What triggers fascination, and how do companies, people, and ideas put those triggers to useWhy are you captivated by some people but not by othersWhy do you recall some brands yet forget the restIn a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behaviorFascination: the most powerful way to influence decision making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust. Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble. And why a billion-dollar "Just Say No" program actually increased drug use among teens, by activating the same "forbidden fruit" syndrome as a Victoria's Secret catalog.Whether you realize it or not, you're already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired resultThis book will show you.

Time is not money.Time is more important than money. Today's customers are overwhelmed, overworked, and overstressed, and it seems that everyone from CEOs to soccer moms is short on time and inundated with information. As a result, despite the availability of 24/7 commerce and countless ways of engaging people in our multiscreen (mobile, TV, and PC) economy, companies find it more difficult than ever to claim even a fraction of the 1,440 minutes in their customers' precious 24 hours. In The 24-Hour Customer, Adrian C. Ott, CEO of a successful Silicon Valley consultancy, argues that companies need to strategically harness the ebbs and flows of customer time and attention in order to win in today's competitive landscape. She explores the economics of time and attention, including why customers will devote hours addicted to social networks, yet will say "I have no time!" to other offerings. Based on extensive research and real-world results with market-leading companies, this book provides tools, such as Time-Value Tradeoffs and Time-ographics, that pinpoint opportunities to increase revenue and gain market traction. Filled with fascinating case studies from companies like Johnson Johnson, Amazon, and iPhone app start-ups, The 24-Hour Customer offers fresh ideas for capitalizing on the elements of time, attention, and value to innovate never-before-considered products, services, and programs for today's ber-connected, multitasking customer. Readers will discover how: Zipcar utilized time-slicing to redefine automobile ownership and grew by 70 percent, while the auto industry struggled in 2009; Netflix, Hulu, and others time-shifted to movies on-demand, ultimately restructuring the entertainment industry; P&G leveraged inattention by enabling habit-formation for some of its most successful brands. This book shares the latest strategic weapons for achieving market leadership and will change the way executives think about their businesses and their customers.

Award-winning journalist and leading consumer advocate William J. McGee offers a shocking, essential exposé that reveals the real state of the "friendly skies."From outsourced call centers in India to the Alabama location where all lost baggage ends up, William J. McGee crisscrossed the country and traveled around the globe immersing himself deep into the world of commercial airlines. And what he found was shocking.McGee interviewed countless industry insiders pilots, TSA security screeners, FAA inspectors, legislators, the CEOs of the major carriers, and even Ralph Nader and Steven Slater, the disgruntled flight attendant who famously jettisoned a JetBlue flight. Here he reveals how airline executives are cutting costs in "a mad race to the bottom" by delegating flights to second-tier regional airlines and outsourcing critical aircraft maintenance and repairs to unlicensed "mechanics" in China, Singapore, Mexico, and El Salvador. And while the U.S. airlines have raked in tens of billions of dollars for checked baggage alone in recent years, our skies (and our airports) are not getting any safer. What's more, McGee explains how both political parties and all branches of the U.S. government have conspired to place corporate interests above the interests of consumers, workers, the nation's economy, and even the planet itself. Attention All Passengers will change the way you view the airline industry and make you think twice the next time you see the fasten seat belts sign.

