When They Go Low, We Go High. Speeches that shape the world – and why we need them

This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time—explaining why some work and others don’t. This is a funny, insightful guide to winning the PR game.

Who do we love? Who loves us? And why? Is love really a mystery, or can neuroscience offer some answers to these age-old questions? In her third enthralling book about the brain, Judith Horstman takes us on a lively tour of our most important sex and love organ and the whole smorgasbord of our many kinds of love-from the bonding of parent and child to the passion of erotic love, the affectionate love of companionship, the role of animals in our lives, and the love of God. Drawing on the latest neuroscience, she explores why and how we are born to love-how we're hardwired to crave the companionship of others, and how very badly things can go without love. Among the findings: parental love makes our brain bigger, sex and orgasm make it healthier, social isolation makes it miserable-and although the craving for romantic love can be described as an addiction, friendship may actually be the most important loving relationship of your life. Based on recent studies and articles culled from the prestigious Scientific American and Scientific American Mind magazines, The Scientific American Book of Love, Sex, and the Brain offers a fascinating look at how the brain controls our loving relationships, most intimate moments, and our deep and basic need for connection.

Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes. Decoding the New Consumer Mind provides marketers with practical ways to tap into this new consumer psychology, and Yarrow shows how to combine technology and innovation to enhance brand image; win love and loyalty through authenticity and integrity; put the consumer’s needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrow’s strategies, marketers will be able to connect more effectively with consumers—driving profit and success across the organization.

Earl Creps is known for his work in connecting the younger generation of postmoderns with their Boomer predecessors. The author of Off-Road Disciplines, Creps, in this new book, takes up the topic of how older church leaders can learn from younger leaders who are more conversant with culture, technology, and social context. In addition to making the benefits of what he calls «reverse mentoring» apparent, he also makes it accessible by offering practical steps to implement this discipline at both personal and organizational levels, particularly in communication, evangelism, and leadership. Creps' new book is a topic of interest both inside and outside the church as older leaders realize that they're not «getting it» when it comes to technologies (iPod, IM, blogging) or cultural issues such as the fact that younger people see the world in an entirely different way. Creps has been personally involved in reverse mentoring for several years and has spoken and written on the subject extensively. He has pastored three churches (one Boomer, one Builder, on X'er) and is currently a church planter in Berkeley, California. He has also served as a consultant and and a seminary professor and administrator, holding a PhD in Communication Studies and a D.Min. from the Assemblies of God Theological Seminary.

Praise for Great People Decisions «Fernandez-Araoz has captured the essence of building great teams with a masterful and entirely practical study of what goes into getting people selection right.» –JACK WELCH «Fernandez-Araoz does a great service with this wonderful book, teaching us how to accomplish the first task of any exceptional leader: get the right people on the bus, and into the right seats. His enduring passion, deep practical experience, and analytical methods make his approach refreshing and powerful.» –JIM COLLINS, bestselling author of Good to Great «No matter your business or product, your service or strategy, it's all done with people. Great results only come when great people fill the right roles. In Great People Decisions, Fernandez-Araoz clears away the fog of myth and fad that has long clouded people decisions, bringing passion, sound experience, and wisdom to these all-important questions.» –DANIEL GOLEMAN, bestselling author of Emotional Intelligence and Social Intelligence «Great People Decisions is a groundbreaking, myth-busting, and standard-setting work. To prepare yourself for the dramatic workforce changes that are expected in the next decade, the first thing you should do is read this book. The second thing you should do is put Fernandez-Araoz's advice into practice immediately.» –JIM KOUZES, bestselling coauthor of The Leadership Challenge and A Leader's Legacy «Too many people say 'people are our most important assets' but then don't act on it. In this important and eloquent book, Fernandez-Araoz provides compelling evidence for why making great people decisions is essential for anyone who aspires to become a great leader or build a great company. If you follow the sage advice he offers in this book, you are sure to make great people decisions.» –NITIN NOHRIA, Senior Associate Dean of Faculty Development, Harvard Business School, and coauthor of Paths to Power and In Their Time

A fascinating exploration of the philosophy behind NBC’s hit TV series, 30 Rock With edgy writing and a great cast, 30 Rock is one of the funniest television shows on the air—and where hilarity ensues, philosophical questions abound: Are Liz Lemon and Jack Donaghy ethical heroes? Kenneth redefines «goody two shoes», but what does it really mean to be good? Dr. Leo Spaceman routinely demonstrates that medicine is not a science, so what is the role of the incompetent professional in America today? In 30 Rock and Philosophy, Tina Fey and her fellow cast members are thrust onto the philosophical stage with Plato, Aristotle, Kantand other great thinkers to examine these key questions and many others that involve the characters and plotlines of 30 Rock and its fictional TGS with Tracy Jordan comedy show. Takes an entertaining, up-close look at the philosophical issues behind 30 Rock's characters and storylines, from post-feminist ideals to workaholism and the meaning of life Equips you with a new understanding of Liz Lemon, Jack Donaghy, Tracy Jordan, Jenna Maroney, Dr. Spaceman, and other characters Gives you deep and meaningful new reasons (who knew?) for watching Tina Fey and your other favorites on 30 Rock Ideal for both casual and diehard fans, this book is the essential companion for every 30 Rock­-watcher.

The forces that shape America's most powerful consumer agency Because of the importance of what it regulates, the FDA comes under tremendous political, industry, and consumer pressure. But the pressure goes far beyond the ordinary lobbying of Washington trade groups. Its mandate-one quarter of the national economy-brings the FDA into the middle of some of the most important and contentious issues of modern society. From «designer» babies and abortion to the price of prescription drugs and the role of government itself, Inside the FDA takes readers on an intriguing journey into the world of today's most powerful consumer agency. In a time when companies continue to accuse the FDA of nitpicking and needlessly delaying needed new drugs, and consumers are convinced that the agency bends to industry pressure by rushing unsafe drugs to market, Inside the FDA digs deep to reveal the truth. Through scores of interviews and real-world stories, Hawthorne also shows how and why the agency makes some of its most controversial decisions as well as how its recent reaction to certain issues-including the revolutionary cancer drug Erbitux, stem cell research, and bioengineering of food-may jeopardize its ability to keep up with future scientific developments. Inside the FDA takes a closer look at the practices, people, and politics of this crucial watchdog in light of the competing pressures and trends of modern society, revealing what the FDA is supposed to do, what it actually does-and fails to do-who it influences, and how it could better fulfill its mandate. The decisions that the FDA makes are literally life and death. Inside the FDA provides a sophisticated account of how this vitally important agency struggles to balance bureaucracy and politics with its overriding mission to promote the country's health.