De Bono argues that conventional vertical thinking often inhibits our ability to solve problems and come up with new ideas. He then shows that lateral thinking is a far easier and more natural way to generate simple, sound and effective ideas and offers guidance on how to develop your own ability to think laterally. Lateral thinking is a technique that anyone can learn and benefit from.

    They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act.In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.Welcome to the new world of neuromarketing.Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn:• The surprising unconscious side of brands.• The biggest myths about consumer psychology.• The real role of emotions in building brands.• Practical tools to use neuroscience to inspire better marketing.Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to "seduce" customers and grow their businesses.

    Of particular importance is the examination of Bayesianism and the new experimentalism, as well as new chapters on the nature of scientific laws and recent trends in the realism versus anti-realism debate."Crisp, lucid and studded with telling examples… As a handy guide to recent alarums and excursions (in the philosophy of science) I find this book vigorous, gallant and useful."New Scientist

    Drawing on a wealth of expertise to explain just what a fascinating field quantum physics is, Rae points out that it is not simply a maze of technical jargon and philosophical ideas, but a reality which affects our daily lives.

    The atomic bombs that came out of it brought an end to the war in the Pacific, but at a heavy loss of life in Japan and the opening of a Pandora's box that has tested international relations.This book traces the history of the Manhattan Project, from the first glimmerings of the possibility of such a catastrophic weapon to the aftermath of the bombings of Hiroshima and Nagasaki. It profiles the architects of the bomb and how they tried to reconcile their personal feelings with their ambition as scientists. It looks at the role of the politicians and it includes first-hand accounts of those who experienced the effects of the bombings.

    Boylestad and Nashelsky offer students a complete and comprehensive survey, focusing on all the essentials they will need to succeed on the job. This very readable presentation is supported by strong pedagogy and content that is ideal for new students of this rapidly changing field. Its colorful, student-friendly layout boasts a large number of stunning photographs. A broad range of ancillary materials is available for instructor support.

    She argues that the grading system most commonly in use now is unwieldy, imprecise and unnecessarily complex, involving too many rating levels for too many individual assignments and tests, and based on a hairsplitting point structure that obscures the underlying criteria and encourages students to challenge their grades.This new specifications grading paradigm restructures assessments to streamline the grading process and greatly reduce grading time, empower students to choose the level of attainment they want to achieve, reduce antagonism between the evaluator and the evaluated, and increase student receptivity to meaningful feedback, thus facilitating the learning process - all while upholding rigor. In addition, specs grading increases students' motivation to do well by making expectations clear, lowering their stress and giving them agency in determining their course goals. Among the unique characteristics of the schema, all of which simplify faculty decision making, are the elimination of partial credit, the reliance on a one-level grading rubric and the -bundling- of assignments and tests around learning outcomes. Successfully completing more challenging bundles (or modules) earns a student a higher course grade. Specs grading works equally well in small and large class settings and encourages -authentic assessment.- Used consistently over time, it can restore credibility to grades by demonstrating and making transparent to all stakeholders the learning outcomes that students achieve.This book features many examples of courses that faculty have adapted to spec grading and lays out the surprisingly simple transition process. It is intended for all members of higher education who teach, whatever the discipline and regardless of rank, as well as those who oversee, train, and advise those who teach.Specification grading promotes the following values and outcomes. It: 1. Upholds High Academic Standards2. Reflects Student Attainment of Skills and Knowledge 3. Motivates Students to Learn and to Excel4. Fosters Higher-Order Cognitive Development and Creativity5. Discourages Cheating6. Reduces Student Stress7. Makes Students Feel Responsible for Their Grades8. Minimizes Conflict Between Faculty and Students9. Saves Faculty Time and Is Simple to Administer10. Makes Expectations Clear and Simplifies Feedback for Improvement11. Assesses Authentically12. Achieves High Inter-Rater Agreement

    Part I asks: Is evolving Nature all there is – self-generated, self-sustaining, self-contained? Are human beings, as the topmost outgrowth of Nature, responsible to none other but themselves? That is the stance of naturalist and atheist Richard Dawkins. Or is evolving reality derived from, and dependent on, a transcendent Source and Destiny, to whom humans are accountable and whose benevolence reaches out to humans as persons because humans are persons? That is the conviction of the Christian faith. Part II shows that Dawkins’ interpretation of religion is deficient even in evolutionary terms and lacks the objectivity and impartiality of genuine science.Backed with in-depth study and thorough research, Richard Dawkins’ God Delusion: A repentant refutation is a masterfully written work that attempts to provide answers to believers and non-believers by presenting scientific and religious reasoning.

