Summary of DUNE by Frank Herbert, Chilton Book, New York, N.Y., 1965

Type of work Science fiction
Setting The desert planet Arrakis (also known as Dune); A.D. 10,190
Principal characters
Leto Atreides, Duke of Caladan and Arrakis
Jessica Atreides, Leto’s concubine
Paul Atreides, Duke Leto and Jessica’s only son
Baron Vladimir Harkonnen, enemy of the Atreides family
The Padishah Emperor, a wicked ally of the Harkonnens

Commentary
In Dune, Frank Herbert invents an entirely new and complex society, and introduces a domain whose power is wielded by three factions: a Space Guild with a monopoly on interplanetary travel, the Bene Gesserit religious school, and the Padishah Emperor.

The story of Dune can be read on several levels: as the adventures of a young boy called upon to vanquish his enemies; as the struggles of a man to control his own destiny; and as the dilemma of a prophet fighting against his role as the “messiah” of an oppressed people while trying to prevent a universal jihad, or “holy war.”

Story Overview
For 20 generations the noble Atreides family – Duke Leto Atreides, his concubine Jessica, and their son Paul – had ruled the watery, tropical world of Caladan. Now they were leaving their home-world to govern the sparsely settled desert planet of Arrakis. Arrakis, however desolate it might be, was considered one of the richest bases in the universe – for the prized spice Melange was found only in its deserts. Melange was valued for two remarkable properties: it extended its users’ lives and it gave them a limited ability to look into the future. Without the spice, the Space Guild navigators would be working blind; they would have no way to foresee the paths of safest passage for their ships, and travel between the stars would become impossible. Members of the Bene Gesserit, a highly esteemed and powerful religious sect, also used the spice for the provisionary powers it conferred – and also as a way to detect whether or not others were telling the truth.

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FAHRENHEIT 451
by Ray Bradbury, Simon & Schuster, New York, N.Y., 1967

Summary of FAHRENHEIT 451 by Ray Bradbury

Type of work Science fiction
Setting A city in the future
Principal characters
Guy Montag, a book-burning “fireman”
Mildred, his wife
Captain Beatty, Montag’s supervisor
Faber, an old man – an advocate of books

Story Overview
Returning home from work early one morning, Guy Montag saw a young woman walking toward him. Drawing nearer, he realized that it was his new teenage neighbor, Clarisse, so he stopped and introduced himself. Catching the scent of kerosene on him, she said, “And you must be – the fireman.” Something in her voice troubled Montag. But fireman was a perfectly good profession; both his father and grandfather had been firemen. After all, burning forbidden books and the homes of those who harbored them was a civic service.

Welcome to the age of techno-censorship.

“Is it true,” Clarisse asked, “that long ago firemen put fires out instead of going to start them?” No, Guy answered. Then she stared at the “451” stitched on his char-colored sleeve. 451: the temperature at which books burn.

Clarisse was a strange girl, Guy decided. She admitted to rarely watching the 3-D television “parlor walls.” And she asked unexpected questions. “Are you happy?” she shot at Guy as he turned to take his leave.

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How to Be fine- What We Learned from Living by the Rules of 50 Self-Help Books

How many self-help books have you read? How much of their advice have you actually put into practice? Jolenta Greenberg and Kristen Meinzer have just saved us the price of at least 50 self-help books by publishing their own book How to Be fine: What We Learned from Living by the Rules of 50 Self-Help Books (pub William Morrow).

We recommend that wherever possible you read summaries to get a good overview of what the text or subject is about. So we were attracted by what is effectively a summary.

And here’s a summary of their summary:

• ignore the books that tell you to want the life the author has – it’s about them, not you
• ignore books that make you feel bad or implies you’re to blame
• ignore books that give you ‘the secret to being happy all the time’ – life is way more complex and interesting than a single emotion
• be open to finding out new things about yourself – lots of books can be helpful, even if not in the way the author planned
• you are the judge of what’s best for you – choose the books you want to read

Our message about self-help books is that previewing a book (flicking through it for 2-5 minutes to find out what it’s about) can make sure you choose the right book according to those (or your own) criteria (and that it could also have given you the summary above). Once you’ve found the right book then the best way of getting the information is to give yourself 20 minutes to find and write down 6 things from the book you will actually put into practice.

