game last night, but thats not the only win that the coffee chain is celebrating. On Monday, February 9, Starbucks is officially introducing its brand-new coffee blend, 1971 Roast, to the world.
The name is tied to its history. The coffee company first opened its doors at Seattles Pike Place Market in 1971. The dark-roast blend features coffees from Colombia, Sumatra, and Brazil. It includes notes of toasted sugar and rich walnut.
Starbucks is also welcoming the following globally inspired pastries to its menu today:
Dubai Chocolate Bite
Cookie Croissant Swirl
Berry Blondie
Strawberry Matcha Loaf
Chocolate Pistachio Loaf
Yuzu Citrus Blossom
In celebration of the new 1971 Roast, Today, Starbucks Rewards members can get a free 12-ounce iced or brewed coffee with the purchase of another drink. If youre headed into the office this morning, this deal is a perfect excuse to grab a coffee for you and a coworker.
Heres how to get a free cup of coffee at Starbucks
If youre a Starbucks Rewards member, youll find a free coffee coupon in the Starbucks app. You can claim your free 12-ounce coffee with the purchase of another drink at the register, drive-thru, or by ordering ahead through the app.
Heres how to redeem your freebie:
At the drive-thru or register, order a beverage, and ask them to add a free tall coffee. When scanning your Starbucks Rewards account at checkout, the coupon will be applied.
When ordering ahead in the app, add both beverages to your cart and apply the coupon to redeem your free 12-ounce coffee.
Visit StarbucksMonday.com for the full details about this promotion.
A leading U.S. health official on Sunday urged people to get inoculated against the measles at a time of outbreaks across several states and as the United States is at risk of losing its measles elimination status.“Take the vaccine, please,” said Dr. Mehmet Oz, the Centers for Medicare and Medicaid Services administrator whose boss has raised suspicion about the safety and importance of vaccines. “We have a solution for our problem.”Oz, a heart surgeon, defended some recently revised federal vaccine recommendations as well as past comments from President Donald Trump and the nation’s health chief, Robert F. Kennedy Jr., about the efficacy of vaccines. From Oz, there was a clear message on the measles.“Not all illnesses are equally dangerous and not all people are equally susceptible to those illnesses,” he told CNN’s “State of the Union.” “But measles is one you should get your vaccine.”An outbreak in South Carolina in the hundreds has surpassed the recorded case count in Texas’ 2025 outbreak, and there is also one on the Utah-Arizona border. Multiple other states have had confirmed cases this year. The outbreaks have mostly impacted children and have come as infectious disease experts warn that rising public distrust of vaccines generally may be contributing to the spread of a disease once declared eradicated by public health officials.Asked in the television interview whether people should fear the measles, Oz replied, “Oh, for sure.” He said Medicare and Medicaid will continue to cover the measles vaccine as part of the insurance programs.“There will never be a barrier to Americans get access to the measles vaccine. And it is part of the core schedule,” Oz said.But Oz also said “we have advocated for measles vaccines all along” and that Kennedy “has been on the very front of this.”Questions about vaccines did not come up later in a Kennedy interview on Fox News Channel’s “The Sunday Briefing,” where he was asked about what kind of Super Bowl snack he might have (probably yogurt). He also he eats steak with sauerkraut in the mornings.Critics of Kennedy have argued that the health secretary’s longtime skepticism of U.S. vaccine recommendations and past sympathy for the unfounded claim that vaccines may cause autism may influence official public health guidance in ways contrary to the medical consensus.Oz argued that Kennedy’s stance was supportive of the measles vaccine despite Kennedy’s general comments about the recommended vaccine schedule.“When the first outbreak happened in Texas, he said, get your vaccines for measles, because that’s an example of an ailment that you should get vaccinated against,” Oz said.
The Republican administration last month dropped some vaccine recommendations for children, an overhaul of the traditional vaccine schedule that the Department of Health and Human Services said was in response to a request from Trump.Trump asked the agency to review how peer nations approach vaccine recommendations and consider revising U.S. guidance accordingly.States, not the federal government, have the authority to require vaccinations for schoolchildren. While federal requirements often influence those state regulations, some states have begun creating their own alliances to counter the administration’s guidance on vaccines.U.S. vaccination rates have dropped and the share of children with exemptions has reached an all-time high, according to federal data. At the same time, rates of diseases that can be protected against with vaccines, such as measles and whooping cough, are rising across the country.
Kennedy’s past anti-vaccine activism
Kennedy’s past skepticism of vaccines has come under scrutiny since Trump first nominated him to lead the Department of Health and Human Services.During his Senate confirmation testimony last year, Kennedy told lawmakers that a closely scrutinized 2019 trip he took to Samoa, which came before a devastating measles outbreak, had “nothing to do with vaccines.”But documents obtained by The Guardian and The Associated Press undermine that testimony. Emails sent by staffers at the U.S. Embassy and the United Nations said that Kennedy sought to meet with top Samoan officials during his trip to the Pacific island nation.Samoan officials later said Kennedy’s trip bolstered the credibility of anti-vaccine activists before the measles outbreak, which sickened thousands of people and killed 83, mostly children under age 5.
Mixed messaging on autism, vaccines
Oz’s comments mark a broader pattern among administration officials of voicing discordant and at times contradictory statements about the efficacy of vaccines amid an overhaul of U.S. public health policy.Officials have walked a fine line in criticizing past U.S. vaccine policy, often at times appearing to express sympathy for unfounded conspiracy theories from anti-vaccine activists, while also not straying too far from established science.During a Senate hearing Tuesday, Jay Bhattacharya, the director of the National Institutes of Health, said no single vaccine causes autism, but he did not rule out the possibility that research may find some combination of vaccines could have negative health side effects.But Kennedy, in Senate testimony, has argued that a link between vaccines and autism has not been disproved.He has previously claimed that some components of vaccines, like the mercury-containing preservative thimerosal, may cause childhood neurological disorders such as autism. Most vaccines for measles, mumps and rubella do not contain thimerosal. A federal vaccine advisory board overhauled by Kennedy last year voted to no longer recommend thimerosal-containing vaccines.Administration public health officials often cite the need to restore trust in public health systems after the coronavirus pandemic, when vaccine policy and the general public health response to the deadly pandemic became a highly polarizing topic in American politics.Misinformation and conspiracy theories about the public health system also spread during the pandemic, and longtime anti-vaccine activist groups saw a swell in interest from the wider public.Kennedy, who for years led the anti-vaccine activist group Children’s Health Defense, has been criticized for ordering reviews of vaccines and public health guidelines that leading medical research groups have deemed settled science.Public health experts also criticized the president for making unfounded claims about highly politicized health issues. During a September Oval Office event, Trump asserted without evidence that Tylenol and vaccines are linked to a rise in the incidence of autism in the United States.
