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48 Laws of Power

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From: http://www.tech.purdue.edu/Cgt/Courses/cgt411/covey/48_laws_of_power.htm

The 48 Laws of Power

The 48 Laws of Power

by Robert Greene and Joost Elffers

Law 1

Never Outshine the Master

Always make those above you feel comfortably superior.  In your desire to please or impress them, do not go too far in displaying your talents or you might accomplish the opposite � inspire fear and insecurity.  Make your masters appear more brilliant than they are and you will attain the heights of power.

Law 2

Never put too Much Trust in Friends, Learn how to use Enemies

Be wary of friends-they will betray you more quickly, for they are easily aroused to envy.  They also become spoiled and tyrannical. But hire a former enemy and he will be more loyal than a friend, because he has more to prove.  In fact, you have more to fear from friends than from enemies.  If you have no enemies, find a way to make them.

 Law 3

Conceal your Intentions

Keep people off-balance and in the dark by never revealing the purpose behind your actions.  If they have no clue what you are up to, they cannot prepare a defense.  Guide them far enough down the wrong path, envelope them in enough smoke, and by the time they realize your intentions, it will be too late.

 Law 4

Always Say Less than Necessary

When you are trying to impress people with words, the more you say, the more common you appear, and the less in control.  Even if you are saying something banal, it will seem original if you make it vague, open-ended, and sphinxlike.  Powerful people impress and intimidate by saying less.  The more you say, the more likely you are to say something foolish.

 Law 5

So Much Depends on Reputation � Guard it with your Life

Reputation is the cornerstone of power.  Through reputation alone you can intimidate and win; once you slip, however, you are vulnerable, and will be attacked on all sides.  Make your reputation unassailable.  Always be alert to potential attacks and thwart them before they happen.  Meanwhile, learn to destroy your enemies by opening holes in their own reputations.  Then stand aside and let public opinion hang them.

 Law 6

Court Attention at all Cost

Everything is judged by its appearance; what is unseen counts for nothing.  Never let yourself get lost in the crowd, then, or buried in oblivion.  Stand out.  Be conspicuous, at all cost.  Make yourself a magnet of attention by appearing larger, more colorful, more mysterious, than the bland and timid masses.

  Law 7

Get others to do the Work for you, but Always Take the Credit

Use the wisdom, knowledge, and legwork of other people to further your own cause.  Not only will such assistance save you valuable time and energy, it will give you a godlike aura of efficiency and speed.  In the end your helpers will be forgotten and you will be remembered.  Never do yourself what others can do for you.

 Law 8

Make other People come to you � use Bait if Necessary

When you force the other person to act, you are the one in control.  It is always better to make your opponent come to you, abandoning his own plans in the process.  Lure him with fabulous gains � then attack.  You hold the cards.

 Law 9

Win through your Actions, Never through Argument

Any momentary triumph you think gained through argument is really a Pyrrhic victory:  The resentment and ill will you stir up is stronger and lasts longer than any momentary change of opinion.  It is much more powerful to get others to agree with you through your actions, without saying a word.  Demonstrate, do not explicate.

 Law 10

Infection: Avoid the Unhappy and Unlucky

You can die from someone else�s misery � emotional states are as infectious as disease.  You may feel you are helping the drowning man but you are only precipitating your own disaster.  The unfortunate sometimes draw misfortune on themselves; they will also draw it on you.  Associate with the happy and fortunate instead.

Law 11

Learn to Keep People Dependent on You

To maintain your independence you must always be needed and wanted.  The more you are relied on, the more freedom you have.  Make people depend on you for their happiness and prosperity and you have nothing to fear.  Never teach them enough so that they can do without you.

 Law 12

Use Selective Honesty and Generosity to Disarm your Victim

One sincere and honest move will cover over dozens of dishonest ones.  Open-hearted gestures of honesty and generosity bring down the guard of even the most suspicious people.  Once your selective honesty opens a hole in their armor, you can deceive and manipulate them at will.  A timely gift � a Trojan horse � will serve the same purpose.

 Law 13

When Asking for Help, Appeal to People�s Self-Interest,

Never to their Mercy or Gratitude

If you need to turn to an ally for help, do not bother to remind him of your past assistance and good deeds.  He will find a way to ignore you.  Instead, uncover something in your request, or in your alliance with him, that will benefit him, and emphasize it out of all proportion.  He will respond enthusiastically when he sees something to be gained for himself.

 Law 14

Pose as a Friend, Work as a Spy

Knowing about your rival is critical.  Use spies to gather valuable information that will keep you a step ahead.  Better still: Play the spy yourself.  In polite social encounters, learn to probe.  Ask indirect questions to get people to reveal their weaknesses and intentions.  There is no occasion that is not an opportunity for artful spying.

 Law 15

Crush your Enemy Totally

All great leaders since Moses have known that a feared enemy must be crushed completely.  (Sometimes they have learned this the hard way.)  If one ember is left alight, no matter how dimly it smolders, a fire will eventually break out.  More is lost through stopping halfway than through total annihilation:  The enemy will recover, and will seek revenge.  Crush him, not only in body but in spirit.

 Law 16

Use Absence to Increase Respect and Honor

Too much circulation makes the price go down:  The more you are seen and heard from, the more common you appear.  If you are already established in a group, temporary withdrawal from it will make you more talked about, even more admired.  You must learn when to leave.  Create value through scarcity.

