วันเสาร์ที่ 31 มกราคม พ.ศ. 2552

Our Iceberg Is Melting: Changing and Succeeding Under Any Conditions

Our Iceberg Is Melting: Changing and Succeeding Under Any Conditions

Our Iceberg Is Melting: Changing and Succeeding Under Any Conditions

Most of the denizens of the Antarctic penguin colony sneer at Fred, the quiet but observant scout who detects worrying signs that their home, an iceberg, is melting.  Fred must cleverly convince and enlist key players, such as Louis, the head penguin; Alice, the number two bird; the intractable NoNo the weather expert; and a passle of school-age penguins if he is to save the colony.Their delightfully told journey illuminates in an unforgettable way how to manage the necessary change that surrounds us all. Simple explanatory material following the fable enhances the lasting value of these lessons.Our Iceberg Is Melting is at once charming, accessible and profound; a treat for virtually any reader.      

Product Details

  • Amazon Sales Rank: #1115 in Books
  • Published on: 2006-09-05
  • Released on: 2006-09-05
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 160 pages



  • Editorial Reviews

    Amazon.com Review
    About the Author
    John Kotter has been on the faculty at Harvard Business School since 1972. He is the author of eleven award-winning titles and frequently gives speeches and seminars at Harvard and around the world. He lives in Cambridge, Massachusetts. Holger Rathgeber spent his early professional career in Asia. He has worked in industry since the early 1990's and is now with one of the leading medical technology companies, Bectom Dickinson. Raised in Frankfurt, Germany, Rathgeber currently resides in White Plains, New York.

    'Our Iceberg Is Melting' video Clip
    Watch a video clip featuring author John Kotter



    From Publishers Weekly
    Harvard Business School professor Kotter, author of the bestselling Leading Change (1996), teams up with executive Rathgeber to offer his contribution to the "business fable" genre. Kotter presents his framework for an effective corporate change initiative through the tale of a colony of Antarctic penguins facing danger-inspired, perhaps, by today's real-life global warming crisis (or, perhaps, by March of the Penguins' box office). Under the leadership of one particularly astute bird, a small team of penguins with varied personalities and leadership skills implement a thoughtful plan for coaxing the other birds in their colony through a time of necessary but wrenching change. The logic of Kotter's fictional framework is wobbly at times-his characters live and act very much like real penguins except that one carries a briefcase and another ("the Professor") cites articles from scholarly journals-and the whimsical tone will not be to everyone's taste. However, this light, quick read should fulfill its intended purpose: to serve as a springboard for group discussions about corporate culture, group dynamics and the challenges of change.
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    Review
    Penguins illustrate how to conquer changeBy Michelle Archer, for USA TODAY At first glance, Our Iceberg Is Melting seems easy to dismiss as an attempt to fuse a few hot topics — global warming, marching penguins — into a Who Moved My Cheese? fable-as-business-lesson best seller.
    But this penguin parable has a pedigree in the form of Harvard Business School's John Kotter, author of Leading Change, the 1996 business guide that also sported our flat-footed, feathered friends on the cover. The Heart of Change was his 2002 follow-up. This time out, Kotter moves the penguins inside, using how a colony of them copes with a potential catastrophe — yes, their iceberg is melting — to illustrate his eight-step process of successful change. Their story is short and peppered with the personalities organizations inevitably include: the naysayers and nitpickers, the innovators and agitators, the leaders and followers. The idea is that everyone in a group must play a role in navigating change. In that vein, Kotter and co-author Holger Rathgeber write that their goal is to use a good story with visual stimuli (full-color, cartoon-like illustrations) to influence a broad range of people to better handle change and produce results. In other words, companies should buy a copy for everyone from the CEO to the stock clerk. This approach paid off for Spencer Johnson of Who Moved My Cheese?, who writes the foreword. Kotter's process advocates quick action to confront issues, group thinking and the buy-in of the whole organization. The goal: replace old habits with new behaviors and make them stick. Whether you're a fan of lowest-common-denominator reading or not, there's no denying the logic behind Kotter's steps and the at-times clever way they are woven into the penguins' journey.


    Customer Reviews

    A poor man's "who moved my cheese"...2
    ...and you get what you pay for. The parable was really cute, but I kept waiting for the lessons and applications. Part of my job is acting as a change agent and convincing people to change, so I am always on the lookout for good books on simplifying the change process. This was not one of them. Cute story, clear concepts, but no lessons for real-life application.

    Today's Business Thinking5
    I see the thinking that these penguin's had today in many businesses. The majority of those people are older more mature individuals who are set in their ways and do not want change. This book was and is an easy read plus it gives the reader hope that any organization can change with the right leadership. As with the penguin's, someone has to take charge an lead the rest of the organization. If you are ordering this book, I assume that you are that person! So enjoy!!!

    Mirror of our 9-5 life5
    This is a DIFFERENT book. It made me see myself, my subordinates, colleagues and bosses in the characters. It fully utilizes fable "tools" to guide us through the process of change. Choosing the pengiun, that resourceless creature, was very intelligent in order to prove that change is ALWAYS possible - when there is a will there is way.

    Price: $12.56 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    The LEGO MINDSTORMS NXT Zoo!: A Kid-Friendly Guide to Building Animals with the NXT Robotics System

    The LEGO MINDSTORMS NXT Zoo!: A Kid-Friendly Guide to Building Animals with the NXT Robotics System

    The LEGO MINDSTORMS NXT Zoo!: A Kid-Friendly Guide to Building Animals with the NXT Robotics System

    Whether you're just beginning with your LEGO MINDSTORMS NXT set or are already an expert, you'll have hours of fun with these animal-like models that walk, crawl, hop, and roll!

    The first part of the book introduces you to the NXT kit and reviews the parts you'll need in order to begin building. Next, you'll learn how to program with the NXT-G programming language, including how to make miniprograms called My Blocks that you can use to build larger programs. Finally, you'll learn how to build each robot and program it to act like its real animal cousins.

    Learn to build and program the following robots:

    • Ribbit, a jumping frog
    • Bunny, a hopping rabbit
    • Sandy, a walking camel
    • Spiderbot, an eight-legged spider that avoids objects and walks forward and backward
    • Snout, a walking alligator that opens and closes its jaws
    • LEGOsaurus, a four-legged, plodding dinosaur
    • Pygmy, a walking elephant that raises and lowers its head
    • Polecat, a skunk on wheels that lifts its tail and shoots "darts"
    • Strutter, a peacock on wheels that turns and flutters its tail feathers

    Troubleshooting tips help you avoid problems like misarranged gears and incorrect programming, while a list of Internet resources is included to help guide you in further exploration with the NXT. Teachers and home educators will appreciate an appendix with helpful suggestions for using the models in the classroom.

    The models in this book have been tested repeatedly — and built successfully — by novice builders, so all you have to do is follow the directions and watch them go. Now, let the building begin!

    Product Details

  • Amazon Sales Rank: #66264 in Books
  • Published on: 2008-02-22
  • Format: Illustrated
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 336 pages



  • Editorial Reviews

    About the Author
    Fay Rhodes is co-author of The LEGO MINDSTORMS NXT Idea Book (No Starch), a 2007 member of LEGO's MINDSTORMS Community Partners (MCP), and the only female contributor to the NXT Step Blog.


    Customer Reviews

    Horible1
    I had received this book on Christmas along with the Lego Mindstorms NXT (a good product) but, was disappointed to find out that I couldn't build anything in this book. The kit did not come with the same amount of parts needed to build anything in this book. The nearest Lego store is in Massachusetts, and I live in Rhode Island, It wouldn't make sense to go there for a bunch of little parts. I would not recommend this book.

    Videos of Some of the Robots in the Book5
    Watch Video Here: http://www.amazon.com/review/R2WTFQKB6BIT8S Here are some of my own models taken from the book. I hope you enjoy them.

    a little young for my 12 year old3
    I think it's great with lots of neat animals but my 12 year old has yet to touch it.

    Price: $18.96 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    วันศุกร์ที่ 30 มกราคม พ.ศ. 2552

    Icarus at the Edge of Time

    Icarus at the Edge of Time

    Icarus at the Edge of Time

    Product Details

  • Amazon Sales Rank: #6809 in Books
  • Published on: 2008-09-02
  • Released on: 2008-09-02
  • Original language: English
  • Number of items: 1
  • Binding: Board book
  • 34 pages



  • Editorial Reviews

    Amazon.com Review

    Product Description
    From one of America's leading physicists--a moving and visually stunning futuristic re-imagining of the Icarus fable written for kids and those journeying with them toward a deeper appreciation of the cosmos.

    With a minimum of words set on 34 full color boardbook pages, Icarus travels not to the sun, but to a black hole, and in so doing poignantly dramatizes one of Einstein's greatest insights.

    Unlike anything Brian Greene has previously written, Icarus at the Edge of Time uses the power of story, not pedagogy, to communicate viscerally one small part of the strange reality that has emerged from modern physics. Designed by Chip Kidd, with spectacular images from the Hubble Space Telescope, it's a short story that speaks to curiosity and wisdom in a universe we've only begun to fathom.

