Blinkist And The “Read Less, Learn More” Movement
Remember the "info snacking" phrase that was somewhat buzzworthy several years ago? The thinking was that everyone was too focused on reading short bursts of content and soon no one would have the attention span to read an entire book. In fact, info snacking was one of the terms Jeff Bezos mentioned when the Kindle launched; he suggested that the Kindle would encourage more deeply engaging, long-form reading.
And now we have Blinkist. Think of Blinkist as info snacking for books. Blinkist summaries are so short they make Cliffs Notes seem like long and boring tomes.
Let's leave fiction off the table for a moment and talk about books on business strategy, investing, management, marketing, etc. How may of those 300-page books have you finished and immediately realized the author could have conveyed the critical points in about 5 pages?
You can almost see the editor telling the author, "this is great stuff, but we need you to double/triple/quadruple the length." That (sort of) made sense in the brick-and-mortar days when a shelf presence drove discovery but now these books feel like they're artificially inflated.
I've only read a few book summaries on Blinkist but I think they're onto something. Yes, I remember (and once subscribed to) other summary services including getAbstract and Executive Book Summaries. I always found those to be nothing more than glorified tipsheets. If you really wanted to learn the key elements of the book you still had to read the whole thing. Blinkist's summaries are definitely superior to others that I've read before.
10-15 minutes is all it takes to read one of the many well-written Blinkist summaries. Have you always wanted to read The Lean Startup? Why spend hours reading 300+ pages when you can get the gist in about 10 minutes? How about Business Adventures, that classic book Bill Gates recommends every business leader read? You can knock out that summary in less than 15 minutes.
I think we can all agree that every book doesn't lend itself to a good summary format experience. Some authors, even non-fiction authors, are wonderful storytellers. Bill Bryson is a great example. I read his A Short History of Nearly Everything several years ago and found it to be an amazing journey from start to finish. When I saw Blinkist offers a summary of that one I have to admit I cringed. That's a book you should read in its entirety and there are, of course, countless others that should never be read only in summary format. So while there are exceptions to the summaries formula I tend to believe most non-fiction books are excellent candidates for an abbreviated alternative.
The big question I have is why aren't publishers taking control of this model? Why rely on a third-party to write and distribute these summaries? Who is better qualified to do the job than the original author or editor? I could see publishers selling these summaries, standalone or as a subscription, direct on their websites.
We all know why publishers won't do this though. Most publishers view this as cannibalization and replacing a higher-priced sale with a lower-priced one. That's unfortunate but far from surprising. Smarter publishers will consider bundling the summary with the full ebook at a slightly higher price than the ebook alone. Others might find opportunities to actually charge more for the summary figuring it's a time-saver and some readers will be willing to pay a premium for a faster read. Still others will use the summary as an upsell to the full ebook: When consumers buy the summary they also get a special, limited-time discounted offer for the full ebook.
Most will just sit and watch though. It's a textbook example of The Innovator's Dilemma, which, I might add, is also available as a summary on Blinkist.
Joe Wikert is Publishing President at Our Sunday Visitor (www.osv.com). Before joining OSV Joe was Director of Strategy and Business Development at Olive Software. Prior to Olive Software he was General Manager, Publisher, & Chair of the Tools of Change (TOC) conference at O’Reilly Media, Inc., where he managed each of the editorial groups at O’Reilly as well as the Microsoft Press team and the retail sales organization. Before joining O’Reilly Joe was Vice President and Executive Publisher at John Wiley & Sons, Inc., in their P/T division.