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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
“Your Imperial Majesty, you mentioned just now the defect in the Eastern mind when it comes to scientific thinking. This is because you have not realized that even the complicated objects of the universe are made from the simplest elements. I only need three.” Qin Shi Huang waved his hand and three soldiers came forward. They were all very young. Like other Qin soldiers, they moved like order-obeying machines. “I don’t know your names,” Von Neumann said, tapping the shoulders of two of the soldiers. “The two of you will be responsible for signal input, so I’ll call you ‘Input 1’ and ‘Input 2.’” He pointed to the last soldier. “You will be responsible for signal output, so I’ll call you ‘Output.’” He shoved the soldiers to where he wanted them to stand. “Form a triangle. Like this. Output is the apex. Input 1 and Input 2 form the base.” “You could have just told them to stand in the Wedge Attack Formation,” Qin Shi Huang said, glancing at Von Neumann contemptuously. Newton took out six small flags: three white, three black. Von Neumann handed them out to the three soldiers so that each held a black flag and a white flag. “White represents 0; black represents 1. Good. Now, listen to me. Output, you turn around and look at Input 1 and Input 2. If they both raise black flags, you raise a black flag as well. Under all other circumstances, you raise the white flag.” “I think you should use some other color,” Qin Shi Huang said. “White means surrender.” The excited Von Neumann ignored him. He shouted orders at the three soldiers. “Begin operation! Input 1 and Input 2, you can raise whichever flag you want. Good. Raise! Good. Raise again! Raise!” Input 1 and Input 2 raised their flags three times. The first time they were black-black, the second time white-black, and the third time black-white. Output reacted correctly each time, raising the black flag once and the white one twice. “Very good. Your Imperial Majesty, your soldiers are very smart.” “Even an idiot would be capable of that. Tell me, what are they really doing?” Qin Shi Huang looked baffled. “The three soldiers form a computing component. It’s a type of gate, an AND gate.”
The Three-Body Problem
Cixin Liu and Ken Liu
It’s easy to recognize two reasons why my impression that New Guineans are smarter than Westerners may be correct. First, Europeans have for thousands of years been living in densely populated societies with central governments, police, and judiciaries. In those societies, infectious epidemic diseases of dense populations (such as smallpox) were historically the major cause of death, while murders were relatively uncommon and a state of war was the exception rather than the rule. Most Europeans who escaped fatal infections also escaped other potential causes of death and proceeded to pass on their genes. Today, most live-born Western infants survive fatal infections as well and reproduce themselves, regardless of their intelligence and the genes they bear. In contrast, New Guineans have been living in societies where human numbers were too low for epidemic diseases of dense populations to evolve. Instead, traditional New Guineans suffered high mortality from murder, chronic tribal warfare, accidents, and problems in procuring food. Intelligent people are likelier than less intelligent ones to escape those causes of high mortality in traditional New Guinea societies. However, the differential mortality from epidemic diseases in traditional European societies had little to do with intelligence, and instead involved genetic resistance dependent on details of body chemistry. For example, people with blood group B or O have a greater resistance to smallpox than do people with blood group A. That is, natural selection promoting genes for intelligence has probably been far more ruthless in New Guinea than in more densely populated, politically complex societies, where natural selection for body chemistry was instead more potent. Besides this genetic reason, there is also a second reason why New Guineans may have come to be smarter than Westerners. Modern European and American children spend much of their time being passively entertained by television, radio, and movies. In the average American household, the TV set is on for seven hours per day. In contrast, traditional New Guinea children have virtually no such opportunities for passive entertainment and instead spend almost all of their waking hours actively doing something, such as talking or playing with other children or adults. Almost all studies of child development emphasize the role of childhood stimulation and activity in promoting mental development, and stress the irreversible mental stunting associated with reduced childhood stimulation. This effect surely contributes a non-genetic component to the superior average mental function displayed by New Guineans.
Guns, Germs, and Steel
Jared Diamond
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