Wednesday, May 24, 2006

Whisk It All Out! – An Overall Guide to Whiskey
By Khieng Chho

Unless you’re one of the few nice people around who hasn’t even savored a drop of liquor in their whole lives, chances are that you’re at least marginally familiar of the drink whiskey. Whiskey – which is also spelled by other without the letter E – is the name used for a wide variety of delicious and distilled liquors that are produced from grains and later on aged in oak casts. Due to its grain content, a lot of people believe that whiskey is a good type of liquor to drink. In fact, there are numerous couples both in the United States and Europe who prefer to feed their babies whiskey rather than milk or water.

Whisk It that Way: How to Drink Whiskey

In the old days, Puritans had a very specific etiquette when it comes to drinking whiskey. For them, whiskey must be purely enjoyed from a tulip-shaped glass with a dash of still water. The addition of still water is necessary to maximize the uniquely delicious aroma of whiskey. Keep in mind that ice actually mutes rather than strengthens the aroma of whiskey.

Examples of whiskey-containing cocktails are the Manhattan, Whiskey Sour, Irish coffee and the very much simple ginger ale for people who are not used to drinking whiskey or any liquor for that matter.

How Do You Whisk It: The Different Kinds of Whiskey

The type of grain used in a certain mixture is usually the sole differentiating factor for the various kinds of whiskey available in the market today.

Scotch Whiskey – these drinks are usually distilled twice and aged for at least three years

Irish Whiskey – whiskey of this type would have to undergo distillation thrice and then spend at least four years in oak casts before it can be considered “drinkable”

American Straight Whiskey – these drinks require the use of a mash bill containing at least 51% or anything less than 80% of a single grain. The aging process must take place in new barrels made from American white oak that are charred prior to use.

Malt Whiskey – this term is only used for whiskeys made from 100% malted barley and nothing else. A single-malt whiskey on the other hand is exclusively produced by just one distillery and is the most expensive type of whiskey that’s out in the market. Its one-distillery production makes it taste highly distinguishable from other malted whiskeys.

Pure Pot Still Whiskey – a kind of Irish whiskey, pure pot still whiskey is produced mainly by combining malted and unmalted barley.

Blended Whiskey – this is the name used to describe whiskies of different kinds that are blended together and contains straight whiskey as well as neutral spirits; its production process permits distilleries to preserve quite a consistent flavor and mellower than single-malt whiskeys.

Places to Whisk It: Significant Geographical Locations in the History of Whiskey Production

Scotland – Although all types of whiskey are made in Scotland, their favorite type of whiskey would be single-malt Scotches. Scottish people also prefer to call whiskeys as “whisky”. Well-known Scottish brands of whiskey would be Glenmorangie, Chivas Regal and Glenlivet.

United States – The producers of whiskeys such as Bourbon, Tennesee and even the home brewed whiskey version called Moonshine, North America is also fond of calling Scotch whiskeys simply as “Scotch”. Jim Beam Black Label and Jack Daniels are examples of Popular American brands of whiskey.

Ireland – Because of their triple distillation and 4 year aging process, Irish whiskeys are acclaimed for their extra smoothness and flavorful taste. Famous Irish whiskey brands would be Connemara and Tullamore Dew.

Khieng 'Ken' Chho - Online Whiskey Resources. For more, visit Ken's website: http://whiskey.1w3b.net/

Article Source: http://EzineArticles.com/?expert=Khieng_Chho
Wine 101
By Bob Enslein

Tasting wine is often a daunting process. One of the easiest things to do is decide whether you like a wine or not. One of the hardest things to do is to describe it. We have all been out to dinner, or been to a wine tasting, and had someone run through a litany of descriptors that made us look down into the glass and think to ourselves, “How did they see all that?” The key is to break it down into simple categories, and learn how to describe what it is we taste. This creates the building blocks to learn and describe more.

In tasting wine, put things on a scale. Upon first taste, let’s think about the intensity of the wine. Does it grab you, like a raw onion, or a bite of a Granny Smith apple? Or is it more subtle and subdued? Put it on a scale of one to ten, and use that as a descriptor. It the wine is very intense, and grabs you right away, that is towards the higher end of the spectrum, and if it is more subdued, or not very intense, that is on the bottom part of the spectrum.

Now let’s think about the acidity of the wine. Is the wine acidic, or is it sweet? This attribute will generally fall somewhere in a range. To take whites for example, if we look at two whites, and one is a sauvignon blanc and the other is a California chardonnay, often times the sauvignon blanc will be more crisp and acidic, and the chardonnay will display more sweetness. Where is the wine you are tasting fall on that spectrum. By thinking about it this way, you can describe an attribute. For example: “This is a very acidic, crisp wine.”

In the same vein, ask yourself whether the wine is dry or sweet. If it is overly dry, you might have a mouth feel that you need a drink of a glass water. If it is overly fruity, it might taste too sweet. Try to put this attribute on a spectrum. Sweetness needs to be described in two ways: Versus dryness, and versus acidity.

Now let’s think about the body of the wine. To best think about the body of a wine, let’s make a comparison to milk. If you took 3 glasses, and in one glass poured skim, one glass poured whole milk and in the third poured heavy cream, you would have noticed varying degrees of consistency and weight to the three different glasses. The skim milk is the thinnest, with almost a tinge of wateriness, while the heavy cream is thick and dense. The whole milk falls between the two, not as think as the skim milk, but not as heavy as the cream. Think of wine along those same lines. Is the wine light-bodied, medium-bodied or full-bodied? This is a really useful descriptor of a wine.

Next, let’s look at oakiness. Does the wine have no oakiness or wood in the taste, or does it feel as if you just licked a two-by-four? Generally, you do not want a wine that is at either major extreme, unless you like to lick plywood. But I will doubt that and move on, as this is a pretty straightforward attribute.

Tannins are the lifelines of the wine. Tannins come from the skins and stems of the grapes, and on taste, can often have a drying feeling. I feel it is well described by asking yourself this question when you taste a wine: Does it feel like I just clapped out two erasers and have the feeling of all that chalk dust in my mouth? If the answer is yes, than you are getting a lot of tannins. A lot of tannins can often mean that the wine is “shut down” or “too young” and is hard to get a sense of what is really there, as it is overpowered by the tannins. Again, having some balance in this attribute is often a good thing. Too few tannins can often mean that wine lacks structure or an ability to last for the long haul.

The last thing to focus on is complexity. How many flavors do you get when you drink the wine? The way I like to describe it like making salsa. If I put a bunch of chopped-up tomatoes in a bowl, that is 1 flavor (pretty simple structure). If onions are added, another flavor (and certainly a level of intensity!) is added. If I add peppers, cilantro and salt, I have added 3 more flavors, and a great deal more complexity. So ask yourself: how many things can I identify in the taste of this wine? If you can only pick out one flavor, than it is a simple, straightforward wine. If you can pick out five or six, than it is a complex wine.

So taking all of these tools, and thinking about all of this on a spectrum can you help you describe what you are taste in the wine. Once you are able to more understand your palette and tastes, you can focus in on the attributes that give you the most pleasure out of drinking wines.

Robert E. Enslein, Jr., is Managing Partner of Relativity Vineyards, a vineyard based in Napa Valley, California. Relativity produces high end Cabernet Sauvignon and Chardonnay wines. Learn more at http://www.relativityvineyards.com

Article Source: http://EzineArticles.com/?expert=Bob_Enslein

Friday, May 19, 2006

Choosing A Name For Your Baby
By Tony Luck Platinum Quality Author

Apart from life itself, a name is perhaps the most precious thing you will give to your baby. Sociologists, baby experts and teachers agree that your child's name impacts on his or her personality, baby's ability to interact with his or her peers, and how he or she is seen by total strangers. Here are a few things you should take into account when choosing your baby's name.

Uniqueness: The current fashion is to give baby an unusual name or a traditional name with different spelling so that she stands out from the crowd. A friend has a daughter called Emily. At school there are 2 other Emilys in the class, so she is known as Emily T. It was a year before the little girl understood that her name was Emily and not Emily T! So it is easy to understand the temptation to go for a name that's different.

However, there can be problems too: the name will be misspelled and mispronounced. "My name is Elvira, but children and teachers would make it Elmira, Olivia, Alvera ...I soon learned to come to whatever sounded like my name", said Elvira Bates. “Only my mother and husband get it right!”.

Sound and Compatibility: Someone suggested that, before you finally decide on a name, you go into the garden and shout the name five times to see how it sounds! A bit drastic maybe, but it is important to ensure the name sounds right.

General advice is to avoid a name that ends in a vowel if the last name starts with a vowel - the names tend to run together. Also, if the surname is long, choose a short first name, or vice versa.

And please avoid the puns. I once worked with a girl called Hazel Nutt! Fortunately she had a strong personality and coped with the laughter and jokes, but many in her position could have developed a complex about the name.

Once, when I was in hospital, there was a nurse with the name Rosie Bottom! (If you are reading this in the USA, Canada, or anywhere but in the UK, you may be wondering why that should be amusing - well, it translates as 'Rosie Butt'!) Of course the patients found the name amusing and I suppose anything that cheers up the patients has to be beneficial, but what were her parents thinking of when they named her?

Initials: Obvious really, except some people miss this one. Spell out the initials of the first, middle and last names to see if that makes a word.

Finally, consider whether the name suits a grown-up as well as a child.

Tony Luck runs a web site about babies. You will find more articles about baby names on his site.