    Unlike anything Brian Greene has previously written, Icarus at the Edge of Time uses the power of story, not pedagogy, to communicate viscerally one small part of the strange reality that has emerged from modern physics. Designed by Chip Kidd, with spectacular images from the Hubble Space Telescope, it's a short story that speaks to curiosity and wisdom in a universe we've only begun to fathom.

    An Interview with Author Brian Greene

    Q: After writing two big four-hundred-plus page bestselling books, what made you decide to write an illustrated book for all ages?
    A: There's an emotional side to science which the general public rarely experiences. When Einstein's calculations in 1916 showed that his new general theory of relativity could explain strange aspects of the planet Mercury's motion, he experienced--by his own description--heart palpitations. He'd revealed a fundamental cosmic truth and it filled him with awe and reverie. Yet, by contrast, in the public sphere science is still largely viewed as merely a cold body of knowledge. To many people, science is aloof, distant, abstract. I remember, some years back, reading a poem of Whitman’s about an astronomy student who grows tired and frustrated by his professor's teachings, and blissfully leaves the class to go outside, look skyward, and simply experience the wonderment of the star filled heavens. There are many for whom this poem would resonate. This highlights for me the need for people to connect with science in a new way--outside of the classroom and beyond the textbooks. My two previous books tried to make some heady ideas of modern physics widely available, and they did this through straightforward exposition. In Icarus At The Edge Of Time, my intention is to open a different kind of avenue onto science--a more visceral, more emotional side that a fictional narrative more readily accesses.

    Q: Where did the idea to re-imagine the Icarus legend (set in outer space and involving black holes!) come from?
    A: I recently told my two and a half year old son a bedtime story that involved space travelers moving near the speed of light. Within days he was telling his own animated stories of dinosaurs and monsters outrunning a new and wonderful concept--"the speed of dark." Which got me thinking. Storytelling is our most basic and powerful means of communication. We listen with a different kind of intensity--and open ourselves most fully--to a gripping tale. So why not allow some of science’s greatest wonders to be experienced not through pedagogy but through the force of narrative? Science in fiction, as opposed to science fiction. Scientific insights that are absorbed rather than studied. Icarus At The Edge Of Time is my first attempt to explore this terrain. Instead of a journey near the sun--a "light" star--Icarus heads to a black hole--a "dark" star. And then the wonders of Einstein's relativity kick in, warping the more familiar ending into a painful conclusion, to be sure, but perhaps one that's more hopeful than the original.

    Q: The story of Icarus is a cautionary tale, what do you think it has to say when applied (as it is here) to the nature of scientific exploration of the universe?
    A: Great scientists are great adventurers, boldly exploring unknown terrain--"anxiously searching" as Einstein once put it "for a truth one feels but cannot find, until final emergence into the light." Icarus's fearlessness fits this profile to a "T". But there's another side to scientific exploration. Scientific research has the capacity to reveal realms that turn the status quo on its head. And when this happens, we're often not prepared--as a society we're often not sufficiently mature--to take on the responsibility that such new realms can require.

    From nuclear knowledge to stem cells, from global climate change to cloning, science not only opens up new vistas but confronts us with profound challenges. In this new version of the Icarus tale, Icarus's unrestrained explorations take him, literally, to a startling new realm--one in which the universe as he knew it becomes forever beyond his reach. We can imagine him maturing into his new life and experience, but we also feel the wrenching pain of his being torn from his familiar reality--and from his family--and entering a completely new world--the very process of maturation we collectively navigate as science rewrites the rules of what's possible.

    Q: Who do you see as the audience for this book?
    A: The intended audience is broad. While I've found that science-enthusiasts get a big kick out of the story (it's not often that general relativity is the lynch pin in a narrative!), I wrote the story with two kinds of imaginary readers looking over my shoulder--adults who don't generally have much contact with science, and kids who love a short adventure story.

    Q: Since the writing of your last book you have become a father. How has fatherhood impacted you as a writer?
    A: I feel a stronger urge to go beyond a connection with readers that's purely intellectual. The intellectual side is critical of course. But I think you communicate far more effectively if you can engage the reader on multiple levels. I've always felt this way. But I now experience it everyday--all the time--with my son, and also my one-year-old daughter. Fatherhood has heightened my recognition that to communicate you need an emotional link.

    Q: Your passion for science and making it come alive for people of all ages is well known--as evidenced through your founding of The World Science Festival and also in a recent New York Times op-ed in which you wrote about "the powerful role science can play in giving life context and meaning," and stated, "It's the birthright of every child, it's a necessity for every adult, to look out on the world . . . and see that the wonder of the cosmos transcends everything that divides us." How do you feel about the way Science is taught in most schools today and what would be the biggest changes you would recommend?
    A: We need to get beyond the urge--however important--of merely teaching kids the results of science, the methods of science. We need to communicate the stories of science. If a kid thinks of science as a subject taught in a classroom, we've failed. Kids need to think of science as the greatest of adventure stories as we've sought to understand ourselves and the universe around us. Kids need to recognize that science is a perspective, a way of life--it's something you hold with you long, long after you leave the classroom.

    Q: What were some of the books that most inspired your passion for Science?
    A: When I was really young, it wasn't actually books that inspired me. It was great teachers. From my dad (a self-educated high-school drop-out) to a couple of public school teachers where I grew up in New York City, I was fortunate to be surrounded by people who knew how to nurture and excite a young mind.

    Q: So do you think anyone will ever actually find out what happens at the center of a black hole?
    A: Absolutely. But not by jumping in.

    Q: Is it a challenge, as a physicist and mathematician to write in a way that everyone understands?
    A: It is a challenge, but for me its both a useful and exciting one. I find that translating cutting-edge research into more familiar language forces me to strip away extraneous details and zero in on the core ideas. Often, this helps me to organize my own thoughts and has even suggested research directions. And it's exciting to see ideas that are close to my heart and those of other researchers in the field reach a wider audience. The questions we are tackling are universal, and everyone deserves the right to enjoy the progress we're making.

    Q: What are black holes and what do they tell us about the nature of universe?
    A: Black holes are regions of space filled with such intense gravity that anything which gets too close, even light, is unable to escape. Although Albert Einstein’s insights led to the idea of black holes, he remained skeptical about their existence. Yet, in the decades since, a wealth of astronomical observations have provided strong evidence that black holes not only exist in the cosmos, they’re commonplace.

    Black holes have a profound effect on time: their gravitational force pulls on time itself, slowing its rate of passage ever more as one gets ever nearer a black hole’s edge. Because of this, black holes provide for a specific kind of time travel. Were you to hover near the edge of a black hole, time for you would pass more slowly than for everyone else who remained far away. On returning to Earth you would thus find that hundreds or even thousands of years had elapsed, depending on the size of the black hole and how close you ventured to its edge.

    Scientists still haven’t figured out what happens at the very center of a black hole. Einstein’s mathematics breaks down and so provides no insight. Some scientists have suggested that a black hole’s center is where time comes to an end while others have proposed that it’s a portal to another universe. Finding the definitive answer is widely recognized as one of the great remaining challenges in our continuing quest to understand space, time and the cosmos.

    Q: How close are we to really understanding the nature of the universe?
    A: Sometimes I think the final theory is just around the corner. Sometimes I think such thoughts are naive. The bottom line is I don't know, but what we're learning is so startling, that in a way it doesn't matter. When or if we reach the deepest understanding, it will be a major moment for our species. But until then, making progress at unraveling the cosmos is its own reward.

    Q: Where did you get the idea to illustrate this book with photos from the Hubble Space Telescope?
    A: That was Chip Kidd's idea. On reading the story he immediately felt that an abstract, as opposed to literal, visual treatment would be most effective. I agreed completely. And was kind of blown away when he came up with this design. It is so simple, but so powerful.

    (Photo Credit: Andrea Cross)

    Designer Chip Kidd Discusses His Vision for Icarus at the Edge of Time

    Q: So Chip, where did the inspiration for this design come from?
    A: The genesis, if you will, of the design and art direction of Icarus at the Edge of Time represents (for me), a prime example of design challenges at its purest and most exhilarating. In the spring of 2007, Marty Asher (Brian Greene's editor at Knopf) brought me Brian's manuscript of a fable of a teenage boy-genius (Icarus) who lives on a starship heading back to Earth after a generations-long mission and, against the stern warnings of his scientist father, commandeers a sort of pod-ship to go explore a black hole. When he returns from doing so, he finds that everything he knew has changed, and he learns a devastating lesson.

    The story takes place in deep space, and as I was reading it, my mind instantly flashed to those incredible images that have been beamed back from the Hubble telescope. A quick investigation into the Hubble website bore out the fact that a) these images are in the public domain, and b) you can literally download good hi-resolution files of them from the site. Honestly, this discovery made me feel good about paying my taxes for the first time in decades. Anyway, the idea was born to illustrate the text metaphorically rather than literally. Although it is a fantastic tale, Brian grounds it in very real science, so the most appropriate thing was to show actual pictures of space (which happen to be jaw-droppingly gorgeous) as opposed to having someone draw or paint them.

