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#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
(7) Failure to appreciate the urgency. Until very late in the story, nobody fully realized what was at stake. Only as the king was staring into the bloodied face of the young pleading man does the extent of the tragedy sink in. Searching for a cure for aging is not just a nice thing that we should perhaps one day get around to. It is an urgent, screaming moral imperative. The sooner we start a focused research program, the sooner we will get results. It matters if we get the cure in 25 years rather than in 24 years: a population greater than that of Canada would die as a result. In this matter, time equals life, at a rate of approximately 70 lives per minute. With the meter ticking at such a furious rate, we should stop faffing about.
The Fable of the Dragon-Tyrant
nickbostrom.com
There’s a strange contradiction revealed by the naïveté and kindness demonstrated by humanity when faced with the universe: On Earth, humankind can step onto another continent, and without a thought, destroy the kindred civilizations found there through warfare and disease. But when they gaze up at the stars, they turn sentimental and believe that if extraterrestrial intelligences exist, they must be civilizations bound by universal, noble, moral constraints, as if cherishing and loving different forms of life are parts of a self-evident universal code of conduct. I think it should be precisely the opposite: Let’s turn the kindness we show toward the stars to members of the human race on Earth and build up the trust and understanding between the different peoples and civilizations that make up humanity. But for the universe outside the solar system, we should be ever vigilant, and be ready to attribute the worst of intentions to any Others that might exist in space. For a fragile civilization like ours, this is without a doubt the most responsible path.
The Three-Body Problem
Cixin Liu and Ken Liu
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