Article Source: http://EzineArticles.com/?expert=Tony_Luck

Thursday, May 18, 2006

Online Dating: Creating the Perfect Online Profile
By Philip Nicosia



Online dating has reached such levels of popularity that it is now becoming more acceptable than it used to. In fact, due to the innumerable stories about successful relationships that started off as an online partnership, people are turning to this alternative way of looking for a partner. Whether you are new to the idea or you’ve been online for years, one key to online dating success is your profile. Online, you are what your profile says. In short, everything you are is summed up in one page on the Internet.

The first way to create a stand out profile is to come up with a catchy profile headline and screen name. This is usually what people see first. So put all you have into writing an attention grabber. However, avoid being a copy cat. Instead, be original. This will also serve you well in the long run. If you show something of the real you, then there is no need to pretend at any point in the relationship. Before writing that headline, think long and hard about how you perceive yourself and how your friends see you. Try to remember what they say are your best qualities. Choose the ones you agree with, and then write them down. Do not ramble on and on. Decide what you want to say and say it. Lastly, be fresh and positive. Exude a vibrant aura and you will attract people to your profile. As for your screen name, the same thing applies. Be positive and unique. It may take you a little while to come up with something but it will be worth your effort.

To put a photo or not? That is the question. Some people prefer not to place their pictures on the net. The rationale is this: it shouldn’t matter what I look like, other people should like me for who I am. That is well and good. However,online dating websites testify to the fact that people who include a flattering photo in their profiles get responses 8 times more than those who do not. If you want to get more responses, then have a picture taken – from your most flattering angle – and include it in your profile.

Emphasize your unique traits. What makes you different? Help the other person understand you a little bit. Be detailed just to the point of avoiding vagueness. A little caution should be exercised here. It is fine for you to give some personal information but refrain from being too personal. It is not a good idea to vent out your problems and issues you are dealing with.

Make your expectations clear. What do you really want out of a relationship? Is this just a fling or something more stable? Mention what the other person can expect from you as well. Talk about your hobbies and things that you like to do with your partner. This way, the unsuitable candidates will not waste time – yours and his/hers.

All throughout the profile writing process bear in mind two things: honesty and originality. These will get you a long way.

Resources.eu.com is an online resource centre covering many topics including online dating.

Online Dating Websites

Article Source: http://EzineArticles.com/?expert=Philip_Nicosia

Wednesday, May 10, 2006

HOME::Internet-and-Businesses-Online/Traffic-Building

Flood Your Website With Unlimited Search Engine Traffic
By Theresa James-Johnson


One of the many challenges facing online marketers today is the ability to find low cost ways to generate quality traffic to your website to produce sales.

We’ve all heard of traffic generating systems like Traffic Exchanges. Traffic Exchanges allow you to view the ads of other marketers via auto surf or manual functions. While this type of marketing is effective, it is tedious as you will need to sit in front of your computer and click on links to earn credits so that you ad will also be viewed.

Search Engine Optimization can also get your website listed in the search engines but will require hosting your own website, writing web copy which includes keywords rich content. Hiring a SEO could cost you thousands of dollars and this will not guarantee that your website will be listed.

Over the last few months I have discovered 4 tools to increase traffic to my websites.

1. Write an article.
Your article should be related to your product or service. Typical articles are between 500 and 1000 words. There are a number of directories that will publish a well written article. Stay clear of blatant advertising. Make sure your article relays a message to the reader. Search Engines will pick up your article and so will newsletter and ezine owners to fill content in their newsletters. Your content rich article may be viewed for years to come. Here are a few resources you can use to publish your article:

http://www.web-source.net/article-announce.htm
http://goarticles.com
http://ideamarketers.com
http://www.articlecity.com/index.shtml
http://www.bizactions.com/products.htm
http://optionsmedia.com/about.htm
http://www.econtentmatters.com
http://www.authorconnection.com
http://www.ezinearticles.com

If you are still intimidated about writing an article you can outsource this task to a professional writer. You can go to http://www.elance.com .

2. Publish a Press Release. A press release is a public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments. Since the press release is picked up by the news media, the search engines place them on the first 2 pages of the search engine results page. Using press releases can increase your traffic within a matter of hours.

The press release should be no more than 400-600 words. Your press release should be written to inform not to sell.

There are several components of a press release:

Title/Headline – This is your attention grabber. Failure to develop a strong title or headline could result in your press release not being published. Summary – This section provides an overall summation of the press release. Your summary should include the 5 W’s (who, what, where, when, why) Body – The body should contain specific information including quotes from company or industry professionals. The purpose of this section is to entice the media to contact you for more information. About Us – Use this section to include information about your company as well “ ABC Company has been in the business of building XXX for 16 years. For more information please contact Jane Doe at 123-456-7890.

You can use the resources listed below to learn the specifics on how to write and publish press releases:

http://www.prweb.com
http://www.1internetwire.com
http://www.prnewswire.com
http://www.newsbureau.com
http://www.urlwire.com
http://www.businesswire.com
http://www.free-press-release.com free
http://www.prfree.com free
http://www.prleap.com free
http://www.pressbox.co.uk free (UK)
http://www.malebits.com/index.html free (UK)

3. Automated Systems
The Prosperity Automated System (PAS) is an online advertising and internet marketing system that uses cutting edge search engine technology to direct high quality prospects to websites. PAS sorts through prospects for you and identifies the real potential buyers – finds the serious people with money to spend. Each Prosperity Automated System owner receives access to a traffic package. If a prospect is interested in learning more they must opt-in to receive additional information. You can get more information on PAS by visiting http://www.prosperityautomatedsystem.com/members/tjohnson/ and the More Than Traffic Automated System - http://www.close-the-sales.com/morethantraffic.htm

A successful website begins with a plan. Implement the suggestions listed above into your current marketing plan to increase traffic to your website.

Theresa Johnson is the editor of MLMMentors Ezine, an ezine dedicated to helping online marketers by providing access to low cost and affordable tools and resources. Contact Theresa via the web at http://www.getpaid2donothing.com.

Article Source: http://EzineArticles.com/?expert=Theresa_James-Johnson
Keeping Track of You Website's Visitor Statistics

When it comes to Internet statistics the most important statistic at the end of the day is how many orders or inquiries did you get. However, your ability to improve your orders and site performance will depend on your understanding of your website’s other underlying traffic statistics. Here are some things to watch out for.

First of all, forget about “hits”. Whenever someone requests a file it is a hit. If you visit a web page, then you are requesting several files all at once: the file for the page and the files for all the graphics on the page. By visiting one page on a site you are registering several hits. “Hits” is a very vague term and doesn’t give you a good picture of what is happening on your site.

A more precise indicator of your traffic, and thus a more useful statistic, is the amount of unique visitors you receive each day. Internet statistics are never precise, but your number of unique visitors will give you a rough idea of how many people visited your website on any given day. Compare this number to the amount of orders or inquiries you get and you can figure out your conversion rate.

Another important Internet statistic to keep you eye on are the referrers. A referrer is the website where a person was visiting prior to landing on your site. Search engines are important referrers, and sites that link to you are other referrers. Compare your referred traffic to total traffic and you will see how many people just typed in your url and how many came after seeing your link in another location.

Knowing where your visitors came from is very important, but it is even better if you can get more details about this kind of traffic. That is why you should also look for the search terms that people used when coming from a search engine. Most trackers or log analysis program will give you the search terms that were used on the referring search engines.

Take a look at these terms and see if you are really getting targeted traffic. If what you consider to be your most important keywords are not high up in the list of search terms that people are actually using to find you, then you have to adjust the content of your website accordingly.

The activity of people on your site is also important. Which pages do they use to enter your site, and from which pages do they leave the site? Which are the pages that are most frequently visited and which pages are least frequently visited? Finally, what is the pattern of the traffic on your site?

Good tracking or analysis programs will tell you the click-path that people take through your site. The click-path is the sequence of consecutive pages that people follow as they go through your site. For example, if your visitors are not ending up on your order page, but following a sequence that leads them out of the site without ordering, you can look at your site again and correct the weak spots.

You can get access to these statistics in a few ways

1. Your hosting provider may have a built in traffic analysis program, such as Awstats and Webalizer. Both programs are excellent and if they are installed on your server you should take advantage of them. Just log into your account and view your statistics online.

2. You can analyze your site’s access logs using programs installed on your computer. I like the OpenWebScope program, available at www.openwebscope.com Get a trial version, analyze your site’s access log and you will end up with a report of visitor activity on your website. A similar program is offered by http://www.sawmill.co.uk/

3. Paste java script tracking code to your pages. Several companies provide java script trackers. Once your tracker is installed, all you have to do is to log onto a site to see your stats. Some of the trackers are free, such as the one at http://extreme-dm.com/tracking. There are also various paid services that offer a similar method of gathering statistics.

4. Google recently bought the Urchin tracking system and now offers a statistics reporting service, free of charge, in their Google Analytics program. Unfortunately, you can only get on the waiting list as the system was heavily oversubscribed in its opening days.

Gather your website statistics using a method that is easy for you and use this data to improve the performance of your website. When you get an idea of who your visitors are, how they are finding your website and which pages they are visiting on your website, you can then make changes and upgrades that will boost your online success.

Donald Nelson is a web developer, editor and search engine optimization specialist. He is the proprietor of A1-Optimization, http://www.a1-optimization.com, a firm offering low-cost search engine optimization and website promotion services. He is also the principal editor of the A1-Article Directory, http://www.a1-articledirectory.com

Article Source: http://EzineArticles.com/?expert=Donald_Nelson
How to Build Massive Website Traffic
By Timothy Rohrer
Source: ezinearticles.com

When it comes to building a home-based business, it’s important to learn how to build traffic to your website. Without traffic to your website, it’s impossible to build a substantial profitable home-based business. There are numerous ways to get people to visit your website, but for our purposes I am only going to discuss proven methods that yield results.

