You’ve heard it before, “You can’t judge a book by its cover.” Nevertheless, publishing companies invest lots of time and talent into the design of book covers that will, at least, increase the likelihood that you will not only pull their text of the shelf, but will actually consider paying the price to carry it home.
Of course, the art department has a role to play in making one work stand out among the rest, but you may have noticed a marked increase in the number of review excerpts included on book jackets. They want you to know that other people have read and enjoyed this particular tome.
Particularly with works of non-fiction, you may find the first few pages dedicated to short testimonials from “experts” (or if not “experts,” at least, celebrities) in the field. They routinely mention the significance and importance of this particular contribution to the field; or the author’s advance of the conversation; or something like that.
If there are enough positive comments, and they are made by people you admire or respect; you must admit it increases your consideration of a purchase. While the bold title and interesting art work may have prompted you to pick up the book, the combined testimony of critics and colleagues goes a long way toward convincing you to seriously consider what this writer has to say.
With more and more people filling pages, web sites, and air waves with their own particular (and quite often, peculiar) messages, it makes sense to take the time to consider the source. Do they have a vested interest in promoting their particular narrative? What are the likely results of their suggested course of action? Who are their allies and what are their goals? Are their values aligned with what you know to be true?
The more challenging question, though, is could you respond confidently to someone who questioned you about the declarations you make, the decisions you take, the actions that define your life. Who gave you the authority to do the things you do?