Self-help is much easier and more effective if you speed read with a clear purpose.

Summary of Radical Uncertainty- Decision-making for an Unknowable Future by John Kay and Marvin King

Times of radical uncertainty require a book
From John Kay (an economic professor) and Marvin King (the governor of the Bank of England), the authors of the classic handbook, The British Tax System comes an interesting and timely book with useful reminders mostly about the financial domain which can be generalised to other domains. If you might get overwhelmed by the page count (544 pages = 10 hours and 53 minutes of non-speed-reading reading) I’ve boiled it down for you to this short and practical summary on how to make decisions (their simple strategy might surprise you so if you’re already a speed reader, you know where to start getting the key message of this summary ie at the end).

What is radical uncertainty?
Firstly, what’s ‘radical uncertainty’? The authors make a distinction between ‘reservable uncertainty’ and ‘radical uncertainty’. For ‘reservable uncertainty’ there is usually a simple solution that exists somewhere ie you can look it up. For example, if you’re uncertain what’s the capital of Estonia, you can check it easily. Or you can use known probability distribution outcome for the spin of a roulette wheel.

For ‘radical uncertainty’ there is no way of resolving the problem. In short, there, the correct answer is ‘don’t know’. There are many aspects of ‘radical uncertainty’ such as vagueness, ambiguity, ignorance, obscurity, ill-defined issues and most of all the lack of information. It’s classical, “unknown unknowns” coined by Donald Rumsfeld, the United States Secretary of Defense who famously said, “there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know.”

Another example of radical uncertainty is ‘black swans’ coined by Nicholas Taleb in his book with the same title.

“We see, but through a glass, darkly.”
Basically, what they mean by the above statement is that forecasting is difficult, even with all the available knowledge of probabilistic reasoning because of the state of being uncertain which is “not able to be relied on, not known or definite” (the Oxford Dictionary definition). When it comes to decision-making strategies, there is no general theory on how to do it best. The existing literature on decision-making frames it in terms of a puzzle-solving which is fine for puzzle-type decisions but when it comes to mystery-type questions there is little research. They suggest that a good place to start for mystery-type decisions is creativity which is inseparable from uncertainty. Examples of that approach include Sumerians who invented the wheel, Einstein who imagined riding on a beam of light, Steve Jobs thinking differently, Frank Knight and John Maynard Keynes emphasising the significance of radical uncertainty in the financial domain.

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Sun Tzu’s The Art of War has been adapted to many disciplines, apart of military strategy, obviously such as business, management, politics, marketing, logistics planning, strategy, sport, negotiations and conflict resolution, problem-solving and so on and this classic still inspires people with its timeless wisdom.

The Art of War is a classic text attributed to the Chinese general Sun Tzu, who lived about 2,500 years ago.

If war, fighting or military strategy is not your value or metaphor for strategy, reframe it as the art of speed reading or a strategy for solving problems. Replace ‘war’ as the stand-in noun for ….  (For the record, I’m against war and war machine).

A good example of how to read this classic is: The Art of War Visualized: The Sun Tzu Classic in Charts and Graph by Jessica Hagy

Let’s see how we can read Sun Tzu’s The Art of War for speed reading purposes.

“Time spent in reconnaissance is seldom wasted.”
Speed reading: preview books – spend time looking over the book/text to get a general idea of the text; speed read reviews and look for summaries. Do you focus on details before you’ve understood the big picture?

“The supreme art of war is to subdue the enemy without fighting.”
Speed reading: use thin-slicing principle – speed read books so you don’t feel overwhelmed by the information overload

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
Speed reading: read more, learn more, know more and you can speed read hundreds of books every year

“In the midst of chaos, there is also opportunity”
Speed reading: even the worst book can teach you something, for example, how to choose a better book next time and avoid ‘bad’ books

“The greatest victory is that which requires no battle.”
Speed reading: use summaries to get through books with easy and speed. According to research, people who read summaries remember more for longer. Summaries are a valid way to get overviews and details.

