Chapter 2

Show Them the Fish

A lot of times people don’t know what they want until you show it to them.

ENTREPRENEUR STEVE JOBS

Jobs was right. People don’t know unless you show them.

Here’s what I mean. Did you read the book or see the movie Jaws? Do you know the backstory behind its iconic cover? Bantam Books president Oscar Dystel rejected the original cover, which simply depicted the word Jaws in white text on a black background. Dystel was afraid readers would think it was about a dentist. He ordered his design team back to the drawing board with the admonition, “I want to see that fish.”

The designer came back with the famous image of a woman swimming in the ocean, unaware that a huge shark is lurking beneath her. That eye-catching image ...

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