    In that sense it became like designing the cover of Jurassic Park all over again--you start with something concrete and real (a diagram of an existing T-Rex skeleton) and apply it to a fictional conceit. So you end up with what just might be outside Icarus's window as he hurtles through space. Added to that is a graphic element that represents the approaching and receding black hole, which is literally that--a small black circle appears smack dab in the center of the second spread and slowly grows as you read the book. Then, when it's so relatively large it threatens to completely consume everything, it slowly starts shrink (as Icarus pulls the pod-craft back away from it), until by the end of the book it disappears and is replaced by the Earth. If you have trouble picturing that, you'll just have to see the book! I thank Brian for the opportunity to work on it, and urge you all to check it out. Learning scientific space-physics was never so beautiful. –CK

    (Photo Courtesy of Chip Kidd)

    A Look Inside Icarus at the Edge of Time
    (Click on Images to Enlarge)


    From Publishers Weekly
    Be forewarned: this is not like anything else the bestselling physicist Greene (The Elegant Universe) has written. Nor is it a children's book, though it looks like one, with simple, didactic text and Chip Kidd's design for spectacular photos, taken by the Hubble Space Telescope, of nebulae, galaxies and other cosmic phenomena, all on thick board. So what is this strange book? According to the publishers, it's a science title, but really it's a retelling of the myth of Icarus for the Star Wars generation. In Greene's version, Icarus, like his father, will live out his life on the starship Proxima, headed on a 23-trillion-mile journey to a planet that had sent intelligible radio signals to Earth. But the 14-year-old yearns to escape the Proxima's confines. So he gears up his Runabout-with a "micro-warp-drive engine" of his own design-and flits nimbly to the edge, not of the Sun, but of a black hole. But Icarus has forgotten about gravity's ability to warp time, and he will never reunite with his father or the Proxima again. Greene's impulsive teenager embodies well our insatiable desire to explore the universe, and Greene offers an ingenious transposition of the Icarus myth for the modern era. Yet the lesson Greene wants readers to take away is unclear: rather than dying, this Icarus is granted a stunning, if unbelievably optimistic, view of the future.
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    Review
    “Terrific . . . Page after page shows gorgeous, swirling color set in the blackness of infinity . . . Against these stunning visuals is a retelling of the classical myth of Icarus.”
    –Meghan Cox Gurdon, Wall Street Journal

    “Do your part to get kids psyched about science with physicist Brian Greene’s Icarus at the Edge of Time, a futuristic fable that will take you and your budding scientists to the ends of the universe and back. Full-color photos from the Hubble Space Telescope bring the beauty of the cosmos right to your fingertips.”
    Parade Magazine

    “A perfect book for smart parents to read to smart children. Plus, it will make all concerned even smarter.”
    –Tim Follos, Washington Post Express

    “Moving and successful . . . Beautifully illustrated . . . The images frame the deep and complex thought at the heart of the tale . . . [Greene] weaves the wonder of modern physics through the fabric of his story–and thus enables his readers to confront its strangeness themselves.”
    –Thomas Levenson, Seed Magazine


    Customer Reviews

    One of a Kind -- We need more books like this.5
    Get the imagination of youngsters firing on all cylinders, with fuel coming from real science. The inventive story stays with you. So does the strange way time behaves at a black hole. For my kids, I'd like a whole collection of books like this. Hey, I'd like them for me too.

    Unique and Unexpected...Magnificent short tale5
    Brian Greene brings science and mythology together in a simple, weighty and somewhat haunting story. Who knew relativity could send shivers down the spine? Somewhere between science, science fiction and space opera, this book is beautifully produced and creatively conceived. It's a tale to be read and read again.

    Icarus5
    This book is a fantastic way to get children excited about science. The space pictures are wonderful. I highly recommend it for children of all ages.

    Price: $13.57 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    Wesley the Owl: The Remarkable Love Story of an Owl and His Girl

    Wesley the Owl: The Remarkable Love Story of an Owl and His Girl

    Wesley the Owl: The Remarkable Love Story of an Owl and His Girl

    On Valentine's Day 1985, biologist Stacey O'Brien first met a four-day-old baby barn owl -- a fateful encounter that would turn into an astonishing 19-year saga. With nerve damage in one wing, the owlet's ability to fly was forever compromised, and he had no hope of surviving on his own in the wild. O'Brien, a young assistant in the owl laboratory at Caltech, was immediately smitten, promising to care for the helpless owlet and give him a permanent home. Wesley the Owl is the funny, poignant story of their dramatic two decades together.

    With both a tender heart and a scientist's eye, O'Brien studied Wesley's strange habits intensively and first-hand -- and provided a mice-only diet that required her to buy the rodents in bulk (28,000 over the owl's lifetime). As Wesley grew, she snapped photos of him at every stage like any proud parent, recording his life from a helpless ball of fuzz to a playful, clumsy adolescent to a gorgeous, gold-and-white, macho adult owl with a heart-shaped face and an outsize personality that belied his 18-inch stature. Stacey and Wesley's bond deepened as she discovered Wesley's individual personality, subtle emotions, and playful nature that could also turn fiercely loyal and protective -- though she could have done without Wesley's driving away her would-be human suitors!

    O'Brien also brings us inside the prestigious research community, a kind of scientific Hogwarts where resident owls sometimes flew freely from office to office and eccentric, brilliant scientists were extraordinarily committed to studying and helping animals; all of them were changed by the animal they loved. As O'Brien gets close to Wesley, she makes important discoveries about owl behavior, intelligence, and communication, coining the term "The Way of the Owl" to describe his inclinations: he did not tolerate lies, held her to her promises, and provided unconditional love, though he was not beyond an occasional sulk. When O'Brien develops her own life-threatening illness, the biologist who saved the life of a helpless baby bird is herself rescued from death by the insistent love and courage of this wild animal.

    Enhanced by wonderful photos, Wesley the Owl is a thoroughly engaging, heartwarming, often funny story of a complex, emotional, non-human being capable of reason, play, and, most important, love and loyalty. It is sure to be cherished by animal lovers everywhere.

    Product Details

  • Amazon Sales Rank: #1076 in Books
  • Published on: 2008-08-19
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 240 pages



  • Editorial Reviews

    From Publishers Weekly
    Starred Review. Owls permeate literature and mythology, an ancient animal ("some 97 million years" old) that has fascinated for centuries; still, few people have had as intimate an encounter with the mysterious night birds as biologist O'Brien. As a student researcher at Caltech, she fell in love with an injured four-day-old barn owl and seized the opportunity to adopt him permanently. She named him Wesley, and for 19 years kept, cared for and studied him, forging a tremendous relationship with the still-wild animal, as well as a vast understanding of his abilities, instincts and habits: "He was my teacher, my companion, my child, my playmate, my reminder of God." Her heartwarming story is buttressed by lessons on owl folklore, temperament ("playful and inquisitive"), skills, and the brain structure that gives them some amazing abilities, like spotting a mouse "under three feet of snow by homing in on just the heartbeat." It also details her working life among fellow scientists, a serious personal health crisis, and the general ins and outs of working with animals. This memoir will captivate animal lovers and, though not necessarily for kids, should hold special appeal for Harry Potter fans who've always envied the boy wizard his Hedwig.
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    Review
    "I love Wesley the Owl! Not since Konrad Lorenz have I read such an honest, vivid, and revealing account of the rich and complex life of an individual bird. Stacey O'Brien has captured the essence of the soul of an unforgettable owl. Affectionate, quirky, joyous, and wise, Wesley shows us the Way of the Owl -- the way to God and grace. This book is destined to become a classic, and will deepen importantly the way we understand birds." -- Sy Montgomery, author of The Good Good Pig

    "Wesley the Owl is beautiful, funny, transcendental, fascinating, and powerful. I loved this book!" -- Lynne Cox, author of Grayson and Swimming to Antarctica

    "This compelling story sheds a bright, shining light into the world of animal emotions and the powerful bonds forged between animals and humans. A heartfelt journey of life and love with one of nature's wild creatures, Wesley the Owl is a must-read story of faith, compassion, and selfless devotion." -- Jay Kopelman, author of From Baghdad, With Love and From Baghdad to America

    "Most 'me and my bird' stories are mildly entertaining at best, but Wesley the Owl is a different animal altogether. Stacey O'Brien got to know this owl with a unique combination of deep scientific understanding and rare emotional intensity, and the result is stunning, unforgettable. Read this book and you will never see owls, or humans, in the same light again." -- Kenn Kaufman, author of Kingbird Highway and Flights Against the Sunset

    "This fun book reminded me of Marley & Me, but with wings. Warm, weird, and wonderful, Wesley the Owl is proof that man's best friend sometimes has feathers." -- Mark Obmascik, author of The Big Year

    "An inside look at the mind of an owl. If you are interested in animal intelligence, you should read this book."-- Temple Grandin, author of Animals in Translation

    "The best of love stories between two intelligent beings, told (by the human) with good humor and remarkable insights into the mind of an owl -- I couldn't put it down."-- Donald Kroodsma, Ph.D., professor emeritus at University of Massachusetts, Amherst, and author of The Singing Life of Birds

    "[S]weet, quirky memoir....[T]his little guy's such a character."-- USA Today

    "Wesley will make you wonder if owls are not at least as wise as humans and as capable of compassion. Wesley the Owl will stretch your notions about the limits of interspecies communication and love. It will entertain, delight and, finally, cause you to weep. Guaranteed."-- Sam Keen, author of Sightings: Extraordinary Encounters With Ordinary Birds

    "Stacey O'Brien tells the intriguing story of how her life was changed and rearranged when she attempted to tame and raise Wesley -- a barn owl. She shows us how she was ultimately repaid with his love and devotion, and given glimpses into the mind of an animal that has an unexpected ability to understand human language and to communicate. Fascinating!"-- Stanley Coren, psychologist and author of How Dogs Think and Why Does My Dog Act That Way?