Raised in small-town Arkansas, Billy Bob Thornton grew up amid a rich storytelling tradition. See, the South is just different than other places. . . . You can feel the ghosts there. As a kid, he would sit on the porch listening to his family or some old man down the road spinning yarns about colorful neighbors. These stories didn't have to be made up. The characters were already there, so the stories just came out of the characters we knew. Thus was borne his Oscar-winning masterpiece Sling Blade and now The Billy Bob Tapes a narrative based on late-night conversations with Kinky Friedman and other friends who gathered 'round to hear Billy mine a cave full of ghosts. Billy grew up shooting squirrels, playing drums in VFW clubs, and dreaming of rock 'n' roll stardom or pitching for the St. Louis Cardinals. Then at sixteen he took a drama class to meet chicks and met Mrs. Treadway, who noticed the young man's talent and encouraged him as an actor and writer. "You don't know what it's like to be a drama teacher in a small town in Arkansas where nobody really cares," she said, "but let me tell you something. You can do this." Everything I've accomplished since, I can trace back to this woman, Maudie Treadway.The colorful characters, stories, and experiences of his youth would find their way into Billy's work, in his films and music, and in his perspective and attitude. It's like the old saying goes: you can take the boy out of the hills, but you can't take the hills out of the boy. That boy did leave the hills for Hollywood Hills. A true fish out of water, he recalls stories of miserable jobs, the cheapest accommodations, and physical hunger but also a devoted writing partner Tom Epperson, a life-changing acting teacher in L.A., and a compassionate nurse who snuck him milk shakes when he was near starvation. But there was always the dream of being an actor, and his fortunes turned when he served hors d'oeuvres as a catering waiter to legendary director Billy Wilder, who advised him, "Write about your interesting life." Billy's long career in Hollywood yields stories of inspired collaborations and failed ones, true friendships with other actors and musicians, and good friends gone too soon. In The Billy Bob Tapes, he reflects on the critics, the culture around fame, and the challenges of conveying an artistic vision in film. Most striking is Billy's clear-eyed perspective about the magic of entertainment, and how we perceive it in a rapidly changing world. With passion, unvarnished honesty, wry humor, and a little help from friends Angelina Jolie, Robert Duvall, Dwight Yoakam, Tom Epperson, and Daniel Lanois, Billy Bob finally talks.

Becoming Richard Pryor is a book that breaks new ground. . . . Saul details the amazing way that Richard found his way out of the life for which he seemed destined and into the world of the performing arts. New York Times Richard Pryor may have been the most unlikely star in Hollywood history. Raised in his family's brothels, in Peoria, Illinois, by a grandmother who often threatened to kick him upstairs with her size-twelve shoes, he always considered himself a bottom dog. He took to the stage originally to escape the tough realities of his childhood but later discovered he could alchemize his stand-up by delving fully, even painfully, into the off-color life he'd known. He brought that vitality to a movie career whose best moments Blazing Saddles, Blue Collar, the buddy comedies with Gene Wilder flowed directly out of his spirit of creative improvisation. The major studios considered him dangerous. Audiences felt plugged directly into the socket of life.Built on groundbreaking research, Becoming Richard Pryor brings into sharp focus the man and his genius as never before. From his heartbreaking childhood, his trials in the army, and his improv days in Greenwich Village to his soul-searching interlude in Berkeley and his rise in the New Hollywood of the 1970s, Becoming Richard Pryor sheds light on an entertainer who, by uniting the spirits of the Black Power movement and the counterculture, forever altered the cultural DNA of America. A fascinating, exhilarating read. Michael Chabon

The Second City has launched the careers of celebrated comic performers such as Tina Fey and Stephen Colbert and produced award-winning content. But it's the actual improvisational process developed and honed over the years by The Second City that has become its legacy. Players master an ability to co-create in ensembles, using philosophies that celebrate a "Yes, And" approach. They embrace authenticity and failure, and espouse the idea of "following the follower," which allows any member of the team to assume a leadership role. For more than two decades, The Second City has taken these same principles in thousands of corporate clients, showing leaders how to apply the tools of improv to common business challenges. Here, for the first time, Second City executives Kelly Leonard and Tom Yorton describe how you can use the same skills that thrill audiences around the world to improve your emotional intelligence, increase creativity, and learn to pivot out of tight and uncomfortable situations. In this engaging, often humorous, and highly practical book, you will learn how to become a more compelling leader and a more collaborative follower by employing the seven elements of improv: Yes, And, by which you give every idea a chance to be acted on; Ensemble, reconciling the needs of individuals with those of the broader team; Co-creation, which highlights the importance of dialogue in creating new products, processes, and relationships; Authenticity, or being unafraid to speak truth to power, challenge convention, and break the rules; Failure, teaching us that not only is it okay to fail, but we should always include it as part of our process; Follow the Follower, which gives any member of the group the chance to assume a leadership role; Listening, in which you learn to stay in the moment, and know the difference between listening to understand and listening merely to respond. When we are fiercely following the tenets of improvisation, we generate ideas both quickly and efficiently, we weather storms with more aplomb, and we don't work burdened by a fear of failure. Even better, these qualities are fully transferable to our lives outside the office. More people are beginning to recognize what The Second City has known for a long time: In the midst of a revolution in how we learn, communicate, and work, professional success often rests on the same pillars that form the foundation of great comedy: Creativity, Communication, and Collaboration. That's where improvisation comes in.

