This is the trap we typically fall into online: We survey the landscape, note what our contemporaries and competitors are doing, and do likewise. We might put a small spin on what we see, but we largely end up saying something mild and meaningless to avoid criticism. God forbid if we upset the applecart. Poppycock. Online, you must upset the applecart. Particularly if your livelihood is on the line. As my friend Joanna Wiebe said,...