With a skilled analysis of how experts in the fields of marketing, advertising, retail atmospherics, and hand-selling attempt to take away our ability to make rational decisions, Rushkoff delivers a bracing account of media ecology today, consumerism in America, and why we buy what we buy, helping us recognize when we're being treated like consumers instead of human beings.

    He is ultra competitive but never forgets to have fun. An immensely likeable man.' Damon HillThe world’s foremost designer in Formula One, Adrian Newey OBE is arguably one of Britain’s greatest engineers and this is his fascinating, powerful memoir.How to Build a Car explores the story of Adrian’s unrivalled 35-year career in Formula One through the prism of the cars he has designed, the drivers he has worked alongside and the races in which he’s been involved.A true engineering genius, even in adolescence Adrian’s thoughts naturally emerged in shape and form – he began sketching his own car designs at the age of 12 and took a welding course in his school summer holidays. From his early career in IndyCar racing and on to his unparalleled success in Formula One, we learn in comprehensive, engaging and highly entertaining detail how a car actually works. Adrian has designed for the likes of Mario Andretti, Nigel Mansell, Alain Prost, Damon Hill, David Coulthard, Mika Hakkinen, Mark Webber and Sebastian Vettel, always with a shark-like purity of purpose: to make the car go faster. And while his career has been marked by unbelievable triumphs, there have also been deep tragedies; most notably Ayrton Senna’s death during his time at Williams in 1994.Beautifully illustrated with never-before-seen drawings, How to Build a Car encapsulates, through Adrian’s remarkable life story, precisely what makes Formula One so thrilling – its potential for the total synchronicity of man and machine, the perfect combination of style, efficiency and speed.

    Brilliant and driven entrepreneur Henry Flagler’s dream fulfilled, the Key West Railroad stood as a magnificent achievement for more than twenty-two years, heralded as “the Eighth Wonder of the World.” Standiford brings the full force and fury of 1935’s deadly “Storm of the Century” and its sweeping destruction of “the railroad that crossed an ocean” to terrifying life. Last Train to Paradise celebrates a crowning achievement of Gilded Age ambition in a sweeping tale of the powerful forces of human ingenuity colliding with the even greater forces of nature’s wrath.

    The sixteenth and seventeenth centuries witnessed the Copernican Revolution, which bodychecked the Earth as the pivot point of creation and joined us with the rest of the cosmos as one planet among many orbiting the Sun. Three centuries later came the second great scientific revolution: the Darwinian Revolution. It removed us from a distinct, divine biological status to place us wholly in the ebb and flow of all terrestrial life. This book describes how we’re in the midst of a third great scientific revolution, five centuries in the making: the Stardust Revolution. It is the merging of the once-disparate realms of astronomy and evolutionary biology, and of the Copernican and Darwinian Revolutions, placing life in a cosmic context. This book takes readers on a grand journey that begins on the summit of California’s Mount Wilson, where astronomers first realized that the universe is both expanding and evolving, to a radio telescope used to identify how organic molecules—the building blocks of life—are made by stars. It’s an epic story told through a scientific cast that includes some of the twentieth century’s greatest minds—including Nobel laureate Charles Townes, who discovered cosmic water—as well as the most ambitious scientific explorers of the twenty-first century, those racing to find another living planet. Today, an entirely new breed of scientists—astrobiologists and astrochemists—are taking the study of life into the space age. Astrobiologists study the origins, evolution, and distribution of life, not just on Earth, but in the universe. Stardust science is filling in the missing links in our evolutionary story, ones that extend our family tree back to the stars.

    Who thought up paper money? What was the secret element that made the Gutenberg printing press possible? And what is the connection between The Da Vinci Code and the collapse of Lehman Brothers? Fifty Inventions That Shaped the Modern Economy paints an epic picture of change in an intimate way by telling the stories of the tools, people, and ideas that had far-reaching consequences for all of us. From the plough to artificial intelligence, from Gillette’s disposable razor to IKEA’s Billy bookcase, bestselling author and Financial Times columnist Tim Harford recounts each invention’s own curious, surprising, and memorable story. Invention by invention, Harford reflects on how we got here and where we might go next. He lays bare often unexpected connections: how the bar code undermined family corner stores, and why the gramophone widened inequality. In the process, he introduces characters who developed some of these inventions, profited from them, and were ruined by them, as he traces the principles that helped explain their transformative effects. The result is a wise and witty book of history, economics, and biography.

