A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business. Consider just a few of the breakthrough insights that Dusenberry's agency, BBDO, has offered their clients over the years: That General Electric's unifying tagline should be ?We bring good things to life.? That Pepsi should be targeting the ?Pepsi Generation.? That Ronald Reagan's 1984 reelection theme should be ?Morning in America.? That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!Dusenberry argues that these brainstorms don?t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process?Research, Analysis, Insight, Strategy, and Execution (RAISE)?in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO."Moving the Needle" will help businesspeople get to the heart of their toughest problems.

    The Dream of Enlightenment tells their story and that of the birth of modern philosophy. What does the advance of science entail for our understanding of ourselves and for our ideas of God? How should a government deal with religious diversity - and what is government actually for? Their questions remain our questions, and it is tempting to think these philosophers speak our language and live in our world; but to understand them properly, we must step back into their shoes. Gottlieb puts readers in the minds of these frequently misinterpreted figures, elucidating the history of their times while engagingly explaining their arguments and assessing their legacy. Gottlieb creates a sweeping account of what they amounted to, and why we are still in their debt.

    The son of legendary Irish and World Champion Stephen Roche, Nicolas had to fight to make it as a professional and even harder to make his mark as his own man on this toughest of competitive sports. His rise up the ranks has been meteoric, with top 15 finishes in both the Tour de France and the Vuelta a España in 2010, but his attitude to his chosen profession has remained undimmed. Honest, eloquent and passionate about how the cycling world should be, Nicolas has gained acclaim and a devoted fan following for his Tour diaries serialised in the Irish Independent. Now a major contender for a podium finish in a grand tour, Nicolas is ready to expand on those diaries and to tell in full the story of life in the peloton and of the remarkable events that have brought him this far. From furious spats with teammates and exhilarating races against the world's best, this is a gripping cycling adventure and sportsman's tale.

    Thomas served in both the Atlantic and Pacific Theaters, and in some of the most important World War II battles.While on the RANGER, he participated in OPERATION LEADER, the most significant attack on Northern Europe by a US carrier during the war. During LEADER, while attacking a freight barge carrying 40 tons of ammunition, Thomas' plane was hit by anti-aircraft fire. Surprisingly, in spite of the considerable engine damage, the plane made it back to the RANGER, where Thomas crash-landed. That landing was his 13th official carrier landing.In the Pacific, Thomas participated in the numerous actions against Japanese targets in the Philippines, including strikes on Ormoc Bay, Cavite, Manilla, Santa Cruz, San Fernando, Lingayen, Mindoro, Clark Field and Aparri.Following these actions, Thomas' squadron made strikes on Formosa, French Indo-China, Saigon, Pescadores, Hainan, Amami O Shima, Iwo Jima, Okinawa, and Japan. The attack on Japan was the first attack on Japan from an aircraft carrier since the "Doolittle Raid."While on the ESSEX, just after Thomas had returned from a strike on Santa Cruz, the ship was hit by a Kamikaze piloted by Yoshinori Yamaguchi, Yoshino Special Attack Corps. Yamaguchi was flying a Yokosuba D4Y3 dive bomber. The Kamikaze attack killed 16 crewman and wounded 44.Returning from a strike on Hainan, off the Chinese coast, Thomas' plane ran out of fuel. After a harrowing water landing, Thomas and squadron photographer Montague succeeded in inflating and launching one rubber boat and his crewman Gress another. After a long day in pre-Typhoon weather with 40 foot swells, the three were rescued by the USS SULLIVANS.In recounting the events in this book, Thomas draws upon his daily journal, his letters home, and extensive interviews and research conducted over 40 years with fellow pilots and crewman. The book cites 20 interviews and 5 combat journals, and contains 209 photos documenting the ships, planes, men, and combat actions of Torpedo Squadron 4. Many of the photographs were collected by Thomas during the war and include gun photo shots, recon photos, and, remarkably, a picture of the tail of Thomas' Torpedo plane as it sinks in the China Sea following his water crash landing.

