30. Avoid alert fatigue at ALL costs.
imagine the marketing department got their hands on the fire alarms. they would almost certainly use them every day to gather the entire building to one spot, and megaphone about the latest 30% off sale at Myer.

when there’s something actually important, like a real fire, people would die, and it would be marketing directly responsible for those deaths.

this is why letting app developers register notifications on your phone was a huge mistake.