Giff Constable Giff is obviously sending very different signals to his audience. This photo is basically the generic “LinkedIn tech person photo.” He has a parted, flat hairstyle. The inexperienced pho- tographer shot him from below, capturing his smile at the most awkward angle. His shirt is distracting and visually unappealing. The hyper white background makes him seem very pale, and is jarring to the eye. An overly lit background can ruin a photo. This photo sends very clear signals—not all of which are positive. If he is writing a book for a specific tribe that approves of these signals—for example “nerdy” engineers—and he wants to signal to them that he is part of their tribe, this author photo actually does that. If that is the only audience we want to talk to, then this photo accomplishes that. The problem is that this photo will repel most people who do not identify directly with that audience. Compare this photo with the one above; it’s the complete opposite. Eric and Giff are in the same field, tech, and physically are very similar. But the photos feel totally different, don’t they? BUSINESS AUTHOR PHOTOS Patrick Lencioni This is a very traditional business professional author photo. Everything about this photo says that this man is an American business executive: he’s signaling solid, stable, trustworthy, and part of the establishment. The suit is tailored, dark, expensive, and tasteful, and he has a conservative tie on. His wedding ring is clearly show- ing. His hair is graying, combed but not stiff, and his smile is there, 272 · ThE SCriBE METhOD