How To Be Ignored

Apple came out with a product yesterday called iBook Author. Is this the textbook killer that everyone’s been waiting for? Who knows.

But I noticed something interesting in Horace Dediu’s post crowing about how how he emailed Jobs on something like this a while ago. Here’s  his post:

My thoughts were expressed 20 months ago in a private email.

I did not get a response.

No kidding he didn’t get a response. I’m a sympathetic, interested reader and I had a hard time following that email. Everything about it is hard work, even the subject line.

It’s an excellent example of how to get someone to ignore whatever you’ve written. As my boss once told me about presenting something to busy people (no matter how intelligent): it’s got to be simple enough for a 5-year-old to understand.

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