Matt Brown, Associated Press
Some people love watching the Super Bowl for the game. Others love it for the commercials.
If youre in the latter group, youll probably have noticed that the ad spots in between commercial breaks during Super Bowl LX last night were dominated by one big theme: artificial intelligence.
As noted by AdWeek, the television advertising analytics firm iSpot found that nearly a quarter of all commercials during the 2026 Super Bowl featured AI in some way.
To be more precise, 15 out of the 66 commercialsor 23% of themeither used AI in their creation (like the entirely AI-generated ad from the vodka maker SVEDKA) or were spots by big tech companies directly advertising their AI services.
It’s the spots by those big tech companies that show how the race to capture the attention of non-techie consumers has heated up.
Most of the big tech companies that advertised their AI during the Super Bowl last night have spent hundreds of billions combined building out their AI systems. Now they want to make sure their user numbers grow big enough to justify their capital expenditures.
Here’s a list of tech companies that ran AI-related spots last night:
Amazon
The fun spot stars a paranoid Chris Hemsworth who distrusts the companys new Alexa+ AI assistant.
Genspark
The AI workplace assistant startups ad starred Mathew Broderick and is notable because its script was actually generated by the Genspark AI platform, notes iSpot.
Google
The search giants ad takes the heartwarming route, with a mother using Gemini to generate images of a familys new house in order to make her child feel better about the move.
Meta/Oakley
The ad, directed by Spike Lee, showcases the comapnies AI smart glasses.
Microsoft
The Redmond companys ad is all about a coach using Microsoft Copilot in Excel to find the best linebackers. It should be noted that while this ad ran during the Super Bowl, it aired online several weeks earlier.
OpenAI
The ChatGPT makers ad focuses on its new Codex software development tools.
Telehealth company Hims & Hers dropped its plan to offer a knockoff version of the weight-loss pill Wegovy on Saturday two days after it announced the new drug and one day after the Food and Drug Administration threatened to restrict access to the ingredients needed to copy popular weight-loss medications.Hims had said Thursday that it would offer a compounded version of the new Wegovy pill that drugmaker Novo Nordisk just began selling last month. Novo immediately threatened to sue Hims, and then the FDA said Friday that it plans to take decisive steps to limit access to the active ingredients in popular GLP-1 drugs like Wegovy, Ozempic and Zepbound.Hims’ own website still touted the new semaglutide pill offering Saturday afternoon hours after it announced on X that it will no longer sell the medicine. Semaglutide is the chemical name for Wegovy.“Since launching the compounded semaglutide pill on our platform, we’ve had constructive conversations with stakeholders across the industry. As a result, we have decided to stop offering access to this treatment,” Hims said in its statement. “We remain committed to the millions of Americans who depend on us for access to safe, affordable, and personalized care.”Hims didn’t say Saturday whether it will make any changes to the compounded versions of injectable weight-loss medications it has been selling as a result of the FDA action.The San Francisco-based company had planned to significantly undercut Novo’s price of $149 per month for the Wegovy pill by selling its version at $49 for the first month and $99 per month thereafter. Hims and other similar companies got started several years ago by offering cheap generic versions of drugs for hair loss, erectile dysfunction and other health issues before branching out into the multibillion market for obesity medications.Novo plans to tout its new FDA-approved Wegovy pill in a celebrity-filled Super Bowl ad on Sunday. The Danish pharmaceutical giant didn’t immediately comment Saturday on Hims’ decision to drop the knockoff. Rival drugmaker Eli Lilly has said that it expects the FDA to approve an oral version of its orforglipron weight loss medication later this spring. But Wegovy is the first pill to hit the market.The compounded medicine that Hims had planned to sell wasn’t approved and had not gone through trials to demonstrate that it would be effective.The FDA permits specialty pharmacies and other companies to make compounded versions of brand name drugs when they are in short supply. And the booming demand for GLP-1 drugs in recent years prompted companies like Hims to jump into the multibillion-dollar market for the drugs, with many patients willing to pay cash.In 2024, the FDA said that GLP-1 drugs were no longer in a shortage, which was expected to put an end to the compounding. But companies like Hims relied on an exception to keep selling their versions of the medications because the practice is still permitted when a prescription is customized for the patient.
Josh Funk, AP Business Writer
I hold the key to the Ferrari in my hand. I press it, like a puzzle piece, into a notch by my right hip. Yellow fades from the key as the hue enters the shifter and the dashboard comes to life with a wave of yellow.
Im enchanted. My foot cant wait to slam down on the pedal. The only thing Im missing is . . . the entire rest of the car.
Even for a legendary automaker launching its first EV, it was a preposterous pitch: Ferraris big car reveal would not show the car. And it wouldnt show the cars interior, either. Instead, journalists were asked to flysome of them halfway across the worldto scope out a steering wheel, a few chunks of dashboard, a center console, and a seat.
I can count the designers Id do that for, not on one hand, but on one finger. As it happens, that was the designer pointing the way.
While the world will never get a ride in Jony Ives long-lost Apple Car, they will get a spiritual sequel with a 1,000+ horsepower upgrade, Jony Ives spin on Ferrari.
[Photo: Ferrari]
Ferrari meets Silicon Valley
Designed over the last five years with the firm LoveFrom, the Ferrari Luce (translation: “light” or “illumination”) is a generationally important car for the Italian automaker as it transitions to an electric future. Everything from the cars form, to its layout, to its buttons, to an e-ink key that’s the size and shape of a Zippo lighter, to the vehicles interface and typeface, was designed through the gaze of the San Francisco firm.
It’s nearly impossible to ignore the Venn diagram between Ferraris first electric vehicle and the golden era of Apple products. And you certainly dont need to squint to spot some of Ives favorite materials, like the prominent use of anodized aluminum and Gorilla Glass across the components.
