The idiom, You can’t judge a book by it’s cover, first appeared in the mid-19th century. It was certainly meaningful then. However, since the advent of the Internet, digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day, much less those images we are receiving from television, films, books, magazines or a round trip to Walgreens.

If we don’t judge what we see, in one way or another, if we attempt to ignore, disregard or just plain close our eyes to the 10’s of thousands of images we see every day, there will be consequences. We need to make judgments, maybe even 10’s of thousands of judgments, if only to avoid the dead stop of an intellectual traffic jam.

Unlike posters that are exhibited where everyone might run across them, books and publications are distributed where they have the best opportunity to connect with those who share an interest in their content. In this context, side-by-side comparisons/judgments are impossible to avoid.

So, go ahead choose; whatever attracts your attention, engages your mind or just tweaks your fancy. It’s OK.

Joseph Michael Essex, Managing Partner