Recently I was deciding whether or not to spend money on a book (digital format). I went to the author’s website. In his field, he is one of the best, hands down. I clicked on a video clip of him teaching a seminar. He was engaging, funny, witty, substantive and competent.

I returned to iTunes almost convinced to buy the book. I clicked on the preview button just to hear a snippet of the content before purchasing. What I heard was this same energetic and engaging man reading his book in monotonous tones. Boring.

Why would this man let the form (reading) get in the way of his engaging style? Did he have to read the book? Could he have created a seminar-like approach to reading? Could he have simply read the book with a little life?

Interesting how the form dictated to him what his style would be rather than the other way around.