[Photo: Ferrari]
But this outcome seems largely by Italy’s own design. Ferraris CEO, Benedetto Vigna, spent two decades on semiconductors before turning to Italian supercars in 2021. He wants to carve a future for Ferrari in a rapidly changing world, and also crack the code to court new customers, like Silicon Valley billionaires, to spend some of their fortune on cars.
The projectto be fully revealed later this year before shipping in Octoberwas led by the aforementioned Ive and Marc Newson. Before co-founding LoveFrom, they were best friends for decades, and collaborators on projects ranging from a 1.5-ton desk auctioned for charity to the Apple Watch.
Ive, of course, defined the modern era by designing products ranging from the iMac to the iPhone. While Newson, a lesser-known name in Apple history, is a star in his own rite. Hes also an almost archetypal designer to reimagine a luxury automaker. Long before he posted his own exploits racing vintage cars on his Instagram, he crafted just about every object imaginable (including a public bathroom for Japan, Nikes built for space, and the influential Ford 021C), with a particular penchant for high-end brands. His Lockheed Lounge is still the most expensive piece of furniture ever sold by a living designer. (Get a deep look into his career and design process here.)
Backing the two of them, of course, are the industrial, UX, mechanical, and graphic design experts at LoveFrommany of whom worked with Ive during his days at Apple.
Ive, as it turns out, had good reason for extending the hype cycle for LoveFroms first major client outside of Apple. If they showed the body of the Luce now, its all anyone would notice. Meanwhile, LoveFrom has been working for years on dozens of components inside the car, each of which they treated as beloved products all their own.
Ferraris chief design officer, Flavio Manzoni, frames the Luce as something of a capsule project thats independent from Ferraris full lineup, which offered LoveFrom license to create a thesis that can live self-contained. This is very inspiring, and certainly will influence everything [we do], says Manzoni. But it also must be kept as something really singular and unique. Everything has been done interpreting the soul of a very special car.
The Ferrari Luce seat. [Photo: Ferrari]
Deconstructed and organized atop white tables during the preview, I could appreciate not only the Luces components like its wheel, but its subcomponents of knobs, switches, and paddlesperhaps a dozen different buttons each offering their own feeling. With nested, CNCd aluminum housings, you can almost see a watch, or a game controller, or just some irresistibly interesting thingamabob living harmoniously inside another. The vehicle is an ecosystem of mini gadgets.
Pulse-rocketing supercars couldnt be more disparate from te ever-serene atmosphere inside LoveFroms San Francisco studio, where fresh cut flowers casually adorn each nook. As I sit with Ive and Newson at a long white table, upon soft blue, yellow, and orange stools mirrored by their Moncler collection at the far end of the room, the duo conjures a whole other thought space, riffing on their high-octane handiwork.
We really wanted every part, every component, to be designed as an individual product. So it’s like dozens and dozens of cameras and watches. The idea [was] we could spend the time and invest the care on every part and have it work, says Ive. Even the forms are very self-contained and modular.
The components, as it turned out, are worth talking about. As the auto industry inevitably transitions to electric, LoveFroms design team created a love letter to tactile interface, offering solutions to blending digital and physical experiences in the vehicle, and teasing the sort of auteur-driven work thats disappeared in an increasingly blanded and averaged automotive industry that sold its soul chasing Tesla.
We’re very aware that we love the sounds of our big old Ferrari engines, says Ive. And so rather than trying to figure out some sort of surrogate or something inauthentic to [compensate], we worked so hard to try and create as visceral and direct connection with the object [as possible].
[Photo: Ferrari]
Focusing the drivers experience
A Ferrari is a drivers car, and without looking around at any other spectacle in the Luce, the driver experience has been designed for focus.
It begins with the car’s seats, which seem plucked from somewhere between a race car and a living room. After sinking into them, drivers place their key into the console, and they take the wheel.
[Image: Ferrari]
Most wheels tilt up and down independently from the cars instrument panel, making it sometimes difficult to be comfortable while having a clear line of sight through the wheel to your gauges. But the Luce moves this entire rig as one unified gesture: The wheel, steering column, and instrument panel shift as one. (What I hear was a particular engineering challenge for both safety and mitigating vibration.)
The wheel feels like a natural conclusion to Ferraris last few generations of fussing with its own icon. The manufacturer added controversial touch capabilities in 2019, before reversing course last year with a modernized, more mechanical option that can be retrofitted into older vehicles.
LoveFrom designed the Ferrari Luce steering wheel with an aluminum core. [Photo: Ferrari]
The LoveFrom wheel reads rounder all around, veering more toward vintage Ferrari than an oblong reference to F1. Its aluminum core is earnestly exposed rather than obfuscated in leathers and rubber. The controls gently reorganize Ferrari mainstays, like the bold red Manettino dial (to adjust your driving mode), into something you feel like your brain can process alongside new touches like left and right buttons (theyre turn signals).
[Photo: Ferrari]
The instrument panelor binnacleis not just a wide screen with widgety virtual controls: its a collection of four screens. Three round screens, making up the speedometer and other dials, live recessed inside a fourth screen. Lenses and parallax effects give the panels additional depth and physicality. But that physicality is more than an illusion of pixels and refraction: the speedometer needle is real.
[Image: Ferrari]
The combined effect will be something drivers haven’t exactly seen or felt before, punctuated by a pared back interface that tells most of the story through the three hues of the Tricolorewithout it feeling like a trip through our grocery stores international aisle.
[Photo: Ferrari]
Chris Wilson, who you know for his work on the Apple Watch UI, worked with Ferrari engineers to marry onscreen UX with its new torque shifting technology. While electric motors require no shifting, pulling the paddle on the left side of the wheel provides a virtual downshift (turning the dial green while motors slow the car to recoup energy). When its time for an extra jolt of power, the interface blinks red, and you pull the paddle on the right.
LF Maranello, the Ferrari Luce’s custom typeface. [Image: courtesy LoveFrom]
Meanwhile, the numbers you see on the instrument panel are part of a new typeface family called LF Maranello designed by LoveFroms Antonio Cavedoni, who worked alongside Wilson on Apples San Francisco typeface before making LoveFroms own. Bucking the wide stance letters Ferrari is known for, the clean sans serif is an amalgamation of midcentury Ferrari engine stamping, the numbers on old Ferrari dials (themselves often plucked from whatever watch manufactures were already using), and local signage from Ferraris hometown of Maranello. With the slightest expressive indulgencesa curvy flag on the 1, a short stem on the 4it manages to look vintage and contemporary at the same time.
