What? Is the bed already saturated with somebody else's damp before my patient comes to exhale in it his own damp? Has it not had a single chance to be aired? No, not one. It has been slept in every night."From the best known work of Florence Nightingale (1820–1910), the originator and founder of modern nursing, comes a collection of notes that played an important part in the much needed revolution in the field of nursing. For the first time it was brought to the attention of those caring for the sick that their responsibilities covered not only the administration of medicines and the application of poultices, but the proper use of fresh air, light, warmth, cleanliness, quiet, and the proper selection and administration of diet. Miss Nightingale is outspoken on these subjects as well as on other factors that she considers essential to good nursing. But, whatever her topic, her main concern and attention is always on the patient and his needs.One is impressed with the fact that the fundamental needs of the sick as observed by Miss Nightingale are amazingly similar today (even though they are generally taken for granted now) to what they were over 100 years ago when this book was written. For this reason, this little volume is as practical as it is interesting and entertaining. It will be an inspiration to the student nurse, refreshing and stimulating to the experienced nurse, and immensely helpful to anyone caring for the sick.

    Purchasers can download a free scanned copy of the original book (without typos) from the publisher. 1917. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING THROUGH a book I wrote my name has become connected with "Scientific Advertising." That is, advertising based on fixed principles and done according to fundamental laws. I learned those principles through thirty-six years of traced advertising. Through conducting campaigns on some hundreds of different lines. Through comparing on some lines, by keyed returns, thousands of pieces of copy. Always, since I sent out my first thousand letters to the time when $5,000,000 yearly was being spent on my copy, I have had to face records on cost and result. So I have naturally proved out many fundamentals which should always be applied. I have little respect for most theories of advertising, because they have not been proved. They are based on limited experiences, on exceptional conditions. Some lines seem to succeed on methods of advertising which every traced return proves impossible. The reasons for success have little to do with the advertising. The line may have succeeded in spite of the advertising. Many unadvertised lines become highly successful, because of some wanted quality which people soon discover. Or because dealers are in some way induced to feature it. Or because of a name which in itself tells an appealing story. Cream of Wheat is an example. The name alone tells the story. So with Spearmint Gum. All successful gums have succeeded through fortunate names. There is almost no story to tell. There are no great distinctions. The very men who succeeded with one name failed again, and again with others. Any conclusions drawn from such experiences are bound to lead others astray. The cases where they apply are rare. Safe principles are evolved only by those who know with reasonable exactness what the advertising does, and who compare results...

    Hollywood stars have always furthered fashion’s cause of seducing the masses into buying designers’ clothes, acting as living billboards. Now, forced by the explosion of social media and the accelerating worship of fame, red carpet celebrities are no longer content to just advertise and are putting their names on labels that reflect the image they—or their stylists—created. Jessica Simpson, Jennifer Lopez, Sarah Jessica Parker, Sean Combs, and a host of pop, sports, and reality-show stars of the moment are leveraging the power of their celebrity to become the face of their own fashion brands, embracing lucrative contracts that keep their images on our screens and their hands on the wheel of a multi-billion dollar industry. And a few celebrities—like the Olsen Twins and Victoria Beckham—have gone all the way and reinvented themselves as bonafide designers. Not all celebrities succeed, but in an ever more crowded and clamorous marketplace, it’s increasingly unlikely that any fashion brand will succeed without celebrity involvement—even if designers, like Michael Kors, have to become celebrities themselves. Agins charts this strange new terrain with wit and insight and an insider’s access to the fascinating struggles of the bold-type names and their jealousies, insecurities, and triumphs. Everyone from industry insiders to fans of Project Runway and America's Next Top Model will want to read Agins’s take on the glitter and stardust transforming the fashion industry, and where it is likely to take us next.

    It outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles including the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.

    Scott McCloud's Understanding Comics is a seminal examination of comics art: its rich history, surprising technical components, and major cultural significance. Explore the secret world between the panels, through the lines, and within the hidden symbols of a powerful but misunderstood art form.

    Time and again, we make seemingly endless efforts to moderate, punish, and even medicate our children, when we should instead be concerned with transforming the very nature of our institutions, systems, and structures, large and small. Through delicately crafted portraits of these memorable children—Zora, Lucas, Sean, and Marcus—Troublemakers allows us to see school through the eyes of those who know firsthand what it means to be labeled a problem.From Zora’s proud individuality to Marcus’s open willfulness, from Sean’s struggle with authority to Lucas’s tenacious imagination, comes profound insight—for educators and parents alike—into how schools engender, exclude, and then try to erase trouble, right along with the young people accused of making it. And although the harsh disciplining of adolescent behavior has been called out as part of a school-to-prison pipeline, the children we meet in these pages demonstrate how a child’s path to excessive punishment and exclusion in fact begins at a much younger age.Shalaby’s empathetic, discerning, and elegant prose gives us a deeply textured look at what noncompliance signals about the environments we require students to adapt to in our schools. Both urgent and timely, this paradigm-shifting book challenges our typical expectations for young children and with principled affection reveals how these demands—despite good intentions—work to undermine the pursuit of a free and just society.