    About the Author
    Stacey O'Brien is trained as a biologist specializing in wild-animal behavior. She graduated from Occidental College with a BS in biology and continued her education at Caltech. Stacey now works as a wildlife rescuer and rehabilitation expert with a variety of local animals, including the endangered brown pelican, owls, seabirds, possums, and songbirds. She lives in Southern California.


    Customer Reviews

    Loved it !!5
    This was an engaging, thoughtful memoir based on fact but made interesting through the writer's rare talent. Most biologists lack a sense of humor (on paper) but she has this ability to tap into the owl's personality and brings it to life. I felt a true sense of the bond between human and bird. I laughed out loud and teared up at times. She covers all elements of an owl's life from birth,maturation, to old age in such fine detail without boring you to tears. I learned far more about owls than I ever expected and for the author to remember such little details over a 19 year span is amazing. I never knew that owls hated water and that their primary source of nutrition is from mice. I am a true animal lover, but do understand that because she is Wesley's adoptive mother, and he isn't able to hunt on his own, that she must kill mice to provide for him.If he were able to hunt down mice in the wild then she would have released him. She is his "link" to the food chain.
    I can't imagine anyone not loving this book.

    Stacey Learns The Way of the Owl5
    Stacey O'Brien, animal lover and biologist at CalTech, adopts a 4 day old barn owl and it changes her life forever! Charming story brings Wesley to life in all his quirky, funny, ways as we learn the Way of the Owl. Humorous stories of working with animals include an attempted octopi intervention and a hamster rescue - speeding down the highway administering CPR!! This book brings a new understanding of animal's abilities to think, learn, feel, and even... love! LOVED IT!! Bought a copy for my niece. The only thing that may turn someone off is a lot of talk about dead mice (Wesley has to eat 4-6 mice every day). Other than that this book is a cozy read - it will warm you up even on a cold blustery day.

    Must read for anyone who wants inspiration4
    This was really a good read for anyone who likes animal stories. The author, as a scientist, explains a lot of the background in straightforward prose and it is akin to listening to a friend relating a story about their children/pet(s). The depth of her relationship with Wesley the Owl is evident in the story and the story is fascinating and inspiring at the same time. I never knew that owls can be so fascinating. Also, her writing style flows well despite not being in some type of writing field, and she really brings the story alive.

    Anyone who liked Marley and Me would truly enjoy this book. Of course, it will make you cry at the end (and which animal book doesn't?).

    Price: $15.64 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    วันพฤหัสบดีที่ 29 มกราคม พ.ศ. 2552

    Under and Alone: The True Story of the Undercover Agent Who Infiltrated America's Most Violent Outlaw Motorcycle Gang

    Under and Alone: The True Story of the Undercover Agent Who Infiltrated America's Most Violent Outlaw Motorcycle Gang

    Under and Alone: The True Story of the Undercover Agent Who Infiltrated America's Most Violent Outlaw Motorcycle Gang

    In 1998, William Queen was a veteran law enforcement agent with a lifelong love of motorcycles and a lack of patience with paperwork. When a “confidential informant” made contact with his boss at the Bureau of Alcohol, Tobacco and Firearms, offering to take an agent inside the San Fernando chapter of the Mongols (the scourge of Southern California, and one of the most dangerous gangs in America), Queen jumped at the chance, not realizing that he was kicking-starting the most extensive undercover operation inside an outlaw motorcycle gang in the history of American law enforcement.

    Nor did Queen suspect that he would penetrate the gang so successfully that he would become a fully “patched-in” member, eventually rising through their ranks to the office of treasurer, where he had unprecedented access to evidence of their criminal activity. After Queen spent twenty-eight months as “Billy St. John,” the bearded, beer-swilling, Harley-riding gang-banger, the truth of his identity became blurry, even to himself.

    During his initial “prospecting” phase, Queen was at the mercy of crank-fueled criminal psychopaths who sought to have him test his mettle and prove his fealty by any means necessary, from selling (and doing) drugs, to arms trafficking, stealing motorcycles, driving getaway cars, and, in one shocking instance, stitching up the face of a Mongol “ol’ lady” after a particularly brutal beating at the hands of her boyfriend.

    Yet despite the constant criminality of the gang, for whom planning cop killings and gang rapes were business as usual, Queen also came to see the genuine camaraderie they shared. When his lengthy undercover work totally isolated Queen from family, his friends, and ATF colleagues, the Mongols felt like the only family he had left. “I had no doubt these guys genuinely loved Billy St. John and would have laid down their lives for him. But they wouldn’t hesitate to murder Billy Queen.”

    From Queen’s first sleight of hand with a line of methamphetamine in front of him and a knife at his throat, to the fearsome face-off with their decades-old enemy, the Hell’s Angels (a brawl that left three bikers dead), to the heartbreaking scene of a father ostracized at Parents’ Night because his deranged-outlaw appearance precluded any interaction with regular citizens, Under and Alone is a breathless, adrenaline-charged read that puts you on the street with some of the most dangerous men in America and with the law enforcement agents who risk everything to bring them in.


    From the Hardcover edition.

    Product Details

  • Amazon Sales Rank: #8753 in Books
  • Published on: 2007-06-26
  • Released on: 2007-06-26
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 288 pages



  • Editorial Reviews

    From Publishers Weekly
    Starred Review. This harrowing, turbocharged account of undercover life is reminiscent of Joseph D. Pistone's Donnie Brasco. After military service in Vietnam, Queen began his law enforcement career, eventually spending 20 years as an ATF special agent. In 1998, through contact with a "confidential informant," he began to hang with the Mongol Nation, a violent Southern California motorcycle club ("a tight-knit collective of crazies, unpredictable and unrepentant badasses") with 20 chapters in several states and 350 members both in and out of prison. Assuming the role of bearded biker "Billy St. John," Queen entered into a 28-month undercover operation. To gather evidence of homicide, weapons and narcotics violations, he sometimes wore a wire, knowing that its discovery could lead to his murder. Indeed, he was suspected at first of being a cop and forced to prove himself in more than a few dangerous situations. But after months of hazing, he became a trusted member. Queen steers clear of melodrama and captures both sides of his double life; the sadistic characters and criminal camaraderie are contrasted with his own inner turmoil, as he thought of the Mongols as his friends while the investigation escalated. The strength and white-hot intensity of the writing make this read like a movie, and Hollywood is certain to take note. 16 pages of b&w photos not seen by PW. (On sale Apr. 5)
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    From Bookmarks Magazine
    Queen risked his life when he joined the Mongols as bearded biker Billy St. John. His adventures with one of America’s most notorious bike gangs, where he explains "murder and mayhem have become simply a lifestyle choice," resulted in the convictions of more than 50 Mongols and earned him an impressive cache of awards. More important, after harrowing trials that included selling drugs to driving getaway cars, Queen lived to tell all about it. Queen recounts these two years with a straightforward gruffness that captivated critics. His story is tight, suspenseful, and unstoppable—you know he’s going to bust the men who became like brothers to him, but it’s just a matter of when and how. The movie version starring Mel Gibson is slated for 2006.

    Copyright © 2004 Phillips & Nelson Media, Inc.

    From Booklist
    Queen infiltrated the notorious California motorcycle gang the Mongols for two years (1998-2000) and recalls the experience in an account remarkable not only for its cliff-hanging moments but also for the perceptive observations of gangster culture. Mongols are lethally loyal to their own, with an interior hierarchy ascended by passing various tests. Deadly situations abounded for Queen, a special agent for the Bureau of Alcohol, Tobacco and Firearms, and while he didn't have to carry through on a group expectation to stab a Mongol enemy, he projected a pugilistic allegiance that earned him the club's trust and its coveted patch, which proclaimed him a true Mongol brother. The psychological stress of living the deception (including witnessing the abuse and sexual degradation of women) was compounded by acting the Mongol part for uniformed police who pulled him over. Ratcheted up by foreknowledge that Queen would eventually betray the Mongols, some of whom he regarded as genuine friends, the narrative is unstoppable. A word-of-mouth sleeper. Gilbert Taylor
    Copyright © American Library Association. All rights reserved


    Customer Reviews

    book5
    wonderful book could not put it down thank god there are people in this world that will put life on the line to make it a better safer place to be!!!

