I get asked all the time by marketing, account management and business people how I'd come up with that idea, concept or visual. And I usually just say, "It's all about how you see it." And most don't ask any further. Well I've decided to give away the secret.
The story of Warren McDowell, publisher of The Fire Island Journal, delivering 6,000 copies of his semi-weekly newspaper by boat to the retailers of that summer resort grabbed me. Fire Island is a quirky barrier island off Long Island’s South Shore, 32 miles long and half a mile wide. Cars are not permitted on the island. The only way to get there is by ferry, private boat or swimming. The wheeled vehicles of choice are kids’ wagons that carry everything—your luggage, groceries, dry cleaning and babies. Sure, the publisher could get a permit for a delivery truck to drive the beach. But this