
The Real Job Is Choosing the Dog
“Would it help if we reduced the number of questions from fifteen to ten?” That was the response when I asked what I had thought was a fairly ordinary question: “What’s the algorithm?” I had just joined a small marketing company that had decided it was actually a new media IT company. They had landed a project connected with Pedigree Chum and the Crufts Dog Show. Their big idea was to build a little interactive exhibit called Selectadog. Visitors would amble over to a stand, answer a series of questions about their lifestyle, and the software would recommend the perfect breed of dog for them. ...








