Sorry, but this was a bad explanation. I have no idea who "his" is in "his ninja," why it's even a ninja, what this allows me to functionally accomplish, what "30 lives" is or why I'd want to see "30 unread things" or even what he means by "things." Don't even get me started, but this is the perfect stereotypical example of why some techies are very bad communicators.
Steve Rubel (bio) is SVP, Director of Insights for Edelman Digital, a division of Edelman - the world's largest independent PR firm.
He is charged with helping clients identify emerging technologies and trends that can be applied in marketing communications programs. Rubel also explores these topics on his site and in monthly columns for Forbes.com and Advertising Age. He can be found on Twitter and Facebook as well.
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Works for me :)