    While he is often unjustly overlooked as a mere adjunct to his more famous brothers Brian and Dennis, Carl was a major international rock star from his early teens.The proud owner of one of the greatest voices in popular music--one that graced some of the most important records of the pop era, including 'God Only Knows' and 'Good Vibrations'--Wilson was also one of the first musicians to bring the electric guitar to the forefront of rock'n'roll. His musical skills provided The Beach Boys' entree into the music business, from which he then stewarded their onstage journey through the ups and downs of the 60s to their comeback in the 70s and into the role of 'America's band' in the 80s. Along the way, Carl quietly endured his own battles with obesity, divorce, substance abuse, and ultimately terminal cancer, all the while working to protect his family's business and legacy. This major new biography reveals the true story of modern rock'n'roll, lived from the center of the most important decades of popular music.

    What made Arthur Duke of Wellington the military genius who was never defeated in battle? Peter Snow recalls how Wellington evolved from a backward, sensitive schoolboy into the aloof but brilliant commander.

    Special Operations Command was set up to bring the special operational disciplines of all branches of the military under a single, unified command to act on missions involving unconventional warfare, special reconnaissance, foreign internal defense, and direct action…The Marine Special Operations Command (“MARSOC”) is the newest component of the military’s shift toward a fully integrated Special Operations Command structure. At first, the Marines were strongly against any Marines serving under anyone other than another Marine.Then 9/11 happened.In the years following, Marine forces found themselves growing more agreeable to inter-branch operational command, finally forming the Marine Special Operations Command in 2006. Always Faithful, Always Forward follows the journey of a class of Marine candidates from their recruitment, through assessment and selection, to their qualification as Marines Special Operators.The assessment, selection, and training regimes are a combination of psychological testing and intense military training as well as being a physical and professional rite of passage. MARSOC Marines must be efficient, agile, independent, and prepared to live hard in the field. They are warriors trained in the full range of military skills, as well as teachers who can train locals to defend their communities and lead them in battle. But above all, they are Marines. Their ability to leverage their numbers by embedding with the locals and to live in remote locations has, in their short history, made them a valuable force and one with great utility in remote reaches of the world.Retired Navy Captain Dick Couch has been given unprecedented access to this new command and to the individual Marines of this exceptional special-operations unit, allowing him to chronicle the history and development of the Marine Special Operations Command and how they find, recruit, and train their special operators.INCLUDES PHOTOGRAPHS

    For she had met, fallen in love with, and married Seretse Khama, an African prince and heir to the chieftainship of a tribe of more than 100,000 people—the Bamangwato. At first, the marriage was no more welcome in Africa than in government circles in London. Within a year of their wedding, the young couple had provoked an astonishing series of events that had never been explained. The British government was determined to prevent Seretse taking his rightful place at the head of his tribe. The Bamangwato, to their credit, accepted the marriage and welcomed Ruth as their queen. Attlee’s Labour government embarked on what appeared to be a vendetta against them, robbing Seretse of his birthright and his people of their chief. In the process, Seretse and Ruth were forcibly separated while she awaited the birth of their first child. Now having access to Ministerial telegrams and Cabinet documents, the author can tell the full story. Includes photos provided by Lady Ruth Khama. Don't miss the inspirational film "A United Kingdom" about Ruth & Seretse Khama, starring David Oyelowo and Rosamund Pike.

    The story of these men and women - as diverse as the lands they governed - is, in many ways, the story of Russia itself. From the birth of the Kievan state in the second half of the ninth century to the murder of Czar Nicholas II and his family in 1918, historians James P. Duffy and Vincent L. Ricci trace the long and twisted line of imperial rule in Russia, offering many insights into the uses and abuses of absolute power, as well as a glimpse at world history through the eyes of those who made it. The Czars is a vital page in the literature of Russian history.