    Under cover5
    I loved this book and recomend it to all my friends. It shows a clasic struggle between good and evil and how at times it can be hard to tell which is which. Shows both sides to being a member of a MC in that the brother hood is awsome but it also shows you the illegal side of things and how evil the people in the Club can be.

    It's OK3
    The book is ok, but lacks in writing style which also effects it over all.

    Price: $10.20 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    Weather: The Ultimate Book of Meteorological Events

    Weather: The Ultimate Book of Meteorological Events

    Weather: The Ultimate Book of Meteorological Events

    "There are about 1,800 thunderstorms in progress over the earth's surface at any given time, and lightning strikes about 100 times each second ." --from Weather

    Weather: The Ultimate Book of Meteorological Events is a compilation of some of the most spectacular weather photography and writing in the world. Adapted from over 20 years of material from the bestselling Weather Guide calendar, this comprehensive volume combines dozens of essays from more than 20 meteorology and climate change experts. And, in order to fully appreciate the weather's majestic beauty, more than 100 photographers have contributed their awe-inspiring images, expertly portraying some of the most dramatic weather events of the past two decades.

    Includes:

    * U.S. and international monthly climactic data charts

    * 365 days of weather trivia

    * Significant events in meteorological history

    Product Details

  • Amazon Sales Rank: #62045 in Books
  • Published on: 2008-09-01
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 256 pages



  • Customer Reviews

    Another Side of Weather4
    This was a very comprehensive book about all types of weather, with great pictures and good, simple explanations. If you are more than just a casual watcher of the The Weather Channel - you'll want this book. Good price from Amazon compared to the brick and mortar places.

    Beautiful photography5
    I purchased this as a gift for my son, who loves to study and photograph severe weather. Although it is hard to get many words from a teenager, when he opened it, the response was "cool" and he sat for over an hour pouring through it. Translation: he loved it! I would recommend this gift/coffee table quality book for anyone who is interested in weather phenomenon or just enjoys beautiful, unique photographs.

    Wonderful Book5
    This book was a birthday gift for my boss...he flipped when he opened the present. Loved it and the item was exactly as described.

    Price: $26.40 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    วันพุธที่ 28 มกราคม พ.ศ. 2552

    Musicophilia: Tales of Music and the Brain, Revised and Expanded Edition

    Musicophilia: Tales of Music and the Brain, Revised and Expanded Edition

    Musicophilia: Tales of Music and the Brain, Revised and Expanded Edition

    Revised and Expanded

    With the same trademark compassion and erudition he brought to The Man Who Mistook His Wife for a Hat, Oliver Sacks explores the place music occupies in the brain and how it affects the human condition. In Musicophilia, he shows us a variety of what he calls “musical misalignments.” Among them: a man struck by lightning who suddenly desires to become a pianist at the age of forty-two; an entire group of children with Williams syndrome, who are hypermusical from birth; people with “amusia,” to whom a symphony sounds like the clattering of pots and pans; and a man whose memory spans only seven seconds-for everything but music.

    Illuminating, inspiring, and utterly unforgettable, Musicophilia is Oliver Sacks' latest masterpiece.

    Product Details

  • Amazon Sales Rank: #713 in Books
  • Published on: 2008-09-23
  • Released on: 2008-09-23
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 448 pages



  • Editorial Reviews

    Amazon.com Review
    Amazon Best of the Month, December 2007: Legendary R&B icon Ray Charles claimed that he was "born with music inside me," and neurologist Oliver Sacks believes Ray may have been right. Musicophilia: Tales of Music and the Brain examines the extreme effects of music on the human brain and how lives can be utterly transformed by the simplest of harmonies. With clinical studies covering the tragic (individuals afflicted by an inability to connect with any melody) and triumphant (Alzheimer's patients who find order and comfort through music), Sacks provides an erudite look at the notion that humans are truly a "musical species." --Dave Callanan

    From Publishers Weekly
    Neurologist and professor Sacks, best known for his books Awakenings and The Man Who Mistook His Wife for a Hat, dedicates his latest effort to the relationship between music and unusual brain disorders. Embracing the notion that neurology is an inherently British phenomenon, foreign to the New World, Sacks's book is read by impeccably polished actor Prebble (PW's 2006 Narrator of the Year). As befitting so urbane and smooth a reader, Prebble sounds as if his shirt had just been starched and his lab coat carefully pressed before beginning. With nary a word out of place, Prebble steps onto the stage, playing the good Dr. Sacks for this one-time-only performance. Simultaneous release with the Knopf hardcover (Reviews, Aug. 27).
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    From Bookmarks Magazine
    Perhaps, renowned author Oliver Sacks’s insight into neurological curiosities gives him a key to reviewers’ criteria. His nine previous books, including Awakenings (1973) and The Man Who Mistook His Wife for a Hat (1985), have all seen widespread critical and commercial success. And critics agree that Musicophilia is a fine addition to Sacks’s oeuvre, even though it differs somewhat from his previous works: instead of focusing exclusively on other people’s disorders, Sacks, an amateur pianist, indulges in some self-examination (one reviewer sees a link with his autobiographical Uncle Tungsten), including his own fleeting experience with amusia, a disorder that causes music to sound like sheer clatter. Luckily, it didn’t affect his ear for fine prose and provocative storytelling.

    Copyright © 2004 Phillips & Nelson Media, Inc.


    Customer Reviews

    Truly Fascinating5
    Musicophilia by Oliver Sacks is one of the most interesting and engaging books I've read in a long time. As a musician, I am fascinated at the interaction of neurology and music. Be prepared for thinking about music in new ways, and for learning about the intricate and delicate aspects of our brains that make it possible for us to even hear music as music (rather than noise), let alone enjoy it.

    Musicophagia3
    I've been a huge fan of Oliver's ever since TMWMHWFAH, I even went back and read all his previous books and I've loved (almost) everything since then. Not only do I enjoy the weird little neurological symptoms he describes but I love his folksy, self-deprecating voice.

    "Musicophilia" however I found to be tough sledding -- I read at least 3 other books while trying to finish this one. The reason is not the material -- the relationship of musicality to mentation is fascinating, and he does an admirable job of covering the subject here. The problem lies in his voice -- this book is written from a somewhat scholarly third-person perspective (most of it) and it's made worse by this paperback "revised and expanded edition" which adds about 30% more to it in the form of endless repetition, tedious footnotes, and totally extraneous postscripts. Rather than using a few entertaining case histories to illustrate the subjects under discussion, Sacks lists dozens and dozens of nearly identical case histories with way too much detail and way not enough commentary.

    The 425 page book could have made an entertaining 180 page book without losing any of the essential narrative. You really learn the value of a good editor when you don't have one.

    A deeply intelligent, loving book.5
    Dr. Sacks has written a book that is astounding in its depth and love for humanity, his patients, the mysteries of life and music the great connector of us all. Music, how we each perceive it and it effects us. The stories in this book amaze and awaken us to the marvels of the brain, our wiring, science and possibility.

    Price: $10.17 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    วันอังคารที่ 27 มกราคม พ.ศ. 2552

    Buyology: Truth and Lies About Why We Buy

    Buyology: Truth and Lies About Why We Buy

    Buyology: Truth and Lies About Why We Buy

    How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them?

    In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among his finding:

    Gruesome health warnings on cigarette packages not only fail to discourage smoking, they actually make smokers want to light up.


    Despite government bans, subliminal advertising still surrounds us – from bars to highway billboards to supermarket shelves.

    "Cool” brands, like iPods trigger our mating instincts.

    Other senses – smell, touch, and sound - are so powerful, they physically arouse us when we see a product.

    Sex doesn't sell. In many cases, people in skimpy clothing and suggestive poses not only fail to persuade us to buy products - they often turn us away .

    Companies routinetly copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars.

    Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds. Includes a foreword by Paco Underhill.

    Product Details

  • Amazon Sales Rank: #1094 in Books
  • Published on: 2008-10-21
  • Released on: 2008-10-21
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 256 pages



  • Editorial Reviews

    Review
    "A page-turner"
    -Newsweek

    " Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning."
    -Fast Company

    “Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience”
    -The Washington Post

    “Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind”
    -The Sunday Times (UK)

    “Shatters conventional wisdom”
    - CNBC

    "...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner"
    -BBC Focus Magazine

    “Lindstrom's research should be of interest to any company launching a new product or brand”
    -USA Today

    "Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products."
    -Time

    “When someone tells you that a book is a "page-turner," you probably think of the latest top-list best-seller. Now you'll think of Buyology….Pick up a copy of this book and get one of those highlighting thingamajiggies before you fix your ad budget for the new year. "Buyology" is definitely money well-spent.”
    -The Eagle Tribune


    “An entertaining and informative tome”
    -The Seattle Examiner


    “Why do rational people act irrationally? Written like a fast paced detective novel, "Buyology" unveils what neuromarketers know about our decision making so we can buy and sell more insightfully."
    - Dr. Mehmet C Oz Professor of Surgery, Columbia University, and author of YOU -The Owner’s Manual

    “Move over Tipping Point and Made to Stick because there’s a new book in town: Buyology. This book lights the way for smart marketers and entrepreneurs.”
    -Guy Kawasaki, Author of The Art of the Start

    "Martin Lindstrom is one of branding's most original thinkers"
    -Robert A. Eckert, CEO & Chairman, Mattel, Inc.

