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Johnson’s World: Thanks, but No Thanks—You’re Worth More Than a Cup of Coffee

Steven Johnson is underwhelmed by market researchers offering a chance to win an Amazon gift card in exchange for his opinion. In this month’s “Johnson’s World,” he identifies what would make him more likely to respond.

Tuesday, May 11, 2021

The Morton Arboretum, located not far from my home, cleverly describes itself as an Outdoor Museum of Woody Plants. In plain English, that means it is a 1,700-acre privately held and maintained forest preserve containing hundreds (perhaps thousands) of species of trees.

Its forests, intertwined with narrow roads, provide a convenient low-traffic place to sneak a quick bicycle ride into my busy schedule if I manage to get away from the office before sundown.

The Arboretum is open to the public for a nominal admission fee, with unlimited access for members. To take maximum advantage of this nearby treasure I’ve been a member for many years. How many years? Well, more than 10…and therein hangs this month’s tale.


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About Steve Johnson

Steve Johnson is a successful print owner and digital pioneer. Each month in Johnson’s World, he offers up his take on the day-to-day world of graphic communications.

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