    Over the years their textbooks have introduced significant theoretical and pedagogical innovations in statics, dynamics, and mechanics of materials education. At the same time, their careful presentation of content, unmatched levels of accuracy, and attention to detail have made their texts the standard for excellence. The new Seventh Edition of Vector Mechanics for Engineers: Statics and Dynamics continues this tradition. The seventh edition is complemented by a media and supplement package that is targeted to address core course needs for both the student and the instructor.

    I have taught these simple processes to men and women all over the world, and recently over a thousand men and women of all religious affiliations attended a special class in Los Angeles where I presented the highlights of what is offered in the pages of this book. Many came from distances of two hundred miles for each class lesson. The special features of this book will appeal to you because they show you why oftentimes you get the opposite of what you prayed for and reveal to you the reasons why. People have asked me in all parts of the world and thousands of times, ?Why is it I have prayed and prayed and got no answer?? In this book you will find the reasons for this common complaint. The many ways of impressing the subconscious mind and getting the right answers make this an extraordinarily valuable book and an ever present help in time of trouble.

    For outsiders, Pyrrus usually means a quick and painful death, but DinAlt is fleeing the crooked casino masters of Cassylia - where he just broke the bank. But DinAlt is not prepared for the hellish Pyrrus, where every living thing seems bent on exterminating mankind.In DEATHWORLD 2 (originally published as THE ETHICAL ENGINEER), Jason DinAlt finds himself on a hostile, barbarian planet where technology and civilization have almost disappeared. Using his skills, DinAlt literally reinvents the wheel in his quest to escape and return to his friends on Pyrrus.

    

    It provides a concise and relevant treatment of inorganic chemistry and is written with such clarity that it is undoubtedly among the easiest to read of its competitors." Content "Atomic structure and the Periodic table Introduction to bonding The ionic bond The covalent bond The metallic bond General properties of the elements Coordination compounds Hydrogen and the hydrides Group 1 - The alkali metals The chlor-alkali industry Group 2 - The alkaline earth elements The group 13 elements The group 14 elements The group 15 elements Group 16 - the chalcogens Group 17 - the halogens Group 18 - the noble gases An introduction to the transition elements Group 3 - The scandium group Group 4 - The titanium group Group 5 - The vanadium group Group 6 - The chromium group Group 7 - The manganese group Group 8 - The iron group Group 9 - The cobalt group Group 10 - The nickel Group. Group 11 - The copper group: Coinage metals. Group 12 - The zinc group The lanthanide series. The actinides."

    We start counting our fingers and toes and end up balancing checkbooks and calculating risk. So powerful is the appeal of numbers that many people ascribe to them a mystical significance. Other numbers go beyond the supernatural, working to explain our universe and how it behaves. In Cosmic Numbers, mathematics professor James D. Stein traces the discovery, evolution, and interrelationships of the numbers that define our world. Everyone knows about the speed of light and absolute zero, but numbers like Boltzmann’s constant and the Chandrasekhar limit are not as well known, and they do far more than one might imagine: They tell us how this world began and what the future holds. Much more than a gee-whiz collection of facts and figures, Cosmic Numbers illuminates why particular numbers are so important—both to the scientist and to the rest of us.

    Lawson carefully and succinctly examines all aspects of the global warming issue: the science, the economics, the politics, and the ethics. He concludes that the conventional wisdom on the subject is suspect on a number of grounds, that global warming is not the devastating threat to the planet it is widely alleged to be, and that the remedy that is currently being proposed, which is in any event politically unattainable, would be worse that the threat it is supposed to avert. Argued with logic, common sense, and even wit, and thoroughly sourced and referenced, Lawson has written a long overdue corrective to the barrage of spin and hype to which the politicians and media have been subjecting the public on this important issue.