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The truth of anything at all doesn't lie in someone's account of it. It lies in all the small facts of the time. An advertisement in a paper, the sale of a house, the price of a ring.

People are taking the piss out of you everyday. They butt into your life, take a cheap shot at you and then disappear. They leer at you from tall buildings and make you feel small. They make flippant comments from buses that imply you’re not sexy enough and that all the fun is happening somewhere else. They are on TV making your girlfriend feel inadequate. They have access to the most sophisticated technology the world has ever seen and they bully you with it. They are The Advertisers and they are laughing at you. You, however, are forbidden to touch them. Trademarks, intellectual property rights and copyright law mean advertisers can say what they like wherever they like with total impunity. Fuck that. Any advert in a public space that gives you no choice whether you see it or not is yours. It’s yours to take, re-arrange and re-use. You can do whatever you like with it. Asking for permission is like asking to keep a rock someone just threw at your head. You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in front of you. They never asked for your permission, don’t even start asking for theirs.

Many a small thing has been made large by the right kind of advertising.

The principles underlying propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. They are selling hope. We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry.

A loose definition of the Tea Party might be fifteen million pissed-off white people sent chasing after Mexicans on Medicaid by the small handful of banks and investment companies who advertise on Fox and CNBC.

The people who visit the [Lincoln] memorial always look like an advertisement for democracy, so bizarrely, suspiciously diverse that one time I actually saw a man in a cowboy hat standing there reading the Gettysburg Address next to a Hasidic Jew. I wouldn’t have been surprised if they had linked arms with a woman in a burka and a Masai warrior, to belt out ‘It’s a Small World After All,’ flanked by a chorus line of nuns and field-tripping, rainbow-skinned schoolchildren

A market research project starts when you have the answers to the following questions: 1. Why are you researching? 2. What are you going to do with the results?

Having an objective for any project is highly important as we are living in a world full of data—some useful but mostly useless.

For identifying the objective of your market research project, it is highly advisable that you should zero in on the exact information you want to collect and from who.

If you are going to use the results of market research to make a big business decision, then it’s a good idea to do quantitative research rather than qualitative.

The more numbers you know through market research, the more you will be able to cut down your business risk.

The biggest advice I can give for setting up your market research objectives is to be very clear and concise.

One market research project should have only one objective. More than one objective can affect the effectiveness of your research.

Never guess anything. You will make bad business decisions if you do that. If you don’t have data on something, start a research project on that topic.

Your market research objectives need to fit into your marketing strategy. If your objectives are not supporting your marketing strategy, then it’s going to be a waste of your resources.

To save ourselves from getting lost in this sea of data and ending up directionless, it becomes vital for every business owner to not just set up their market research objectives but also to stick to those.

If happiness is determined by expectations, then two pillars of our society – mass media and the advertising industry – may unwittingly be depleting the globe’s reservoirs of contentment. If you were an eighteen-year-old youth in a small village 5,000 years ago you’d probably think you were good-looking because there were only fifty other men in your village and most of them were either old, scarred and wrinkled, or still little kids. But if you are a teenager today you are a lot more likely to feel inadequate. Even if the other guys at school are an ugly lot, you don’t measure yourself against them but against the movie stars, athletes and supermodels you see all day on television, Facebook and giant billboards.

No one has to know until we adopt in a few years. I’m sure there are loads of damn babies waiting for parents to buy them. We will be fine.” I know she hasn’t accepted my offer of marriage, or even being in a relationship with me, but I hope she doesn’t use this opportunity to remind me of that. She laughs softly. “Damn babies? Please tell me you don’t think there is a store somewhere downtown where you walk in and purchase a baby?” She lifts her hand to her mouth to stop herself from laughing at me. “There isn’t?” I joke. “What’s Babies ‘R’ Us, then?” “Oh my goodness!” She tilts her head back in laughter. I reach across the small space between us and grab hold of her hand. “If that damn store isn’t full of babies, lined up, ready for purchase, than I’m suing for false advertisement.

I began by saying that our history will be what we make it. If we go on as we are, then history will take its revenge, and retribution will not limp in catching up with us. We are to a large extent an imitative society. If one or two or three corporations would undertake to devote just a small fraction of their advertising appropriation along the lines that I have suggested, the procedure would grow by contagion; the economic burden would be bearable, and there might ensue a most exciting adventure--exposure to ideas and the bringing of reality into the homes of the nation. To those who say people wouldn't look; they wouldn't be interested; they're too complacent, indifferent and insulated, I can only reply: There is, in one reporter's opinion, considerable evidence against that contention. But even if they are right, what have they got to lose? Because if they are right, and this instrument is good for nothing but to entertain, amuse and insulate, then the tube is flickering now and we will soon see that the whole struggle is lost. This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise it is merely wires and lights in a box. There is a great and perhaps decisive battle to be fought against ignorance, intolerance and indifference.

Some bemoan the brutalism of socialist architecture, but was the blandness of capitalist architecture any better? One could drive for miles along a boulevard and see nothing but parking lots and the kudzu of strip malls catering to every need, from pet shops to water dispensaries to ethnic restaurants and every other imaginable category of mom-and-pop small business, each one an advertisement for the pursuit of happiness.

The Americans are the nature of the future," she would announce in her hearty voice. "Here's to 'em. God bless their gadgets, great and small, God bless Frigidaire, Tampax and Coca-Cola. Yes, even Coca-Cola,darling." (It was generally conceded that Coca-Cola's advertising was ruining the picturesqueness of Morocco.)

If life is a movie most people would consider themselves the star of their own feature. Guys might imagine they're living some action adventure epic. Chicks maybe are in a rose-colored fantasy romance. And homosexuals are living la vida loca in a fabulous musical. Still others may take the indie approach and think of themselves as an anti-hero in a coming of age flick. Or a retro badass in an exploitation B movie. Or the cable man in a very steamy adult picture. Some people's lives are experimental student art films that don't make any sense. Some are screwball comedies. Others resemble a documentary, all serious and educational. A few lives achieve blockbuster status and are hailed as a tribute to the human spirit. Some gain a small following and enjoy cult status. And some never got off the ground due to insufficient funding. I don't know what my life is but I do know that I'm constantly squabbling with the director over creative control, throwing prima donna tantrums and pouting in my personal trailor when things don't go my way. Much of our lives is spent on marketing. Make-up, exercise, dieting, clothes, hair, money, charm, attitude, the strut, the pose, the Blue Steel look. We're like walking billboards advertising ourselves. A sneak peek of upcoming attractions. Meanwhile our actual production is in disarray--we're over budget, doing poorly at private test screenings and focus groups, creatively stagnant, morale low. So we're endlessly tinkering, touching up, editing, rewriting, tailoring ourselves to best suit a mass audience. There's like this studio executive in our heads telling us to cut certain things out, make it "lighter," give it a happy ending, and put some explosions in there too. Kids love explosions. And the uncompromising artist within protests: "But that's not life!" Thus the inner conflict of our movie life: To be a palatable crowd-pleaser catering to the mainstream... or something true to life no matter what they say?

The Best Marketing Is Education!

That paper-- it sits there, open at the employment section. It sits there like a war, and each small advertisement is another trench for a person to dive into. To hope and fight in.

But if lifestyle ads work by the third-person effect, then there will be some products for which it makes good business sense to target a wider audience, one that includes both buyers and non-buyers.32 One reason to target non-buyers is to create envy. As Miller argues, this is the case for many luxury products. “Most BMW ads,” he says, “are not really aimed so much at potential BMW buyers as they are at potential BMW coveters.”33 When BMW advertises during popular TV shows or in mass-circulation magazines, only a small fraction of the audience can actually afford a BMW. But the goal is to reinforce for non-buyers the idea that BMW is a luxury brand.

The growing policy-reform movement is a broad church. It includes everyone from ganja-smoking Rastafarians to free-market fundamentalists and all in between. There are socialists who think the drug war hurts the poor, capitalists who see a business opportunity, liberals who defend the right to choose, and fiscal conservatives who complain America is spending $40 billion a year on the War on Drugs rather than making a few billion taxing it. The movement can’t agree on much other than that the present policy doesn’t work. People disagree on whether legalized drugs should be controlled by the state, by corporations, by small businessmen, or by grow-your-own farmers, and on whether they should be advertised, taxed, or just handed out free in white boxes to addicts.

To give the devil its due, ours is the best Age men ever lived in; we are all more comfortable and virtuous than we ever were; we have many new accomplishments, advertisements in green pastures, telephones in bedrooms, more newspapers than we want to read, and extremely punctilious diagnosis of maladies. A doctor examined a young lady the other day, and among his notes were there: ‘Not afraid of small rooms, ghosts, or thunderstorms – not made drunk by hearing Wagner; brown hair, artistic hands; had a craving for chocolate in 1918.

