Sometimes you have to produce a newsletter even if there aren’t any topics worth discussing – or, sometimes, because you don’t want to draw attention to them. In such cases, the clever writer crafts a title that will lower the desire to read to zero. A good example is last week’s newsletter from Nordea Bank, entitled “Nordea simplifies the judiciary corporate structure”. The words “judiciary” and “structure” kill the zest to read, and “corporate” is an accomplice. If you want to master the creation of don’t-bother material, you’ll find excellent resources among EU projects. To prove they exist, they feel compelled to issue publications, regardless of whether they have anything to say. Typically they repel readers with vague titles that include murky abbreviations: “The ERDF program area” and “ELLO fosters opportunity.” Those brave souls who persist in reading are pelted with platitudes – “Improvement is not made by running faster, but by walking a shorter distance” – or assaulted with jargon – “interregional operational programme priority”. The tedium goes on, and the reader goes off.