    Susan M. Brookhart covers every possible aspect of the topic, from what kinds of feedback work best, to when and how often to give feedback, to how to use oral, written, and visual feedback. Lots of examples of good feedback help you choose the right feedback strategy and help you tailor your feedback to different kinds of learners, including successful students, struggling students, and English language learners.

    Dr. Richard Jolly, Acting Executive Director UNICEFBreastfeeding is a beautiful process. It involves the participation of both mother and child and cannot be duplicated by a glass bottle and rubber nipple. So why does the United States have the lowest breastfeeding rate in the industrialized world? In Milk, Money and Madness, Baumslag and Michels examine the issue of breastfeeding, clearly drawing a line between fact and fiction. Among the main points addressed are: o How U.S. taxpayers unwittingly support and encourage bottle-feeding by spending over $500 million each year to provide 37% of the infants in the U.S. with free formula. o How a product created to help sick children and foundlings was transformed into a powerful international industry with revenues of $22 million a day. o How an intimate and self-affirming life experience that is responsible for the survival of our species has been reduced to just one feeding option. Milk, Money, and Madness provides parents and health professionals with the information they need to fully appreciate and advise about this critical life choice. By reviewing the history, culture, biology, and politics of breastfeeding, Milk, Money, and Madness gives the reader a more complete understanding of the uniqueness of breastfeeding.The crucial decision between breastfeeding and formula feeding is increasingly complicated by misinformation and unfounded theories which cloud the actual facts. By all accounts, breastmilk is the most amazing life-sustaining fluid known to humanity. Many women who breastfeed characterize it as perhaps the most fulfilling life experience they will ever know. Scientific research supports the fact that breastfed babies are healthier, have lower infant mortality rates and fewer chronic illnesses throughout their lives than formula-fed babies. Similarly, women who breastfeed are significantly less likely to contract serious illnesses such as breast cancer. Alarmingly few people are aware of the unique benefits of breastfeeding and do not understand the dangers and risks of feeding an infant formula. In fact, the United States has the lowest breastfeeding rate in the industrialized world. Why has our society defied common sense and scientific data when breastfeeding has so many biological, emotional, environmental, and even financial advantages over laboratory blends?Milk, Money, and Madness is a thought-provoking book that offers honest answers and straight facts about breastfeeding. This book is designed to provide women, men, health workers, doctors, nurses, and midwives with the knowledge they need to advise or decide about the most suitable means of nourishment for infants. Baumslag and Michels consider the effects of 50 years of clever marketing and advertising which have transformed this society into one where bottle feeding is the norm and infant formula is considered to be essential to women's liberation and the forming of a paternal-infant bond. They also examine attitudes toward breastfeeding in cultures all around the world as compared to the antipathy toward breastfeeding that pervades the United States. Milk, Money, and Madness cuts through the myths and paranoia to offer an enlightening, culturally significant look at one of the most fundamentally beautiful functions of the human experience.

    But it's not cool to talk like a geek. Even a Geek Can Speak shows anyone how to express complex ideas in ways that are simple, that connect with listeners, and that persuade. Focusing Your Message: One internet security executive won over non-technical business owners by focusing on the importance of internet security to the business world. Result: Listeners said - I'm buying that stock.Keeping it Simple: A software consultant steered clear of the technical details when pitching to a CEO and focused on three key points: saving money, security and competitiveness. Result: He won the business.Telling Stories: A telecommunications saleswoman spoke to a users' group and illustrated her points with stories, rather than dwelling too much in detail. Result: A jump in new orders.Not Looking Like a Geek: An internet executive learned to connect with his audience merely by energizing his voice. Result: He received praise unlike any he'd received before.

