In 1965, New Yorker writer John McPhee met with the magazine’s famously hard-to-please editor William Shawn to discuss his next story idea. According to Wyatt Williams’ Oxford American essay:
The writer would suggest subject after subject only to be told that the idea had already been reserved for another writer or that Shawn wasn’t interested in it. This is the moment, as the story goes, when John McPhee finally just said, “Oranges.”
That was it. That’s all it took:
According to the version he told in an interview with the Paris Review decades later, “That’s all I said—oranges. I didn’t mention juice, I didn’t mention trees, I didn’t mention the tropics. Just—oranges. Oh yes! Oh yes! [Shawn] says. That’s very good. The next thing I knew I was in Florida talking to orange growers.”
McPhee came back with 40,000 words on oranges for the magazine. He later turned it into a book. Title? Oranges.
All from a one-word pitch.