Is The Best In-Between?

We can skim really fast now. This is a problem for marketers, because it means that if they don't make the good parts easily findable and accessible (and bold and loud and memorable) then the whole product becomes invisible.

As consumers of information, though, I wonder if the best parts are really the best parts. Yes, you can read a summary of a book instead of a book, or watch the trailer instead of the movie, or read the executive summary of the consultant's report instead of the whole thing... but the parts you miss are there for a reason.

Read the rest of Seth Godin here.