Yogi Berra, explaining a loss, once told reporters the problem was, “We made too many wrong mistakes.” We’d laugh, but in payments and commerce, there are a lot of “wrong mistakes” from which to choose. Merchants that give up on conversions instead of working to save the sale. Or losing a costly swatch of worker productivity to those same workers worrying about their financial lives. Or how B2B players continue to hold onto paper. And, our favorite wrong mistake: merchants who want to build a personalized experience but end up coming off as creepy rather than cool.