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The ancient flint spearhead was manufactured in minutes by a single person, who relied on the advice and help of a few intimate friends. The production of a modern nuclear warhead requires the cooperation of millions of strangers all over the world – from the workers who mine the uranium ore in the depths of the earth to theoretical physicists who write long mathematical formulas to describe the interactions of subatomic particles.
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
Perhaps if more people were aware of the First Wave and Second Wave extinctions, they’d be less nonchalant about the Third Wave they are part of. If we knew how many species we’ve already eradicated, we might be more motivated to protect those that still survive.
Sapiens
Yuval Noah Harari
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