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Former Chairman of the Federal Reserve, Alan Greenspan, once said that if he had access to a better understanding of psychology , "I could forecast the economy better than anyone I know." In other words, behind all fancy financial models lies an assumption about how people behave. Humans are not walking calculators, we're often impulsive, lazy, biased, and terrible at math . As such, the New York Times paywall hail merry must make it through some key psychological barriers: a territorial grip on once-promised free information, our lazy preference to avoid tough decisions, and flawed memories of how much we actually use a product.

As applications for the 2011 Inc. 500 | 5000 pour into our offices, we thought it would be worthwhile to shine a spotlight on some of the companies that are vying to appear on our ranking of the fastest-growing private companies in the U.S. (For more information and to apply, go to http://www.inc.com/inc5000apply/2011/ .) One that caught our eye was Cotati, California-based KG Technologies .