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What is happiness—is it an unpredictable emotion like joy? A rational construct like personal fulfillment? Or is it some subtle, elusive combination of both? In this enjoyable, thought-provoking book, Nettle digs into the subject with great insight and just a bit of cheeky irreverence. In clear, succinct prose, he argues "that what we are programmed for by evolution is not happiness itself, but a set of beliefs about the kinds of things that will bring happiness, and a disposition to pursue them." He cites survey after survey that report that people's sense of their own happiness outstrips their actual material well-being. Nettle, a biological psychologist at Britain's Open University, describes the pursuit of happiness in stark binary terms—fear and attraction, fight and flight, need and desire. Hard-wired to survive in a world of immediate physical danger, human beings are left to muddle through in today's world of relative safety. Nettle traces the modern epidemic of anxiety and depression to these vestigial aspects of our brain and hormonal structure.
What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers.
The Art of the Start will give you the essential steps to launch great products, services, and companies-whether you are dreaming of starting the next Microsoft or a not-for-profit that's going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GIST-Great Ideas for Starting Things-including his field-tested insider's techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.
At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real- world start- ups. And as an irrepressible columnist for Forbes, he has honed his best thinking about The Art of the Start.
From Publishers Weekly
Kawasaki (Rules for Revolutionaries) draws upon his dual background as an evangelist for Apple's Macintosh computer and as a Silicon Valley venture capitalist in this how-to for lau Read more...
Amazon.com
Carl Sagan muses on the current state of scientific thought, which offers him marvelous opportunities to entertain us with his own childhood experiences, the newspaper morgues, UFO stories, and the assorted flotsam and jetsam of pseudoscience. Along the way he debunks alien abduction, faith-healing, and channeling; refutes the arguments that science destroys spirituality, and provides a "baloney detection kit" for thinking through political, social, religious, and other issues.
From Publishers Weekly
Eminent Cornell astronomer and bestselling author Sagan debunks the paranormal and the unexplained in a study that will reassure hardcore skeptics but may leave others unsatisfied. To him, purported UFO encounters and alien abductions are products of gullibility, hallucination, misidentification, hoax and therapists' pressure; some alleged encounters, he suggests, may screen memories of sexual abuse. He labels as hoaxes the crop circles, complex pictograms that appear in southern England's wheat and barley fields, and he dismisses as a natural formation the Sphinx-like humanoid face incised on a mesa on Mars, first photographed by a Viking orbiter spacecraft in 1976 and considered by some scientists to be the engineered artifact of an alien civilization. In a passionate plea for scientific literacy, Sagan deftly debunks the myth of Atlantis, Filipino psychic surgeons and mediums such as J.Z. Knight, who claims to be in touch with a 35,000-year-old entity called Ra Read more... 
Stephen T. Beckett, “The Science of Chocolate”
Royal Society of Chemistry | ISBN:0854049703 | 2nd edition | PDF | 234 pages | 6Mb
The second edition of this international best seller has been fully revised and updated describing the complete chocolate making process, from the growing of the beans to the sale in the shops. The reader will discover how confectionery is made and how basic science plays a vital role. There is discussion of the monitoring and controlling of the production process, and the importance of the packaging. A series of experiments, which can be adapted to suit students, are included to demonstrate the physical, chemical or mathematical principles involved. This book is ideal for those studying food sciences, working in the confectionery industry or just with a general interest in chocolate!

Publisher: SitePoint



| “ | Can a human being really spontaneously burst into flames? Just how deadly is the Bermuda Triangle? And what’s the real story behind all those alien abductions? The answers to these and many other questions lie within the covers of The Skeptic’s Guide to the Paranormal. Guaranteed to liven up any dinner party, this delightful, highly readable book offers color photographs and scientific case-by-case explanations for twenty-seven phenomena that appear to defy known science, including ghosts and poltergeists, the predictions of Nostradamus, and yogic levitation, among many others. Speaking directly to the reader, and always with respect for those who believe, Kelly gives us a bite-size, nonacademic approach to debunking hugely popular superstitions and mysteries. Did you know that you, too, can bend spoons and read minds? This book will show you how. | ” |