“To know your Enemy, you must become your Enemy.”
Speed reading: use downloading/photoreading technique to download books into your ‘non-conscious’ mind and prime yourself with the info

Summary of The Rules of Contagion Why Things Spread – and Why They Stop by Adam Kucharski

A timely study on how contagions spread in the world
A timely book on why things, including viruses, spread in the world and how to stop them. Although Adam Kucharski, a mathematician and an associate professor at the London School of Hygiene and Tropical Medicine, doesn’t address specifically the coronavirus COVID-19, you’ll learn how to think about pandemics and spread of diseases. And if you’re worried about what modern life has in stock for you, including the coronavirus COVID-19, this books has lots of insights and answers. In short, the book explains how things including ideas, diseases, viral news, folks stories, financial crises, loneliness, crime, obesity, social media and misinformation spread in the world.

The spread of things is influenced by four factors such as
Duration
Opportunities
Transmission
Susceptibility
or DOTS for short, says Kucharski. These factors affect the reproduction number or R and allow us to calculate how fast a disease or other things could spread and be stopped from spreading. Reducing one or all four factors will reduce the spread of a virus, for example. So quarantine and self-isolation work because they reduce the ‘opportunities’ factor. But with social media or viral marketing/content or desire to “own the internet” (the title of one of the chapters), you want to push the R factors, not reduce them. Please like this blog via twitter and Facebook below.

What about the coronavirus COVID-19?
The book was written before the outbreak of the coronavirus COVID-19 but published at the critical time (he cracks masterfully chance, risk, decision-making, luck and gambling or watch Adam’s talk below) when we need to know as much as possible how to deal with possible pandemics. In an interview for The Sunday Times paper, he suggests a few things that might minimise your exposure to the virus. Think twice before visiting A&E because “the transmission data shows similarities with the Sars epidemic: there were a lot of super-spreading events around healthcare and hospitals, and we’re seeing that the Covid-19 too. We’re also seeing early indications of a lot of transmission in household settings and gatherings. We’ve found nine or 10 examples, barbecue and that kind of thing, where a large proportion of people there get infected.” In the book, he quotes that on average in the UK, people have five contacts a day (but in Italy, the number is 10/day), so perhaps go for elbow-bumps instead of handshakes and keep buttoned-up British reserve to save us.

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Summary of Capital and Ideology by Thomas Piketty

Capital and Ideology by Thomas Piketty is going to be published in March 2020 (it was published in French in September 2019) but you can get a good overview and summary of the main points by watching Thomas Piketty’s talk about it at LSE in London in February 2020 (he studied at LSE). Speed reading tip: whenever a book is not published yet, search online for talks or video presentations of that book.

Thomas Piketty, the ‘rock star’ of economics, suggests that Capital and Ideology is much better than his previous bestselling book (2.5 million copies) Capital in the Twenty-First Century and it offers lessons from the history as the struggle of ideologies and the quest of justice in inequality. In his previous book, he suggests a historical mechanism of why inequality increases over time: R>G ie return is greater than growth, therefore wealth grows faster than income resulting in more inequality. In Capital and Ideology, he argues that inequality is a moral and illegitimate issue and asks if inequality isn’t justified, why not change it. “Every human society must justify its inequalities; unless reasons for them are found, the whole political and social edifice stands in danger of collapse.” he writes and continues “A just society organises socioeconomic relations, property rights and the distribution of income and wealth in such a way as to allow its least advantaged members to enjoy the highest possible life conditions”.

From our accelerated learning perspective, the most interesting aspect is his take on education which is key for any national growth. We believe that speed reading is everyone’s right but unfortunately it is not taught at schools at an early age. Piketty suggests that societal inequality stems from lack of education or highly unequal access to education. Educational equality is the biggest factor in economic development, more than property rights, etc he suggests in Capital and Ideology by Thomas Piketty. (Unfortunately, Thomas Piketty ‘predicts’ that there will be more inequality post-Brexit in the UK.)