    “Lindstrom takes us on a fascinating journey inside the consumer brain. Why do we make the decisions we do? Surprising and eye opening, Buyology is a must for anyone conducting a marketing campaign.”
    -
    Ori Brafman, author of the bestselling book, Sway

    "Full of intriguing stories on how the brain, brands and emotions drive consumer choice. Martin Lindstrom’s brilliant blending of marketing and neuroscience supplies us with a deeper understanding of the dynamic, largely unconscious forces that shape our  decision making. One reading of this book and you will look at consumer and producer behavior in an entirely new light.”
    -Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

    "A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!"
    -Andrew Robertson, CEO & President, BBDO Worldwide


    Lindstrom can be a charming writer. He has an encyclopedic knowledge of advertising history and an abundance of real-world business experience

    About the Author

    MARTIN LINDSTROM is one of the world's most respected marketing gurus. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, advising top executives of companies including McDonald's Corporation, Procter & Gamble, Nestlé, Microsoft, The Walt Disney Company and GlaxoSmithKline. He has been featured in The Washington Post, USA TODAY, Fast Company, and more. His previous book, BRANDsense, was acclaimed by the Wall Street Journal as one of the ten best marketing books ever published.

    Excerpt. © Reprinted by permission. All rights reserved.
    Not surprisingly, the smokers were on edge, fidgety, not sure what to expect.

    Barely noticing the rain and overcast skies, they clumped together outside the medical building in London, England, that houses the Centre for NeuroImaging Sciences. Some were self- described social smokers–a cigarette in the morn­ing, a second snuck in during lunch hour, maybe half-a- dozen more if they went out carousing with their friends at night. Others confessed to being longtime two-pack-a-day addicts. All of them pledged their allegiance to a single brand, whether it was Marlboros or Camels. Under the rules of the study, they knew they wouldn’t be allowed to smoke for the next four hours, so they were busy stockpiling as much tar and nicotine inside their systems as they could. In between drags, they swapped lighters, matches, smoke rings, apprehensions: Will this hurt? George Orwell would love this. Do you think the machine will be able to read my mind?

    Inside the building, the setting was, as befits a medical lab­oratory, antiseptic, no- nonsense, and soothingly soulless–all cool white corridors and flannel gray doors. As the study got under way I took a perch behind a wide glass window inside a cockpit-like control booth among a cluster of desks, digital equipment, three enormous computers, and a bunch of white-smocked researchers. I was looking over a room domi­nated by an fMRI (functional Magnetic Resonance Imaging) scanner, an enormous, $4 million machine that looks like a gi­ant sculpted doughnut, albeit one with a very long, very hard tongue. As the most advanced brain- scanning technique avail­able today, fMRI measures the magnetic properties of hemo­globin, the components in red blood cells that carry oxygen around the body. In other words, fMRI measures the amount of oxygenated blood throughout the brain and can pinpoint an area as small as one millimeter (that’s 0.03937 of an inch). You see, when a brain is operating on a specific task, it de­mands more fuel–mainly oxygen and glucose. So the harder a region of the brain is working, the greater its fuel consump­tion, and the greater the flow of oxygenated blood will be to that site. So during fMRI, when a portion of the brain is in use, that region will light up like a red-hot flare. By tracking this activation, neuroscientists can determine what specific ar­eas in the brain are working at any given time.
    Neuroscientists traditionally use this 32-ton, SUV-sized in­strument to diagnose tumors, strokes, joint injuries, and other medical conditions that frustrate the abilities of X-rays and CT scans. Neuropsychiatrists have found fMRI useful in shed­ding light on certain hard-to-treat psychiatric conditions, in­cluding psychosis, sociopathy, and bipolar illness. But those smokers puffing and chatting and pacing in the waiting room weren’t ill or in any kind of distress. Along with a similar sam­ple of smokers in the United States, they were carefully cho­sen participants in a groundbreaking neuromarketing study who were helping me get to the bottom–or the brain–of a mystery that had been confounding health professionals, cig­arette companies, and smokers and nonsmokers alike for decades.

    For a long time, I’d noticed how the prominently placed health warnings on cigarette boxes seemed to have bizarrely little, if any, effect on smokers. Smoking causes fatal lung cancer. Smoking causes emphysema. Smoking while pregnant causes birth defects. Fairly straightforward stuff. Hard to argue with. And those are just the soft- pedaled American warnings. European cigarette makers place their warnings in coal-black, Magic Marker—thick frames, making them even harder to miss. In Portugal, dwarf­ing the dromedary on Camel packs, are words even a kid could understand: Fumar Mata. Smoking kills. But nothing comes even close to the cigarette warnings from Canada, Thailand, Australia, Brazil–and soon the U.K. They’re gorily, forensi­cally true-to-life, showing full- color images of lung tumors, gangrenous feet and toes, and the open sores and disintegrat­ing teeth that accompany mouth and throat cancers.
    You’d think these graphic images would stop most smok­ers in their tracks. So why, in 2006, despite worldwide tobacco advertising bans, outspoken and frequent health warnings from the medical community, and massive government in­vestment in antismoking campaigns, did global consumers continue to smoke a whopping 5,763 billion cigarettes, a fig­ure which doesn’t include duty-free cigarettes, or the huge in­ternational black market trade? (I was once in an Australian convenience store where I overheard the clerk asking a smoker, “Do you want the pack with the picture of the lungs, the heart, or the feet?” How often did this happen, I asked the clerk? Fifty percent of the time that customers asked for cig­arettes, he told me.) Despite what is now known about smok­ing, it’s estimated that about one-third of adult males across the globe continue to light up. Approximately 15 billion ciga­rettes are sold every day–that’s 10 million cigarettes sold a minute. In China, where untold millions of smokers believe that cigarettes can cure Parkinson’s disease, relieve symptoms of schizophrenia, boost the efficacy of brain cells, and im­prove their performance at work, over 300 million people,1 including 60 percent of all male doctors, smoke. With annual sales of 1.8 trillion cigarettes, the Chinese monopoly is re­sponsible for roughly one-third of all cigarettes being smoked on earth today2–a large percentage of the 1.4 billion people using tobacco, which, according to World Bank projections, is expected to increase to roughly 1.6 billion by 2025 (though China consumes more cigarettes than the United States, Rus­sia, Japan, and Indonesia combined).
    In the Western world, nicotine addiction still ranks as an enormous concern. Smoking is the biggest killer in Spain today, with fifty thousand smoking- related deaths annually. In the U.K., roughly one-third of all adults under the age of sixty-five light up, while approximately 42 percent of people under sixty-five are exposed to tobacco smoke at home.3 Twelve times more British people have died from smoking than died in World War II. According to the American Lung Association, smoking- related diseases affect roughly 438,000 American lives a year, “including those affected indirectly, such as babies born prematurely due to prenatal maternal smoking and victims of ‘secondhand’ exposure to tobacco’s carcinogens.” The health-care costs in the United States alone? Over $167 billion a year.4 And yet cigarette companies keep coming up with innovative ways to kill us. For example, Philip Morris’s latest weapon against workplace smoking bans is Marlboro Intense, a smaller, high-tar cigarette–seven puffs worth–that can be consumed in stolen moments in between meetings, phone calls, and PowerPoint presentations.5

    It makes no sense. Are smokers selectively blind to warn­ing labels? Do they think, to a man or a woman, Yes, but I’m the exception here? Are they showing the world some giant act of bravado? Do they secretly believe they are immortal? Or do they know the health dangers and just not care?
    That’s what I was hoping to use fMRI technology to find out. The thirty-two smokers in today’s study? They were among the 2,081 volunteers from America, England, Ger­many, Japan, and the Republic of China that I’d enlisted for the largest, most revolutionary neuromarketing experiment in history.
    It was twenty-five times larger than any neuromarketing study ever before attempted. Using the most cutting-edge sci­entific tools available, it revealed the hidden truths behind how branding and marketing messages work on the human brain, how our truest selves react to stimuli at a level far deeper than conscious thought, and how our unconscious minds control our behavior (usually the opposite of how we think we behave). In other words, I’d set off on a quest to in­vestigate some of the biggest puzzles and issues facing con­sumers, businesses, advertisers, and governments today.