    The real transformation--and the real opportunity--is just beginning.Subscription companies are growing nine times faster than the S&P 500. Why? Because unlike product companies, subscription companies know their customers. A happy subscriber base is the ultimate economic moat. Today's consumers prefer the advantages of access over the hassles of maintenance, from transportation (Uber, Surf Air), to clothing (Stitch Fix, Eleven James), to razor blades and makeup (Dollar Shave Club, Birchbox). Companies are similarly demanding easier, long-term solutions, trading their server rooms for cloud storage solutions like Box. Simply put, the world is shifting from products to services.But how do you turn customers into subscribers? As the CEO of the world's largest subscription management platform, Tien Tzuo has helped hundreds of companies transition from relying on individual sales to building customer-centric, recurring-revenue businesses. His core message in Subscribed is simple: Ready or not, excited or terrified, you need to adapt to the Subscription Economy -- or risk being left behind.Tzuo shows how to use subscriptions to build lucrative, ongoing one-on-one relationships with your customers. This may require reinventing substantial parts of your company, from your accounting practices to your entire IT architecture, but the payoff can be enormous. Just look at the case studies:  *   Adobe transitions from selling enterprise software licenses to offering cloud-based solutions for a flat monthly fee, and quadruples its valuation.  *   Fender evolves from selling guitars one at a time to creating lifelong musicians by teaching beginners to play, and keeping them inspired for life.  *   Caterpillar uses subscriptions to help solve problems -- it's not about how many tractors you can rent, but how much dirt you need to move. In Subscribed, you'll learn how these companies made the shift, and how you can transform your own product into a valuable service with a practical, step-by-step framework. Find out how how you can prepare and prosper now, rather than trying to catch up later.

    Learn Ricardo's secrets and let some of the Semco magic rub off on you and your company.

    Here the House of Chanel opens its private archives, revealing a galaxy of brilliant designs created by Coco Chanel from 1920 onwards. Dazzling clothes, intricate accessories, beautiful models, and timeless design leave no doubt as to the lasting fame of her name and embody everything that has come to symbolize the magic of Chanel.The book explores five central themes—the suit, the camellia, jewelry, makeup and perfume, the little black dress—and follows the threads from past to present to show how these key items have been rediscovered and reinvented by new designers. It includes many previously unpublished archive photographs and original drawings by Karl Lagerfeld, as well as glorious images from some of the greatest names in fashion photography.

    In 2006, 227 million antidepressant prescriptions were dispensed in the United States, more than any other class of medication; in that same year, the United States accounted for 66 percent of the global antidepressant market. In "Comfortably Numb, "Charles Barber provides a much-needed context for this disturbing phenomenon. Barber explores the ways in which pharmaceutical companies first create the need for a drug and then rush to fill it, and he reveals that the increasing pressure Americans are under to medicate themselves (direct-to-consumer advertising, fewer nondrug therapeutic options, the promise of the quick fix, the blurring of distinction between mental illness and everyday problems). Most importantly, he convincingly argues that without an industry to promote them, non-pharmaceutical approaches that could have the potential to help millions are tragically overlooked by a nation that sees drugs as an instant cure for all emotional difficulties. Here is an unprecedented account of the impact of psychiatric medications on American culture and on Americans themselves.

    But this isn't the age of distrust--far from it. In this revolutionary book, world-renowned trust expert Rachel Botsman reveals that we are at the tipping point of one of the biggest social transformations in human history--with fundamental consequences for everyone. A new world order is emerging: we might have lost faith in institutions and leaders, but millions of people rent their home to total strangers, exchange digital currencies, or find themselves trusting a bot. This is the age of "distributed trust", a paradigm shift driven by innovative technologies that are rewriting the rules of an all-too-human relationship. If we are to benefit from this radical shift, we must understand the mechanics of how trust is built, managed, lost and repaired in the digital age. In the first book to explain this new world, Botsman provides a detailed map of this uncharted landscape--and explores what's next for humanity.

    While other companies can improve productivity through the use of new technologies or better systems, these approaches are not available in the arts. Hamlet requires the same number of performers today as it did in Shakespeare’s time. The New York Philharmonic requires the same number of musicians now as it did when Tchaikovsky conducted it over one hundred years ago. Costs go up, but the size of theaters and the price resistance of patrons limit what can be earned from ticket sales. Therefore, the performing arts industry faces a severe gap between earnings and expenses. Typical approaches to closing the gap—raising ticket prices or cutting artistic or marketing expenses—don’t work. What, then, does it take to create and maintain a healthy arts organization? Michael M. Kaiser has revived four major arts organizations: the Kansas City Ballet, the Alvin Ailey American Dance Theater, American Ballet Theatre, and London’s Royal Opera House. In The Art of the Turnaround he shares with readers his ten basic rules for bringing financially distressed arts organizations back to life and keeping them strong. These rules cover the requirements for successful leadership, the pitfalls of cost cutting, the necessity of extending the programming calendar, the centrality of effective marketing and fund raising, and the importance of focusing on the present with a positive public message. In chapters organized chronologically, Kaiser brings his ten rules vividly to life in discussions of the four arts organizations he is credited with saving. The book concludes with a chapter on his experiences at the John F. Kennedy Center for the Performing Arts, an arts organization that needed an artistic turnaround when he became the president in 2001 and that today exemplifies in practice many of the ten rules he discusses throughout his book.