The hardware is geometrically perfect, says Cavedoni. But here, we can do anything.
Fixing human factors at high speeds
Over two days of previews, Ive doesnt mince words about the influential approach Tesla has taken, in which, through some desperate attempt to create sci-fi mystery, the vehicles mask the simplest functions. One such example is the way a Tesla handles its gaspers (thats the technical term for the fans built into the dash). Whereas Tesla literally hides them so well you can only control them via a screen, LoveFroms gaspers almost glow.
The Ferrari Luce’s tablet is a departure from typical EV design.[Photo: Ferrari]
With spherical aluminum bodies, they could double as Macbook satellite speakers. You twist a ring, and a visible, central flap swings open or closes with a satisfying click. You dont need to dig through a UI, or even squint to look for an X symbol on some dial on the dash. The object explains itself.
Clarity is so important. Not only in terms of physical interaction, but intellectual clarity, says Newson.
Since Elon Musk stuck what Ive calls an iPad into the center of a Tesla, a disjointed center screen has increasingly taxed the experience of driving. Its why I was perhaps the most and least surprised by LoveFroms choice to have a tablet in the center of the vehicle.
[Image: Ferrari]
However, Luces tablet is foundationally different. Its entirely unnecessary for driving, and, perhaps ironically, a screen thats usable without looking at it.
The tablet sits atop a large aluminum handle, which allows you to tilt the screen or blindedly rest your palm for a point of reference.
That handle also adds impact protection from a series of aluminum toggle switches that live in the bottom of the display, managing tasks like climate control and seat warming. Yes, these switches appear straight out of midcentury Ferrari design language. And yes, LoveFrom produced four thick books charting the history of Ferrari gifted to the company at the start of their collaboration. But the team bristles when I characterize the choice for toggle switches as an homage.
The Luce’s tablet includes physical controls. [Photo: Ferrari]
Newson points out the toggle itself is a known typology, because its the best tool for the job. Thats why its in the Luce and all sorts of vintage control panels, he notesand thats also why we innately think toggles are so cool.
If you look at helicopters from the 50s, 60s, they weren’t screwed up with design, says Ive. Their beauty was a function of them being so brilliantly utilitarian. And I think so often stuff just gets ugly when design gets in the way.
Setting the stage for performance
But thats not to say the Luce is some unflinching commitment to minimalism, or that a serious commitment to craft requires the driver to never crack a smile.
In the upper right hand corner of that tablet is a multigraph. At a glance, it looks like a clock with physical minute and hour hands that could be straight out of a fine timepiece. But a split second later, it can turn into a compass or one of two stopwatches (in 60-second, and 5-secod launch variants). Unlike typical timepieces, the hands will spin independently from one another, animating in an unexpected way.
[Photo: Ferrari]
Is this touch purely about function? Ha! Of course nota virtual clock could appear on the screen in the same spot. Its LoveFrom stunting, taking its own metaphorical Ferrari out of the garage and bringing fans along for the ride.
[Image: courtesy LoveFrom]
We’re introducing an impedimentan engineering challenge, but it makes it way more engaging, says Ive, before holding his own iPhone into the air looking like an Uber driver scanning for their next ride. Or it could just be [that] mounted.
We see a similar celebration of driver engagement with Luces launch control. This is a setting that preps the car, the battery, and the driver to coax the maximum straight-line power for acceleration. Instead of pressing a button on the wheel, this new launch control requires the driver to hold the brake while reaching above their head and pull on a cylindrical, pneumatic handle.
After a few seconds, Im told, the cars entire cabin lights up orange, enlisting everyone into the vehicle to hold on with dramatic flare.
[Photo: Ferrari]
Back in LoveFrom’s studio, Ive and Newson deconstruct their code-orange approach.
The Ferrari brand is extremely visceral. And in some ways there’s a theatricality you really need to embrace, says Newson. So things like the launch control, things like the key ceremonythere’s a nice, humor is the wrong word
…It’s tough to figure out the word for the yellow of the key translating into the carI mean, it’s sort of funny, chuckles Ive.
It’s funjoyful. It needs to be,” says Newson. “No one needs a Ferrari, sorry to say, but you own a Ferrari, because it will just be a much more fun way of [driving].”
We love that there was such a focus on being fun and joyful to drive, and it’s like, no apology, says Ive.
My Non-Negotiable Mindset started with exercise, or more accurately, with not wanting to.
That moment of resistance became a turning point in how I show up and follow through. I wasnt lazy or undisciplined. I was human. And thats when it clicked: if I only exercised when I felt like it, Id never do it often enough to matter.
So I made exercise non-negotiable, like brushing my teeth or showing up to teach a class. This commitment was to myself. No mood checks. No internal bargaining. No excuses. Four times a week, minimum. That was the contract.
What changed wasnt just my behavior; it was my identity. My thinking shifted from I need to exercise to Im the kind of person who exercises. Commitment replaced motivation. Routine replaced inspiration.
Once that clicked, I started applying the same logic everywhere I noticed myself negotiating. Why was I waiting for the perfect moment to write? Why did a project I already knew mattered require inspiration before action?
What began as a personal experiment became something I couldnt help but share. Years later, when I introduced this mindset to faculty I mentor through a national design-writing fellowship, it clicked for them, too. One day, I casually mentioned that I sometimes write on my laptop while on the elliptical or stationary bike. The room went quiet. Their expressions hovered somewhere between disbelief, admiration, and curiosity.
We’ve been conditioned to believe meaningful work requires perfect conditions. It doesnt. It just needs to happen.
Not long after, I started hearing the same question on repeat: How do you get so much writing done while working full-time and parenting?
The answer wasnt superhuman discipline. It was decision designdeciding once, then removing the debate.
High performers dont rely on motivation; they make decisions their Future Self wont regret. They design hesitation out of their day by asking one simple question before important choices: Will tomorrows me thank me for thisor have to clean up after it?
The hidden cost of hesitation
Most productivity systems treat hesitation as harmless. It isnt.
Every small internal debateShould I start now or later? Email first or focus?drains cognitive energy before meaningful work even begins. You dont just lose minutes. You lose momentum, follow-through, and the ability to act decisively when it matters most.