    For example, does product placement really work? (The answer, I found out, is a qualified no.) How powerful are brand logos? (Fragrance and sound are more potent than any logo alone.) Does subliminal advertising still take place? (Yes, and it probably influenced what you picked up at the conve­nience store the other day.) Is our buying behavior affected by the world’s major religions? (You bet, and increasingly so.) What effect do disclaimers and health warnings have on us? (Read on.) Does sex in advertising work (not really) and how could it possibly get more explicit than it is now? (You just watch.)
    Beginning in 2004, from start to finish, our study took up nearly three years of my life, cost approximately $7 million (provided by eight multinational companies), comprised mul­tiple experiments, and involved thousands of subjects from across the globe, as well as two hundred researchers, ten professors and doctors, and an ethics committee. And it em­ployed two of the most sophisticated brain- scanning instru­ments in the world: the fMRI and an advanced version of the electroencephalograph known as the SST, short for steady-state typography, which tracks rapid brain waves in real time. The research team was overseen by Dr. Gemma Calvert, who holds the Chair in Applied Neuroimaging at the University of Warwick, England, and is the founder of Neurosense in Ox­ford, and Professor Richard Silberstein, the CEO of Neuro-Insight in Australia. And the results? Well, all I’ll say for now is that they’ll transform the way you think ab...


    Customer Reviews

    Good enough to buy and share5
    I've always been suspicious of focus groups, consumer surveys and approaches that claim to determine what people really think. The recent presidential campaign did away with some of that, since people really did vote the way they said they would, laying waste to the Bradley factor pundits. In Buyology, Martin Lindstrom introduces neuroscience into the process by scanning the brain activities of consumers. He describes some rather novel ideas, like scanning the brains of nuns to identify the patterns of religious rapture, then looking for the same patterns in consumers. Other experiments look at the efficacy of warning messages on cigarette packs (they encourage people to smoke) and the effects of sex (highly overrated) and memory (smell triggers an astounding array of motivations) on buying patterns. I can agree with olfactory memory- the smell of a Dutch Masters cigar still evokes a wave of feelings about my grandfather, and he's been gone over 30 years.

    Perhaps the most important thing I got from the book was the idea of Smashability - that your brand needs to be so clear and pervasive that any piece of it still instantly recognizable as you. His example is the Coke bottle. When it was designed in 1914, the whole purpose of its shape and style was to ensure that even when smashed to bits, each bit is recognizable as part of that original bottle. Simple, but brilliant.

    Buyology is a quick read, entertaining, quotable, and unnerving. I'm sharing it with my partners here at Convey Communications. It's just the thing for celebrating this year of change.

    A Triumph of Marketing over Writing1
    I bought the CD of this book on impulse from a bookstore. I wish I had consulted the amazon reviews, for while the average rating is high there was enough meat in the low reviews that I would have likely left this alone.

    I won't repeat what a number of reviewers have covered in more detail: that there is very little content and the presentation is tedious and self aggrandizing.

    I will make two other observations: the first was how little they got for their multimillion brain image study. My 17 year old son was listening to part of it with me in the car, the part where they made the amazing discovery that Coca Cola was getting more value from their product placements on American Idol than Ford was getting for their commercials. My son told me "yeah, I read about that in a Foxtrot comic."

    The second is that he did do a very good job of marketing a very marginal book. Maybe that could be his sequel: how to fluff up a magazine article's worth of content into a best seller.

    Great read5
    I think we have all been in marketing departments, and were told we are releasing a new product and everyones first feed-forward control is to "put out a marketing survey", right?

    Wrong! We have thought it for years, but Buyology spelt it out, CONSUMER SURVEYS DO NOT WORK.

    This is a must read book for anyone with an eye for successful marketing, as well as anyone else interested in marketing and its way forward in the future

    Price: $16.47 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    Chicken Soup for the Nurse's Soul: 101 Stories to Celebrate, Honor and Inspire the Nursing Profession (Chicken Soup for the Soul)

    Chicken Soup for the Nurse's Soul: 101 Stories to Celebrate, Honor and Inspire the Nursing Profession (Chicken Soup for the Soul)

    Chicken Soup for the Nurse's Soul: 101 Stories to Celebrate, Honor and Inspire the Nursing Profession (Chicken Soup for the Soul)

    "These stories cannot help but touch the hearts and souls of all who read it, nurses or not. The authors have done nursing a wonderful service by bringing to light the touching, funny, heartfelt anecdotes shared by those at the bedside." -Sally Russell, M.N., R.N. , Educational Director, Academy of Medical Surgical Nurses

    This collection of true stories champions the daily contributions, commitments and sacrifices of nurses and portrays the compassion, intellect and wit necessary to meet the challenging demands of the profession.

    Stories from student nurses recall why they entered the profession; stories from seasoned nurses reveal why they stay, and some stories reflect on the "good old days." Most important, as every fan of the series knows, each story shares hope for the future.

    Regardless of age or area of practice, health-care workers the world over will find their own hearts and souls in these stories as they discover the universality of what they do-and the power of their skillful hands and devoted hearts.

    Product Details

  • Amazon Sales Rank: #56402 in Books
  • Published on: 2001-08-30
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 384 pages



  • Editorial Reviews

    From Publishers Weekly
    Still building on the long-running success of their Chicken Soup for the Soul series, Jack Canfield and Mark Victor Hansen team up with coeditors Nancy Mitchell Autio and LeAnn Thieman, both nurses and previous contributors to the series, with Chicken Soup for the Nurse's Soul. This paean to nurses and their mission of caretaking is heartwarming, invigorating and may in some small way help reverse the current shortage of nurses nationwide.

    Copyright 2001 Cahners Business Information, Inc.

    About the Author
    Jack Canfield and Mark Victor Hansen, the New York Times and USA Today best-selling co-authors of the Chicken Soup for the Soul series, have dedicated their lives to the personal and professional success of others. Nancy Mitchell Autio, R.N., is the co-author of Chicken Soup for the Christian Soul; Chicken Soup for the Christian Family Soul; Chicken Soup for the Surviving Soul and Chicken Soup for the Expectant Mother's Soul. LeAnn Thieman has been a nurse for thirty-one years. Her book, This Must Be My Brother, chronicles her daring adventure to help rescue three hundred babies as Saigon was falling to the Communists. This story was featured in Chicken Soup for the Mother's Soul, and she has written stories for six other Chicken Soup books.

    Excerpt. © Reprinted by permission. All rights reserved.

    Jack


    After working many years in a large metropolitan hospital, with state of the art conveniences, my work as PM charge nurse in a small local convalescent hospital yielded many frustrations. Occasionally we lacked supplies or equipment and sometimes the food was less than desirable. The biggest problem was the lack of qualified help. Still, everyone working there had a genuine love for the patients, and did their best to care for them.

    Alice, a tiny, alert elderly lady with bright blue, twinkling eyes was everyone's favorite. Her only living relative was her son Jack, a large, tough man. Tattoos covered his arms and a scraggly beard grew haphazardly on his chin. No matter how cold the weather was, he always wore a tank top shirt so the dragon and snake artwork could be admired by all. He wore faded jeans, so stiff with grime, they could have stood alone. His loud and gruff manner terrified most of the staff.

    But this monstrous man loved his tiny mother. Everyday, he roared up to the hospital entrance on his old motorcycle, flung open the front door, and tromped down the hall to her room, his clacking boot heels loudly announcing his arrival. He visited at unpredictable hours so he could surprise anyone he suspected of not taking proper care of his mother. Yet, his gentleness with her amazed me.

    I made friends with Jack, figuring I'd rather be a friend with a man like him, than an enemy. And I, like everyone else, truly loved his mother.

    One particularly bad evening at the hospital, three aides called in sick, the food carts were late and cold, and one of the patients fell and broke his hip. Jack came in at suppertime, as usual, to help his mother with her meal. He stood gawking at me in the nurses' station as I busily tried to do the work of three nurses. Overwhelmed, and near tears, I avoided his stare.

    After the patients were finally fed, bathed, and put to bed I sat at the desk and put my head down on my arms for a few moment's relaxation before the night shift arrived. Suddenly, the front door burst open. Startled, I thought, Oh no! Here comes Jack, checking up on us again! As he stomped to the desk, I looked up to see his burly hand gripping a pickle jar with a bit of colored yarn tied in a bow around the neck. And in the jar was the loveliest, long stemmed red rose I'd ever seen. Jack handed it to me and said, "I noticed what a bad time you were having tonight. This is for you, from me and my mother."

    With that, he turned around, marched back out the door, and with a roar from his motorcycle, rode out into the darkness. I've received many gifts and cards from many grateful patients and their families, but never one that touched me more than the red rose in the pickle jar given to me that night so long ago.

    Kathryn Kimzey Judkins

    ¬2001. All rights reserved. Reprinted from Chicken Soup for the Nurse's Soul by Jack Canfield, Mark Victor Hansen, Nacny Mitchell-Autio, R.N., LeAnn Thieman, L.P.N. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the written permission of the publisher. Publisher: Health Communications, Inc., 3201 SW 15th Street, Deerfield Beach, FL 33442.


    Customer Reviews

    Great!4
    I am a nurse, so of course, I loved this. It has wonderful, uplifting stories. It would be a wonderful gift for any nurse, or for yourself, if you are a nurse or for anyone thinking about becoming one.