The first and probably the most widely known way to build website traffic are through pay-per-click campaigns with Google and Yahoo. Pay-per-click advertising works in that the user pays a bid amount for a specific keyword. The highest bidder has their website appear higher up in the search engines so that when their keyword is searched, it’s likely their ad will appear first. There is a catch though, every time someone clicks on your ad, you will pay the amount you bid for that keyword. It’s important to find niche keywords that are not saturated, and at the same time not dead either.

Another way to build decent website traffic and to get your home based business noticed is to post in free classified ads. Free classified ads do work, and running a search in either Google or Yahoo, you will find some places to post. Some places charge a small fee to post your ad for a bit more exposure. There are thousands of free classifieds, I recommend testing them before paying any additional money. Two really good places to look into are www.craigslist.org and www.backpage.com.

Mass e-mail mailings have worked in the past and they still work to an extent today. In order to see any results with mass e-mailing lists, it usually requires mailing thousands depending on the quality of the list. There are services available online that will sell e-mail lists, but be careful where you buy from, only a few of them actually send your e-mail to real people. Again testing is the key to growing your home-based business.

Article writing is a great way to get your website in front of thousands for free. Writing articles and optimizing them with specific keywords that may pertain to your business is a great way to build quality website traffic. When you have completed your article, submit them to article directories with a link to your website attached in the resource box.

Many other techniques are used to generate website traffic. In this article I only touched a few of them very briefly. In order to become successful with a home-based business it does require a little research and will require people visiting your website. There are quality programs available online that will teach proven techniques to building website traffic and advertising your business. The key to applying any of these techniques and methods above is test, test and test again.

Tim Rohrer is an established business owner. To learn more about a program that will help build massive traffic and pay $500 over and over again vist, http://www.1step-profits.com.
Article Source: http://EzineArticles.com/?expert=Timothy_Rohrer

Tuesday, May 09, 2006

Niche Marketing - Finding Your Home Biz Niche
By Ken Mathie

Article Source: http://EzineArticles.com/?expert=Ken_Mathie
ezinearticles.com


So, you have decided you want to get into this niche marketing. You are all pumped up at the thought of concentrating on just ONE product and promoting the heck out of it. But you're confronted with one very nagging question. How do you find your home business niche? Is it just going to fall out of the sky and hit you on the head? Will it come to you in a dream dressed up in confetti? Will it be revealed to you in a fortune cookie that you got from the local Chinese take out? Unfortunately, finding your home business niche is only going to come from a lot of thinking and researching. Nothing worth your time is going to be easy and finding your home business niche is no exception. And while there is no hard and fast rule for finding your niche, these tips should make the job a lot easier.

The best way to find your home business niche is to sit down with a pen and paper, or at your computer if you have graduated from the stone age, and make a list of your interests. That's right. Your interests. What do you like to do? What hobbies do you have? What do you actually do for a living? What skills do you have? If you could pick anything in the world to do, what would it be? What do you have a lot of knowledge of? The questions you could ask yourself are virtually limitless. It's what you do with the answers that's important.

Many of the things you list as interests or hobbies may not make for very good niches. For example, let's say you like to make little houses out of popsicle sticks. Well, it's quite unlikely that you're going to find a market for that hobby, something we will get into next. But there has got to be something that you do or enjoy that other people enjoy as well. In other words, common areas of interest. Once you find that one area, the next thing you have to do is find out if there is any market for it. This is the hard part unless you know where to look.

Fortunately, this is actually pretty easy once you do know where to look. There are a number of tools on the Internet that you can use to determine how many searches people do each month under a specific topic, say, like Astrology. Why look up the number of searches? Because most people who do their shopping online use search engines. So if your research turns up 500,000 searches in a month for acne cures and you're interested in the subject and think you have a great home cure, you have most likely got yourself a market that can make you a pretty penny provided you create a quality product and market it correctly.

But what if, with all your knowledge of acne cures, you really don't know how to go about finding your way through the maze of starting your business and getting it off the ground?

That's where finding a mentor comes in, which is the topic of the next installment in this series.

Learn more…

HBNezine... Home Biz News & Tips... Receive weekly up-to-date powerful strategies to outsmart, out market and outsell even your toughest competition. Learn how to drive traffic to your website and explode your sales. You don't want to miss this ezine... A must read! Receive 4 FREE gifts when you subscribe! mailto:HBNezine-3@smartprosystems.com http://www.homebizniche.com/hbnezine.htm

Copyright 2006 – Ken Mathie. Editor HBNezine... You are free to reproduce this article as long as no changes are made, the author's name is retained and the link to our site URL remains active.

Article Source: http://EzineArticles.com/?expert=Ken_Mathie
HOME::Internet-and-Businesses-Online/Internet-Marketing

People Getting Rich Online - Niche Research
By Matt DeAngelis

Article Source: http://EzineArticles.com/?expert=Matt_DeAngelis



ezinearticles.com


How’s that list coming along? You wll recall in the first part of this series I covered getting a list together of ideas for your site or blog niche. Hopefully you have a good sized list of general categories. The next steps involve narrowing the keywords and then doing some supply and demand research.

There are many keyword tools out there. I like to use Overture’s because it’s free and easy. Keep in mind that the numbers from Overture are usually inflated — sometimes a little sometimes a lot. They fudge the numbers by counting like queries — fly and flies or affiliate and affiliates get counted as the same query. Remember — they make more money convincing their prospective advertisers that a search term is popular.

So plug in one of the general search terms from your list. I’m going to try dogs. Here are the results:

Searches done in February 2006 Count Search Term

1104234 dog

225786 dog breed

183180 dog training basics

152056 dog show

139072 dog breeders

98321 dog name

97021 dog training

91172 dog picture

88480 dog for sale

62657 dog grooming

56907 dog gift

I edited a few like snoop dog out for expediency. I like dog breeds and dog training [basics]. Looks like people are searching for both quite a bit. Now that we have the demand, let’s go over to Google and check the supply.

Type in the exact search term, putting quotes around it so Google searches for exactly what we want. If you put in dog breeds, Google returns 5,59o,000 results. Look in the upper right-hand corner for this number.

Ever heard of Sumantra Roy? Probably not. He’s a man who specializes in SEO and particular keyword research. He has invented a formula called the Keyword Effectiveness Index or KEI to measure the potential of a keyword. I use a simpler version of it. Here it is:

KEI = Demand / Supply

That is - Demand divided by Supply. The higher the KEI the better. This gives you a simplified KEI that ranges from 1-10. People compare this to the Richter Scale, meaning that each successive number is exponentially better than the last number.

In our example above, the KEI for dog breed would be .04, which isn’t that great.

Dog Training Basics yields 45,600 results for Google. The KEI would be 4, which is terrific. Hmm…wait a minute. That concludes our lesson. Bye. [Sound of running down the hallway and door slamming]. A little nerd humor there.

Do a few more and see what you come up with. I did dog name and got a KEI of .10, which is lousy. I also tried dog gift, which got me a KEI of .07.

I usually pick up the highest KEI keywords and plug them back into the Overture tool and try it again.

Incidentally, Wordtracker does this all for you. Try it for free and see how easy it is. Just keep in mind that they use different sources for both supply and demand than my example above, but that shouldn’t make too much of a difference.

So now we should have a much smaller list that has some good prospects on it. Next we'll cover the real research.

Matt DeAngelis runs AffiliateBlog.com - A resource for Affiliate Marketing and Internet Marketing. Matt is the former CTO of Modem Media, a pioneer in the Internet ad space. As a foot soldier in the Internet revolution, Matt devised the technology behind many of the most successful ad campaigns of the time.

AffiliateBlog is his latest venture, and was started as a resource to help site owners and bloggers get more revenue from their sites.

Saturday, May 06, 2006

Toys to Overcome Time, Distance, and Gravity: The World of Ludwig Wittgenstein
By Susan G. Sterrett.
Sample Chapter is provided courtesy of Pi Press.
Date: Dec 30, 2005.

Ludwig Wittgenstein was born near the city of Vienna, Austria on April 26, 1889. The household into which he was born already had four sons and three daughters; he was his parents’ eighth and last child.

His immediate family provided him an uncommon vantage point, for his father was Karl Wittgenstein, the immensely wealthy industrial magnate of the European steel and rail industry. Though both he and his wife were children of successful businesspeople, Karl Wittgenstein’s empire had not been inherited. He had entered industry in his youth as an engineer designing new steel mills. He had rapidly acquired responsibility by promotion, then amassed immense personal wealth by investing in coal, iron, rail, and steel concerns, even establishing new steelworks. It was a time of industrial expansion in Europe, and advances in technology were common topics in newsmagazines. Technological innovations would have been of interest in such a household. But so too were literature, art, and music—especially music. Poldy Wittgenstein, Ludwig’s mother, was a pianist, and the Wittgenstein home in Vienna contained several grand pianos. At the time Ludwig was born, listening to music meant hearing live performances by musicians, often at private gatherings, and the extravagant Wittgenstein home at 16 Allegasse in Vienna was the venue of many such "musical evenings." Johannes Brahms was a frequent guest in the household, as were Clara Schumann, Richard Strauss, Gustav Mahler, and many other composers.

The year Ludwig Wittgenstein was born, nearby developments already underway portended two wondrous changes of the coming century: the advent of controlled heavier-than-air flight and the mass production of musical sound recordings. Before they brought about radical social and cultural transformations, though, these innovations appeared in Europe in the form of children’s toys. Both a rubber band-powered model helicopter-like toy and a working toy gramophone with which music could be reproduced from hard discs appeared in Europe in time for Ludwig’s childhood. And, as we shall see, not only were both innovations part of his childhood, but both reappear in his work as an adult.

