Imagine you want to collect donations for a food bank. You could place an empty box on the street, walk away, and hope there’s food inside when you return. The likely result? Your box will be filled with trash.
Alternatively, you could think strategically. Where should you put the box? Outside a grocery store, perhaps. How will people know what to put in the box? You can write, “Donations for Food Bank,” on the side. You can also stand near the box, so that if people throw trash inside, you can remove it quickly. And when people put tins of food inside, you can make them visible, so others know what to buy inside the store.
Right now, many publishers are placing an empty box at the bottom of their stories and walking away. And then they’re frustrated, maybe even disgusted, at the trash that collects there.
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