Empirical evidence suggests that the relationship between the profitability of larger share and smaller share depends on the industry. Exhibit 7-1 compares the rate of return on equity of the largest firms accounting for at least 30 percent of industry sales (leaders) to the rate of return on equity of the medium-sized firms in the same industry (followers). In this calculation small firms with assets less than $500,000 were excluded. Although some of the industries in the sample are overly broad, it is striking that followers were noticeably more profitable than leaders in 15 of 38 industries. The industries in which the followers’ rates of return were higher appear generally to be those where economies of scale are either not great or absent (clothing, footwear, pottery, meat products, carpets) and/or those that are highly segmented (optical, medical and ophthalmic goods, liquor, periodicals, carpets, and toys and sporting goods). The industries in which leaders’ rates of return are higher seem to be generally those with heavy advertising (soap; perfumes; soft drinks; grain mill products, i.e., cereal; cutlery) and/or research outlays and production economies of scale (radio and television, drugs, photographic equipment). This outcome is as we would expect.

If you accept mass production, you accept that a small number of people will supervise the daily existence of a much larger number of people. You accept that human beings will spend long hours, every day, engaged in repetitive work, while suppressing any desires for experience or activity beyond this work. The workers' behaviour becomes subject to the machine. With mass production, you also accept that huge numbers of identical items will need to be efficiently distributed to huge numbers of people and that institutions such as advertising will arise to do this. One technological process cannot exist without the other, creating symbiotic relationships among technologies themselves.

When religions advertise themselves, they tend to emphasise their beautiful values. But God often hides in the small print of factual statements.

zippy new tax called VAT, which was to be introduced a week or so later. The gist of the advertisement was that while some things would go up in price with VAT, some things would also go down. (Ha!) I

They gathered around the living room TV and the media woman plugged a thumb drive into the digital port and brought the advertisement up: Smalls was dressed in a gray pin-striped suit, bankerish, but with a pale blue shirt open at the collar. He was in his Minnesota Senate office, with a hint of the American flag to his right, a couple of red and white stripes—not enough of a flag display to invite sarcasm, but it was there.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

In my opinion, this kind of hyper-accelerated expression on social media is not exactly helpful (not to mention the huge amount of value it produces for Facebook). It’s not a form of communication driven by reflection and reason, but rather a reaction driven by fear and anger. Obviously these feelings are warranted, but their expression on social media so often feels like firecrackers setting off other firecrackers in a very small room that soon gets filled with smoke. Our aimless and desperate expressions on these platforms don’t do much for us, but they are hugely lucrative for advertisers and social media companies, since what drives the machine is not the content of information but the rate of engagement.

Don’t be like a salesman who wears conspicuous clothes. The small percentage he appeals to are not usually good buyers. The great majority of the sane and thrifty heartily despise him. Be normal in everything you do when you are seeking confidence and conviction

The charm of a city, now we come to it, is not unlike the charm of flowers. It partly depends on seeing time creep across it. Charm needs to be fleeting. Nothing could be less palatable than a museum-city propped up by prosthetic devices of concrete. Paris is not in danger of becoming a museum-city, thanks to the restlessness and greed of promoters. Yet their frenzy to demolish everything is less objectionable than their clumsy determination to raise housing projects that cannot function without the constant presence of an armed police force… All these banks, all these glass buildings, all these mirrored facades are the mark of a reflected image. You can no longer see what’s happening inside, you become afraid of the shadows. The city becomes abstract, reflecting only itself. People almost seem out of place in this landscape. Before the war, there were nooks and crannies everywhere. Now people are trying to eliminate shadows, straighten streets. You can’t even put up a shed without the personal authorization of the minister of culture. When I was growing up, my grandpa built a small house. Next door the youth club had some sheds, down the street the local painter stored his equipment under some stretched-out tarpaulin. Everybody added on. It was telescopic. A game. Life wasn’t so expensive — ordinary people would live and work in Paris. You’d see masons in blue overalls, painters in white ones, carpenters in corduroys. Nowadays, just look at Faubourg Sainte-Antoine — traditional craftsmen are being pushed out by advertising agencies and design galleries. Land is so expensive that only huge companies can build, and they have to build ‘huge’ in order to make it profitable. Cubes, squares, rectangles. Everything straight, everything even. Clutter has been outlawed. But a little disorder is a good thing. That’s where poetry lurks. We never needed promoters to provide us, in their generosity, with ‘leisure spaces.’ We invented our own. Today there’s no question of putting your own space together, the planning commission will shut it down. Spontaneity has been outlawed. People are afraid of life.

Twirling the breeze like it's cotton candy, I'm not the one they marry- Every thirsty Thursday and drowned Sunday, I collect them all and carry The gypsy heart is too romanticized; Whispers that scream down your spine Never the Hellfire pain that's advertised, only dancing with the wine

To improve your bounce rate, you need to either adjust the service—iteratively, using A/B testing—or adjust who you are trying to attract to your service. If people are coming to your site and only a small percentage “stay,” the answer is never, I repeat, never to try to get higher volumes of traffic.

The chopped salad is engineered…to free one’s hand and eyes from the task of consuming nutrients, so that precious attention can be directed toward a small screen, where it is more urgently needed, so it can consume data: work email or Amazon’s nearly infinite catalog or Facebook’s actually infinite News Feed, where, as one shops for diapers or engages with the native advertising sprinkled between the not-hoaxes and baby photos, one is being productive by generating revenue for a large internet company, which is obviously good for the economy, or at least it is certainly better than spending lunch reading a book from the library, because who is making money from that?

Consider the tourist brochures used by countries to advertise their wares: you can expect that the pictures presented to you will look much, much better than anything you will encounter in the place. And the bias, the difference (for which humans correct, thanks to common sense), can be measured as the country shown in the tourist brochure minus the country seen with your naked eyes. That difference can be small, or large. We also make such corrections with commercial products, not overly trusting advertising. But we don’t correct for the difference in science, medicine, and mathematics, for the same reasons we didn’t pay attention to iatrogenics. We are suckers for the sophisticated.

I believe the reasons we hang on to seemingly insignificant snippets of conversation, the smell of a particular pizza delivered by a particular guy, the shape of certain shadows on a particular wall, is that there may come a day when we are sitting in a hospital room visiting our mother as she lies on an uncomfortable bed, still recovering. And we are asking her questions and feeling nervous about what the doctor has said could be permanent damage caused by a blood clot the size of a pinpoint and we don't know if the way she is struggling to find the right words is a temporary exhaustion or the new reality and all we want to do is tell her we love her in a language no one has used before because we mean it in a way that no one has meant it before. And this will be a difficult time for us. But then, in a break between the words, a commercial may come on the small television hung up in the corner of the room that we did not even know was playing. It may advertise some new drug, some insurance plan, and our mother will smile at the voice of the handsome actor standing in front of a green screen. She will then close her eyes and squeeze our hand, the one that she has been holding since we walked in, and say, "Oh, I used to have such a crush on him." When she does this, our memory will be waiting. Yes, yes, yes. It is love that we feel here. This is the purpose of memory.

The stars are still there, but in the city—the lights of our offices that stay on late, bright advertisements vying for our attention, the yellow glow of so many lamps in so many apartment windows—it all works together to drown out the lights that remind us of how small we are. It all works together to convince me that the world from behind my tiny perspective is all there is.

As these contrasts show, capitalism has undergone enormous changes in the last two and a half centuries. While some of Smith’s basic principles remain valid, they do so only at very general levels. For example, competition among profit-seeking firms may still be the key driving force of capitalism, as in Smith’s scheme. But it is not between small, anonymous firms which, accepting consumer tastes, fight it out by increasing the efficiency in the use of given technology. Today, competition is among huge multinational companies, with the ability not only to influence prices but to redefine technologies in a short span of time (think about the battle between Apple and Samsung) and to manipulate consumer tastes through brand-image building and advertising.

I have not yet described to you the most singular part. About six years ago—to be exact, upon the 4th of May, 1882—an advertisement appeared in the Times asking for the address of Miss Mary Morstan and stating that it would be to her advantage to come forward. There was no name or address appended. I had at that time just entered the family of Mrs. Cecil Forrester in the capacity of governess. By her advice I published my address in the advertisement column. The same day there arrived through the post a small card-board box addressed to me, which I found to contain a very large and lustrous pearl. No word of writing was enclosed. Since then every year upon the same date there has always appeared a similar box, containing a similar pearl, without any clue as to the sender.

We have now reached a level in which many people are not merely unacquainted with the fundamentals of punctuation, but don’t evidently realize that there are fundamentals. Many people—people who make posters for leading publishers, write captions for the BBC, compose letters and advertisements for important institutions—seem to think that capitalization and marks of punctuation are condiments that you sprinkle through any collection of words as if from a salt shaker. Here is a headline, exactly as presented, from a magazine ad for a private school in York: “Ranked by the daily Telegraph the top Northern Co-Educational day and Boarding School for Academic results.” All those capital letters are just random. Does anyone really think that the correct rendering of the newspaper is “the daily Telegraph”? Is it really possible to be that unobservant? Well, yes, as a matter of fact. Not long ago, I received an e-mail from someone at the Department for Children, Schools and Families asking me to take part in a campaign to help raise appreciation for the quality of teaching in Great Britain. Here is the opening line of the message exactly as it was sent to me: “Hi Bill. Hope alls well. Here at the Department of Children Schools and Families…” In the space of one line, fourteen words, the author has made three elemental punctuation errors (two missing commas, one missing apostrophe; I am not telling you more than that) and gotten the name of her own department wrong—this from a person whose job is to promote education. In a similar spirit, I received a letter not long ago from a pediatric surgeon inviting me to speak at a conference. The writer used the word “children’s” twice in her invitation, spelling it two different ways and getting it wrong both times. This was a children’s specialist working in a children’s hospital. How long do you have to be exposed to a word, how central must it be to your working life, to notice how it is spelled?

