We were talking about email.

I asked what his approach is to managing his inbox.

He said, “My goal is to delete everything that arrives.”

In other words, with each email he receives, he hopes not to find a reason to open it, let alone read it.

I don’t think he’s unusual in that regard.

Which means as the senders of email, our goal is to provide that reason. Every time.

Anything less, and the Dave’s of the world (there are many of us) will happily reach for that delete key.