In organizations, this shows up as delayed launches, deferred decisions, and teams waiting for clarity that never quite arrives.
This is why capable, motivated professionals struggle to execute: not because they lack discipline, but because they burn cognitive bandwidth negotiating instead of doing.
The Non-Negotiable Mindset
The solution isnt more motivation. Its fewer decisions.
The Non-Negotiable Mindset eliminates hesitation by turning essential actions into pre-commitments: decisions made once and executed automatically. When something is non-negotiable, theres no internal debate. You just do it.
Most habit advice says to start small and repeat until the behavior becomes automatic. The Non-Negotiable Mindset reverses that logic. Automaticity comes first, not last.
You block time on your calendar, show up, and act. An author writes because thats what the writer version of herself does. An entrepreneur schedules investor outreach every Tuesday morning because their Future Self needs those relationships built.
These people arent more disciplined than everyone else. Theyve stopped asking permission from their present-moment selves. Weve been trying to solve a systems problem with motivational tools. This mindset flips that equation.
Why Future-Self thinking beats willpower
What makes this approach stick isnt grit or self-control. Its perspective.
Your Future Self isnt a distant stranger. Its you, living with the consequences of todays choices. Research by psychologist Hal Hershfield shows that the more connected people feel to their future selves, the more likely they are to make wise, long-term decisions.
But the real shift happens when you dont just think about your Future Selfyou decide as your Future Self.
Non-negotiables arent arbitrary rules. They are actions anchored to identity, not momentary comfort. When you ask What would my Future Self do? follow-through stops feeling optional. The decision is already locked in.
A four-step execution framework
You can implement the Non-Negotiable Mindset immediately:
Identify what matters to your Future Self. Choose actions that compound over time. Not everything deserves non-negotiable status.
Focus on the critical few. Systematize only what truly moves the needle. Automating everything creates rigidity.
Act consistently, not reactively. Systems run whether you feel inspired or not. Consistency beats intensity.
Make it non-negotiable. Remove the option to delay or debate. Flex the method if needed, but honor the commitment.
When action becomes automatic, you free mental energy for creativity, judgment, and strategic thinkingthe work humans still do better than machines.
Why this matters now
In 2026, competitive advantage will belong less to those with the best ideas and more to those who act on them consistently while others hesitate.
As AI absorbs routine cognitive labor, human value increasingly depends on what machines cant yet replicate: discernment, prioritization, and action under uncertainty.
Your Future Self is building a company, leading a team, or creating meaningful work. That person needs you to act on what matters, now.
This mindset isnt about hustle. Its about protecting what moves the needle from the daily erosion of indecision. Its productivity designed for the attention economy, where the scarcest resource isnt time, but the clarity to use it well.
What to do today
Think like your Future Self right now. Pick one action youve been negotiating with yourself about, something important youve been meaning to get to.
Ask yourself: Six months from now, will I wish I had started today?
Then decide once. Make it non-negotiable. Set a time. Remove the debate.
The only question is whether you’ll decide as the person you are today or the person you’re becoming.
Stop negotiating. Start doing.
Hello and welcome to Modern CEO! Im Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday morning.
I recently celebrated my 56th birthday, and Im feeling my age. Not because Im slowing down (which I am), but because I feel increasingly removed from the passions, peeves, and predilections of Gen Z and Generation Alpha. This matters, as young people shape popular and workplace cultures, and their tastes drive big swaths of consumer and tech spendingall things Inc. and Fast Company cover.
To help me figure out how to stay tuned into their wants and needs, I asked six executives to share their strategies for staying ahead of the youth culture curve. They shared some interesting initiatives and resources in the edited insights that follow.
Craig Brommers, chief marketing officer, American Eagle
At AE, we have a Gen Z panel, a group of our key consumers between the ages of 15 to 25 that help us test everything we do. They are excellent sounding boards for key marketing initiatives, product decisions, partnerships, and more. They help to drive insight into the consumer and also allow us to figure out what matters most to the people shopping our brand.
We also have a very large network of creators we work with at any given time. They are not just making content for us; they are teaching us. From the biggest macro influencer down to the most micro, the more creators we are working with the more patterns and trends we have seen emerge, even before they hit the mainstream feed.
Jackie Jantos, CEO, Hinge
I try to be very intentional about surrounding myself with folks whose lived experiences are different from my own, so Im always learning. Humility, curiosity, and listening go a long way. I love newsletters, Substacks, and fictionWilla Bennett, Casey Lewis, Shit You Should Care About, The Audacity, and Sylvains Progress Report are a few people and places I regularly return to for inspiration.
Im [based] in New York City, so I get to walk the streets and ride the subwayyou can learn a ton just from being out in the world and paying attention. But best of all, is this incredible Hinge team. The shortcut to staying current is to surround yourself with people different from you. The education and inspiration unfolds on its own.
Kory Marchisotto, chief marketing officer, E.l.f. Beauty
My intention word is Shoshin [a Buddhist term] meaningfully chosen to remind me to wake up each day with a beginners mindset. Staying current is about showing up curious, staying grounded, and engaging with total presence. At E.l.f., 78% of our employee base is Gen Z or millennial, so culture is in the room with me every day. I am also an active member of our community. Its me responding to every comment on LinkedIn, engaging in director dialog equally on TikTok lives, in social comment pools, and alongside the shoppers at shelf. Tuning E.l.f. into what gives people energy is my rocket fuel. Every conversation, every story, every connection is a new star in my constellation. Its zero distance between me and the community we serve.
Maureen Polo, CEO, Hello Sunshine
Our Sunnie Gen Z Advisory Board functions as both a cultural council and a co-creation engine. Theyre not a focus group; theyre collaborators who act as cultural translators between lived youth behavior and brand and creative strategy. We engage this group through regular working sessions, collaborative projects, and early-stage creative reviews. They help surface emerging trends, challenge assumptions, and shape concepts before theyre finalized.
With our brand partners, we collaborate on insight, not just activation, using shared learnings to co-create platforms that feel culturally meaningful and deliver unforgettable consumer experiences. This is how weve approached building Sunnie and Sunnie Reads alongside partners like E.l.f. Beauty, If/Then, an initiative of Lyda Hill Philanthropies, Purdue University, Victorias Secret Pink, Invisalign, and Coach: grounding creativity in real youth insight, inviting the audience into the process and building ecosystems rather than campaigns.