He had done it all, from barnstorming to crop dusting, and had even flown a Davis Waco with the Baby Ruth Flying Circus. It was an advertising blitz unlike anything the country had ever seen. Billy would fly over county and state fairs, racetracks, and crowded beaches in his red and white plane, dropping hundreds of tiny rice paper parachutes—each one bearing a small Baby Ruth candy bar—on the crowds below.

A documentary about Ernest Shackleton’s early twentieth-century exposition to the South Pole shows the classified ad Shackleton put in a London newspaper:   “Men wanted for hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success.” Ernest Shackleton.2 Men responded to Shackleton’s advertisement in droves. Why? Because the mission was clear. The cost and potential loss both drew the right men and made sure the wrong men didn’t sign up. God’s mission, similarly, is not for the faint of heart. Even becoming a Christian, according to Jesus, should be weighed heavily. Luke says, “Suppose one of you wants to build a tower. Will he not first sit down and estimate the cost to see if he has enough money to complete it? For if he lays the foundation and is not able to finish it, everyone who sees it will ridicule him, saying, ‘This fellow began to build and was not able to finish”’ (Luke 14:28-30).

The last year had been a series of wrong turns, bad choices, abandoned projects. There was the all-girl band in which she had played bass, variously called Throat, Slaughterhouse Six and Bad Biscuit, which had been unable to decide on a name, let alone a musical direction. There was the alternative club night that no-one had gone to, the abandoned first novel, the abandoned second novel, several miserable summer jobs selling cashmere and tartan to tourists. At her very, very lowest ebb she had taken a course in Circus Skills until it transpired that she had none. Trapeze was not the solution. The much-advertised Second Summer of Love had been one of melancholy and lost momentum. Even her beloved Edinburgh had started to bore and depress her. Living in a her University town felt like staying on at a party that everyone else had left, and so in October she had given up the flat in Rankellior Street and moved back to her parents for a long, fraught, wet winter of recriminations and slammed doors and afternoon TV in a house that now seemed impossibly small.

Drenched in café au lait stucco, the mall was bordered by an example of America’s most unique architectural contribution to the world, a parking lot. Some bemoan the brutalism of socialist architecture, but was the blandness of capitalist architecture any better? One could drive for miles and see nothing but parking lots and the kudzu of strip malls catering to every need, from pet shops to water dispensaries to ethnic restaurants and every other imaginable category of mom-and-pop small business, each one an advertisment for the pursuit of happiness.

The problem with governments is that they will tend to support these fragile organisms “because they are large employers” and because they have lobbyists, the kind of phony but visible advertised contributions so decried by Bastiat. Large companies get government support and become progressively larger and more fragile, and, in a way, run government, another prophetic view of Karl Marx and Friedrich Engels. Hairdressers and small businesses on the other hand, fail without anyone caring about them; they need to be efficient and to obey the laws of nature.

At the moment, the cycle of insincere public apologies is probably making everyone suspicious of forgiveness. But what should people who have done terrible things in the past actually do? Spontaneously advertise their own sins in order to pre-empt public exposure? Just try never to accomplish anything that might bring them increased scrutiny of any kind? Maybe I'm wrong, but I believe the number of people who have done seriously bad things is not insignificant...what if it's not only a small number of evil people who are out there...What if it's all of us?

We want to allow millions of small businesses to accept credit cards for the first time, so we have to make it easy to sign up. We need easy sign-up, so we have to design simple software and eliminate paper contracts. We have millions of people signing up, so we have to keep our customer service costs down. We need to keep customer service costs down, so we have to have simple pricing, and net settlements, and no hidden fees, and no paper contracts. We need to have a low price, so we have to save money on advertising, so we have to have an amazing product, and hardware so cool that people talk about it, and a product that they can explain without our help.

When young I'd visit my aunt in small town Tennessee. Her place was carved into the side of a steep ridge. All red mud and gravel. The driveway was too steep for most. You just parked at the bottom and struggled up to the front door. You really had to want to visit. The closest anything was a truck stop off I-75. Near where fog caused a 99 car crash. We went there to eat biscuits and gravy. Wash it down with whole milk. Prostitutes advertised by CB. They found a dead trucker in a restroom once. No one seemed surprised. There was a rigged Coin Pusher machine. Elvira Pinball. I set the high score. Then returned to Florida. Where teachers asked me to write about my summer.

I suppose that many think we live in a cheap and sensational age, all sky-signs and headlines; an age of advertisement and standardization. And yet, this is a more enlightened age than any human beings have lived in hitherto. For instance, practically all of us can read. Some of you may say: ‘Ah! But what? Detective stories, scandals, and the sporting news.’ No doubt, compared with Sunday newspapers and mystery stories, the Oedipus, Hamlet and Faust are very small beer. All the same, the number of volumes issued each year continually gains on the number of the population in all Western countries. Every phase and question of life is brought more and more into the limelight. Theatres, cinemas, the radio, and even lectures, assist the process. But they do not, and should not replace reading, because when we are just watching and listening, somebody is taking very good care that we should not stop and think. The danger in this age is not of our remaining ignorant; it is that we should lose the power of thinking for ourselves. Problems are more and more put before us, but, except to crossword puzzles and detective mysteries, do we attempt to find the answers for ourselves? Less and less. The short cut seems ever more and more desirable. But the short cut to knowledge is nearly always the longest way round. There is nothing like knowledge, picked up by or reasoned out for oneself.

All of us deserve better than what thinness takes. We deserve a new paradigm of health: one that acknowledges its multifaceted nature and holds t-cell counts and blood pressure alongside mental health and chronic illness management. We deserve a paradigm of personhood that does not make size or health a prerequisite for dignity and respect. We deserve more places for thin people to heal from the endless social messages that tell them at once that their bodies will never be perfect enough to be beautiful and simultaneously that their bodies make them inherently superior to fatter people. We deserve spaces for thin people to build their self-confidence with one another so that the task no longer falls to fat people who are already contending with widespread judgment, harassment, and even discrimination. We deserve more spaces for fat people too—fat-specific spaces and fat-only spaces, where we can have conversations that can thrive in specificity, acknowledging that our experiences of external discrimination are distinct from internal self-confidence and body image issues (though we may have those too). We deserve those separate spaces so that we can work through the trauma of living in a world that tells all of us that our bodies are failures—punishing thin people with the task of losing the last ten pounds and fat people with the crushing reality of pervasive social, political, and institutional anti-fatness. We deserve more spaces to think and talk critically about our bodies as they are, not as we wish they were, or as an unforgiving and unrealistic culture pressures them to change. We deserve spaces and movements that allow us to think and talk critically about the messages each of us receive about our bodies—both on a large scale, from media and advertising, and on a small scale, interpersonally, with friends and family. But we can only do this if we acknowledge the differences in our bodies and the differences in our experiences that spring from bodies. We deserve to see each other as we are so that we can hear each other. And the perfect, unreachable standard of thinness is taking that from us.

At least you've brought gifts. What's in the basket?" She rummaged through the contents. "A few sweetmeats and lozenges. Packets of raisins. But mostly it's Aunt Thea's surplus cosmetics and remedies. She sends away for every product advertised in every ladies' magazine. I like to see them put to some use." He blinked at her. "These are your gifts?" "Your men have depleted our stores of food, and I didn't have time to prepare anything else." "What are they supposed to do with-" he held up a brown bottle and peered at the label- "Dr. Jacobs' Miracle Elixir?" He plucked a small jar out next. "Excelsior Blemish Cream?" "Women are women, Logan. Every girl needs a bit of luxury and a chance to feel pretty now and then.

I have spent just about every day of the past four years analyzing Google data. This included a stint as a data scientist at Google, which hired me after learning about my racism research. And I continue to explore this data as an opinion writer and data journalist for the New York Times. The revelations have kept coming. Mental illness; human sexuality; child abuse; abortion; advertising; religion; health. Not exactly small topics, and this dataset, which didn’t exist a couple of decades ago, offered surprising new perspectives on all of them. Economists and other social scientists are always hunting for new sources of data, so let me be blunt: I am now convinced that Google searches are the most important dataset ever collected on the human psyche.

