Imagine this: You’re at work one day and you see colleagues gathered around a monitor, watching breaking news. The day’s storm has required the local school to close early and you are seeing live news footage of parents picking up their kids. But you’re still at the office because you didn’t get the notification. You were in meetings all day and not able to check your email or voicemail. You’re frustrated because the school didn’t send you a text message which you could have looked at while you were in your meetings. Later you learn the school actually had sent you a text message with instructions about an early pickup — on the same platform it uses for other important parent notifications — but you didn’t get the message this time. Why not?
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