    Baker set out to track the daily comings and goings of a pair of peregrine falcons across the flat fen lands of eastern England. He followed the birds obsessively, observing them in the air and on the ground, in pursuit of their prey, making a kill, eating, and at rest, activities he describes with an extraordinary fusion of precision and poetry. And as he continued his mysterious private quest, his sense of human self slowly dissolved, to be replaced with the alien and implacable consciousness of a hawk.It is this extraordinary metamorphosis, magical and terrifying, that these beautifully written pages record.

    It was a thrilling era of open cockpits, silk scarves, leather helmets, and goggles. After serving in World War II, Sutter joined Boeing, then a small company, eager to build airplanes.In July 1965, he was asked to lead the large Boeing team designing the new 747. Pan Am wanted a new airliner as quickly as possible. This all-new transport had to be far bigger than anything in service or even on anybody's drawing board. To make it fly, Sutter and his team would have to push far beyond the technological boundaries of the late 1960s. Could it be done?Almost everything about the 747 would be unprecedented. Its cabin would be so wide that it would need two aisles. Its horizontal tail would be bigger than the wings of most airliners ever built. Jet engines big enough to lift it off the ground didn't yet exist. Runways at the world's airports couldn't handle it, and neither could Boeing's factories. They had to erect the world's largest building just to produce it. A truly mammoth undertaking, the 747 became one of the most successful airplane models ever.Sutter's vivid narrative takes us back to a time when American technology was cutting-edge -- the 747 came on the market the same year that men first set foot on the moon -- and jet travel was still glamorous and new. With wit and warmth, he gives an insider's sense of the larger-than-life-size personalities -- and the tensions -- in the aeronautical world. Ultimately, 747 is an inspiring story of grit and glory.

    Their attitude towards Einstein is like that of Mark Twain towards the writer of a work on mathematics: here was a man who had written an entire book of which Mark could not understand a single sentence. Einstein, therefore, is great in the public eye partly because he has made revolutionary discoveries which cannot be translated into the common tongue. We stand in proper awe of a man whose thoughts move on heights far beyond our range, whose achievements can be measured only by the few who are able to follow his reasoning and challenge his conclusions. There is, however, another side to his personality. It is revealed in the addresses, letters, and occasional writings brought together in this book. These fragments form a mosaic portrait of Einstein the man. Each one is, in a sense, complete in itself; it presents his views on some aspect of progress, education, peace, war, liberty, or other problems of universal...

    He sees the angler's environment all around him--in New York's Grand Central Station, in the cement-lined pond of a city park, in a shimmering bonefish flat in the Florida Keys, in the trout streams of the Rocky Mountains. He marvels at the fishing in the turbid Ohio River by downtown Cincinnati, where a good bait for catfish is half a White Castle french fry. The incidentals of the angling experience, the who and the where of it, interest him as much as what he catches and how. The essays contain sharply focused observations of the American outdoors, a place filled with human alterations and detritus that somehow remain defiantly unruined. Frazier's simple love of the sport lifts him to a straight-ahead angling description that's among the best contemporary writing on the subject. The Fish's Eye brings together twenty years of heartfelt, funny, and vivid essays on a timeless pursuit where so many mysteries, both human and natural, coincide.

    Here is Frank Conroy's wry, sad, beautiful tale of life on the road; of odd jobs and lost friendships, brutal schools and first loves; of a father's early death and a son's exhilarating escape into manhood.