In every age a general misdirection of what may be called sexual "taste"... [is] produce[d by the devil and his angels]. This they do bu working through the small circle of artists, dressmakers, actresses, and advertisers who determine the fashionable type. The aim is to guide each sex away from those members of the other with whom spiritually helpful, happy, and fertile marriages are most likely. Thus [they] have now for many centuries triumphed over nature to the extent of making certain secondary characteristics of the male (such as the beard) disagreeable to nearly all the females-and there is more in that than you might suppose. As regards the male taste [they] have varied a good deal. At one time [they] have directed it to the statuesque and aristocratic type of beauty, mixing men's vanity with their desires and encouraging the race to breed chiefly from the most arrogant and prodigal women. At another, [they] have selected an exaggeratedly feminine type, faint and languishing, so that folly and cowardice, and all the general falseness and littleness of mind which go with them, shall be at a premium. At present [they] are on the opposite tack. The age of jazz has succeeded the age of the waltz, and [they] now teach men to like women whose bodies are scarcely distinguishable from those of boys. Since this is a kind of beauty even more transitory than most, [they] thus aggravate the female's chronic horror of growing old (with many [successful] results) and render her less willing and less able to bear children. And that is not all. [They] have engineered a great increase in the license which society allows to the representation of the apparent nude (not the real nude) in art, and its exhibition on the stage or the bathing beach. It is all a fake, or course; the figures in the popular art are falsely drawn; the real women in bathing suits or tights are actually pinched in and propped up to make them to appear firmer and more slender and more boyish than nature allows a full-grown woman to be. Yet at the same time, the modern world is taught to believe that it is being "frank" and "healthy" and getting back to nature. As a result [they] are more and more directing the desires of men to something which does not exist-making the role of the eye in sexuality more and more important and at the same time making its demands more and more impossible.

There are a number of advantages to moving yourself, with saving money being number one. I have done professional loading and unloading for countless shippers. Most were looking at savings of approximately fifty percent when all expenses were considered. These were people who were moving mostly 8,000 pound or less of furniture (household goods)-- the weight of the contents of the average small three-bedroom home and the maximum usable (as opposed to advertised) capacity of the largest rental trucks. Moving yourself has other advantages too. Weather and road conditions permitting, the move will go on your schedule. You won’t have to worry about coordinating with your movers for delivery because you are the movers. There is also the security of knowing exactly where your stuff is with no worries about delays, mixed-up shipments or theft.

Edith, in her veal-coloured room in the Hotel du Lac, sat with her hands in her lap, wondering what she was doing there. And then remembered, and trembled. And thought with shame of her small injustices, of her unworthy thoughts towards those excellent women who had befriended her, and to whom she had revealed nothing. I have been too harsh on women, she thought, because I understand them better than I understand men. I know their watchfulness, their patience, their need to advertise themselves as successful. Their need never to admit to a failure. I know all that because I am one of them. I am harsh because I remember Mother and her unkindness, and because I am continually on the alert for more. But women are not all like Mother, and it is really stupid of me to imagine that they are. Edith, Father would have said, think a little. You have made a false equation.

While advertising was once used primarily to create a sale or enhance an image, it must now be used to create awareness about Web content. • While SEO was at one time primarily a function of optimizing a Web site, it must now be a function of optimizing brand assets across social media. • While lead generation used to consist of broadcasting messages, it must now rely heavily on being found in the right place at the right time. • While lead conversion in the past often consisted of multiple sales calls to supply information, it must now supplement Web information gathering with value delivery. • While referrals used to be a simple matter of passing a name, they now rely heavily on an organization’s online reputation, ratings, and reviews. • While physical store location has always mattered, online location for the local business has become a life-and-death matter.

It was the first time that I had ever been in a town where the working class was in the saddle. Practically every building of any size had been seized by the workers and was draped with red flags and with the red and black flag of the Anarchists; every wall was scrawled with the hammer and sickle and with the initials of the revolutionary parties; almost every church had been gutted and its images burnt. Churches here and there were being systematically demolished by gangs of workmen. Every shop and cafe had an inscription saying that it had been collectivized; even the bootblacks had been collectivized and their boxes painted red and black. Waiters and shop-walkers looked you in the face and treated you as an equal. Servile and even ceremonial forms of speech had temporarily disappeared. Nobody said 'Señor' or 'Don' or even 'Usted'; everyone called everyone else 'Comrade' or 'Thou', and said 'Salud!' instead of 'Buenos días'. Tipping had been forbidden by law since the time of Primo de Rivera; almost my first experience was receiving a lecture from a hotel manager for trying to tip a lift-boy. There were no private motor-cars, they had all been commandeered, and the trams and taxis and much of the other transport were painted red and black. The revolutionary posters were everywhere, flaming from the walls in clean reds and blues that made the few remaining advertisements look like daubs of mud. Down the Ramblas, the wide central artery of the town where crowds of people streamed constantly to and from, the loud-speakers were bellowing revolutionary songs all day and far into the night. And it was the aspect of the crowds that was the queerest thing of all. In outward appearance it was a town in which the wealthy classes had practically ceased to exist. Except for a small number of women and foreigners there were no 'well-dressed' people at all. Practically everyone wore rough working-class clothes, or blue overalls or some variant of militia uniform. All this was queer and moving. There was much in this that I did not understand, in some ways I did not even like it, but I recognized it immediately as a state of affairs worth fighting for...so far as one could judge the people were contented and hopeful. There was no unemployment, and the price of living was still extremely low; you saw very few conspicuously destitute people, and no beggars except the gypsies. Above all, there was a belief in the revolution and the future, a feeling of having suddenly emerged into an era of equality and freedom. Human beings were trying to behave as human beings and not as cogs in the capitalist machine.

It floats!” These two words threatened to sink Woodrow Wilson. Soap had been part of civilization for at least four thousand years, going as far back as the Babylonians, who had discovered a formula for water, alkali, and oils that could dissolve dirt and grease. In the 1830s, a man named Alexander Norris suggested that his two sons-in-law—one of whom made candles, the other soap—merge their companies. William Procter and James Gamble did just that, making a small fortune together as purveyors to the Union army during the Civil War. A decade later, Gamble’s son created a phenomenon, combining a strong laundry detergent and a gentle cleaner and whipping in enough air to keep the white cake of soap from sinking. Its two-word advertising campaign helped turn Ivory soap into an American household staple for another century and Procter & Gamble into one of America’s leading manufacturers.

You can build a fortune through the aid of laws which are immutable. But, first, you must become familiar with these laws, and learn to USE them. Through repetition, and by approaching the description of these principles from every conceivable angle, the author hopes to reveal to you the secret through which every great fortune has been accumulated. Strange and paradoxical as it may seem, the "secret" is NOT A SECRET. Nature, herself, advertises it in the earth on which we live, the stars, the planets suspended within our view, in the elements above and around us, in every blade of grass, and every form of life within our vision. Nature advertises this "secret" in the terms of biology, in the conversion of a tiny cell, so small that it may be lost on the point of a pin, into the HUMAN BEING now reading this line. The conversion of desire into its physical equivalent is, certainly, no more miraculous!

To anyone who had been there since the beginning it probably seemed even in December or January that the revolutionary period was ending; but when one came straight from England the aspect of Barcelona was something startling and overwhelming. It was the first time that I had ever been in a town where the working class was in the saddle. Practically every building of any size had been seized by the workers and was draped with red flags or with the red and black flag of the Anarchists; every wall was scrawled with the hammer and sickle and with the initials of the revolutionary parties; almost every church had been gutted and its images burnt. Churches here and there were being systematically demolished by gangs of workman. Every shop and cafe had an inscription saying that it had been collectivised; even the bootblacks had been collectivized and their boxes painted red and black. Waiters and shop-walkers looked you in the face and treated you as an equal. Servile and even ceremonial forms of speech had temporarily disappeared. Nobody said 'Sen~or' or 'Don' ort even 'Usted'; everyone called everyone else 'Comrade' or 'Thou', and said 'Salud!' instead of 'Buenos dias'. Tipping had been forbidden by law since the time of Primo de Rivera; almost my first experience was receiving a lecture from a hotel manager for trying to tip a lift-boy. There were no private motor-cars, they had all been commandeered, and the trams and taxis and much of the other transport were painted red and black. The revolutionary posters were everywhere, flaming from the walls in clean reds and blues that made the few remaining advertisements look like daubs of mud. Down the Ramblas, the wide central artery of the town where crowds of people streamed constantly to and fro, the loud-speakers were bellowing revolutionary songs all day and far into the night. And it was the aspect of the crowds that was the queerest thing of all. In outward appearance it was a town in which the wealthy classes had practically ceased to exist. Except for a small number of women and foreigners there were no 'well-dressed' people at all. Practically everyone wore rough working-class clothes, or blue overalls or some variant of militia uniform. All this was queer and moving. There was much in this that I did not understand, in some ways I did not not even like it, but I recognized it immediately as a state of affairs worth fighting for. Also, I believed that things were as they appeared, that this was really a workers' State and that the entire bourgeoisie had either fled, been killed or voluntarily come over to the workers' side; I did not realise that great numbers of well-to-do bourgeois were simply lying low and disguising themselves as proletarians for the time being.