For more than twenty years, Writing Screenplays That Sell has been hailed as the most complete guide available on the art, craft, and business of writing for movies and television. Now fully revised and updated to reflect the latest trends and *s, Hollywood story expert and * consultant Michael Hauge walks readers through every step of writing and selling successful screenplays. If you read only one book on the screenwriter's craft, this must be the one.

There's nothing better than a book you can't put down or better yet, a book you'll never forget. This book puts the power of transformational reading into your hands. Jack Canfield, cocreator of the bestselling Chicken Soup for the Soul series, and self-actualization pioneer Gay Hendricks have invited notable people to share personal stories of books that changed their lives. What book shaped their outlook and habitsHelped them navigate rough seasSpurred them to satisfaction and successThe contributors include Dave Barry, Stephen Covey, Malachy McCourt, Jacquelyn Mitchard, Mark Victor Hansen, John Gray, Christiane Northrup, Bernie Siegel, Craig Newmark, Michael E. Gerber, Lou Holtz, and Pat Williams, to name just a few. Their richly varied stories are poignant, energizing, and entertaining.Author and actor Malachy McCourt tells how a tattered biography of Gandhi, stumbled on in his youth, offered a shining example of true humility and planted the seeds that would help support his sobriety decades later. Bestselling author and physician Bernie Siegel, M.D., tells how William Saroyan's The Human Comedy helped him realize that, in order to successfully treat his patients with life-threatening illnesses, "I had to help them live not just prevent them from dying."Actress Catherine Oxenberg reveals how, at a life crossroads and struggling with bulimia, a book taught her the transforming difference one person could make in the life of another and why that person for her was Richard Burton.Rafe Esquith, the award-winning teacher whose inner-city students have performed Shakespeare all over the world, recounts his deep self-doubt in the midst of his success and how reading To Kill a Mockingbird strengthened him to continue teaching.Beloved librarian and bestselling author Nancy Pearl writes how, at age ten, Robert Heinlein's science fiction book Space Cadet impressed on her the meaning of personal integrity and gave her a vision of world peace she'd never imagined possible. Two years later, she marched in her first civil rights demonstration and learned that there's always a way to make "a small contribution to intergalactic harmony."If you're looking for insight and illumination or simply for that next great book to read You've Got to Read This Book! has treasures in store for you.

From flying squirrels to grizzly bears, and from torpid turtles to insects with antifreeze, the animal kingdom relies on some staggering evolutionary innovations to survive winter. Unlike their human counterparts, who must alter the environment to accommodate physical limitations, animals are adaptable to an amazing range of conditions.Examining everything from food sources in the extremely barren winter land-scape to the chemical composition that allows certain creatures to survive, Heinrich's Winter World awakens the largely undiscovered mysteries by which nature sustains herself through winter's harsh, cruel exigencies.

