Lisa Cartwright This is not a good author photo at all. First, it’s tilted to the side in a weird angle that looks like an indie poster from the 90s. Second, it’s a collection of technical no-nos— blurry, poorly lit, overly saturated, etc. This could have been taken by a buddy on a night out with a disposable camera. Third, her smile seems forced and less than genuine. What is she signaling here? My first unconscious thought is something along the lines of, “Why is it not centered?” Whether intentional or not, this picture signals unprofessionalism, amateur- ishness, and lack of emotional connection. TECH AUDIENCE AUTHOR PHOTOS Eric Ries Eric is a big author in the tech space, and wants to signal that he is in the tech space, but is very for- ward thinking and high status. Look at how he does this: Eric has a simple hairstyle, his glasses are contemporary, his smile is authentic. The photographer has shot him head on, not from below. The lighting brings out the best in his face and skin tone. He’s not slumping or accentuating any negative physical aspects of his appearance. His shirt is stylish without being ostentatious, and perhaps most important, look at the background. It is bottom lit and color shifting, which gives it a modern feel that is reminiscent of technology and the future. This photo displays a very sophisticated understanding of how he is trying to position himself: a serious technical insider, but not the stereotype of the socially awkward tech nerd. He wants non-tech people to see him in a good light as well. hOW TO TAkE ThE righT AUThOr PhOTO · 271