  [24 March 2011]  By Frank Rose  Reprinted from Chapter 1. ‘The
Dyslexic Storyteller’, from The Art of Immersion: How the
Digital Generation is Remaking Hollywood, Madison Avenue, and
the Way We Tell Stories by Frank Rose (Copyright © 2011). Used
with permission of the publisher, W. W. Norton & Company, Inc. 
No part of this excerpt may be reproduced or reprinted without
permission in writing from the publisher.  One day toward the
end of 2007, several thousand people received a cryptic and, it
must be said, highly inappropriate email from
humanresources@whysoserious.com. The email read, “Heads up,
clown! Tomorrow means that there’s one last shifty step left in
the interview process: Arwoeufgryo.”  The people who got this
missive had applied to serve as henchmen of Batman’s perpetual
nemesis, the Joker. Some recipients—the savvier ones—realized
they had just gotten a tip-off to go to
www.whysoserious.com/steprightup (“arwoeufgryo” shifted one
letter over on the keyboard). There they found a carnival game
in