A riveting, minute-by-minute account of the momentous event that changed our world forever On a quiet Monday morning in August 1945, a five-ton bomb dubbed Little Boy by its creators was dropped from an American plane onto the Japanese city of Hiroshima. On that day, a firestorm of previously unimagined power was unleashed on a vibrant metropolis of 300,000 people, leaving one third of its population dead, its buildings and landmarks incinerated. It was the terrifying dawn of the Atomic Age, spawning decades of paranoia, mistrust, and a widespread and very real fear of the potential annihilation of the human race.Author Stephen Walker brilliantly re-creates the three terrible weeks leading up to the wartime detonation of the atomic bomb from the first successful test in the New Mexico desert to the cataclysm and its aftermath presenting the story through the eyes of pilots, scientists, civilian victims, and world leaders who stood at the center of earth-shattering drama. It is a startling, moving, frightening, and remarkable portrait of an extraordinary event a shockwave whose repercussions can be felt to this very day.

For more than twenty years, Dr. Holland has pioneered the study of psychological problems of cancer patients and their families -- whom she calls "the real experts." In The Human Side of Cancer, she shares what she has learned from all of them about facing this life-threatening illness and what truly helps along the cancer journey. This book is the next best thing to sitting in Dr. Holland's office and talking with her about the uncertainty and anxiety elicited by this disease. And it is a book that inspires hope -- through stories of the simple courage of ordinary people confronting cancer.

Learn how to soothe sunburns, dry-clean your dog, and perform other household miracles with baking soda Want to relieve your stuffy noseMake your musty old books smell betterKill roaches without pesticideYou can do it all with baking soda, and this updated edition of Baking Soda Bonanza shows you how! Cheap, ecologically sound, and more effective than most household cleaners, baking soda can be used to fix all sorts of household problems, from baking the perfect muffins to soothing bee stings to clearing out clogged drains. With a history of baking soda and many popular recipes for baking included, this is a book every household should have.

Living by Fiction is written for--and dedicated to--people who love literature. Dealing with writers such as Nabokov, Barth, Coover, Pynchon, Borges, García Márquez, Beckett, and Calvino, Annie Dillard shows why fiction matters and how it can reveal more of the modern world and modern thinking than all the academic sciences combined. Like Joyce Cary's Art and Reality, this is a book by a writer on the issues raised by the art of literature. Readers of Pilgrim at Tinker Creek and Holy the Firm will recognize Dillard's vivid writing, her humor, and the lively way in which she tackles the urgent questions of meaning in experience itself.

Both a great American adventure and a rare entry into asheltered world, Under the Big Top describes one man's pursuit of every child's fantasy: running away to join the circus. Bruce Feiler's unforgettable year as a clown will forever change your view of one of the world's oldest art forms and remind you of how dreams can go horribly wrong -- and then miraculously come true.

In Feeling Strong, noted psychoanalyst Ethel S. Person redefines the notion of power. Power is often narrowly understood as the force exerted by the politicians and business leaders who seem to be in charge and by the rich and famous who monopolize our headlines. The whiff of evil we often catch when the subject of power is in the air comes from this one conception of power-- the drive for dominance over other people, or, in its most extreme form, an overriding and often ruthless lust for total command. But this is far too limited a definition of power.Pointing to a more fulfilling sense of self-empowerment than is being touted in pop-psychology manuals of our time, Feeling Strong shows us that power is really our ability to produce an effect, to make something we want to happen actually take place. Power is a desire and a drive, and it central in our lives, dictating much of our behavior and consuming much of our interior lives.We all have a need to possess power, use it, understand it and negotiate it. This holds true not just in mediating our sex and love lives, our family lives and friendships, our work relationships but in seeking to realize our dreams, whether in pursuit of our ambitions, expression of our creative impulses, or in our need to identify with something larger than ourselves. These separate kinds of power are best described as interpersonal power and personal power, respectively, and they call on different parts of our psyche. Ideally, we acquire competence in both domains.Drawing from her expertise honed in clinical practice, as well as from examples in literature and true-life vignettes, Person shows how we can achieve authentic power, a fundamental and potentially benevolent part of human nature that allows us to experience ourselves as authentically strong. To find something that matters; to live life at a higher pitch; to feel inner certainty; to find a personality of your own and effectively plot our own life story -- these are the forms of power explored in the book. To achieve and maintain such empowerment always entails struggle and is a life-long journey. Feeling Strong will lead the way.

