The world has changed a lot, and with it the living conditions of the media. If earlier people themselves searched for information, now it is becoming too much. Strict competition for the attention of users begins. Svetlana will talk about the problems of modern media, and how you can grow up by starting to consciously engage in a product. The conversation will focus on the "paradox of simple changes" (they are most often the most effective ones), why it is important not to stop and test the hypotheses, what tools can be used to evaluate the results and how to approach the process itself.