Josh Rosenberg, CEO and cofounder, Day One Agency
Nearly 40% of the Day One team is Gen Z, and I learn so much from each of themwhat they read, watch, and listen to, where they hang out and travel, how theyre embracing adulthood (or not!). We also host a youth insights focus group called Group Chat. Its a Slack community made up of 75 Gen Zers from across the country who share their perspective on trends, headlines, or specific client askstheir thoughtful answers are an invaluable part of how we know what young people are actually thinking about, focused on. And then my other youth culture go-to is our good friend Casey Lewis, who tirelessly reports upon both Gen Z and Alpha in her daily After School Substack. We recently published a report on Gen Alpha in collaboration with Lewis.
Jane Wakely, chief consumer and marketing officer, chief growth officer, international foods, PepsiCo
For me, scrolling TikTok or Insta remains the fastest way to understand whats resonating, whats becoming a trend, whats already passé, and what people are quietly rolling their eyes at. Looking for the weak signals and using data and tech to help create real foresight is key. I also have college-aged kids, which is maybe the most authentic insight you can have. They have no tolerance for anything that feels try-hard or inauthentic, and just listening to how they talk, what they buy, what they share, what they laugh at, and what they ignore is incredibly insightful. Seeing through their eyes is so powerful.
At PepsiCo, we pair our instinctive read with constant cultural listening and rapid signal-sharing. Our teams are always tracking whats bubbling up across social, sports, entertainment, and creator ecosystems, looking for momentum: whats accelerating, whats losing energy, and where sentiment is shifting. Those signals move quickly across our organization so our brands can make real-time decisions in how we show up in cultural moments, which creators we partner with, and how we adjust creative, media, and experiences.
Keeping up with Gen Z and Gen Alpha culture
How do you keep current on youth culture? And what trends are you watching in 2026? I asked Brommers, Jantos, Marchisotto, Polo, Rosenberg, and Wakely to share their top trends, and Ill publish themalong with reader insightsin an upcoming newsletter.
Read and watch more: understanding the next generation
Managing Gen Z: Fast Companys 143-point guide for leaders
What Gen Z really wants at work
Gen Alpha may find the workplace even tougher than Gen Z does
It has been two weeks since Winter Storm Fern swept through the United States, and many cities are still busy digging themselves out of waist-high snow mountains. A brand-new building in Antarcticawhere temperatures average 14 degrees Fahrenheit along the coastmight offer some useful insights for a more efficient approach.
Perched on the southern edge of Adelaide, an island on the Antarctica Peninsula, the Discovery Building spans two stories and nearly 50,000 square feet. It is clad in highly insulated metal composite panels and topped with a mono-pitch roof that slopes in just one direction, so snow slides right off instead of piling up.
[Photo: BAS]
Most notably it sports an innovative feature called a wind deflector, which protrudes on the leeward edge of the building (the one sheltered from the prevailing wind) and prevents snow from piling up right next to the building. So far, the system has most commonly been used above doors to clear snow that would otherwise fall adjacent to the building, but the architects say it’s never been used at this scale before. The feature could change the way we design buildings for harsh climates.
[Photo: Stle Eriksen]
Design for extreme conditions
The Discovery Building is located within Rothera Research Stationa center for marine and atmospheric studies and the U.K.’s largest research facility in Antarctica. (The station is famously served by one of the most advanced, icebreaking polar research vessels in the world, the RRS Sir David Attenborough, which itself carries the autonomous underwater vehicle Boaty McBoatface, of internet fame.)
[Photo: BAM]
For years, the research station was spread across nine separate buildings, meaning researchers often had to navigate between them in blizzard conditions. Now, all functions are consolidated under one (very unique) roof, in a building that acts as the stations nerve center.
[Photo: Matt Hughes/BAS]
The Discovery Building was designed by British firm Hugh Broughton Architects, which, over the past decade, has a gained a reputation for designing buildings that exist in extreme conditions. In 2013, the firm completed Halley VI, a raised building that sits on a floating ice shelf. Mounted on hydraulic legs with retractable skis, the station was specifically designed to be relocated if the ice shelf showed signs of breaking off, which it did in 2017. The entire base was successfully moved 14 miles inland.
Halley VI Science Modules, ca. 2012. [Photo: Hugh Broughton Architects/Wiki Commons]
Halley VI, which went on to earn over a dozen awards, led to several commissions in other extreme, isolated environments, including a health center in the world’s most remote island, Tristan de Cunha, and Juan Carlos 1, a radial modular research base also on the Antarctic Peninsula. The firm is also currently designing a new building for the Australian Antarctic Division at Davis Station in East Antarctica.
What keeps bringing Broughton back to such punishing conditions? #8220;The briefs are interesting and challenging,” he says of the requirements and constraints such projects often demand.
Over the years, Broughton has gained an understanding of the challenges that come with harsh climate of the Antarctic, but every site, he says, continues to bring with it its own set of complications and peculiarities, whether those are topographical, climate-related, or simply differences in the way the building is used.
“I must admit, when we first started on Halley VI, I thought ‘is there any chance for a cookie-cutter approach here?’ But there most definitely isn’t,” Broughton says. “Every site has its own idiosyncratic, environmental, but also cultural and social challenges.”
[Photo: Matthew Scott /BAS]
The wind as a resource
In the case of the Discovery Building at Rothera, which took six years to build due to the limited construction season (October-March), wind was one of the primary challenges. Lifting the building on stilts, like the architects did at Halley VI, would have helped the wind blow underneath the building and chase the snow away from it. But the building’s requirementswhich called for workshops and science offices, a heating and power plant, a health facility, and stations that could serve as a launchpad for expeditions in the fieldmade it too heavy to be lifted. The need for constant vehicle access to stage expeditions also meant the building had to sit on the ground. The architects had to find another way to prevent snow from building up.
To understand snow behavior in those particular windy conditions, Broughton’s team worked with Canadian engineering agency RWDI, which conducted detailed wind and snow modeling studies. It was RWDI that introduced Broughton to wind deflectors, which look a bit like angled metal fins and function like aerofoils in Formula One cars, redirecting airflow to work with the building rather than against it.