    Twenty-two years later, he did. April 1945 – Berlin. The world had been at war for more than five-and-a-half years – approximately seventy million people were dead across the globe. The epicentre of the twelve-year-old Third Reich was now surrounded, enveloped by bitter Soviet forces hardened by Nazi barbarity in the east over the last four years. As the buildings were blasted into rubble, pounded by Russian guns and bombs, before their troops and tanks, Hitler was hunkered down in his last headquarters – the dark and damp bunker under the Reich Chancellery. As the Third Reich began to crumble as fast as the city’s buildings, what was the state of mind of the tyrant? Only his closest and fanatical allies saw the collapse, none more so than Hitler’s servants, Otto Gunsche and Heinz Linge – two individuals which witnessed the final act of their regime. An act tinged over the last ten days in late April with selfish betrayal, increasingly forlorn hope, pleas, desperation and eventually suicide. As the Soviets closed in with impending vigour, in the concrete tomb below ground and under the thunderous booms of the petrifying battle for Berlin, the mind of the dictator disintegrated into drugs, delusion and a determination to die. Not by the enemy bullet but one of his own. This is the story of the people who held a unique place in world history – the ones who were there when the nightmare of Nazism and the horrors which accompanied it was finally banished as a dark chapter in the story of the human race.

    His conception of the universe pervades Christian theology. Knowledge of his thought is necessary to understand Bacon, Galileo, and the modern scientific view of nature, as well as Dante and many passages from Chaucer, Shakespeare, and Milton. Many phrases such as liberal education and theory contrasted with practice originated with this student of Plato and tutor of Alexander the Great.Writing to inform the beginner and stimulate the expert, eminent scholar A. E. Taylor presents a searching analysis of Aristotle's thought, including classification of the sciences; formal logic; theory of knowledge; matter and form; the four causes; God; physics; biology; sensation; ethics; theory of the state; and the fine arts. He also considers Aristotle's provincialism, errors regarding the nervous system and astronomy, and defense of slavery.The Giants of Philosophy is a series of dramatic presentations, in understandable language, of the concerns, questions, interests, and overall world view of history's greatest philosophers. Special emphasis on clear and relevant explanations gives you a new arsenal of insights toward living a better life.

    His career in baseball spanned forty years and two eras—from the game’s raucous early days to its emergence as big business.Charles C. Alexander, a professor of history at Ohio University, Athens, and the author of Ty Cobb, calls John McGraw “perhaps the single most significant figure in baseball’s history before Babe Ruth transformed the game with his mammoth home runs and unparalleled showmanship.”

    Since his death as an avowed warrior at the Battle of the Thames in 1813, the details of Tecumsehrsquo;s life have passed into the realm of legend, myth and drama. In this new edition, David Edmunds considers the man who acted as a diplomat ndash; a charismatic strategist who attempted to smooth cultural divisions between tribes and collectively oppose the seizure of their land.pThe titles in the Library of American Biography Series make ideal supplements for American History Survey courses or other courses in American history where figures in history are explored. Paperback, brief, and inexpensive, each interpretive biography in this series focuses on a figure whose actions and ideas significantly influenced the course of American history and national life. In addition, each biography relates the life of its subject to the broader themes and developments of the times.

    His memoirs, however, has earned him the most fame, and is one of the most cited accounts of the Civil War.

    But sometimes the best way to move forward is to look back. Philip Barlag shows us that Julius Caesar is one of the most compelling leaders of the past to study—a man whose approach was surprisingly modern and extraordinarily effective. History is littered with leaders hopelessly out of touch with their people and ruthlessly pursuing their own ambitions or hedonistic whims. But Caesar, who rose from impoverished beginnings, proved by his words and deeds that he never saw himself as being above the average Roman citizen. And he had an amazing ability to generate loyalty, to turn enemies into allies and allies into devoted followers. Barlag uses dramatic and colorful incidents from Caesar's career—being held hostage by pirates, charging headlong alone into enemy lines, pardoning people he knew wanted him dead—to illustrate what Caesar can teach leaders today. Central to Barlag's argument is the distinction between force and power. Caesar avoided using brute force on his followers, understanding that fear never generates genuine loyalty. He exercised a power deeply rooted in his demonstrated personal integrity and his intuitive understanding of people's deepest needs and motivations. His supporters followed him because they wanted to, not because they were compelled to. Over 2,000 years after Caesar's death, this is still the kind of loyalty every leader wants to inspire. Barlag shows how anyone can learn to lead like Caesar.