Annie Dillard has written eleven books, including the memoir of her parents, An American Childhood; the Northwest pioneer epic The Living; and the nonfiction narrative Pilgrim at Tinker Creek. A gregarious recluse, she is a member of the American Academy of Arts and Letters.

Happy Couples Know How to Talk About MoneyThe number one cause for divorce is financial infidelity. Now "The Money Couple" reveals the missing ingredient needed before any financial program or plan can work: healthy financial communication. This book tells you how to: Diagnose your level of financial infidelity Identify your individual Money Personality Master the Money Huddle and the Money Dump Achieve financial goals once and for all

World-renowned novelist Mark Helprin offers a ringing Jeffersonian defense of private property in the age of digital culture, with its degradation of thought and language, and collectivist bias against the rights of individual creators. Mark Helprin anticipated that his 2007 New York Times op-ed piece about the extension of the term of copyright would be received quietly, if not altogether overlooked. Within a week, the article had accumulated 750,000 angry comments. He was shocked by the breathtaking sense of entitlement demonstrated by the commenters, and appalled by the breadth, speed, and illogic of their responses. Helprin realized how drastically different this generation is from those before it. The Creative Commons movement and the copyright abolitionists, like the rest of their generation, were educated with a modern bias toward collaboration, which has led them to denigrate individual efforts and in turn fueled their sense of entitlement to the fruits of other people's labors. More important, their selfish desire to stick it to the greedy corporate interests who control the production and distribution of intellectual property undermines not just the possibility of an independent literary culture but threatens the future of civilization itself.

In 1955 the murderers of Emmett Till, a black Mississippi youth, were acquitted of their crime, undoubtedly because they were white. Forty years later, O. J. Simpson, whom many thought would be charged with murder by virtue of the DNA evidence against him, went free after his attorney portrayed him as a victim of racism. Clearly, a sea change had taken place in American culture, but how had it happenedIn this important new work, distinguished race relations scholar Shelby Steele argues that the age of white supremacy has given way to an age of white guilt -- and neither has been good for African Americans.As the civil rights victories of the 1960s dealt a blow to racial discrimination, American institutions started acknowledging their injustices, and white Americans -- who held the power in those institutions -- began to lose their moral authority. Since then, our governments and universities, eager to reclaim legitimacy and avoid charges of racism, have made a show of taking responsibility for the problems of black Americans. In doing so, Steele asserts, they have only further exploited blacks, viewing them always as victims, never as equals. This phenomenon, which he calls white guilt, is a way for whites to keep up appearances, to feel righteous, and to acquire an easy moral authority -- all without addressing the real underlying problems of African Americans. Steele argues that calls for diversity and programs of affirmative action serve only to stigmatize minorities, portraying them not as capable individuals but as people defined by their membership in a group for which exceptions must be made.Through his articulate analysis and engrossing recollections of the last half-century of American race relations, Steele calls for a new culture of personal responsibility, a commitment to principles that can fill the moral void created by white guilt. White leaders must stop using minorities as a means to establish their moral authority -- and black leaders must stop indulging them. As White Guilt eloquently concludes, the alternative is a dangerous ethical relativism that extends beyond race relations into all parts of American life.

Destined to become a classic of adventure literature, The Last Season examines the extraordinary life of legendary backcountry ranger Randy Morgenson and his mysterious disappearance in California's unforgiving Sierra Nevada mountains as perilous as they are beautiful. Eric Blehm's masterful work is a gripping detective story interwoven with the riveting biography of a complicated, original, and wholly fascinating man.

Thus Alexandra Stoddard introduces this book of simple, profound truths for joyful living. Stoddard, a mother, grandmother, and noted author on personal fulfillment, offers new ways to nurture ourselves, celebrate life's joys, and grow through its challenges. By turns wise ("Give anonymously"), controversial ("Unplug technology with no apologies"), affirming ("Tell yourself you have done nothing wrong"), and humorous ("When you discover something you love, stock up"), these are insights from a woman who has truly lived and learned and found happiness along the way.