On December 17th, in the year Ludwig Wittgenstein was born (1889), and in the city in which he lived (Vienna), Brahms recorded himself playing the piano. The recording was made on a wax cylinder in the apartment of his friend Dr. Fellinger. Though extremely fragile, the recording has been preserved. It was transferred from a wax cylinder to a gramophone disc in 1935 and is now available as an MP3 file on the Internet. You can now download it onto an iPod or a similar device and carry it around with you to play back whenever you like, re-creating the sound waves Brahms made in that apartment in Vienna the year Wittgenstein was born, before there were even gramophone discs. That such care has been taken to preserve it reflects how precious even a brief live recording was then.

Until then, the only way to communicate a musical composition other than by hearing a live performance was by sheet music (i.e., the musical score), and the publication of sheet music was a lively business. One visitor to the Wittgenstein household reported that "From time to time superb autograph manuscripts of the Viennese musical classics were to be seen lying around open as one wandered about ..." Publications of the sheet music of new compositions generated the kind of interest that new releases of musical compact discs do today.

That a sound recording capable of being played back at least once was possible in principle had been proved well before 1889, but the recordings were fragile. Both the number of recordings of a single performance that could be produced and the number of times each recording of it could be played back were, until just a few years before Ludwig’s birth, very limited. In addition, the quality of the recording was less than exact reproduction; in the early technologies, the reproduced sound was distorted and allowed only recognition of what was being said, not of who was speaking.

Emile Berliner’s technology of hard gramophone discs eventually beat out Thomas Edison’s use of cylinder recordings in his phonograph. In fact, gramophones eventually came to be called phonographs in the U.S. Berliner eventually developed a method whereby the quality of the reproduced sound was so good he described it as an "exact reproduction," and with which an unlimited number of discs of a single performance could be produced. Berliner was a German who had emigrated to the U.S. in 1870 at the age of nineteen. In 1888, ten days after he had invented the improved gramophone (but had not yet settled on rubber discs), he demonstrated it at a meeting of the Franklin Institute, and remarked on the excitement of hearing recordings of voices of people from whom we are separated by time or distance. He closed his presentation of the improved gramophone with speculations about its practical applications: "... whole evenings will be spent at home going through a long list of interesting performances. Who will deny the beneficial influence which civilization will experience when the voices of dear relatives and friends long ago departed, the utterances of the great men and women who lived centuries before, the radiant songs of Patti, Campanini, Nieman and others ... can be heard and re-heard in every well-furnished parlor?"

Although he lived in, loved, and developed his invention in America, in 1889 Berliner traveled back to Germany to present his improved gramophone to the Electro-Technical Society of Berlin, at their invitation. While in Germany, he also arranged to have some single-sided gramophone discs produced there in late 1889, but sound quality was still an issue. A German toy manufacturer showed interest in the device, however, and the next year, in July 1890, it began to market a toy gramophone cranked by hand that was capable of reproducing music from hard 12.5-centimeter discs. In addition, it produced a "talking" doll that used a smaller, 8-centimeter disc. These were also imported to England for a short time. Berliner returned to the U.S. the next year to further develop his invention and set up companies to manufacture it.

So, in 1889, the year Ludwig Wittgenstein was born, the first mass produced gramophone discs in the world were produced in nearby Germany. The next year, a working hand-cranked toy gramophone was sold in Germany. It would not be long before songs could be reproduced in infants’ nurseries and the living rooms of America as well as in Europe, using a gramophone and analogue recordings on rubber discs. The advent of accurate, durable, mass-produced sound recordings of musical performances must have been especially significant in the household into which Ludwig was born, since music played such a prominent role there. The gramophone, which enabled anyone to conjure up great musical performances, would surely have been of great interest.

Brian McGuinness, the author of Young Ludwig: Wittgenstein’s Life 1889–1921 and for many years a philosopher at Oxford, meticulously researched Wittgenstein’s early years, often working with members of his family. He writes of the attitude toward music in the household: "All the emphasis was on the expression of the musical idea and it was this that was discussed with a minimum of technical terms and in the vocabulary of cultivated and perceptive participants in the long Allegasse analyses that followed each Vienna Philharmonic Concert."

The invention was conceptually interesting as well as having a major practical impact, for now there was a way to represent a particular musical performance: by the grooves or lines in a rubber disc, from which sound could be reproduced by the motion of a needle moving in response to the sounds produced by the musical performance.

The example of alternative durable representations of a musical composition—a written score consisting of marks on paper and an analogue gramophone record consisting of grooves in a rubber gramophone disc—reappeared years later. When Wittgenstein had grown into a young man concerned with solving problems in logic—specifically, the question of how a picture or model can depict something else—he used the example of the lines on a gramophone record to illustrate the relationship between "language and the world." Then he reflected on the relationship between four different things: a musical thought, the musical score of a symphony, the sound waves made during a symphony performance, and a gramophone record of the symphony performance. He remarked that they "all stand to one another in the same internal relation of depicting that holds between language and the world. They are all constructed according to a common logical pattern." What he emphasized then was something much emphasized in both popular and technical accounts of the gramophone in the days when the technology was new: the processes by which one of these four different things can be produced from another. The lines on the gramophone record and the musical notation of the musical score of a symphony are both visual, and Wittgenstein may have very early on contemplated how such different things could both be of the same musical composition.

Much later, as a young man, Wittgenstein contemplated translation between the gramophone lines and the musical score as a sort of translation between languages. The similarity between these very different things was accounted for in terms of the processes by which one of them could be derived from the other. There are four processes to think about: (i) the process by which the musician produces the score from the symphony, (ii) the process by which the musician produces the symphony from the score, (iii) the process by which the lines are produced from the sound waves, and (iv) the process by which the sound waves are produced from the lines.

The process by which the musician "reads" the musical notation of the score and "hears" the symphony, imagines "the musical idea," or at least understands what and how instruments are to be played to produce a symphony, is a matter of skill. Then there is the process by which the score can be produced by a musician who hears the symphony, or hears the sound waves produced from the gramophone record grooves. As we shall see later, as a young adult writing on the logic of depiction, Wittgenstein thought of this process as something that would be carried out by a musician who already knew how to read a score, who already knew how to "obtain the symphony" from it. The musician would use the same "rule," he said, to derive the score from the symphony—to put a heard symphony into the language of musical notation. He referred to this as "the law of projection which projects the symphony into the language of musical notation." I take it that here he used projection in its mathematical sense. For example, if we are interested in how much floor space an item will take up, we only ask what the projection of its dimensions onto the plane of the floor is; it is not necessary to mention details about its shape in the vertical direction. Similarly, for musical notation, there may be features that a particular symphony has that are peculiar to that performance, and are not part of the musical composition; these would not be captured by, or projected into, the musical notation. It is notable that Wittgenstein thought of the ability to read the score as the primary human skill, and the recording of a symphony in musical notation as something done in virtue of possessing that skill.

Then there is the process by which the gramophone record is produced, whereby sound waves evoking the original symphony performance are produced from the lines on the gramophone record, and the inverse process; i.e., the process whereby the gramophone lines on the gramophone disk are produced. This latter process is relative to human capabilities as well, for, though the recording devices involved only mechanical processes, the first recording devices were modeled on the human ear. It makes sense that, for a sound recording meant to capture a musical performance to be listened to by humans, it is only important to capture what humans can hear. Here it is more evident that what is recorded is a "projection" of the symphony into the language of the gramophone lines. Ultrasonic frequencies outside the range of human hearing that are produced in a symphony production are not relevant to the gramophone record of the performance. The process whereby gramophone records are produced, however, does not figure in the account of translation Wittgenstein gives in the Tractatus, written when he was in his twenties. Close attention to the text in which he describes what provides the means of translation reveals the absence of any mention of the mechanical process of recording sound waves:

4.0141 There is a general rule by means of which the musician can obtain the symphony from the score, and which makes it possible to derive the symphony from the groove on the gramophone record, and, using the first rule, to derive the score again. That is what constitutes the inner similarity between these things which seem to be constructed in such entirely different ways. And that rule is the law of projection which projects the symphony into the language of musical notation. It is the rule for translating this language into the language of gramophone records.

Instead of the process of recording lines or grooves in the gramophone record, what figures in Wittgenstein’s account of translatability between the musical score and the gramophone record here is instead the process whereby sound waves are produced from those lines, or grooves. (And, after that, the human skill of putting the heard symphony into musical notation.) This is striking, for, actually, the visual record of sound as wavy lines predated the production of gramophone records meant to be used to reproduce sound waves.

That other, earlier, visual record of sound is yet another kind of representation associated with the invention of the gramophone that was actually the springing-off point for the development of the gramophone record. It was called a phonautograph, and Berliner begins accounts of his own invention, the gramophone, by describing it. Phonautographs produced by a machine also called a phonautograph seem to have been well-known at the time, for Berliner speaks of "Scott’s phonautograph" as if assuming audience familiarity with it, and another paper on the principles of the gramophone by a Professor Houston refers to it as "the well-known phonautograph of Leon Scott."

Scott’s story was poignant: his family was too poor to give him an advanced education, and he was apprenticed to a printer. His work involved printing the transactions of scientific societies, which he read in the course of copyediting. He got to know some of the scientists whose work he printed, and he began corresponding with them about their work. These pursuits led to Scott’s inventing a machine that would produce a visual record of sound. Scott’s illustration of his invention shows a person performing on a musical instrument in front of the machine, and the machine, built on the model of the human eardrum, producing a series of wavy lines distinctive of the performance. The record consisted of lines caused by the motion of a membrane, which was in turn caused by the sound waves produced by the musical instrument. The sound records were white wavy lines scratched in a blackened surface formed by a smoky film on paper. The point was that they were distinctive marks corresponding to sound waves, and that, like any other two-dimensional icon, they could be reproduced without limit by a printing process.