[Image: BAS]
By channeling wind down the facade and along the ground, the deflector transforms what would normally be a liability into an asset that actively clears snow. This means the building remains accessible, but also that snow doesn’t pile up right up against the facade, which could lead to damage. In a climate where blizzards can last for days, a wind deflector reduces the amount of effort needed to clear the snow, as well as the fuel required to power the snow plows. “There’s both a resource and a carbon cost,” says Broughton.
[Photo: BAM]
Lessons from Antarctica
There are currently 70 permanent research stations dotted around Antarctica, representing 29 countries from every continent on Earth. Many of these stations were built in the late 1950s, after the explosion of polar research that took place during the International Geophysical Yearan 18-month global scientific collaboration that involved more than 60 countries conducting coordinated research on Earth.
After an initial renovation period in the ’80s, many of these buildings have been reaching the end of their lifespan. This, combined with an increased emphasis on climate change research, is leading to what Broughton calls a construction boom on the Antarctic Peninsula. “There’s also a geopolitical aspect to it,” he says. “Everybody wants to have a presence.” Antarctica is not under the sovereignty of any single country and is regarded as the “international continent.”
Over the past few decades, scientists have become better at understanding how wind blows and snow drifts around a building, and as a result, Broughton’s team has become better at responding to these challenges. He thinks these lessons can carry over to the urbanized world.
[Photo: Matthew Scott /BAS]
As climate change reinforces the strength and frequency of extreme weather eventslike Fern in the U.S., and Storm Goretti in Europecities are scrambling to mobilize resources and clear snow. (New York City, for example, converted garbage trucks into snowplows.)
Broughton believes that buildings where winters are harsh and winds are strong could benefit from relatively low-cost systems like wind deflectors, but he says there are other lessons architects can borrow from Antarctica. These include focus on thermal efficiency by favoring air-tight envelopes instead of relying on heating, as well as efficient planning that means you’re achieving more with less built space.
“There is a whole raft of principles that are applied to these buildings by absolute necessity that could be applied more by choice in a more temperate environment,” he says.
A few leftover donuts may not seem like a major problem, but for a fast-food operation with nearly 100 stores, unnecessary waste can add up to serious costs.
To better predict donut demand, a Knoxville, Tennesseebased Dunkin franchisee, Bluemont Group, has rolled out an AI system called DoCast designed to cut waste while keeping popular flavors in stock. Developed in partnership with restaurant AI company PreciTaste, the system uses in-store cameras to track inventory in real time and forecast demand for each type of donut. Those predictions factor in recent sales, weather, seasonal patterns, holidays, days of the week, and major local events such as college football games. So far, the companies say, DoCast has reduced donut and Munchkin donut hole waste by up to 25%, lowering costs while ensuring top-selling treats stay available.
Adjusting the product mix based on what the cameras are monitoring, I think that’s one of the sweet spots for this technology, says Moritz Illi, PreciTastes head of product development and lead on the DoCast project.
Bluemont operates about 99 Dunkin locations across multiple states, with donuts delivered to individual stores daily from a central bakery. Any unsold donuts are tossed at the end of the day, and before rolling out DoCast about seven months ago, the company saw an average of just under $100 per waste at each store per day, says Margo Hughes, Bluemont’s director of business services. That adds up to more than $3 million in discarded donuts each year, Hughes says.
Even to cut that in half is one-and-a-half-million dollars in savings, she says. Thats a big deal.
[Image: PreciTaste]
The system combines predictive modeling with image recognition, since workers in busy stores do not log each individual donut that goes out the door, particularly when customers order complex assortments. Hughes says she had read about other AI systems capable of identifying baked goods, including one used in Japan that can distinguish among hundreds of pastry varieties, and realized a similar approach could be trained to tell the difference between an Old Fashioned and a Chocolate Creme. PreciTaste, which got its start in Germany developing AI-powered oven technology that can automatically recognize different items and cook them on the correct settings, already had experience classifying baked goods.
They had rolls, and breads, and croissants, and whatever, and these are all brown, says Hughes. So, I thought, surely if they can identify breads, they can identify donuts.
The system now captures images of the donut display case several times a day so it can understand how store inventory shifts during the day and also records a definitive count of waste at the end of the day, as excess items are tossed in the trash. Having excess donuts is a waste of money, but running out of popular varietiesespecially early in the dayis also a problem, and even being down to just one of a particular category isnt ideal, since many customers are reluctant to buy the last donut, Hughes says.
[Image: PreciTaste]
This is where the cameras are so important to assess availability throughout the day that we react quickly to non-performant algorithms based on the product mix, Illi says.
The AI still isnt perfecthumans at PreciTaste still supervise and validate the counts, Illi says, and store managers can communicate with the company to override the AIs donut orders and suggest factors the system may be overlooking. Its also still learning from new data about how different factors impact sales. Recent snowstorms led to drastically decreased demand, for instance, and changes in Dunkin product lineups can mean new varieties of donuts the system is unfamiliar with, so human managers may give better sales estimates for them at first.
PreciTaste, which offers ingredient prep planning for a variety of restaurant types, holds weekly calls with Bluemont to discuss how the system is performing and how it can best be tweaked. The companies also hope to incorporate other factors that can help with production planning, like understanding which donuts can serve as substitutes for each other. If you want chocolate, youre not going to buy strawberries, Hughes says.
Hughes compares the process training the puppy she got around the time Bluemont rolled out the PreciTaste technology: I know that in the long run, all the training and all the investment and all of the time is going to be worth it,” she says, “because we’re going to be best friends for life.
When viewers tune in to the 2026 Winter Olympics, they will see pristine, white slopes, groomed tracks, and athletes racing over snow-covered landscapes, thanks in part to a storm that blanketed the mountain venues of the Italian Alps with fresh powder just in time.
But at lower elevations, where cross-country and other events are held, athletes and organizers have been contending with rain; thin, sometimes slushy snow; and icy, machine-made surfaces.
Most of our races are on machine-made snow, 2026 U.S. Olympic team cross-country skier Rosie Brennan told us ahead of the Games. TV production is great at making it look like we are in wintry, snowy places, but this year has been particularly bad.
As scientists who study mountain snow, water resources, and the human impact of warming winters, we see winters changes through data: rising temperatures, shrinking snowpack, shorter snow seasons.
Olympic athletes experience changing winter conditions personally, in ways the public and scientists rarely do. Lack of snowfall and more frequent rain affect when and where they can train, how they train and how dangerous the terrain can become.
