Some websites are completely optimized for simple conver- sion, and it’s easy to tell. The design centers on one clear call to action, a vivid lozenge labeled with a verb.

America: It’s like Britain, only with buttons.

On a shirt, every button has its own button-hole. Fix a button elsewhere and your dressing goes crazy and nasty! On earth, everyone has his/her dreams. You have your own. Fix yourself there and your...