The shortlist

by Seth Godin
Lots of industries have one. You're sitting around the table with your editor discussing a book jacket and someone says, "Maybe we can get Chip Kidd to design it?" Or the ad agency and the client are discussing the new campaign, and inevitably, someone says, "Maybe Tina Fey could be our spokesperson..." And Ben Zander to conduct, Bill Cosby to endorse, Fred Wilson to invest, you get the idea.Read the full article