We talked with Brennan and cross-country skiers Ben Ogden and Jack Young as they were preparing for the 2026 Winter Games. Their experiences reflect what many athletes describe: a sport increasingly defined not by the variability of natural winter but by the reliability of industrialized snowmaking.
What the cameras dont show
Snowmaking technology makes it possible to create halfpipes for freestyle snowboarding and skiing competitions. It also allows for races when natural snow is scarcethe 2022 Winter Olympics in Beijing relied entirely on machine-made snow for many races.
However, machine-made snow creates a very different surface than natural snow, changing the race.
In clouds, each unique snowflake shape is determined by the temperature and humidity. Once formed, the iconic star shape begins to slowly erode as its crystals become rounded spheres. In this way, natural snow provides a variety of textures and depths: soft powder after a storm, firm or brittle snow in cold weather, and slushy, wet snow during rain or melt events.
Machine-made snow varies less in texture or quality. It begins and ends its life as an ice pellet surrounded by a thin film of liquid water. That makes it slower to change, easier to shape, and, once frozen, it hardens in place.
Theyre faster, icier, and carry more risk
When artificial snow is being made, the sound is piercinga high-pitched hiss roars from the pressurized nozzles of snow guns. These guns spew water mixed with compressed air, and it freezes upon contact with the cold air outside, creating small, dense ice particles. The drops sting exposed skin, as one of us, Agnes Macy, knows well as a former competitive skier.
Snow machines then push out artificial snow onto the racecourse. Often, the trails are the only ribbons of snow in sighta white strip surrounded by brown mud and dead grass.
Courses built for natural snow feel completely different when covered in man-made snow, Brennan, 37, said. Theyre faster, icier, and carry more risk than anyone might imagine for cross-country skiing.
Theres nothing quite like skiing on fresh snow. After a storm brings a blanket of light, fluffy powder, it can almost feel as though youre floating. The snow is forgiving.
On artificial snow, skiers carry more speed into downhill runs. Downhill racers may relish the speed, but cross-country skis dont have metal edges like downhill skis do, so step-turning or skidding around fast, icy corners can make an athlete feel out of control. It requires a different style of skiing, skill sets and strengths than I grew up learning, Brennan said.
How athletes adapt, with help from science
Athletes must adjust their technique and prepare their skis differently, depending on the snow conditions.
At elite levels, this is science. Snow crystal morphology, temperature, ski base material and structure, ski stiffness, skier technique, and environmental conditions all interact to determine an athletes speed.
Before cross-country, or Nordic, races, ski technicians compare multiple ski pairs prepared with different base surfaces and waxes. They evaluate how quickly each ski glides and how long it maintains that glidetraits that depend on the friction between the ski and the snow.
Compared to natural snow, machine-made snow generally provides a more durable and longer-lasting surface. In cross-country racing, that allows for more efficient and stronger pushes without skis or poles sinking deep into snow. Additionally, improvements in the machines used to groom snow now provide harder and more homogeneous surfaces that permit faster skiing.
While fast skiing is the goal, ski crashes are also the most common cause of injury in the Winter Olympics. With machine-made snow, ski jump competitors and anyone who falls is also landing on a harder surface, which can increase the risk of injury.
Why winters are changing
Weather can always deal surprises, but long-term climate trends are shifting what can be expected ofa typical winter.
In the Alps, air temperature has increased by about 3.6 degrees Fahrenheit since the late 1800s, before rising fossil fuel use began increasing the levels of greenhouse gases trapping heat in the atmosphere. Globally, 2025 was the third-warmest year on record, following 2024 and 2023.
For mountain regions, these warmer conditions have consequences. Snow melts earlier and more frequently in midwinter, especially during warm spells that used to be rare.
Midwinter snowmelt events are occurring more often at higher elevations and earlier in the season across many mountain ranges of western North America. At the same time, the snow linethe elevation where precipitation shifts from snow to rainis moving upslope.
Warming in high mountain environments is also causing the threshold where rain turns to snow to rise by tens of meters per decade in some regions. This means storms that once blanketed entire valleys in snow now may deliver snow only to upper slopes, with rain falling below.
Together, these changes mean that many winter storms produce less snow, over less area, and for shorter durations than they did a generation ago.
Training venues
The changing winter landscape has also transformed how athletes train. Traditional training venues, such as glaciers once used for summer skiing, have become unreliable. In August 2025, the Hintertux Glacierthe only year-round training center operating in Austriaannounced its first temporary closure.
Its been increasingly hard to make plans for locations to train between races, Brennan said. Snow reliability isnt great in many places. We often rely on going to higher elevations for a better chance of snow.
Higher-elevation training can help, but it concentrates athletes in fewer places, reduces access for younger skiers due to the remoteness and raises costs for national teams. Some of these glacierslike Canadas Haig Glacier or Alaskas Eagle Glacierare accessible only by helicopter. When skiers cant get to snow, dryland training on rollerskis is one of the only options.
Winter athletes see the climate changing
Because winter is their workplace, athletes often notice subtle changes before those changes show up in long-term statistics.
Even athletes in their early twenties, like Young, said they have noticed the rapid expansion of snowmaking infrastructure at many racing venues in recent years. Snowmaking requires large amounts of energy and water. It is also a clear sign that organizers see winters becoming less dependable.
Athletes also witness how communities are affected when poor snow conditions mean fewer visitors. In the Alps, when conditions are bad, it is obvious how much it affects the communities, Ogden, 25, said. Their tourism-based livelihoods are so often negatively affected, and their quality of life changes.
Many winter athletes are speaking publicly about their concerns. Groups such as Protect Our Winters, founded by professional snowboarder Jeremy Jones, work to advance policies that protect outdoor places for future generations.
A wintry look, but an uncertain future
For athletes at the 2026 Olympics, the variability within the Olympic regionsnow at higher elevations, rain at lower onesreflects a broader truth: The stability of winter is diminishing.
Athletes know this better than anyone. They race in it. They train in it. They depend on it.
The Winter Games will go on this year. The snow will look good on television. But at the same time, winter is changing.
Keith Musselman is an assistant professor in geography, mountain hydrology, and climate change at the University of Colorado Boulder.
Agnes Macy is a graduate student in geography at the University of Colorado Boulder.
This article is republished from The Conversation under a Creative Commons license. Read the original article.
