– OK, Steve, you started off tinkering in a garage and became a worldwide brand. What’s the secret?
– Three easy steps. One, make your product sleek, seductive and easy to use. Two, get a bright, happy logo that might – for the sake of argument – represent something you’d like to take a bite of. A little bit sinful, but you can’t get enough of it. So it’s not the product they’re buying, it’s the image that goes with it. And that sets you up for number three – charge twice as much as anyone else and laugh all the way to the bank.
– Fine. Thing is, I’m a writer. A human being, not a product.
– So? You’ve still got something to sell. Still got to brand it. Imagine you want a car and the salesman says, ‘Well, this one’s got wheels and an engine and it moves.’ You’re like, ‘What do I care?’ But if he says, ‘Here we have a , you go, ‘Wow! Yeah, I like that!’ Same for a writer. You have to decide if you’re a or a . A or a or a . Not that you can be any of those, of course, you’ve been beaten to it. Tough.
– But what if I don’t buy into all that? What if I want to maintain my artistic integrity, fight against the system, and create what I want, on my own terms?
– You’ll die impoverished in a garret. And your body won’t be discovered till it reeks. It’s too late, anyway. You’re on , and . You’ve already started to brand yourself. And if you fight the system, that’s your brand too. Naomi Klein – what’s her logo?
– You tell me. A 30 second pitch. Convince me.
– Um… Well, I thought it was kind of…