but not forced. He’s sitting in front of a whiteboard, signaling that he is a holder of knowledge and font of ideas. This makes sense. Patrick’s entire market is traditional corporate America, and this photo speaks directly to them, telling them that even though he has some new ideas (the whiteboard), he is still one of them. Jay Papasan Jay has a different version of the business pro- fessional author photo. He is signaling that he’s a legitimate businessman, but younger and more modern and hip. He is wearing a suit that is dark and tasteful, but he has no tie, and his top button is undone. The background is green and environmental, another code for openness and modernity. Andrii Sedniev If the author is trying to signal to the business community, there are a lot of problems with this photo. The tie appears to be from the Salvation Army bargain bin. It has poorly matched colors, is off-center, and clearly cheap. The shirt collar is not even tucked into his jacket. The tailoring of both jacket and shirt are droopy and not tai- lored, and furthermore, the material for both shirt and jacket are shiny, which is generally a signal for cheap in suits. His haircut is a slightly grown-out buzz cut, which not only signals youth and inexperience, it also signals sloppiness. He didn’t even bother to get his hair cut for his professional photo. His smile is forced, as if he is trying to hide his teeth and is unsure hOW TO TAkE ThE righT AUThOr PhOTO · 273