Not everyone is as honest as Freud was when he said that he cured the miseries of the neurotic only to open him up to the normal misery of life. Only angels know unrelieved joy-or are able to stand it. Yet we see the books by the mind-healers with their garish titles: "Joy!" "Awakening," and the like; we see them in person in lecture halls or in groups, beaming their particular brand of inward, confident well-being, so that it communicates its unmistakable message: we can do this for you, too, if you will only let us. I have never seen or heard them communicate the dangers of the total liberation that they claim to offer; say, to put up a small sign next to the one advertising joy, carrying some inscription like "Danger: real probability of the awakening of terror and dread, from which there is no turning back." It would be honest and would also relieve them of some of the guilt of the occasional suicide that takes place in therapy.

1. Make incremental advances Grand visions inflated the bubble, so they should not be indulged. Anyone who claims to be able to do something great is suspect, and anyone who wants to change the world should be more humble. Small, incremental steps are the only safe path forward. 2. Stay lean and flexible All companies must be “lean,” which is code for “unplanned.” You should not know what your business will do; planning is arrogant and inflexible. Instead you should try things out, “iterate,” and treat entrepreneurship as agnostic experimentation. 3. Improve on the competition Don’t try to create a new market prematurely. The only way to know you have a real business is to start with an already existing customer, so you should build your company by improving on recognizable products already offered by successful competitors. 4. Focus on product, not sales If your product requires advertising or salespeople to sell it, it’s not good enough: technology is primarily about product development, not distribution. Bubble-era advertising was obviously wasteful, so the only sustainable growth is viral growth.

President and Chief Operating Officer (COO), accountable for the overall achievement of the Strategic Objective and reporting to the SHAREHOLDERS who include, on an equal basis, Jack and Murray. • Vice-President/Marketing, accountable for finding customers and finding new ways to provide customers with the satisfactions they derive from widgets, at lower cost, and with greater ease, and reporting to the COO. • Vice-President/Operations, accountable for keeping customers by delivering to them what is promised by Marketing, and for discovering new ways of assembling widgets, at lower cost, and with greater efficiency so as to provide the customer with better service, reporting to the COO. • Vice-President/Finance, accountable for supporting both Marketing and Operations in the fulfillment of their accountabilities by achieving the company’s profitability standards, and by securing capital whenever it’s needed, and at the best rates, also reporting to the COO. • Reporting to the Vice-President/Marketing are two positions: Sales Manager and Advertising/Research Manager. • Reporting to the Vice-President/Operations are three positions: Production Manager, Service Manager, and Facilities Manager. • Reporting to the Vice-President/Finance are two positions: Accounts Receivable Manager and Accounts Payable Manager.

The billboards ruin everything. The historical flavor, the old-time architecture, even the beauty of the wooded hillside—all are sacrificed. Pole-lines and wires may be accepted, like fences, as part of the basic American landscape. They do their work without striving to be conspicuous, and often their not-ungraceful curves add a touch of interest, an intricacy of pattern, even some beauty. Billboards are different. . . . billboards blast themselves into the viewer's consciousness. . . . some of the smaller billboards—those advertising local hotels, service-stations, or small industries—seem to have a certain rooting in the soil, and are often modest and comparatively harmonious to the setting. The large billboards—owned by special companies, usually advertising the products of mass-production—are always placed in the most conspicuous spots, and have designs and colors carefully chosen to clash with the background. One feels a difference between a home-produced: "Stop at Joe's Service Station for Gas—Two Miles," or "The Liberty Café—Short Orders at All Hours—Give Us a Try!" and some gigantic rectangle advertising tires or beer. Large billboards are now springing up along U. S. 40 even in the vastnesses of the Nevada sagebrush country. They are an abomination! Personally, I try to buy as little as possible of anything that is so advertised.

A reply dated 13 May finally arrived from the town clerk. Mr Mottershead could open the zoo subject to: 1) the type of animals being limited to those already described in previous correspondence; 2) the estate should not be used as an amusement park, racing track or public dance hall; and 3) no animals were to be kept within a distance of a hundred feet from the existing road. This necessitated the purchase of an additional strip of land between the road and the estate, which would have to be securely enclosed, but which couldn't be used for animals. (First it was used as a children's playground and later became a self-service cafe.) Somehow my dad managed to get a further mortgage of £350 to pay for the land and fencing. Of all the conditions, the most damaging in the long term was the last: the zoo was allowed 'no advertisement, sign or noticeboard which can be seen from the road above-mentioned'. Only a small sign at the entrance to the estate would be permitted, which meant the lodge, which was a good twenty-five yards from the road was completely invisible to any passing car. This would remain a problem for a very long time. For many years, the night before bank holidays, Dad and his friends would have to go out and hang temporary posters under the official road signs on the Chester bypass. The police turned a blind eye as long as they were taken down shortly afterwards.

Social networks including Facebook, Twitter and Pinterest took a step closer to offering ecommerce on their own platforms this week, as the battle to win over retailers hots up. Facebook announced on Thursday it is trialling a “buy” button to allow people to purchase a product without ever leaving the social network’s app. The initial test, with a handful of small and medium-sized businesses in the US, could lead to more ecommerce companies buying adverts on the network. It could also allow Facebook to compile payment information and encourage people to make more transactions via the platform as it would save them typing in card numbers on smartphones. But the social network said no credit or debit card details will be shared with other advertisers. Twitter acquired CardSpring, a payments infrastructure company, this week for an undisclosed price as part of plans to feature more ecommerce around live events or, as it puts it, “in-the-moment commerce experiences”. CardSpring connects payment details with loyalty cards and coupons for transactions online and in stores. The home of the 140-character message hired Nathan Hubbard, former chief executive of Ticketmaster, last year to work on creating an ecommerce product. It has since worked with Amazon, to allow people to add things to their online basket by tweeting, and with Starbucks to encourage people to tweet to buy a coffee for a friend.

THE FOLLOWING MONDAY I sat down next to Connie at the front desk. I almost never sat down next to Connie when she wasn’t just starting to rub lotion into her hands. I watched her rub her hands together. Her hands were like lubed animals doing a mating dance. And she was hardly alone: people everywhere kept bottles of lotion in and around their desks, people everywhere that morning were just starting to rub lotion into their hands. I missed the point. I hated missing the point, but I did, I missed it completely. If I could just become a lotioner, I thought, how many other small, pleasurable gestures made throughout the day might click into place for me, and all that exile, all that alienation and scorn, simply vanish? But I couldn’t do it. I despised the wet sensation that refused to subside even after all the lotion had been rubbed in and could be rubbed in no farther. I hit that terminal point and wanted nothing more to do with something either salutary or vain but never pleasant. I thought it was heinous. That little hardened dollop of lotion right at the lip of the squirter, that was really so heinous. But it was part of the point, the whole point. Why was I always on the outside looking in, always alien to the in? As I say, Connie was not alone. In medical offices, law firms, and advertising agencies, in industrial parks, shipping facilities, and state capitols, in ranger stations and even in military barracks, people were moisturizing. They

Main ingredients: rice, distilled alcohol, brewing saccharides...' what's that all mean?" "During the second World War, something called sanbaizōshu was created as a way to make sake from a small very small amount of rice." "'Sanbaizōshu'?" "Essentially, you take sake made the proper way but then dilute it until it's three times its original volume. Besides water, the main additive is distilled grain alcohol, followed by malt syrup, glucose, and MSG to fix the flavor." "What? You add a completely different alcohol that wasn't created during the brewing?!" "Monosodium glutamate? I can't believe they'd add such a thing to a drink!" "You're right. This isn't real sake. Although we now have an abundant supply of rice, the big beverage companies still make sanbaizōshu since it's an easy way for them to make a profit." "But I trusted them because they're popular brands..." "It's the other way around. Most of the large companies with huge advertising campaigns on TV and whatnot use this method." "Then what about this bottle with "Junmaishu" on it?" "It's from a small brewery in the countryside, a sake made from nothing but rice, kōji, and water. This is the kind of sake that should have an ingredient label so that people can see that it's truly pure. It's a tragedy that we have it the other way around here in Japan. Is there any other country in the world that's degraded their traditional drink like this?It's an important part of our culture and it's almost been destroyed.

Patrick Vlaskovits, who was part of the initial conversation that the term “growth hacker” came out of, put it well: “The more innovative your product is, the more likely you will have to find new and novel ways to get at your customers.”12 For example: 1. You can create the aura of exclusivity with an invite-only feature (as Mailbox did). 2. You can create hundreds of fake profiles to make your service look more popular and active than it actually is—nothing draws a crowd like a crowd (as reddit did in its early days). 3. You can target a single service or platform and cater to it exclusively—essentially piggybacking off or even stealing someone else’s growth (as PayPal did with eBay). 4. You can launch for just a small group of people, own that market, and then move from host to host until your product spreads like a virus (which is what Facebook did by starting in colleges—first at Harvard—before taking on the rest of the population). 5. You can host cool events and drive your first users through the system manually (as Myspace, Yelp, and Udemy all did). 6. You can absolutely dominate the App Store because your product provides totally new features that everyone is dying for (which is what Instagram did—twenty-five thousand downloads on its first day—and later Snapchat). 7. You can bring on influential advisors and investors for their valuable audience and fame rather than their money (as About.me and Trippy did—a move that many start-ups have emulated). 8. You can set up a special sub-domain on your e-commerce site where a percentage of every purchase users make goes to a charity of their choice (which is what Amazon did with Smile.Amazon.com this year to great success, proving that even a successful company can find little growth hacks). 9. You can try to name a Planned Parenthood clinic after your client or pay D-list celebrities to say offensive things about themselves to get all sorts of publicity that promotes your book (OK, those stunts were mine).