The point was to have a method of recording sound, somewhat like present-day seismographs record waves traveling along the Earth’s surface. Some put special significance on the production of wavy lines that were geometrically similar to the sound waves that produced them. Berliner remarked that the hard zinc disc made in his process "becomes a picture of sound waves which, though slumbering in a bed of hard metal, is ready at any time, even centuries hence, to burst forth into the soft cadenzas of word and song, the ripple of laughter, the strains of martial music, as well as the melancholy and imploring drag of the organ-grinder’s tuneful melody." However, geometric similarity to the actual sound waves was not essential to the goal of producing some sort of graphical or iconic representation of sound. Hence, the role of the lines as pictures of sound in virtue of their similar visual appearance and pictures of sound in virtue of the ability to produce sound waves from them diverges for Berliner. (As we have seen, Wittgenstein was sensitive to this point, too, for his account of similarity between gramophone lines and other representations of sound does not appeal to geometric similarity.) In March 1857, Scott was granted a patent for "a method of drawing or writing by sound, and for multiplying the result of this graphically with a view to industrial applications." The same kind of device was also called a logograph. Scott did not attempt to use the graphical representations to actually produce sound, but Edison and then Berliner subsequently saw the potential of such a complementary process. This complementary process, which Scott seems not to have noticed or cared about, led to the development of Edison’s phonograph and Berliner’s gramophone.

Thus, for a while, there were phonautographs, or visual records, of sound, and these were well known before and during Wittgenstein’s childhood. Berliner remarks that Scott’s phonautograph "is described in every book on physical science," and, in fact, Berliner talks about using printed phonautographs as a means of conveying the gramophone sound recording. The ability to produce sound from them, while still regarding them as two-dimensional visual representations, is illustrated in a particularly colorful way in his fanciful speculation that "We may then have dinner-sets, the dessert-plates of which have gramophone records pressed in them, and which furnish the after-dinner entertainment when the repast is over." This is immediately followed by the speculation that "Gramophone plaques with the voices of eminent people will adorn our parlors and libraries."

Likewise, the dual aspect of a gramophone disc—both like the written word yet also able to produce the sound represented by the written word—was a novelty not lost on its inventor. Berliner wrote "I am carrying on a vocal correspondence with my friends in Europe, by means of small gramophone discs, which can be mailed in a good-sized letter envelope.... I could cite a number of instances where persons have been made happy by hearing and recognizing the voices of loved ones whom they had not seen in years, and the owners of which were thousands of miles away."

It is notable that in his discussion as an adult about the gramophone record, Wittgenstein does not include the kind of graphical record that a phonautograph is among the group of things that have the same "logical form" as the musical score—even though Scott was aiming precisely at providing a graphical representation of sounds. It makes sense that Wittgenstein does not include Scott’s phonautograph, however, given his explanation there of what logical form consists in, since there was no way to produce any of the other records of sound from a phonautograph unless there were some kind of playback mechanism. Of course, by the time gramophones were in existence, he would have been aware that it was always theoretically possible to develop a machine to play back a phonautograph record, but the existence of a playback mechanism would essentially make the phonautograph record a gramophone record—which is what he does use to illustrate his points about logical structure and pictorial representation. But it is also striking that the crucial aspect that Wittgenstein cites as accounting for logical form in the philosophical treatise he writes as a young man—"there is a rule by which one could reconstruct the symphony from the line on a gramophone record"—is precisely the advance in sound recordings that was exhibited in the toy gramophone that premiered in nearby Germany just after his birth.

There is another point important in Wittgenstein’s philosophical writings on depiction that is consistent with making a distinction between Scott’s phonautographs seen as lines on paper and Berliner’s view of exactly the same object as something from which sound waves can be produced. Scott’s phonautographs are not pictures of sound for Wittgenstein, since they do not include the concept of a process whereby the sound can be produced from the lines; Berliner’s notion of the lines, which includes the notion of a process whereby sound waves can be produced from the lines, does. Wittgenstein not only made the distinction for pictures of sound, but he saw in it a point about all pictures and thus about the very nature of depiction: after explaining that a picture is a fact, he writes that "a picture, conceived in this way, also includes the pictorial relationship, which makes it into a picture."

A story about a fraud perpetrated on a count in the Vienna Woods in the summer of 1888 highlights the role of a playback mechanism. In his account of the year preceding Wittgenstein’s birth in A Nervous Splendor: Vienna 1888/1889, Frederic Morton writes of an unexpected visit paid to a count whom he describes as "the principal performer in the amateur musicals given in his house":

During the hot months of 1888 ... a coach rolled into the leafy driveway of a villa in the Vienna Woods. It belonged to Count Walter H.... A gentleman stepped out, excellently cravated, and handed a footman his calling card. It said Philip H. Elkins, Esquire, New Jersey, U.S.A.

Admitted to the Count’s presence, Mister Elkins introduced himself as the chief European representative of Thomas A. Edison Enterprises of New Jersey [and said that] Mister Thomas Edison was planning a phonographic gallery of famous great voices of the nineteenth century. At Mister Edison’s request he had therefore brought along an Edison machine in the hope that the Count might be kind enough to let the machine record the art coming from the Count’s throat.

The Count was most cooperative. With the help of two of his footmen, a heavy American-looking machine, bristling with tubes and wires, was dragged out of the coach, over precious carpets, into the music room. Here the Count sang feelingly his favorite aria, "Se vuol ballare," from The Marriage of Figaro, while Mister Elkins kept adjusting levers to accommodate the remarkable volume of the Count’s voice.

When the Count asked to hear his voice played back, however, he was told that the only such machine in existence was in New Jersey with Mr. Edison. The Count suggested building a "playback apparatus" in Vienna, giving him "two hundred and fifty florins to get the work started, plus a fifty-florin licensing fee to Mister Edison." Whereupon

Mister Elkins then carefully guided the footmen as they heaved the wires and tubes out of the house and into the coach, climbed into the coach himself, waved his hat, and was never heard of again.

Such a story naturally raises questions about when a sound recording really should be counted as a sound recording. When is it a fraud? When is it, though intended to be a recording, useless or meaningless? When is it correct to say that it is in some sense a record of a performance of an aria? And what does being a recording consist in?

Given the times, the city, and the household in which he was born, the gramophone was undoubtedly important to Wittgenstein in his childhood, and we know that it was important to him as an adult, too, for it is reported that Wittgenstein "when listening to music on the gramophone put the needle back repeatedly to some musical transition from which he wanted to extract everything." The question of depiction could well have arisen much earlier in his life, in the form of the difference between a gramophone record and a phonautograph. But puzzles about the relation of these pictures of sound to the musical notation used in a musical score might not have been so explicit. Perhaps all that he got out of this from his childhood years, besides the preceding point about pictures, was one example of alternate depictions of a musical composition; even so, his observations about it resonated decades later in working out problems in logic and philosophy.

Another toy common in Europe during Wittgenstein’s childhood was one that actually flew: an elastic-powered, helicopter-like toy. George Cayley had developed the toy in England in 1796 as a small model, drawing on even earlier versions. Cayley was an independently wealthy Englishman who somehow became convinced that heavier-than-air flight was possible, and he is credited with the very concept of an aircraft with fixed wings. Because his work on airflow over inclined wings was the first accurate research done on the subject, he is often referred to as "the father of aeronautics." Cayley’s model helicopter design was later perfected and made popular in France by Alphonse Pénaud. The toy was very popular in Europe during Ludwig’s childhood, and he almost certainly would have been familiar with it. The Wright Brothers described the toy they had played with and tried for years to make larger copies of as a European toy called a "bat." Orville Wright was adamant in his recollections that it was the toy based on Pénaud’s design (and not another one known as a "butterfly" and often confused with it). There had been toy helicopter designs for centuries, but Pénaud’s version was rightfully well known and much reproduced; its performance remained unsurpassed. It has been credited with inspiring a whole generation of children to become interested in flight. Octave Chanute described it in his 1894 work, Progress in Flying Machines, as "the best of its kind," remarking:

Pénaud’s flying screw, which is called by the French a "Helicoptere," consists of two superposed screws rotating in opposite directions, and actuated by the force of twisted rubber strings... . These models, when built in varying proportions, would either rise like a dart to a height of some 50 ft., and then fall down, or sail obliquely in great circles, or, after rising some 20 or 25 feet, hover in the same spot for 15 or 20 seconds, and sometimes as many as 26 seconds, which was a much longer flight than had ever before been obtained with screws.

Chanute mentions that the models behave differently depending on "varying proportions." If by "varying proportions" he meant models of different sizes (the proportion being the ratio of lengths in the original version and another one made of a different size), then he is simply saying that the device behaved differently depending on its size. That would explain why playing with different-sized models of the toy, which the Wrights said occupied them for years, might be so worthy of study. The toy used stored energy (the energy in the rubber band), so that in a way it was self-propelled, or, as one historian put it, it had "a perfect lightweight powerplant." It was inherently stable due to its clever design, the rotating propellers rotating in opposite directions. Chanute reports that, with a suitably light engine, a size large enough to carry humans might have actually flown appreciable distances. So the toy held the promise of humans being able to defy gravity, and it illustrated the puzzling effect of size.

