Your book is not a book

Your book is not a book

ByJosh Bernoff

With a nod to René Magritte, the book you write is not a book. Magritte’s painting is actually called La Trahison des images (“The Treachery of images”) and includes the words Ceci n’est pas une pipe (“This is not a pipe”). Because, of course, it’s not a pipe. It’s a painting. But enough about Magritte….

Intriguing meta-title: Ceci n’est pas un blog post

Intriguing meta-title: Ceci n’est pas un blog post

ByJosh Bernoff

All good blog posts are the same. They begin with a startling idea that grabs you right off. Like sitcoms or romance novels, they have a formula. You get sucked in, even though you subconsciously know this. Have you noticed the rhythm that blog posts share — and the fact that many start with a rhetorical question? Then they add some detail…