Thomas Piketty talks about Capital and Ideology at LSE in London in February 2020

Summary of How To Thrive in a World Without Work | with Daniel Susskind

336 pages and Kindle suggests that it would take you 6 hours and 43 minutes to read it in a traditional way (or 20 minutes if you speed read it). Don’t have 7 hours – just watch this 60-minute talk by Daniel Susskind summarising his book A World Without Work: Technology, Automation and How We Should Respond.

If you’re worried that you’ll be out of work in the near future – relax – it might take some time to be free of work (at best, a decade or so at least). But it’s certain that a world without work is already approaching, gradually (you’ll be pleased to know), whether you like it or nor, or understand it or not. Automation, AI, quantum computing and master algorithms will make all work obsolete in the future.

The new AI machines no longer need to reason like us or be modelled on human behaviour in order to outperform us. Already, AI is better at diagnosing illnesses, drafting legal contracts, writing PhDs, navigation and driving cars, etc. For example, AI can spot loopholes in contracts in just 26 seconds and with 94% accuracy compared to humans who take 93 minutes with 85% accuracy. There goes the whole profession. So if you’ve got a meaningful job/career/vocation – enjoy it while it lasts.

Key ideas:
• In times of radical uncertainty – flexibility and career adaptation are key.
• You have to evolve and educate yourself. You won’t be able to leave education – ever (learn how to learn and speed reading now). It’s not only what and how you learn but also, when. Skills to compete and build things (systems and machines) will be in high demand.
• Technology will surpass humans with AI, patterns recognition, etc.
• In the world without work, work as the source of money and meaning will have to be redefined. If you define yourself by what you do – stop. What you do is NOT who you are.
• It’s going to be more about leisure, not about the world with less work since most people won’t be working. Leisure (virtual or onsite) is going to be the biggest business.
• It will be a better world, more prosperous thanks to technology with the increasing capacity of machines to do amazing things, such as write beautiful music or poetry or design wonderful buildings (which AI already can perform). And it will be a world with more complex challenges such as the distribution of wealth, meaning without work, inequality, basic income (universal or conditional), social-political power, etc, as well as surveillance and privacy issues.
• When? To quote William Gibson (who coined the term ‘cyberspace’), “The future is already here – it’s just not evenly distributed.”

Watch (How To Academy) Daniel Susskind talk about his book A World Without Work: Technology, Automation and How We Should Respond

Get the ebook A World Without Work: Technology, Automation and How We Should Respond by Daniel Susskind

A World Without Work: Technology, Automation and How We Should Respond by Daniel Susskind is a natural continuation of his previous book The Future of the Professions: How Technology Will Transform the Work of Human Experts by Richard Susskind and Daniel Susskind which suggests the same idea ie whatever your profession is – it is not safe – because it will be automated, done by an algorithm, AI or computers much better in the near future.

Summary of Why Women Read Fiction The Stories of Our Lives by Helen Taylor

Why Women Read Fiction: The Stories of Our Lives by Helen Taylor is available on Kindle

Women are not only great readers, speed readers but also keener buyers of fiction – accounting for 80% of sales of fiction in the UK, US and Canadian. Surveys show that more women than men are literary festivalgoers, library members, audiobook readers, literary bloggers and members of literary societies and evening reading classes. And women teach children to read, both at school and at home and women who set up book clubs. In our speed reading courses though, on average, the ratio is about 50-50.

“When women stop reading, the novel will be dead.” said Ian McEwan when in 2005, he conducted an experiment in parks where he handed out books to strangers. Men rejected them while women gratefully accepted the novels.

“Questionnaire about Women’s Fiction Reading” at the end of the book offers useful insights about your reading preferences, habits and why you read and how.