How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an intriguing specific number. Examples: 101 Ways to Increase New Patient Flow. 17 Ways to Slash Your Equipment Maintenance Costs. Many of these example headlines are classics from very successful books, advertisements, sales letters, and brochures, obtained from a number of research sources. Some are from my own sales letters. Some were created for this book.

Well before the end of the 20th century however print had lost its former dominance. This resulted in, among other things, a different kind of person getting elected as leader. One who can present himself and his programs in a polished way, as Lee Quan Yu you observed in 2000, adding, “Satellite television has allowed me to follow the American presidential campaign. I am amazed at the way media professionals can give a candidate a new image and transform him, at least superficially, into a different personality. Winning an election becomes, in large measure, a contest in packaging and advertising. Just as the benefits of the printed era were inextricable from its costs, so it is with the visual age. With screens in every home entertainment is omnipresent and boredom a rarity. More substantively, injustice visualized is more visceral than injustice described. Television played a crucial role in the American Civil rights movement, yet the costs of television are substantial, privileging emotional display over self-command, changing the kinds of people and arguments that are taken seriously in public life. The shift from print to visual culture continues with the contemporary entrenchment of the Internet and social media, which bring with them four biases that make it more difficult for leaders to develop their capabilities than in the age of print. These are immediacy, intensity, polarity, and conformity. Although the Internet makes news and data more immediately accessible than ever, this surfeit of information has hardly made us individually more knowledgeable, let alone wiser, as the cost of accessing information becomes negligible, as with the Internet, the incentives to remember it seem to weaken. While forgetting anyone fact may not matter, the systematic failure to internalize information brings about a change in perception, and a weakening of analytical ability. Facts are rarely self-explanatory; their significance and interpretation depend on context and relevance. For information to be transmuted into something approaching wisdom it must be placed within a broader context of history and experience. As a general rule, images speak at a more emotional register of intensity than do words. Television and social media rely on images that inflamed the passions, threatening to overwhelm leadership with the combination of personal and mass emotion. Social media, in particular, have encouraged users to become image conscious spin doctors. All this engenders a more populist politics that celebrates utterances perceived to be authentic over the polished sound bites of the television era, not to mention the more analytical output of print. The architects of the Internet thought of their invention as an ingenious means of connecting the world. In reality, it has also yielded a new way to divide humanity into warring tribes. Polarity and conformity rely upon, and reinforce, each other. One is shunted into a group, and then the group polices once thinking. Small wonder that on many contemporary social media platforms, users are divided into followers and influencers. There are no leaders. What are the consequences for leadership? In our present circumstances, Lee's gloomy assessment of visual media's effects is relevant. From such a process, I doubt if a Churchill or Roosevelt or a de Gaulle can emerge. It is not that changes in communications technology have made inspired leadership and deep thinking about world order impossible, but that in an age dominated by television and the Internet, thoughtful leaders must struggle against the tide.

Don't delude yourself: You cannot succeed without media advertising.

Fortunately, Google found product/ market fit by refining Overture’s advertising auction model. Google’s AdWords product was so much better at monetizing search through its self-service, relevance-driven, auction system that by the time those competitors managed to play catch-up, Google had amassed the financial resources that allowed it to invest whatever was necessary to maintain product superiority. Google doesn’t always get product/ market fit right (and if it had run out of money before hitting upon AdWords, the search business might have died before ever achieving that fit). This is a reflection of its very intentional product management philosophy, which relies on bottom-up innovation and a high tolerance for failure. When it works, as in Gmail, which was a bottom-up project launched by Paul Buchheit, it can produce killer products. But when it fails, it results in killed products, as demonstrated by projects like Buzz, Wave, and Glass. To overcome this risk of failure, Google relies on both its financial strength (which comes from its high gross margins, among other things) and a willingness to decisively cut its losses. For example, when Google bought YouTube (which had clearly achieved product/ market fit), it was willing to abandon its own Google Video service, even though it had invested heavily in that product. Other massively successful companies take a very different approach. In contrast to Google, where new ideas can come from anywhere in the company and there are always many parallel projects going on at the same time, Apple takes a top-down approach that puts more wood behind fewer arrows. Apple keeps its product lines small and tends to work on a single major product at a time. One philosophy isn’t necessarily better than the other; the important thing is simply to find that product/ market fit quickly, before your competition does.

I have personally never bought this over-simplistic portrait of the industry, made of Rebel Alliance’s ewoks (small startups) fighting evil stormtroopers (established companies) with bare hands and rocks.

hundred mile journey. He had little cash left. No ATMs were working and nothing was open anyway. They approached a motel, its sign said ‘Vacancies’. His mood lifted. Hungry and tired, they approached a door which hung askew, hanging on just one hinge. Bill walked into a deserted reception area. A few keys hung on hooks behind the desk. He grabbed a couple and walked through to a small dining area. It too was deserted. A door at the back led through to a kitchen. Its doors were wide open. Not a morsel of food was left. They walked through and out into the courtyard. The keys were surplus to requirements, every door was wide open. Each room had been picked bare. The flat screen TVs that were advertised were nowhere to be seen, likewise the coffee makers and radios. However, the beds were still there. What the thieves could have done with the electrical equipment without power seemed irrelevant. They would sleep in a bed, hungry, but a lot more comfortable than they had been for the previous two nights. Bill settled Mike and Lauren into one room and told them to keep the door closed. He couldn’t buy food but he could damn well hunt for it. He walked out of the motel, across the almost desolate highway and with a vast expanse of open ground before him, settled down and waited for a target. It wasn’t long in coming. A deer came into his sights, over eight hundred yards away, but well within his range. He heard a rustle behind him but remained on target and fired. The deer went down, an instant kill. “That’s damn fine shooting, sir,” said a voice from behind. Bill had heard the two men approach but hadn’t wanted to turn and risk missing the deer. They had been almost silent in their approach, understanding what he was doing. They were hunters themselves. “Thanks,” he said, turning to greet them. “Too much for us though, happy to share.” “No that’s okay, friend, we’re fine,” they said, much to his astonishment. He was actually wondering if they would have let him have any without a fight. “Are you sure? It’s too big for me to carry all this way. I’m afraid I’m just going to cut what I need and leave the rest. By the time I come back, I imagine it’ll be picked clean.” “We were just driving past and saw you line up that shot. That is really impressive shooting.” “You’ve got gas?” asked Bill, surprised. “Friend, we have everything you can imagine, food, gas, what we don’t have much of is folks that shoot as fine as that over that distance.” “Okay,” said Bill suspiciously. “We’re a couple of miles ahead of our main party, how’d you fancy joining us?” “Joining you for what?” “Teaching these Chinese bastards that they fucked with the wrong country!” spat the one that had remained quiet up until then. Bill could see why the other one had done most of the talking. He had also probably done his fair share of teaching the Chinese or at least their president that they had messed with the wrong country. “I’ve got a niece who’d have to come with us, and her boyfriend,” he said. He wouldn’t miss the chance of helping in any way he could, but he wouldn’t leave Lauren to fend for herself. “What age?” “They’re in their twenties.” “Can they shoot?” “Absolutely!” “Welcome to the Patriotic Guard of America, friend, Montana Division,” said the man smiling widely. “Next stop, Washington!” Chapter 77 General Petlin’s desk was littered with updates from across America.

True, there's an aisle devoted to foreign foods, and then there are familiar foods that have been through the Japanese filter and emerged a little bit mutated. Take breakfast cereal. You'll find familiar American brands such as Kellogg's, but often without English words anywhere on the box. One of the most popular Kellogg's cereals in Japan is Brown Rice Flakes. They're quite good, and the back-of-the-box recipes include cold tofu salad and the savory pancake okonomiyaki, each topped with a flurry of crispy rice flakes. Iris and I got mildly addicted to a Japanese brand of dark chocolate cornflakes, the only chocolate cereal I've ever eaten that actually tastes like chocolate. (Believe me, I've tried them all.) Stocking my pantry at Life Supermarket was fantastically simple and inexpensive. I bought soy sauce, mirin, rice vinegar, rice, salt, and sugar. (I was standing right in front of the salt when I asked where to find it This happens to me every time I ask for help finding any item in any store.) Total outlay: about $15, and most of that was for the rice. Japan is an unabashed rice protectionist, levying prohibitive tariffs on imported rice. As a result, supermarket rice is domestic, high quality, and very expensive. There were many brands of white rice to choose from, the sacks advertising different growing regions and rice varieties. (I did the restaurant wine list thing and chose the second least expensive.) Japanese consumers love to hear about the regional origins of their foods. I almost never saw ingredients advertised as coming from a particular farm, like you'd see in a farm-to-table restaurant in the U.S., but if the milk is from Hokkaido, the rice from Niigata, and the tea from Uji, all is well. I suppose this is not so different from Idaho potatoes and Florida orange juice. When I got home, I opened the salt and sugar and spooned some into small bowls near the stove. The next day I learned that Japanese salt and sugar are hygroscopic: their crystalline structure draws in water from the air (and Tokyo, in summer, has enough water in the air to supply the world's car washes). I figured this was harmless and went on licking slightly moist salt and sugar off my fingers every time I cooked.