There was more reason than the behavior of Pénaud’s "bat" toy, exhilarating as it was, for his contemporaries to feel that gravity-defying human flight in heavier-than-air machines was possible, to feel that it really was so close that it might possibly be achieved. Pénaud was a serious aeronautical researcher whose life was cut short at age 30 by his suicide after a series of disappointments, the last being finding out that the expected funding for his next experimental flight would not be forthcoming after all. Chanute summed up how things stood by the end of his life: "M. Pénaud was criticized, decried, misrepresented, and all sorts of obstacles arose to prevent the testing of his project. He lost courage and hope, his health gave way, and he died in October, 1880, before he had reached 30 years of age." Pénaud had been born with a degenerative hip disease, a condition that was both disabling and painful. He had to use crutches to get around, but he designed flying machines that soared on their own. He left behind a promising aircraft design called a "planophore," for which there was good reason at the time to believe it might have flown. The helicopter toy was special because it worked so well, but the planophore was more distinctively his. It was special in that, even as a model, it established a landmark in aviation history. Richard Hallion describes the event, which took place in the presence of a large audience, and so had become famous by the time Wittgenstein was born:

... the young Frenchman ... had his sights set on nothing less than developing a full-size airplane, and achieving that goal would require a number of technological demonstrations. To Pénaud a practical airplane would have to incorporate a high degree of inherent stability—the ability to fly in such fashion that a pilot did not need to manipulate the controls constantly to keep it on a steady course. Experimentation had led him to develop a configuration that he believed would work, and now he was ready to demonstrate it to the public. [...]

That morning in Tuileries, his compatriots watched, intrigued, as Pénaud slowly turned the propeller through 240 revolutions, winding the rubber cord tighter and tighter. Then he held the model at head height and let go of the propeller, and as it immediately began spinning with a slight buzzing sound, he launched the model horizontally in the air. As he wrote later, "For an instant it started to drop, but then, as its speed picked up, it flew straight away and described a regular movement, maintaining a height of 7 or 8 feet, covering a course of 40 meters [approximately 131 feet] in 11 seconds." It had followed a slightly curving path, flying several gentle circles from the propeller’s torque until the rubber bands fully unwound, and, its power exhausted, it smoothly glided to earth. Stunned, the onlookers quickly measured the distance. The first significant powered flight of a heavier-than-air flying machine was history, and young Pénaud was the talk of the aeronautical world.

Hallion remarks on its significance: "what [Pénaud] achieved that August day in 1871 was no less than the answer to the question ‘Can an airplane fly?’, a question that dated to the very dawn of interest in mechanical flight." The historical significance was that it changed the state of the art, in that the open questions had shifted from one concern to another:

Critics could no longer doubt that an airplane could fly; rather, the issue would be one of scale, involving two critical questions: Can an airplane be built with an engine of sufficient power to lift a human aloft? and Can the operator control it?

What Hallion says here about silencing the critics may have been true in France, but there were certainly critics in other countries, such as the U.S. and Britain, who did doubt that an airplane could fly, and with every new failure they were more assured of the validity of their doubts. However, in Europe, children had Pénaud’s "bat" toy to play with in their own hands and the story of the very public success he had had with the planophore in their heads. When Pénaud committed suicide, he was dramatic about it: he put drawings of all his inventions in a coffin, which he arranged to be sent to the would-be benefactor whom he felt had let him down.

Many people outside France were inspired by his success, in spite of the substantial prejudice against practical heavier-than-air flight that still existed. Inventors such as Emile Berliner (who had invented and manufactured the gramophone), Alexander Graham Bell, Hiram Maxim (inventor of the machine gun), and, of course, the proprietors of the Wright Cycle Company devoted much of their time and parts of their fortunes to building a practical flying machine after their success at other pursuits had provided them with financial means sufficient to indulge their passion for flight. Samuel F. Cody’s stage pursuits—massive efforts involving his whole family and portraying himself somewhat fraudulently as connected with "Buffalo Bill" of the American West—became largely a means of financially supporting his interest in flight, particularly the development of his man-carrying kite. The scientist Samuel P. Langley and the distinguished engineer Octave Chanute already had established careers in their own fields when, late in life, they devoted their energies to promoting flight research and building their own experimental aircraft. Lawrence Hargrave (in Australia) used his own fortune to invent an inherently stable kite and an engine to power it, and Alberto Santos-Dumont (a South American living in Paris) drew from his inheritance to develop a heavier-than-air machine based on Hargrave’s designs to compete in French competitions. Although there was sometimes the hope that success would pay off, either in patents or in prizes at competitions, money was seldom if ever the motivation for participating. When asked, the entrants almost always explained that they were pursuing flight because of an irresistible desire to know, to discover, to invent what was waiting to be known, discovered, or invented. However, they did not all agree on which of the two remaining questions about flight—power or control—deserved attention most.

The question of the effect of a machine’s size on its performance can be asked about any number of toys that are miniatures of larger craft or machines: a boat, a building, a simple bow and arrow. But, in Wittgenstein’s youth, it was especially striking for aircraft, for there were models that worked well on a small scale but failed or behaved qualitatively differently on larger scales. There was the European "bat" toy, as I have said, which, when imported to America a few years before Wittgenstein’s birth, made flight research irresistible to the Wright Brothers, around seven and eleven years old at the time. Besides the toy models, there was Pénaud’s spectacular model planophore of a design meant to be built on a scale that could carry humans, and for which the question of the performance of a full-size version was still open.

Though not immediately obvious, the questions raised by Pénaud’s pursuits, of which the ubiquitous "bat" toy was a constant reminder, are analogous to the questions about representation and language occasioned by the gramophone. Just as the musical score and the lines on the gramophone represented the symphony performance in some way, so the model of a flying machine was supposed to, in some way, represent the performance of a full-size one. In the case of aircraft, the skill required to "project" the features of a full-size model onto a smaller one of some sort was often claimed, even though the reverse of that process, by which an experienced model builder would be able to produce a practical full-size flying machine from a model, was often revealed to be faulty.

We can see that the pressing question was about this process and its inverse: the experimenter’s task of building a model whose behavior would reflect (as most models did not) the behavior of an imagined full-size flying machine, and the inventor’s task of building a full-size version of a model in such a way that it mimicked the model’s performance. These seem to be human activities involving skill, as are the musician’s activities of reading and writing a musical score. Yet, it also seems that, once built, the connection between an experimental mechanical model and what it models ought to be as mechanically determined as that between a gramophone record and the sound waves it produces. The analogy does not of itself provide an answer to how the representation is effected, does not say more about the logic of depiction than that models somehow depict. What an analogy between how models depict and how gramophone records depict does do is give a kind of representation that is an alternative to language. It provided Wittgenstein with something to reverse, as in von Wright’s account of the key insight Wittgenstein had in late 1914, mentioned in the Preface. He could ask: rather than assuming that a model works on analogy to a statement of a language, why not think about whether language works on analogy to models—whatever that account may turn out to be? This would put him on the alert for a satisfying account of experimental scale modeling.

As numerous works of intellectual history have pointed out—most notably, Toulmin and Janik’s Wittgenstein’s Vienna—philosophy of language and revolutionary approaches to symbolic representation in music and art figured prominently in the Vienna in which Wittgenstein was born and spent much of his youth. Toulmin and Janik cite Schoenberg’s twelve-tone system of music in particular, comparing Schoenberg’s "breaking through the limits of a bygone aesthetic" (as he himself put it) to the work of the modern logicians De Morgan and Boole, which they see as analogously "breaking through the limits of a bygone logic." They even see Schoenberg’s Harmonielehre as closely analogous to Whitehead and Russell’s Principia Mathematica, since both, they say, are "compendious expositions of a new logic." But it is also true that, in his own ruminations about a theory of symbolism, the grown Wittgenstein eventually brought to the solution consideration of things not occurring frequently in those intellectual discussions—the lines on a gramophone record and experimental scale models.

The toy gramophone and aeroplane portended important changes in the lives of adults and therefore were not regarded condescendingly, as toys such as dolls or wooden trains might be. While still available commercially only as toys, they were discussed in lectures about the science underlying the developing technology, as in Berliner’s talks to engineering societies about how energy considerations in reproduction of sound had led him to the new rubber disc technology, and in Lilienthal’s and Chanute’s discussions of the forces involved in the behavior of various toy helicopters, aeroplanes, and gliders. These playthings from Wittgenstein’s childhood were astounding to people of all ages, in terms of the way in which they employed basic science in challenging the presumptions of everyday experience. One toy illustrated how the time and distance normally separating a distant or absent hearer from a speaker’s voice could be overcome with a machine that re-created it from a pattern of lines. The other gave hope to an equally romantic notion: the ability of a vehicle that was heavier than air to defy gravity and fly in the air, to carry a person when and to where one wished, at will. Like many others of his generation, Wittgenstein wanted to design, build, and fly his own airplane; like a few of them, the desire shaped his career choices as a youth. But there was more to these childhood experiences than the directions in which they led him as a young man: the reflections they occasioned and the examples they provided were resources upon which Wittgenstein could, and did, draw as a philosopher.
The Power of Impossible Thinking: Our Models Define Our World
By Colin Cook, Yoram (Jerry) Wind.
Sample Chapter is provided courtesy of Prentice Hall PTR.
Date: Feb 17, 2006.

In the old world, managers make products. In the new world, managers make sense of things.

—John Seely Brown1

It's midnight, and you hear a loud radio in the apartment downstairs.

Last week the quiet old man who lived there passed away, and you've been concerned about the arrival of the next tenant. You never know who might move in, and you've heard some real horror stories from your college friends. In an apartment house, the wrong neighbors can make your life miserable.

