Meanwhile, people with important ideas--entrepreneurs, teachers, politicians, and journalists--struggle to make them "stick."In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits.Made to Stick will transform the way you communicate. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas--and tells us how we can apply these rules to making our own messages stick.

    His quick mastery of quantum mechanics earned him a place at Los Alamos working on the Manhattan Project under J. Robert Oppenheimer, where the giddy young man held his own among the nation’s greatest minds. There, Feynman turned theory into practice, culminating in the Trinity test, on July 16, 1945, when the Atomic Age was born. He was only twenty-seven. And he was just getting started. In this sweeping biography, James Gleick captures the forceful personality of a great man, integrating Feynman’s work and life in a way that is accessible to laymen and fascinating for the scientists who follow in his footsteps.

    Our brains, therefore, are designed not just to hunt and gather, but also to help us get ahead socially, often via deception and self-deception. But while we may be self-interested schemers, we benefit by pretending otherwise. The less we know about our own ugly motives, the better - and thus we don't like to talk or even think about the extent of our selfishness. This is "the elephant in the brain." Such an introspective taboo makes it hard for us to think clearly about our nature and the explanations for our behavior. The aim of this book, then, is to confront our hidden motives directly - to track down the darker, unexamined corners of our psyches and blast them with floodlights. Then, once everything is clearly visible, we can work to better understand ourselves: Why do we laugh? Why are artists sexy? Why do we brag about travel? Why do we prefer to speak rather than listen?Our unconscious motives drive more than just our private behavior; they also infect our venerated social institutions such as Art, School, Charity, Medicine, Politics, and Religion. In fact, these institutions are in many ways designed to accommodate our hidden motives, to serve covert agendas alongside their "official" ones. The existence of big hidden motives can upend the usual political debates, leading one to question the legitimacy of these social institutions, and of standard policies designed to favor or discourage them. You won't see yourself - or the world - the same after confronting the elephant in the brain.

    Gordon strips engineering of its confusing technical terms, communicating its founding principles in accessible, witty prose.For anyone who has ever wondered why suspension bridges don't collapse under eight lanes of traffic, how dams hold back--or give way under--thousands of gallons of water, or what principles guide the design of a skyscraper, a bias-cut dress, or a kangaroo, this book will ease your anxiety and answer your questions.Structures: Or Why Things Don't Fall Down is an informal explanation of the basic forces that hold together the ordinary and essential things of this world--from buildings and bodies to flying aircraft and eggshells. In a style that combines wit, a masterful command of his subject, and an encyclopedic range of reference, Gordon includes such chapters as "How to Design a Worm" and "The Advantage of Being a Beam," offering humorous insights in human and natural creation.Architects and engineers will appreciate the clear and cogent explanations of the concepts of stress, shear, torsion, fracture, and compression. If you're building a house, a sailboat, or a catapult, here is a handy tool for understanding the mechanics of joinery, floors, ceilings, hulls, masts--or flying buttresses.Without jargon or oversimplification, Structures opens up the marvels of technology to anyone interested in the foundations of our everyday lives.

    His collected essays offer a fascinating and moving look at one of the twentieth century's leading minds.Covering a fifteen year period from 1934 to 1950, the contents of this book have been drawn from Einstein's articles, addresses, letters and assorted papers. Through his words, you can understand the man and gain his insight on social, religious, and educational issues.

    The human brain has some capabilities that the brains of other animals lack. It is to these distinctive capabilities that our species owes its dominant position. If machine brains surpassed human brains in general intelligence, then this new superintelligence could become extremely powerful--possibly beyond our control. As the fate of the gorillas now depends more on humans than on the species itself, so would the fate of humankind depend on the actions of the machine superintelligence.But we have one advantage: we get to make the first move. Will it be possible to construct a seed Artificial Intelligence, to engineer initial conditions so as to make an intelligence explosion survivable? How could one achieve a controlled detonation?

    The book takes us from the Greeks' earliest scientific observations through Einstein and beyond in an inspiring celebration of human curiosity. It ends with the quest for the Higgs boson, nicknamed the God Particle, which scientists hypothesize will help unlock the last secrets of the subatomic universe. With a new preface by Lederman, The God Particle will leave you marveling at our continuing pursuit of the infinitesimal.

    In the paper, Wigner observed that the mathematical structure of a physical theory often points the way to further advances in that theory and even to empirical predictions.

    Cahn's advice on the professorial life covers an extensive range of critical issues: how to plan, complete, and defend a dissertation; how to navigate a job interview; how to improve teaching performance; how to prepare and publish research; how to develop a professional network; and how to garner support for tenure. He deals with such hurdles as a difficult dissertation advisor, problematic colleagues, and the pressures of the tenure clock. Whether you are beginning graduate study, hoping to secure an academic position, or striving to build a professorial career, Cahn's insights are invaluable to traversing the thickets of academia.