    Hence: Can Machiavelli, who makes the following observations, be Machiavellian as we understand the disparaging term? 1. So it is that to know the nature of a people, one need be a Prince; to know the nature of a Prince, one need to be of the people. 2. If a Prince is not given to vices that make him hated, it is unsusal for his subjects to show their affection for him. 3. Opportunity made Moses, Cyrus, Romulus, Theseus, and others; their virtue domi-nated the opportunity, making their homelands noble and happy. Armed prophets win; the disarmed lose. 4. Without faith and religion, man achieves power but not glory. 5. Prominent citizens want to command and oppress; the populace only wants to be free of oppression. 6. A Prince needs a friendly populace; otherwise in diversity there is no hope. 7. A Prince, who rules as a man of valor, avoids disasters, 8. Nations based on mercenary forces will never be solid or secure. 9. Mercenaries are dangerous because of their cowardice 10. There are two ways to fight: one with laws, the other with force. The first is rightly man’s way; the second, the way of beasts.

    More than 3 billion miles from Earth, a small NASA spacecraft called New Horizons screamed past Pluto at more than 32,000 miles per hour, focusing its instruments on the long mysterious icy worlds of the Pluto system, and then, just as quickly, continued on its journey out into the beyond.Nothing like this has occurred in a generation--a raw exploration of new worlds unparalleled since NASA's Voyager missions to Uranus and Neptune--and nothing like it is planned to happen ever again. The photos that New Horizons sent back to Earth graced the front pages of newspapers on all 7 continents, and NASA's website for the mission received more than 2 billion hits in the days surrounding the flyby. At a time when so many think our most historic achievements are in the past, the most distant planetary exploration ever attempted not only succeeded but made history and captured the world's imagination.How did this happen? Chasing New Horizons is the story of the men and women behind the mission: of their decades-long commitment; of the political fights within and outside of NASA; of the sheer human ingenuity it took to design, build, and fly the mission; and of the plans for New Horizons' next encounter, 1 billion miles past Pluto. Told from the insider's perspective of Dr. Alan Stern--the man who led the mission--Chasing New Horizons is a riveting story of scientific discovery, and of how far humanity can go when people focused on a dream work together toward their incredible goal.

    The city had been dumping barely treated sewage into its harbor, coating the seafloor with a layer of "black mayonnaise." Fisheries collapsed, wildlife fled, and locals referred to floating tampon applicators as "beach whistles." But before the plant could start operating, a team of divers had to make a perilous journey to the end of a 10-mile tunnel-devoid of light and air-to complete the construction. Five went in; two never came out. Drawing on hundreds of interviews and thousands of documents, award-winning reporter Neil Swidey re-creates the tragedy and its aftermath in an action-packed narrative. The climax comes when the hard-partying DJ Gillis and his friend Billy Juse trade jobs at a pivotal moment in the mission, sentencing one diver to death and the other to a trauma-induced heroin addiction that eventually lands him in prison. Trapped Under the Sea reminds us that behind every bridge, highway, dam, and tunnel-behind the infrastructure that makes modern life possible-lies unsung bravery and extraordinary sacrifice.

    And considering that the "one man" is Neal Stephenson, "the hacker Hemingway" (Newsweek) -- acclaimed novelist, pragmatist, seer, nerd-friendly philosopher, and nationally bestselling author of groundbreaking literary works (Snow Crash, Cryptonomicon, etc., etc.) -- the word is well worth hearing. Mostly well-reasoned examination and partial rant, Stephenson's In the Beginning... was the Command Line is a thoughtful, irreverent, hilarious treatise on the cyber-culture past and present; on operating system tyrannies and downloaded popular revolutions; on the Internet, Disney World, Big Bangs, not to mention the meaning of life itself.

    Distinguished by new and impressive voices as well as some of the foremost names in science writing—David Dobbs, Elizabeth Kolbert, and Larissa MacFarquhar among them—this eleventh edition features outstanding journalism from a wide variety of publications, providing a comprehensive overview of the year’s most compelling, relevant, and exciting developments in the world of science. Provocative and engaging, The Best American Science Writing 2010 reveals just how far science has brought us—and where it is headed next.