1. When did you learn to read, who taught you, and what is your earliest memory of reading?
2. Do you recall the children’s books you read, and which remain in your heart?
3. Were you encouraged or taught to read by parents, siblings, teachers, friends? Was your earliest reading teacher male or female?
4. Have your parents, partner(s), children, and friends encouraged and supported your reading habit? Has it sometimes been a secret or illicit pleasure?
5. Did/do you read religious/sacred texts, e.g. the Koran, the Bible? How important are these to you?
6. Do you read poetry, and if so which poets and poems are most special to you?
7. Have you read all your life, or have you had periods when you read little or nothing (perhaps in hard or challenging times)—or just newspapers, comics, magazines, etc.?
8. How has your education formed and influenced your reading—at school, further education college, evening class, university, etc.?
9. Did you read ‘set books’ at school and/or college and do you recall and cherish (or now hate) them? Please give examples.
10. Do you read every day, and if so at what time? Do you read at bedtime, and is that choice of reading matter different from other times of day?
11. Do you buy fiction regularly? At a bookshop or online?

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Summary of Jane Eyre by Charlotte Bronte

A very tiny book written by Charlotte Bronte at the age of 14, a miniature work, called The Young Men’s Magazine, is returning to the UK after being bought by the Bronte Society at auction in Paris. Experts at her museum suggest this section of the story is “a clear precursor” of a famous scene between Bertha and Edward Rochester in Jane Eyre, which Charlotte would publish 17 years later. A part of the Young Men’s Magazine paints a picture of a murderer driven to insanity after being haunted by his victim’s ghost and how “an immense fire” burning in his head causes the bed curtains to catch fire.

Jane Eyre by Charlotte Bronte (1816-1855)

Type of work Psychological romance
Setting Northern England; 1800s
Principal characters
Jane Eyre, an orphan girl
Mrs Reed, Jane’s aunt, and mistress of Gateshead Hall
Edward Rochester, once-handsome owner of Thornfield Manor
St John Rivers, a young clergyman

Story overview
Orphaned at birth, Jane Eyre was left to live at Gateshead Hall Manor with her aunt-in-law, Mrs Reed. Jane remained at the estate for ten years, subjected to hard work, mistreatment and fixed hatred.

After a difficult childhood, the shy, petite Jane was sent to Lowood School, a semi-charitable institution for girls. She excelled at Lowood and over the years advanced from pupil to teacher. Then she left Lowood to become the governess of a little girl, Adele, the ward of one Mr Edward Rochester, the stern, middle-aged master of Thornfield Manor.

At Thornfield, Jane was comfortable with life – what with the grand old house, its well-stocked and silent library, her private room, the garden with its many chestnut, oak and thorn trees, it was a veritable palace. Mr Rochester was a princely and heroic master, and, despite his ireful frown and brusque, moody manner, Jane felt at ease in his presence. Rochester confided that Adele was not his own child but the daughter of a Parisian dancer who had deserted her in his care. Still, even with this forthright confession, Jane sensed that there was something Rochester was hiding.

Off and on, Jane heard bizarre, mysterious sounds at Thornfield. She finally discovered that Rochester kept a strange tenant on the third floor of the mansion. This hermit-like woman, once employed by Rochester – or so he said – often laughed maniacally in the night. And other disturbances soon followed.

One evening, after the household had gone to sleep, Jane was roused by the smell of smoke – to find Mr Rochester’s bed on fire. Only with a great deal of exertion did she manage to extinguish the flames and revive her employer.

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Micro Summary of Talking to Strangers by Malcolm Gladwell

At first, it looks like Talking to Strangers: What We Should Know about the People We Don’t Know by Malcolm Gladwell lacks a single zeitgeist-defining idea but nevertheless the key discussion is about communications and interactions among strangers at the individual, collective and ideological levels. “Any element which disrupts the equilibrium between two strangers, whether it is alcohol or power or place, become problematic. The book is really about those disruptive influences,” says Malcolm Gladwell.

The underlining concept is taken from Timothy Levine, the US academic who specialises in deception – the truth default theory. Levine suggests that our fundamental instinct to any new information is to believe it because we simply couldn’t function without the default to the truth (belief comes easily; doubt takes effort and time). No communication can proceed without the default to truth. On the other hand, the well-known phenomenon is that far from defaulting to the truth, we tend to believe only the information that fits our preconceived unconscious biases.