A stock photograph of a smiling couple was meant, presumably, to bring comfort to the brochure-reader. If the faux couple being paid to grin while staring slightly off to the right could be happy, so could you.

At that point in time, Gokul Rajaram was a legendary éminence grise in the ad-tech world. The so-called godfather of AdSense, Google’s secondary gold mine after AdWords, Gokul was a constant presence on the conference circuit, and an omnipresent adviser or investor in just about every advertising technology company worth talking about. He too had come to Facebook via a small acqui-hire, though really that had been just a career breather between his time at Google and his hiring at Facebook. University at the Indian Institute of Technology (IIT), followed by an American MBA, he was your standard-issue Indian techie, and probably that country’s most valuable export after steel and Tata Motors. “What’s the first thing you would change about Facebook Ads if we hired you?” There was about as much polish and prologue to Gokul as that of a North Korean diplomat. “I’d build a conversion-tracking system. It’s unbelievable you don’t have one yet.” A conversion-tracking system is software that tells you if an advertisement has worked in driving a conversion (or “sale” in marketing-speak), and lets you retweak your marketing campaigns based on performance. An ads system without conversion tracking is like a car without rearview mirrors; nay, it’s like a car without even rear or side windows. All you can see is forward, merrily driving along, not even understanding what’s behind you or what you just ran over. It’s a danger to yourself and others, and it was a sign of just how out-of-touch Facebook Ads management was that this somehow never got prioritized. From Gokul’s smile the conclusion was clearly . . . right answer! And so the conversation went, traversing various potential aspects of the Facebook Ads system, and what the company needed to build. It was a giddy Gokul—I’d soon learn he was almost always giddy—who escorted me out the door. The boys and I had arrived separately, assuming we’d get out at different times, and separately did we go back to the GrokPad. There, we compared notes. MRM and Argyris weren’t exactly rousing in their reviews of the experience. In fact, it was clear that the fascist vibe the company gave off had very much rubbed them the wrong way. They had never really liked Facebook, as either product or company, going back to our visits to their developer events. The daylong hazing had done nothing to charm them.

half smile, as if he’s enjoying a private joke. I squirm under his gaze. It travels from my face further down. His gaze dwarfs and undresses me at the same time. Squaring my shoulders, I make myself taller. “Where will my office be?” “Next to mine.” Sebastian points with his thumb to the left. “It’s a room we use for small meetings. However, for the four months you’ll be here, it’ll be your office.” “I’ll be on your other side,” Logan says. “It’s best if you’re close to us. Sebastian and I take an active interest in the advertising campaigns.” “We practically did all the marketing in the early days,” Sebastian adds. “Very well, I’ll keep you both informed.” “I will attend the first

I join a small crowd assembled around the imposing Gothic memorial erected a decade after his death to the talismanic Scottish writer Sir Walter Scott. The great man is holding a book and looking preoccupied. The tilt of his head suggests that he’s keeping an eye on Jenners department store, established in 1838, six years after he died, and today festooned with advertisements for their 50 per cent Big Brand sale. Fortunately for Scott, he is sheltered under a canopy, unlike his immediate neighbour David Livingstone. A gull is perched on the head of the celebrated explorer and the legacies of previous visits by gulls and pigeons are streaked down his rugged Scots face.

It's rarely pointed out, even though it's so obvious, that the artistic triumph of the small screen has paradoxically come at the expense of advertising.

Every day in the United States about 130 people die of overdoses. Which is to say that every month you have the equivalent of a 9/11 happening. And when you consider the attention, alarm, public effort, mobilization of resources, nationwide determination that were evoked by 9/11, you have to wonder... why isn't a tragedy that 10 times as great, every year, why does that not elicit the same reaction, the same concern, the same sense of unity, the same determination to get to the bottom of it, the same desire to end it? Well, that's of course only a small part of the addiction story, because many more people die of alcoholism and cigarette-smoking, which are also addictions, which immediately raises an interesting question: why is it that the far more lethal addictions are actually respectable, advertised and superbowled, whereas other substances that are no more dangerous and, in the long term, medically not as harmful, they are illegal, and why are jails full of people who got addicted to the "wrong substance"? Now these are interesting questions and the answers are not to be found in conjecture or prejudice, you have to really examine them.

No matter how large and enlightened retailers become, they remain generalists, and there are things that are difficult for them to do as well as a manufacturer. In particular, retailers cannot: Always get the quality they want. Advertise specific functions of a brand. Create a strong, emotional brand image. Give a sense of wide choice. Invest in deep understanding of consumer behaviour in all product fields that they operate. The more these factors are important in a product field, the less retailers are able to win mindspace from manufacturer brands. Conversely, in categories where these factors play a small or no role, such as eggs, milk, butter, flour etc., manufacturers have been unable to halt the retail juggernaut.

Following the logic, retailers have to advertise these sub-brands, as presence on the shelf alone is unlikely to give them meaning in the consumer’s eyes. This not only erodes the retailer’s advertising cost advantage but also gives them a disadvantage over nationally available advertised brands, as their brands are only available in a small percentage of the market, their own stores, and thus tend to be of small volume in comparison. However, advertising is expensive and needs to be amortised over a large market share to be viable.

I came to a payphone and used the number Tatsu had given me. He picked up on the first ring. “Okay to talk?” I asked him. “Yes.” “Our man trains for his fights. Not at a regular dojo.” “I expect that is correct.” “Do you have information about where?” “Nothing beyond what is in the envelope.” “Okay. Here’s what we’re looking for. A small place. A hundred square meters, something like that. Not in an upscale neighborhood, but not too far downscale, either. Discreet. No advertising. Tough clientele. Organized crime, biker types, enforcers. People with police records. Histories of violence. You ever hear of a place like that?” “I haven’t. But I know where to check.” “How long?” “A day. Maybe less.” “Put whatever you find on the secure site. Page me when it’s done.” “I will.” I hung up.

The words looped in my head. Download it for free. Cheerful, triumphant. Download it for free! What a freaking bargain. “I’m sorry,” I said. “She found what?” "That website. Meems, what was the name again? Bongo or something?” Mimi looked up from her iPad. “What are you talking about?” “That website where you found Sarah’s book.” "Oh,” she said. “Bingo. Haven’t you heard of it? It’s like an online library. You can download almost anything for free. It’s amazing.” My hands were shaking. I set down Jen’s phone, and then I set down the wineglass next to it. Without a coaster. "You mean a pirate site,” I said. “Oh God, no! I would never. It’s an online library.” "That’s what they call it. But they’re just stealing. They’re fencing stolen goods. Easy to do with electronic copies.” "No. That’s not true.” Mimi’s voice rose a little. Sharpened a little. “Libraries lend out e-books.” “Real libraries do. They buy them from the publisher. Sites like Bingo just upload unauthorized copies to sell advertising or put cookies on your phone or whatever else. They’re pirates.” There was a small, shrill silence. I lifted my wineglass and took a long drink, even though my fingers were trembling so badly, I knew everyone could see the vibration. "Well,” said Mimi. “It’s not like it matters. I mean, the book’s been out for years and everything, it’s like public domain.” I put down the wineglass and picked up my tote bag. “So I don’t have time to lecture you about copyright law or anything. Basically, if publishers don’t get paid, authors don’t get paid. That’s kind of how it works.” "Oh, come on,” said Mimi. “You got paid for this book.” "Not as much as you think. Definitely not as much as your husband gets paid to short derivatives or whatever he does that buys all this stuff.” I waved my hand at the walls. “And you know, fine, maybe it’s not the big sellers who suffer. It’s the midlist authors, the great names you never hear of, where every sale counts … What am I saying? You don’t care. None of you actually cares. Sitting here in your palaces in the sky. You never had to earn a penny of your own. Why the hell should you care about royalties?” I climbed out of my silver chair and hoisted my tote bag over my shoulder. “It’s about a dollar a book, by the way. Paid out every six months. So I walked all the way over here, gave up an evening of my life, and even if every single one of you had actually bought a legitimate copy, I would have earned about a dozen bucks for my trouble. Twelve dollars and a glass of cheap wine. I’ll see myself out.