Now your worst fears have come true. The rock music plays on and on. You toss and turn, looking at the clock. At 12:30 a.m., you decide to wait just a little longer. Even if your new neighbor is a jerk, you are reluctant to turn your first meeting into a fight. At 1:00 a.m., the radio is blaring just as loud. What kind of party are they throwing down there? You've got to get up for work tomorrow. How can a person be so ignorant? So you walk down to lecture this idiot on common courtesy. You knock heavily on the door, and it swings open.

You are surprised to find the apartment completely bare. There is no sign of your new neighbor. There isn't even a sign of furniture. So you walk in. In the back room you find some drop cloths and paint cans. Plugged into one wall, you see a boom box cranked up full.

There is no neighbor, just a careless painter who left the radio on when he left for the day. The new tenant hasn't even arrived yet. The ignorant neighbor that you invented based on the noise vanishes into air, but the anger and other emotions you felt are still very real. You have trouble settling down and going back to sleep because you are still angry at this neighbor, a neighbor who exists only in your mind. You created this evil figure to explain the loud music, and he took on a life of his own. If you hadn't gone down and knocked on the door, you might have lived with this illusion for days.

Your mental models shape the way you see the world. They help you to quickly make sense of the noises that filter in from outside, but they can also limit your ability to see the true picture. They are with you always and, like your neighbors, can be a great help or can keep you up at night without reason.

What are mental models, and how do they shape your understanding and define the world you live in?

Can the wrong mental model kill you? Over the past quarter century, more than 150 children have died in the United States after their parents chose not to provide medical treatment because of their religious beliefs.2 The parents belonged to one of some 20 religious groups whose teachings deny the use of traditional medical care, relying instead on faith healing. The results are often tragic.

In April 1986, two-year-old Robyn Twitchell died of a bowel obstruction in Boston, Massachusetts. His parents, Christian Scientists, took the boy to a church practitioner who prescribed only prayer. The child's condition worsened. He had difficulty eating and sleeping. He was shaking and vomiting. Five days after the onset of the illness, he became unresponsive. The parents and the practitioner continued to trust in prayer up to the time of his death. The parents were convicted in July 1990 of manslaughter.

Experts testified that the condition could have been treated with a simple operation to remove the twisting of the bowel, an operation that would have very likely saved the child's life. This procedure, based on a surgical model of treating disease, was not considered by the boy's parents because of the mental model they held about the causes and treatment of disease. In a certain sense, the boy's death was due to the way they made sense of the world.

This story is not presented to pass judgment on the parents for their tragic decision or criticize their religious beliefs. It does offer an example of a single decision that is viewed through divergent models—the parents' beliefs and the medical perspective that the courts used in ruling on the case. In the court's opinion, the outcome of following the parents' model was very likely much worse than the outcome that could have been achieved from following a medical model.

While their impact is rarely so sharply defined as in this case, our mental models can affect our lives, careers and relationships; the prosperity of our businesses; and the quality of life in our societies. Almost every aspect of our lives is shaped in some way by how we make sense of the world. Our thinking and our actions are affected by the mental models we hold. These models define our limits or open our opportunities. Despite their power and pervasiveness, these models are usually virtually invisible to us. We don't realize they are there at all.

We believe that what we see is reality rather than something we create inside our heads. The parents of Robyn Twitchell believed that prayer alone was going to cure him. For them, this was reality. The surgeons who could have treated the child saw the case through a completely different set of eyes, as did the criminal justice system. We might think of mental models as something abstract or academic—to be studied and explained like optical illusions—but in this case and many others these models clearly are anything but academic. They not only shape what we see and how we understand the world but also how we act in it. In a real sense, what we think is what we see, and what we see is what we think.

How do the models you use to understand your life keep you locked in certain patterns of thought or prevent you from seeing solutions that are right in front of you? What are the potentially negative effects of your current models? How could you change your models to improve the quality of your life?

Rethinking IBM’s Research Model
Models also limit or open new opportunities in business. In the early 1990s, the head of research at IBM, Jim McGroddy, came to visit one of the authors (Colin Crook), who was then chief technology officer at Citicorp. McGroddy faced a serious challenge. IBM was losing billions of dollars every year. How could the research program help turn this situation around?

Crook discussed the information-technology value chain that was guiding IT development at Citibank. This value chain had three basic levels: at the bottom were atoms and basic math; in the middle was technology, such as storage, displays and chips; and at the top were customer solutions. What was really important, he said, was the work on these customer solutions, and that was where Citicorp was differentiating itself from rivals.

McGroddy realized that this focus on customer solutions had been largely ignored by IBM Research. Most of the company’s attention was on basic research at the bottom level or on technology in the middle. The company had become insular and product-focused, losing touch with its customers. This realization led to a reorganization of IBM Research and the creation of a new strategic area focusing on services, applications and solutions. IBM’s successful turnaround was driven by research in that category, which increased from nearly zero in 1990 to more than 25 percent in 2001. This dovetailed nicely with the launch of new chairman Lou Gerstner’s global services initiative, which became the fastest growing area for IBM.3

IBM may not have recognized it, but its research had been driven by a technocentric mental model. When this model was recognized and challenged, new opportunities could be seen, the organization could be redesigned and the business could be transformed (a transformation that was, of course, much broader than R&D). What looked like an R&D problem could be rethought from the perspective of the market. What looked like a difficult technological problem could be reconsidered as a challenge of business design.

Compartmentalization of Business and Personal Life
We recently spoke with a successful manager who remarked that when she needs to hire a new employee, she inevitably turns to a headhunter. But in her personal life, she trusts to chance to find a life partner. It is a similar challenge of finding the right person with the right characteristics and chemistry, but she applies a completely different approach because she has a different mental model for her personal and business life. She would never think about going into a single’s bar and hoping to stumble across the perfect vice president of marketing, but she will in her personal life. Because of this artificial wall, she was much less creative in thinking about her personal life (and less successful in filling the position for a life partner) than in her business life where she routinely found great people to fill key positions.

One of the limiting frames we have is the separation of business and personal life, even as these two worlds are merging together. Look at how many TV entertainment programs have a work setting for portraying stories of personal lives. As the lines between business and personal lives blur, there are opportunities for shifting our thinking within business and personal life and across the two. We can borrow mental models from one area and apply them to the other to change the way we see both aspects of our lives.

Domestic Emerging Markets
To take another example, consider how most companies view inner-city markets. These markets tend to be areas with low incomes, high crime rates and other risks or costs—in short, they are seen as a marketer’s nightmare. Even as major companies are waking up to the potential of emerging markets around the world, inner-city markets are still largely neglected. Yet, as Michael Porter has pointed out, these markets have distinctive advantages and hidden opportunities if we look more closely.4 While income may be lower, population density is much higher so "spending power per acre" is comparable to more affluent parts of the city. These markets are in strategic locations and often present demographics segments that are crucial to future market growth.

If we were to reframe the inner city as "domestic emerging markets," what new possibilities would this open? What strategies that are being used to address emerging markets in China and India might be applied in the cities of the United States and other developed nations with good effect? This simple shift in the way we view these markets could open new possibilities for strategies and new potential for growth.

How do your models for your industry and business prevent you from recognizing opportunities and realizing the full value of your organization?
Senior Professional in Human Resources Exam Prep: Workforce Planning and Employment
By Larry Phillips.
Sample Chapter is provided courtesy of Que.
Date: Feb 24, 2006.

Objectives

This chapter helps you prepare for the SPHR examination by covering concepts and strategies associated with workforce planning and employment. This section composes 16% of the SPHR examination.

Gain a Strategic Understanding of Workforce Planning and Employment

Understand the importance of workforce planning and employment to organizational success
Gain an Understanding of Workforce Planning and Employment Law

Understand the implications of these laws, regulations, and precedent cases in the design of workforce planning and employment programs
Gain an Understanding of Affirmative Action and Equal Employment Opportunity

Understand affirmative action plans
Understand the EEO complaint process
Gain an Understanding of Gender Discrimination

Understand the two types of sexual discrimination
Understand the broad scope of hostile environment
Understand how to develop effective harassment prevention programs
Gain an Understanding of Workforce Planning

Understand how to forecast workforce needs
Understand how to forecast workforce supply
Gain an Understanding of Job Analysis

Understand the job analysis process
Understand how to collect data needed for job analysis
Understand how to write job descriptions and job specifications
Understand job analysis using competencies
Gain an Understanding of Recruitment

Understand internal recruitment methods
Understand external recruitment methods
Understand how to evaluate recruitment program effectiveness
Gain an Understanding of the Contingent Workforce

Gain an Understanding of Selection

Understand the development of selection criteria
Understand the selection process
Understand the evaluation of the selection process
Gain an Understanding of Post-Offer Employment Practices

Understand employment offers
Understand employment contracts
Under employer practices with respect to relocation benefits and requirements for medical tests
Gain an Understanding of Organizational Exit

Understand concepts associated with organizational exit such as layoffs, exit interviews, and wrongful terminations
Gain an Understanding of the Management of Employment Records