Self-help tip from the book: don’t judge people too early; delay your conclusions about other people, especially strangers who can be most likely untypical in their behaviour and difficult to read.

In sum, it looks like people aren’t totally transparent to us. Liars seem honest, spies seem loyal and nervous people can look guilty. Face reading doesn’t seem to be a reliable tool for reading people, as Hamlet put it: one may smile and smile and be a villain: “There is no art / To find the mind’s construction in the face.” This psychological phenomenon is called ‘the illusion of asymmetric insight’ where we tend to consider ourselves opaque to others while thinking that other people are easy to read. The book reminds us that strangers are not easy to read.

Summary of Out of Our Minds- What We Think and How We Came to Think It by Felipe Fernández-Armesto

The acclaimed historian, Felipe Fernández-Armesto, takes us on a journey through the history of the human imagination, from the dawn of civilization to the advent of social media in his new book Summary of Out of Our Minds: What We Think and How We Came to Think It 

To imagine – to see that which is not there – is the startling ability that has fuelled human development and innovation through the centuries. As a species, we stand alone in our remarkable capacity to refashion the world after the pictures in our minds.

Traversing the realms of science, politics, religion, culture, philosophy and history, Felipe Fernández-Armesto in his latest book, Out of Our Minds: What We Think and How We Came to Think It reveals the thrilling and disquieting tales of our imaginative leaps – from the first Homo sapiens to the pioneers of the digital age. Through ground-breaking insights into cognitive science, he explores how and why we have ideas in the first place, providing a tantalising glimpse into who we are and what we might yet accomplish.

So the micro-summary of  Out of Our Minds: What We Think and How We Came to Think It by Felipe Fernández-Armesto in ONE WORD… is divergence (with an additional word to give a complete picture – keep speed reading…). It takes a genius to capture the history of humanity and where we are going with just one word+. This is the ultimate thin-slicing.

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1984 by George Orwell Summary

1984 by George Orwell (1903-1950)

Micro-summary: Nineteen Eighty-Four is George Orwell’s’ terrific and terrifying vision of a totalitarian future in which everything and everyone is a slave to a tyrannical regime under a constant lockdown.

“More relevant to today than almost any other book that you can think of.” Jo Brand, an English comedian, writer, presenter and actress

“Right up there among my favourite books … I read it again and again.” Margaret Atwood, author of The Handmaid’s Tale

Published 70 years ago, this seminal classic has every generation captivated, especially in the times of any political, social and global turmoil. Big Brother’s long shadows and the vital defence of truth as well as newspeak, doublethink and thought police – refresh your memory of the past and future with the summary of 1984 by George Orwell. Nineteen Eighty-Four popularised the adjective ‘Orwellian’, connoting things such as official government deception and propaganda, secret surveillance, censorship, lockdown or soft martial law, wartime mythology and nostalgia, fact-free leadership, harmful narratives, myths and frames of social control, creative reading and misreadings, repurposing forces of repression for apparent liberation, hijacking and politicising any crisis and manipulation of statistics by a totalitarian or authoritarian state.

Type of work Futuristic, cautionary novel
Setting London, in the mythical country of Oceania; 1984 (in the future)
Principal characters Winston Smith, a rebel against society, Julia, his lover, Mr Charrington, an elderly antique shop owner, O’Brien, the only member of the Inner Party Winston trusts

Story overview
As Winston Smith entered his apartment building, he passed a familiar poster. “It was one of those pictures which are so contrived that the eyes follow you about when you move. BIG BROTHER IS WATCHING YOU, the caption beneath it ran.” Then Winston opened the door to his flat to be greeted by a voice on his “telescreen” – a device he could dim, but never shut off completely. Telescreens broadcasted government propaganda and served as the eyes and ears of the Thought Police, who scrutinized everyone for any possible deviation from acceptable thought or action.

