“Think from the perspective of the reader” was Kevin Eva’s insider’s perspective for me; a brand-new editor-in-chief. At that time, I couldn’t imagine the impact the advice would have on my work as an editor. For example, I use “Think from the perspective of the reader” as a heuristic when confronted with complex editorial situations: what to do with conflicting reviews, or whether or not to allow more words for a manuscript. Kevin’s advice, shared with me over coffee at an international research meeting, was based on his experiences as the editor of Medical Education. The advice discussed in this casual conversation opened the window to an insiders’ world (i.e. editors world) that had been unknown to me.
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