Reading time: 4 – 7 minutes
The other day my girlfriend saw me reading a book she’d seenme reading before.
She was puzzled. “Why are you reading the same books overand over again?” she said.
“To learn this stuff better,” I said.
Well, that didn’t make sense to her. “You mean you didn’tunderstand it the first time?”
“It’s not that, dear. This is mastery-level advertisingand persuasion stuff… You don’t just get it by goingthrough it once,”
“Well, you must have bad reading retention. I neverread a book more than once. I don’t have time to do that,”
Now I’m starting to feel like she doesn’t understand me atall, because I think I’m pretty clever to be learning thisstuff so intently and she’s basically implying that anynormal person reads a book and moves – so I try to beclever and challenge her, “Do you mean to tell me thatwhen you read a book you get all the information out of it and then you never have to look at it again? Is that howyou learn?” I said.
“No! I’m more of a hands-on learner anyway,” she said…effectively heading me off at the pass – because we are all hands-on learners. 
