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This curtain of silence shrouds tens of thousands of years of history. These long millennia may well have witnessed wars and revolutions, ecstatic religious movements, profound philosophical theories, incomparable artistic masterpieces.
Sapiens
Yuval Noah Harari
#8—What if I couldn’t pitch my product directly? During the 2007 book launch, I quickly found that most media rightly don’t give a rat’s ass about book launches. They care about stories, not announcements, so I asked myself, “What if I couldn’t pitch my product directly? What if I had to sell around the product?” Well, I could showcase people from the book who’ve completely redesigned their lives (human interest); I could write about unrelated crazy experiments, but drive people to my book-focused website (Google “Geek to Freak” to see the result. It was my first-ever viral blog post); I could popularize a new term and aim for pop culture (see “lifestyle design” on page 278); I could go meta and make the launch itself a news item (I also did this with my video “book trailer” for The 4-Hour Body, as well as the BitTorrent partnership for The 4-Hour Chef). People don’t like being sold products, but we all like being told stories. Work on the latter.
Tools of Titans
Timothy Ferriss
The Chinese and Persians did not lack technological inventions such as steam engines (which could be freely copied or bought). They lacked the values, myths, judicial apparatus and sociopolitical structures that took centuries to form and mature in the West and which could not be copied and internalised rapidly.
Sapiens
Yuval Noah Harari
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