In the flat was a tiny alcove just out of sight from the telescreen’s vision. Winston sat down to write in his diary, an act that was not officially illegal, “but if detected it was reasonably certain that it would be punished by death. …” While he sat writing, a recent memory stirred in his mind; that day’s “Two Minutes Hate,” a government-sponsored work break in which every worker at the Ministry of Truth was required to participate, had consisted of an interlude when everyone raged and screamed as the telescreen alternately flashed images of enemy Eurasian soldiers and Golstein, an abhorred traitor. That morning, Winston had noticed a “bold-looking girl of about twenty-six” who worked in the Fiction Department. This particular girl – wearing the bright scarlet sash of the official anti-sex league – gave him “the impression of being more dangerous than most,” and Winston had the unnerving feeling that she was watching him.

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THE HUNCHBACK OF NOTRE DAME by Victor Hugo (1802-1885)

Summary of the Hunchback of Notre Dame by Victor Hugo Victor Hugo

Type of work Gothic Romance
Setting Paris, France; 1842
Principal characters
16-year-old gypsy girl
Pierre Gringoire, a poet and writer
Claude Frollo, an archdeacon who desires Esmerelda for his own
Phoebus, captain of the guard, loved by Esmeralda

Story Overview
It was the Festival of Fools day in Paris. A boisterous crowd had gathered to witness the performance of a play written by poet Pierre Gringoire – and to choose the Prince of Fools, the title bestowed on the ugliest person in all Paris. Several acts into the play, however, the Parisians grew restless and demanded that the “Prince of Fools” be elected immediately.

To Gringoire’s consternation, the crowd turned its attention from his production to the contestAfter several hideous contestants had shown their faces, one particularly grotesque figure appeared before the judges. His huge head was “covered with red bristles [and] between his shoulders rose an enormous hump.” This candidate had a forked chin and lip from which protruded a tusk, and one eye was covered by a wart. In spite of his deformities, he was surprisingly strong and agile. This hideous creature was unanimously acclaimed Prince of Fools.

“It’s Quasimodo,” the crowd roared, “the bell ringer of Notre Dame.” Placing a jester’s hat on his head, a miter in his hand, and a robe on his rounded back, they paraded him through the streets of the city, singing and playing instruments. Quasimodo was overcome; this was the first time he had ever felt “the gratification of self-love.” Deaf from long years of ringing Notre Dame’s massive bells, he grinned in dignified muteness at the spectacle around him.

The procession paused when the crowd reached a spot where a trained goat danced gracefully to the enchanting sounds of a beautiful young gypsy girl’s tambourine. The girl was named Esmerelda. Suddenly, the Archdeacon Claude Frollo barged through the crowd, snatched the scepter from Quasimodo’s hand, and ripped off the hat and robe. The gathering stood aghast at the Archdeacon’s harsh treatment – yet they knew Quasimodo would submit himself to the master who, many years earlier, had taken in a deformed, unwanted baby left in the foundling box at the gates of the cathedral.

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Breakthrough Advertising by Eugene M. Schwartz is a 1966 advertising classic and since it’s out of print, the price for this very detailed marketing manual is quite steep, starting from $125 upwards.

Breakthrough Advertising by Eugene M. Schwartz

“The greatest mistake marketers make is trying to create demand.” writes Eugene M. Schwartz
One of the core messages of the book is to capture the attention of the existing audience that is already interested in your product or service. So the market research is key. So not much point wasting time to convince people who don’t want your product/service. Position your product/service to sell it only to those who do want it already.

A scattergun approach is a common mistake of general advertising where advertisers try to appeal and resonate with a broad audience, “so that we get the most interest.” Market research should be focused on understanding and articulating the audience’s “hopes, dreams, fears and desires,” which are emotional hot buttons responsible for purchasing decisions instead of guessing about them all. So exploiting and channelling people’s needs and desires is the purpose of marketing according to Breakthrough Advertising by Eugene M. Schwartz.

The key message of the book is contained in this quote:
“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it. Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.”
Eugene M. Schwartz in Breakthrough Advertising

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