Yo, time, where are you? When 'Sorry' used to be atonement 'Progress' meant development 'I do' meant commitment 'Brands' meant advertisement 'TV' meant refreshment 'People' meant government 'Trees' meant environment 'Looks' weren't requirement 'Talent' meant achievement 'Outdoor' meant excitement 'Movies' meant Entertainment And 'Nice' used to be the complement Yo time, today, 'Apology' is just statement 'Social Service' is just department 'Politics' is just argument 'Love' is just arrangement 'J/Bail' is just judgment 'Computer' is just another instrument 'Family' is Adjustment as After all We live in our small apartment Don't give a damn, man, But don't jump in the deep dam, To be good was 90s dream To be good now is just a meme - Nice Guy

I knew from experience that my sensitivity to what scripture calls "powers and principalities" was stronger some days than others. As I biked through downtown (Cochabamba, Bolivia), I saw groups of young men loitering on the street corners waiting for the next movie to start. I stopped and walked through a bookstore stacked with magazines depicting violence, sex, and gossip, endless forms of provocative advertisement and unnecessary articles imported from other parts of the world. I had the dark feeling of being surrounded by powers much greater than myself and felt the seductive allure of sin all around me. I got a glimpse of the evil behind all the horrendous realities that plague our world-extreme hunger, nuclear weapons, torture, exploitation, rape, child abuse, and various forms of oppression-and how they all have their small and sometimes unnoticed beginnings in the human heart. The demon is patient in the way it seeks to devour and destroy the work of God. I felt intensely the darkness of the world around me. After a period of aimless wandering, I biked to a small Carmelite convent close to the house of my hosts. A very friendly Carmelite sister spoke to me and invited me into the chapel to pray. She radiated joy, peace, and yes, light. She told me about the light that shines into the darkness without saying a word about it. As I looked around, I saw the images of Teresa of Avila and Therese of Liseaux, two sisters who taught in their own times that God speaks in subtle ways and that peace and certainty follow when we hear well. Suddenly, it seemed to me that these two saints were talking to me about another world, another life, another love. As I knelt down in the small and simple chapel, I knew that this place was filled with God's presence. Because of the prayers offered there day and night, the chapel was filled with light, and the spirit of darkness had not gotten a foothold there. My visit to the Carmelite convent helped me realize again that where evil seems to hold sway, God is not far away, and where God shows his presence, evil may not remain absent for very long. There always remains a choice to be made between the creative power of love and life and the destructive power of hatred and death. I, too, must make that choice myself, again and again. Nobody else, not even God, will make that choice for me.

I had never before been so tortured by the slowness of the Mexico City traffic; the irritability of the drivers; the savagery of the dilapidated trucks that ought to have been banned ages ago; the sadness of the begging mothers carrying children in their shawls and extending their calloused hands; the awfulness of the crippled and the blind asking for alms; the melancholy of the children in clown costumes trying to entertain with their painted faces and the little balls they juggled; the insolence and obscene bungling of the pot-bellied police officers leaning against their motorcycles at strategic highway entrances and exits to collect their bite-size bribes; the insolent pathways cleared for the powerful people in their bulletproof limousines; the desperate, self-absorbed, and absent gaze of old people unsteadily crossing side streets without looking where they were going, those white-haired, but-faced men and women resigned to die the same way as they lived; the giant billboards advertising an imaginary world of bras and underpants covering small swaths of perfect bodies with white skin and blonde hair, high-priced shops selling luxury and enchanted vacations in promised paradises.

Give me research. After all, the truth of anything at all doesn’t lie in someone’s account of it. It lies in all the small facts of the time. An advertisement in a paper. The sale of a house. The price of a ring.

Mobile phone apps – 2012 Before building a QuickBooks app, I decided to try iPhone and Android apps. This my first experience entering an app store. Unfortunately, the apps failed for many reasons: User base too small: There are millions of mobile phone users, but that does not translate to millions of users for your software. There is a subsection of a user base that matters most. Too many competitors: The app stores were oversaturated. There were over a million apps, literally. There was no way to stand out from the rest. My apps became me-too apps. The Intuit app stores were just getting started at the time and there were far fewer apps. Difficult to gain entry: I tried game development, and good games are expensive to produce. You need a soundtrack and graphic designers. The cost of making an exceptional game is outrageous. There was no way I could afford it. Failed to show value: Since most apps were free, users refused to pay me. I tried in-app purchases, but most users were uninterested. I learned that businesses were a better target because I could show them how to save time. Failed to solve a problem: In my eyes, app stores were the only way to advertise my game. I failed to tap into my potential user base. Businesses have a clear data entry problem that I can fix, but consumers were too difficult to sell to. Technical issues: I submitted one app to the Windows Marketplace, and it failed 15 times. I had to wait for Apple to publish updates to my app weekly. I learned that my next plugin must receive updates in a few hours, instead of a few days. Users simply cannot wait this long for an issue to get fixed. This was the most important lesson that I learned, and it inspired me to make a cloud-based system. Different devices:

Why did Connex for QuickBooks Online succeed? Here are the reasons: I received free app store listings on Intuit’s website. My app was even on the first page of their store briefly. This drove large amounts of traffic to my site. I received free listings on many other sites before they started asking for a commission. I later pulled those listings, since the cost to advertise exceeded the revenue they brought to the company. These stores failed to show how many installs and conversions they generated. I had many positive and real reviews on my app store listings. I noticed competitors had hundreds of five-star reviews that mostly looked fake. QuickBooks Online had few integrations at the time. I was one of the first companies to get listed. For QuickBooks Canada and QuickBooks U.K., my app was one of the first system integrators. I had almost no competitors who serviced QuickBooks outside of the U.S. Shopify, BigCommerce, ShipStation and other companies had no native integration. Mine was one of the first. I recorded videos and added landing pages that ranked high on Google with minimal effort. Since I had a shoestring marketing budget, this was very important. The issue I had with other products was that they didn’t offer free promotion. Since my company was one of the first, we had ample time to add features and fix problems. We have a solution that is light years ahead of competitors. Why would someone want to compete with us? In the words of one of my partner companies, “We could build one, but yours would be a lot better.” My app required no desktop apps or website plugins to install. Since my audience was small business owners, the easier the install the better. Most business users have a limited understanding of websites. Asking them to change a bunch of settings or configure something on their own is daunting. We set up Connex for qualified users. Many competitors just let users go through a self-guided trial. We received feedback from many customers that they would purchase if they could make Connex work. I added a talk-to-sales component, and our conversion ratio increased. Connex was successful because I added a personal touch in a world where SaaS owners expect users to just “figure it out” on their own. Software that requires no support and maintenance is a pipe dream.

What we gave mostly was wine. Especially after we made this legal(!) by acquiring that Master Wine Grower’s license in 1973. Most requests were made by women (not men) who had been drafted by their respective organizations to somehow get wine for an event. We made a specialty of giving them a warm welcome from the first call. All we wanted was the organization’s 501c3 number, and from which store they wanted to pick it up. We wanted to make that woman, and her friends, our customers. But we didn’t want credit in the program, as we knew the word would get out from that oh-so-grateful woman who had probably been turned down by six markets before she called us. Everybody wanted champagne. We firmly refused to donate it, because the federal excise tax on sparkling wine is so great compared with the tax on still wine. To relieve pressure on our managers, we finally centralized giving into the office. When I left Trader Joe’s, Pat St. John had set up a special Macintosh file just to handle the three hundred organizations to which we would donate in the course of a year. I charged all this to advertising. That’s what it was, and it was advertising of the most productive sort. Giving Space on Shopping Bags One of the most productive ways into the hearts of nonprofits was to print their programs on our shopping bags. Thus, each year, we printed the upcoming season for the Los Angeles Opera Co., or an upcoming exhibition at the Huntington Library, or the season for the San Diego Symphony, etc. Just printing this advertising material won us the support of all the members of the organization, and often made the season or the event a success. Our biggest problem was rationing the space on the shopping bags. All we wanted was camera-ready copy from the opera, symphony, museum, etc. This was a very effective way to build the core customers of Trader Joe’s. We even localized the bags, customizing them for the San Diego, Los Angeles, and San Francisco market areas. Several years after I left, Trader Joe’s abandoned the practice because it was just too complicated to administer after they expanded into Arizona, Washington, etc., and they no longer had my wife, Alice, running interference with the music and arts groups. This left an opportunity for small retailers in local areas, and I strongly recommended it to them. In 1994, while running the troubled Petrini’s Markets in San Francisco, I tried the same thing, again with success, for the San Francisco Ballet and a couple of museums.

A sign advertising lunches and dinners swung from a post in front of a small white cottage. Flowered curtains hung at the windows and rose-bushes were in bloom along the walk. “Doesn’t look like a hideout for thieves,” said Joe, disappointed. Frank pointed out that the attractive front might be only a cover for some sinister doings inside. He insisted they find out, adding: “Guess we all could eat, anyway. Let’s go in. I’ll telephone and tell Mother we won’t be home for lunch.” The woman who owned the restaurant prepared a delicious meal for the boys, while they looked around. They saw the entire cottage, even the basement, for the owner proudly showed them her preserve closet. There was nothing the least bit suspicious about the house.

City people are smart. They are as cruel and small- minded as anyone in a village, but they have more sense than to advertise these facts on a public sign.