Understand legal requirements for the retention of employment and payroll related records
Outline
Introduction
Workforce Planning and Employment Law
Civil Rights Act of 1866
United States Constitution
Equal Pay Act (1963)
Civil Rights Act of 1964
Executive Orders 11246 (1965), 11375 (1967), and 11478 (1969)
Age Discrimination in Employment Act of 1967
Consumer Credit Protection Act (1968)
Fair Credit Reporting Act (1970)
Rehabilitation Act of 1973
Vietnam Era Veterans' Readjustment Assistance Act (1974)
Privacy Act of 1974
Pregnancy Discrimination Act (1978)
Uniform Guidelines on Employee Selection Procedures (1978)
No Disparate Impact
Internal Analysis of Employment Practices
Analysis of the Workforce Against the External Labor Market
Job Relatedness / Business Necessity
Immigration Reform and Control Act (1986)
Worker Adjustment and Retraining Notification Act (1988)
Employee Polygraph Protection Act (1988)
Americans with Disabilities Act (1990)
What Is a Disability?
What Is a Qualified Individual?
What Is Reasonable Accommodation?
Civil Rights Act of 1991
Uniformed Services Employment and Reemployment Act (1994)
Congressional Accountability Act (1995)
Fair and Accurate Credit Transactions Act (2003)
Precedent Case Law
Griggs v. Duke Power (1971)
McDonnell-Douglas Corp. v. Green (1973)
Abermarle Paper Company v. Moody (1975)
Chandler v. Roudebush (1976)
Washington v. Davis (1976)
Regents of the University of California v. Bakke (1978)
United Steelworkers v. Weber (1979)
Meritor Savings Bank v. Vinson (1986)
Johnson v. Santa Clara County Transportation Agency (1987)
Martin v. Wilks (1988)
City of Richmond v. J. A. Croson Company (1989)
Taxman v. Board of Education of Piscataway (1993)
Harris v. Forklift Systems, Inc. (1993)
Hopwood v. State of Texas (1996)
Ocale v. Sundowner Offshore Services, Inc. (1998)
Faragher v. City of Boca Raton (1998)
Ellerth v. Burlington Northern (1998)
Grutter v. Bollinger et al. (2003)
Gratz et al. v. Bollinger et al. (2003)
General Dynamics Land Systems, Inc. v. Cline (2004)
Affirmative Action and Equal Employment Opportunity
Affirmative Action
Organizational Profile
Job Group Analysis
Availability Analysis
Utilization Analysis
Goals and Actions
Judicial Issues and Affirmative Action
EEOC Complaint Process
Employer Response to a Complaint
Gender Discrimination
Sexual Harassment
Quid Pro Quo
Hostile Environment
The Broad Scope of Hostile Environment
Harassment Prevention Programs and Affirmative Defense
Sexual Orientation Issues
Workforce Planning
Forecasting Workforce Needs
Trend Analysis
Ratio Analysis
Turnover
Nominal Group Technique
Delphi Technique
Managerial Judgment
Statistical Forecasts
Computer Modeling
Multiple Methods
Determining Internal and External Supply of Employees
Internal Supply
External Supply
Determination of Strategies
Job Analysis
The Job Analysis Process
Job Analysis Information Requirements
Data Collection Methods
Writing Job Descriptions and Job Specifications
Competencies and the Future of Job Analysis
Competencies
Recruitment
Internal Recruiting
Human Resource Management Information System
Job Posting
Job Bidding
Former Employees
Former Applicants
Employee Referrals
External Recruiting
Media Advertising
College and School Recruiting
Labor Unions
Employment Agencies
Temporary Employment Agencies
Customers
Suppliers and Competitors
Professional and Trade Associations
Walk-Ins
Job Fairs and Special Events
Internet
Outplacement Firms
Evaluating Recruitment Effectiveness
Contingent Workforce
Selection
Development of Selection Criteria
The Selection Process
Initial Applicant Contact
Prescreening
Application Forms
Applicant Testing
Interviews
Background Investigations
Conditional Job Offers, Medical Exams / Drug Testing, and Offers and Acceptance
Evaluation of the Selection Process
Post-Offer Employment Practices
Employment Offers
Employment Contracts
Medical Tests
Relocation
Organizational Exit
Layoffs
Strategies to Avoid Layoffs
Strategies to Minimize the Impact of Layoffs on Individuals
Exit Interviews
Wrongful Termination
Terminations That Violate Law
Constructive Discharge
Retaliatory Discharge
Management of Employment Records
Strategic Considerations for the SPHR
Chapter Summary
Key Terms
Apply Your Knowledge
Exercises
Review Questions
Exam Questions
Answers to Exercises
Answers to Review Questions
Answers to Exam Questions
Suggested Readings and Resources
Study Strategies

As with all chapters in this book, the objective is to understand the strategic implications of HR programmatic activities through grounding in the law, concepts, and practices associated with them. In this case, you should begin with the strategic plan of the organization and understand how the various employment practices facilitate its achievement. It is not enough to know the basics of recruitment or job analysis or workforce planning in isolation. The SPHR must approach the study of these and other concepts through an integrative approach understanding the interdependencies. You should attempt to understand how workforce planning, EEO strategies, recruitment, selection, organizational exit, and so forth are must be integrated into one comprehensive strategy that support the organizational goals and mission. You should also approach the study of this material by attempting to understand the interdependency of the various sections and the practices discussed in them. For example, how does workforce planning affect recruitment strategies, affirmative action plans, and exit strategies?

Introduction
Objective: Gain a Strategic Understanding of Workforce Planning and Employment

There are a number of dynamics that increasingly make workforce planning and employment critical components of the organization’s strategic plan. The United States economy has transitioned from a manufacturing base to a service base and is in the process of transitioning to a knowledge base. As the economy moves along this continuum, the success of the organization is increasingly based on the quality of its human capital, which is defined as the total current and potential capabilities of the organization’s workforce. As this transition occurs, organizational strategies increasingly must be developed to develop the organization’s primary resource: people. The quality of its human capital will allow an organization to differentiate itself in the market place, much as innovative products and services now do. In fact, for many organizations, human capital will become their core competency—the unique capability that distinguishes them from their competitors. To create this competency, an organization must be able to attract the right kinds of people in the right place at the right time.

The nature of competition has changed and is global. Markets and environments are frequently dynamic and volatile, and organizations have been downsized and right-sized to improve cost efficiencies. Globalization requires the organization to understand multiple cultures and how to attract, retain, and motivate persons from those cultures. The dynamics of the environment often require flexibility and adaptation at the lower levels of the organization. All this affects the workforce planning and employment practices.

Technology has not only changed the way work is done, it has also changed the knowledge, skills, and abilities needed to do the work. Organizations must plan to either attract those with the right skills to the organization or to develop those skills internally. The latter requires hiring individuals who have the capacity to learn and to grow.

Workforce demographics in the United States are changing. The workforce is aging and contains an increasing percentage of both women and members of minority groups. In addition, workers often come to the organization with deficient skill sets. The organization must plan how to replace the impending retirement of the "Baby Boomers" while developing the skills of those that follow.

The organization must be actively engaged in planning to determine how to react to the dynamics just discussed to develop an internal workforce that is capable of accomplishing the organization’s strategic goals. That is the essence of workforce planning and employment.
Your Personal Code for Living a Better, Happier, More Successful Life
By Richard Templar.
Sample Chapter is provided courtesy of Prentice Hall PTR.
Date: Apr 21, 2006.

I've divided the Rules of Life into five areas—you, your partner, your family, your social circle (including work and friends) and lastly, the world—to represent the five unconscious circles we all draw around ourselves.

Let's begin with the most important of these, the Rules for ourselves—personal rules, rules for us. These are the Rules that will help get us out of bed in the mornings, face the world with a positive air, and navigate our way safely and successfully through our day, no matter what may arise. These are the Rules that will help reduce stress levels, give us the right kind of outlook, encourage us to set our own standards and have goals to aim for.

I guess that for each and every one of us, these Rules will have to be adapted to take into account our upbringing, our age, and our situation. We all need to have personal standards to live up to. They will vary from person to person, but it is vitally important to have them. Without them, we are adrift and unable to monitor how we are doing. With them we have a firm center, somewhere we can get back to, somewhere to touch base and recharge. They are our benchmark for personal progress.

But it's not all about standards; it's also about lightening up, having fun, enjoying life.

Rule 1: Keep It Under Your Hat
You are about to become a Rules Player. You are about to embark on a life-changing adventure, possibly, if you choose to accept your mission. You are about to discover ways to become positive, happier, more successful in everything you do. So there’s no need to say anything to anybody about it. Keep quiet. No one likes a know-it-all. That’s it. First Rule: Keep it under your hat.

There may well be times when you do want to talk to other people about what you’re doing because, quite naturally, you want to share it with somebody. Well, you can’t and you don’t. Let them find out for themselves with no clues from you. You may think this unfair, but it is actually fairer than you believe. If you tell them, they’ll shy away. And quite rightly so—we all hate being preached at. It’s a bit like when you give up smoking and suddenly find this new healthier way of living and you simply have to convert all your old smoking friends. Trouble is, they aren’t ready to quit yet and you find they label you as smug or a prude or, even worse, an ex-smoker. And how we all hate those.

So the first Rule is, quite simply, don’t preach, propagate, try to convert, shout from the rooftops, or even mention this.

You will get a warm glow from changing your attitude to life and having people ask what it is you have done, are doing, and you can say that it’s nothing, merely a sunny day and you feel better/ happier/livelier/jollier/whatever. There is no need to go into any detail because that’s not really what people want to know. In fact, it’s exactly the opposite of what they want to know. It’s a bit like when someone asks how you are. What they want to really hear is just the one word, "Fine." Even if you are in the very pits of despair, that’s all they want to hear because anything more requires commitment on their part. And for a casual "How are you?" that’s most certainly not what they want. What they want is just "Fine." And then they can be about their business without any further involvement. If you don’t say "Fine," but instead unburden yourself, they will back off pretty quickly.

And it’s the same with being a Rules Player. No one really wants to know, so keep quiet. How do I know? Because when I wrote The Rules of Work, which turned a lot of people on to the ability to be successful in the workplace without having to resort to underhand means, I suggested the same thing and found it worked. Just get on with it, do it quietly, and go about your daily life happily and smugly without having to tell anyone