    Chicken Soup for the Nurse's Soul5
    As always, very pleased with yet another Chicken Soup book.

    Inspirational5
    Incredibly touching with quotes to remember. A book I will pass along so others can enjoy the soul warming experience as I did.

    Price: $10.17 & eligible for FREE Super Saver Shipping on orders over $25. Details
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    วันจันทร์ที่ 26 มกราคม พ.ศ. 2552

    Autism's False Prophets: Bad Science, Risky Medicine, and the Search for a Cure

    Autism's False Prophets: Bad Science, Risky Medicine, and the Search for a Cure

    Autism's False Prophets: Bad Science, Risky Medicine, and the Search for a Cure

    A London researcher was the first to assert that the combination measles-mumps-rubella vaccine known as MMR caused autism in children. Following this "discovery," a handful of parents declared that a mercury-containing preservative in several vaccines was responsible for the disease. If mercury caused autism, they reasoned, eliminating it from a child's system should treat the disorder. Consequently, a number of untested alternative therapies arose, and, most tragically, in one such treatment, a doctor injected a five-year-old autistic boy with a chemical in an effort to cleanse him of mercury, which stopped his heart instead.

    Children with autism have been placed on stringent diets, subjected to high-temperature saunas, bathed in magnetic clay, asked to swallow digestive enzymes and activated charcoal, and injected with various combinations of vitamins, minerals, and acids. Instead of helping, these therapies can hurt those who are most vulnerable, and particularly in the case of autism, they undermine childhood vaccination programs that have saved millions of lives. An overwhelming body of scientific evidence clearly shows that childhood vaccines are safe and does not cause autism. Yet widespread fear of vaccines on the part of parents persists.

    In this book, Paul A. Offit, a national expert on vaccines, challenges the modern-day false prophets who have so egregiously misled the public and exposes the opportunism of the lawyers, journalists, celebrities, and politicians who support them. Offit recounts the history of autism research and the exploitation of this tragic condition by advocates and zealots. He considers the manipulation of science in the popular media and the courtroom, and he explores why society is susceptible to the bad science and risky therapies put forward by many antivaccination activists.

    Product Details

  • Amazon Sales Rank: #1854 in Books
  • Published on: 2008-09-05
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 328 pages



  • Editorial Reviews

    From Publishers Weekly
    Attempting to answer the enormous frustration and unhappiness of parents "tired of watching their autistic children improve at rates so slow it's hard to tell if they are improving at all," pediatrics professor and vaccine researcher Offit explores purported causes and cures. Examining false approaches like facilitated communication ("a massive, nationwide delusion") and secretin injections ("no better than salt water"), and mistaken theories of origin (the MMR vaccine, thimerosol), Offit pleads with journalists to resist the lure of "dramatic headlines, advertising dollars, and ratings" rather than report an unconfirmed or untrustworthy study. The only worthwhile studies, Offit purports, are those meeting three criteria: "transparency of the funding source, internal consistency of the data, and reproducibility of the findings." Overall, Offit's text seems unbalanced: though he takes on the "$40-billion-a-year" alternative medicine industry, he's largely silent on the much larger pharmaceutical industry; and after 10 chapters of debunking the "false prophets," there's just one brief chapter on what is known about autism causes and cures. A thorough and convincing debunker, however, Offit will likely leave parents still hunting for information, albeit better armed to find it.
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

    Review
    "[A] thoughtful and readable study." -- Library Journal (starred review) "Enlightening, highly readable and... timely." -- Rahul K. Parikh, M.D., Salon.com "Arguably the most courageous and most knowledgeable scientist about vaccines in the United States." -- Robert Goldberg, New York Post "[Dr. Offit] has done a huge public service by exposing the tragic and dangerous place the anti-vaccine hysteria has taken us." -- Huntly Collins, Philadelphia Inquirer "An invaluable chronicle that relates some of the many ways in which the vulnerabilities of anxious parents have been exploited." -- Linda Seebach, Wall Street Journal "A good read and an important piece of work." -- Lisa Jo Rudy, About.com "More than a book about a disease, it is an ode to uncorrupted science and a cautionary tale that data alone is never enough." -- SEED magazine "[Offit] provides important insight into the fatal flaws of the key arguments of vaccine alarmists." -- Buffalo News "A very good read." -- Dom Giordano, The Bulletin

    A definitive analysis of a dangerous and unnecessary controversy that has put the lives of children at risk. Paul A. Offit shows how bad science can take hold of the public consciousness and lead to personal decisions that endanger the health of small children. Every parent who has doubts about the wisdom of vaccinating their kids should read this book. -- Peter C. Doherty, Ph.D., St. Jude's Children's Research Hospital and Nobel Laureate in Medicine for fundamental contributions in Immunology

    As a parent it is my job to protect my children. Hearing all the rumors about vaccine side effects made me question the right thing to do. This book makes it clear that vaccines save lives, and that they clearly do not cause autism. -- Amy Pisani, mother

    In his latest book Paul A. Offit unfolds the story of autism, infectious diseases, and immunization that has captivated our attention for the last decade. His lively account explores the intersection of science, special interests, and personal courage. It is provocative reading for anyone whose life has been touched by the challenge of autism spectrum disorders. -- Susan K. Klein, MD, Ph.D., Case Western Reserve Hospital, and Rainbow Babies and Children's Hospital, Case Medical Center

    No one has been more vocal-or courageous-than Paul A. Offit in exposing the false and dangerous claims of the growing antivaccine movement. Offit's latest book lays waste to the supposed link between autism and vaccination while showing how easily Americans have been bamboozled into compromising the health of their own children. Autism's False Prophets is a must read for parents seeking to fully understand the risks and rewards of vaccination in our modern world. -- David Oshinsky, winner of the Pulitzer Prize in History for Polio: An American Story

    Review
    As a parent it is my job to protect my children. Hearing all the rumors about vaccine side effects made me question the right thing to do. This book makes it clear that vaccines save lives, and that they clearly do not cause autism.


    Customer Reviews

    Absolutely needs to be read by everyone5
    This book is truly indispensable. A friend of mine recently found out her 2 year old will be autistic; I told her you must read Autism's False Prophets. The frauds and quacks who have demagogued the issue are exposed. Offit shows that people like Andrew Wakefield (and many other supposed "experts" are doing great harm to children in the name of helping them. Using empirical evidence, scientists have concluded MMR vaccines and thermosal do not cause autism. Whether this fact gets out to the public remains to be seen.

    But this book is more than just a review of the autism controversies. Offit takes on the media for its shallow handling of scientific issues. Journalists, Offit believes, make two tremendous mistakes covering scientific issues: 1.they want very much to be on the side of the "underdog" in a controversy, and 2. present both sides of an issue when there aren't two sides. Junk science is dangerous to the health and safety not only of autistic children, but to all of us. The example he uses is chilling: after the false claims of MMR causing autism became public, kids started missing their vaccinations and dying of measles. This is a must-read book.

    RN mommy1
    First and foremost people should know that Dr. Offit invented a vaccine for rotavirus and is associated with Merck pharmaceuticals. He is not unbiased in his opinions.
    I do believe that a vaccine may have pushed some children over the edge and into autism. I believe children become at risk through allergies, environmental toxin exposure, overuse of antibioitics and medications, and being born prematurely. An overstressed or immature immune system results. They may also have a decreased ability to detoxify their system naturally. You add a vaccine on top of that and it may just be the fateful straw that broke the camel's back. For other children, autism may develop over time but I believe it is still due to the above factors that put children at risk and a vaccine may just add insult to injury for these children instead of pushing them completely over the edge.
    I believe Dr. Offit should be spending his time finding ways to help these poor children instead of writing books against parent's who are just looking for some hope and answers to why their child no longer says "Mommma" or "Dada" or anything else for that matter. I do agree that the more intensive therapies and interventions for autism should be under doctor's supervision and carefully monitored. He does make a point there but that is about all I can find useful from this book. I think all Dr. Offit does here is possibly send more children down a road to autism instead of finding the reason it is happening for so many American children. Until they get ALL the toxins(aluminum, antifreeze, formaldehyde, aborted human fetus cells, chick embryos, monkey kidney cells, fetal bovine serum)out of vaccines, I feel they could still be a contributing factor. (By the way, the flu vaccine still contains the mercury based preservative-beware!) After all the number of autistic children is going up, not down. I am not anti-vaccine, we just need them to be safe, take out ALL the toxins. And let's identify the children who could be at risk for autism through testing before we have more children develop the heartbreaking disorder.
    Until Dr. Offit is able to provide the cause for autism, in my estimation, he is not qualified to tell us what does not cause it. The fact is he doesn't know.

    Vaccine Safety5
    An absolute MUST BUY for any parent who is concerned about vaccine safety. It's important to see both sides of an issue before we can give INFORMED consent and this books does an amazing job discussing the people and organizations that are involved in what has become a confusing and somewhat controversial issue today.

    Price: $16.47 & eligible for FREE Super Saver Shipping on orders over $25. Details
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