1. What are the advantages and disadvantages of giving content away?
2. What if the new strategy didn’t work and the content was now free?

When Luke Skurman was a high school senior, he read all he could find about potential colleges, but he wanted more. “There just wasn’t enough good, honest information for me to feel confident about where I was going to spend the next four years of my life. I didn’t really know whom to talk to. The whole process felt like a giant crapshoot,” he says. “In all my research, there were only two ways to get the information I wanted. The first was by physically visiting the campus and seeing if things were really how the brochures described them, but this was quite expensive and not always feasible. The second was the missing ingredient: the students. Talking to real students who actually attended the schools that I was interested in gave me the information that I needed so badly.” He was happy with his eventual choice of Carnegie Mellon, but still wondered.