The headline for this week’s Bloomberg Businessweek cover story by Max Chafkin features a billion-dollar pun. To bring home the apparent wackiness of Elon Musk’s latest enterprise.
As is customary, when the Feb. 20-March 5 issue arrives tomorrow, the Table of Contents will feature a “Cover Trail” on the right-hand margin that explains how creative director Robert Vargas and his team of editors arrived at the above headline.
Businessweek was kind enough to give Fishbowl a sneak peek. The surprise for us is that the BW process involved neither this Johnny Depp report and brainstorms like “Tony Stark Gets the Jump on Captain Jack,” or this Hollywood comedy and suggestions such as “In the Immortal Words of Jean-Paul Sartre, What the Hell?”
Take a look at the “Cover Trail” below. We like the sound of “Orifice Complex,” but maybe that’s just us.