    The first part is a coherent analysis of the theory, effects, and claims of capitalism. The second is a lengthy collection of articles from Chesterton's vast journalistic output. The author challenges the fundamental tenets of capitalism without favoring socialism or Marxism by providing a philosophical analysis of the pitfalls, drawbacks, and falsehoods regarding capitalism and its inevitability. This is must reading for any serious investigation into anti-capitalist thought. It is also an exemplary text of how Christian principles and thinking apply to the socioeconomic world.

    And human beings are gifted with an almost unlimited potential for learning and creativity. Now you can uncover your own hidden abilities, sharpen your senses, and liberate your unique intelligence—by following the example of the greatest genius of all time, Leonardo da Vinci.Acclaimed author Michael J. Gelb, who has helped thousands of people expand their minds to accomplish more than they ever thought possible, shows you how. Drawing on Da Vinci's notebooks, inventions, and legendary works of art, Gelb introduces Seven Da Vincian Principles—the essential elements of genius—from curiosità, the insatiably curious approach to life to connessione, the appreciation for the interconnectedness of all things. With Da Vinci as your inspiration, you will discover an exhilarating new way of thinking. And step-by-step, through exercises and provocative lessons, you will harness the power—and awesome wonder—of your own genius, mastering such life-changing abilities as: •Problem solving •Creative thinking •Self-expression •Enjoying the world around you •Goal setting and life balance •Harmonizing body and mindDrawing on Da Vinci's notebooks, inventions, and legendary works of art, acclaimed author Michael J. Gelb, introduces seven Da Vincian principles, the essential elements of genius, from curiosita, the insatiably curious approach to life, to connessione, the appreciation for the interconnectedness of all things. With Da Vinci as their inspiration, readers will discover an exhilarating new way of thinking. Step-by-step, through exercises and provocative lessons, anyone can harness the power and awesome wonder of their own genius, mastering such life-changing skills as problem solving, creative thinking, self-expression, goal setting and life balance, and harmonizing body and mind.

    But where do they come from? What kind of environment breeds them? What sparks the flash of brilliance? How do we generate the breakthrough technologies that push forward our lives, our society, our culture? Steven Johnson's answers are revelatory as he identifies the seven key patterns behind genuine innovation, and traces them across time and disciplines. From Darwin and Freud to the halls of Google and Apple, Johnson investigates the innovation hubs throughout modern time and pulls out the approaches and commonalities that seem to appear at moments of originality.

    The planet most like ours, it has still been thought impossible to reach, let alone explore and inhabit.Now with the advent of a revolutionary new plan, all this has changed. leading space exploration authority Robert Zubrin has crafted a daring new blueprint, Mars Direct, presented here with illustrations, photographs, and engaging anecdotes.The Case for Mars is not a vision for the far future or one that will cost us impossible billions. It explains step-by-step how we can use present-day technology to send humans to Mars within ten years; actually produce fuel and oxygen on the planet's surface with Martian natural resources; how we can build bases and settlements; and how we can one day "terraform" Mars--a process that can alter the atmosphere of planets and pave the way for sustainable life.

    Even as a teenager, experimenting in his own laboratory, he was impressed by the logic and materiality of the universe, which is governed by a small number of disembodied forces and laws. Those laws decree that all things in the world are material and impermanent. But one summer evening, while looking at the stars from a small boat at sea, Lightman was overcome by the overwhelming sensation that he was merging with something larger than himself--a grand and eternal unity, a hint of something absolute and immaterial. Searching for Stars on an Island in Maine is the result of these seemingly contradictory impulses, written as an extended meditation on an island in Maine, where Lightman and his wife spend their summers. Framing the dialogue between religion and science as a contrast between absolutes and relatives, Lightman explores our human quest for truth and meaning and the different methods of religion and science in that quest. Along the way, he draws from sources ranging from St. Augustine's conception of absolute truth to Einstein's relativity, from a belief in the divine and eternal nature of stars to their discovered materiality and mortality, from the unity of the once indivisible atom to the multiplicity of subatomic particles and the recent notion of multiple universes. What emerges is not only an understanding of the encounter between science and religion but also a profound exploration of the complexity of human existence.

    Bringing the cataclysmic clash of ideas and personalities to colorful life, Hellman explores both the science and the spirit of the times. Along the way, he reveals that scientific feuds are fueled not only by the purest of intellectual disagreements, but also by intransigence, ambition, jealousy, politics, faith, and the irresistible human urge to be right.Unusual insight into the development of science . . . I was excited by this book and enthusiastically recommend it to general as well as scientific audiences. -American ScientistHellman has assembled a series of entertaining tales. . . . many fine examples of heady invective without parallel in our time. -NatureAn entertaining and informative account of the unusual personalities and sometimes bitter rivalries of some of the world's greatest scientific minds. -Publishers WeeklyA fascinating new book which details some of the most famous disputes of the ages.-Courier MailDry science history turns into entertaining reading without sacrificing historical accuracy. -The Christchurch PressGreat Feuds in Science is wonderful history, as the reader learns how scientists had to fight with religious leaders and other scientists to get their work recognized, accepted, and even get the credit for it! -Bookviews