 Law 17

Keep Others in Suspended Terror: Cultivate an Air of Unpredictability

Humans are creatures of habit with an insatiable need to see familiarity in other people�s actions.  Your predictability gives them a sense of control.  Turn the tables: Be deliberately unpredictable.  Behavior that seems to have no consistency or purpose will keep them off-balance, and they will wear themselves out trying to explain your moves.  Taken to an extreme, this strategy can intimidate and terrorize.

 Law 18

Do Not Build Fortresses to Protect Yourself � Isolation is Dangerous

The world is dangerous and enemies are everywhere � everyone has to protect themselves.  A fortress seems the safest. But isolation exposes you to more dangers than it protects you from � it cuts you off from valuable information, it makes you conspicuous and an easy target.  Better to circulate among people find allies, mingle.  You are shielded from your enemies by the crowd.

 Law 19

Know Who You�re Dealing with � Do Not Offend the Wrong Person

There are many different kinds of people in the world, and you can never assume that everyone will react to your strategies in the same way.  Deceive or outmaneuver some people and they will spend the rest of their lives seeking revenge.  They are wolves in lambs� clothing.  Choose your victims and opponents carefully, then � never offend or deceive the wrong person.

 Law 20

Do Not Commit to Anyone

It is the fool who always rushes to take sides.  Do not commit to any side or cause but yourself.  By maintaining your independence, you become the master of others � playing people against one another, making them pursue you.

 Law 21

Play a Sucker to Catch a Sucker � Seem Dumber than your Mark

No one likes feeling stupider than the next persons.  The trick, is to make your victims feel smart � and not just smart, but smarter than you are.  Once convinced of this, they will never suspect that you may have ulterior motives.

 Law 22

Use the Surrender Tactic: Transform Weakness into Power

When you are weaker, never fight for honor�s sake; choose surrender instead.  Surrender gives you time to recover, time to torment and irritate your conqueror, time to wait for his power to wane.  Do not give him the satisfaction of fighting and defeating you � surrender first.  By turning the other check you infuriate and unsettle him.  Make surrender a tool of power.

 Law 23

Concentrate Your Forces

Conserve your forces and energies by keeping them concentrated at their strongest point.  You gain more by finding a rich mine and mining it deeper, than by flitting from one shallow mine to another � intensity defeats extensity every time.  When looking for sources of power to elevate you, find the one key patron, the fat cow who will give you milk for a long time to come.

 Law 24

Play the Perfect Courtier

The perfect courtier thrives in a world where everything revolves around power and political dexterity.  He has mastered the art of indirection; he flatters, yields to superiors, and asserts power over others in the mot oblique and graceful manner.  Learn and apply the laws of courtiership and there will be no limit to how far you can rise in the court.

 Law 25

Re-Create Yourself

Do not accept the roles that society foists on you.  Re-create yourself by forging a new identity, one that commands attention and never bores the audience.  Be the master of your own image rather than letting others define if for you.  Incorporate dramatic devices into your public gestures and actions � your power will be enhanced and your character will seem larger than life.

 Law 26

Keep Your Hands Clean

You must seem a paragon of civility and efficiency: Your hands are never soiled by mistakes and nasty deeds.  Maintain such a spotless appearance by using others as scapegoats and cat�s-paws to disguise your involvement.

Law 27

Play on People�s Need to Believe to Create a Cultlike Following

People have an overwhelming desire to believe in something.  Become the focal point of such desire by offering them a cause, a new faith to follow.  Keep your words vague but full of promise; emphasize enthusiasm over rationality and clear thinking.  Give your new disciples rituals to perform, ask them to make sacrifices on your behalf.  In the absence of organized religion and grand causes, your new belief system will bring you untold power.

 Law 28

Enter Action with Boldness

If you are unsure of a course of action, do not attempt it.  Your doubts and hesitations will infect your execution.  Timidity is dangerous:  Better to enter with boldness.  Any mistakes you commit through audacity are easily corrected with more audacity.  Everyone admires the bold; no one honors the timid.

 Law 29

Plan All the Way to the End

The ending is everything.  Plan all the way to it, taking into account all the possible consequences, obstacles, and twists of fortune that might reverse your hard work and give the glory to others.  By planning to the end you will not be overwhelmed by circumstances and you will know when to stop.  Gently guide fortune and help determine the future by thinking far ahead.

 Law 30

Make your Accomplishments Seem Effortless

Your actions must seem natural and executed with ease.  All the toil and practice that go into them, and also all the clever tricks, must be concealed.  When you act, act effortlessly, as if you could do much more.  Avoid the temptation of revealing how hard you work � it only raises questions.  Teach no one your tricks or they will be used against you.

 Law 31

Control the Options: Get Others to Play with the Cards you Deal

The best deceptions are the ones that seem to give the other person a choice:  Your victims feel they are in control, but are actually your puppets.  Give people options that come out in your favor whichever one they choose.  Force them to make choices between the lesser of two evils, both of which serve your purpose.  Put them on the horns of a dilemma:  They are gored wherever they turn.

 Law 32

Play to People�s Fantasies

The truth is often avoided because it is ugly and unpleasant.  Never appeal to truth and reality unless you are prepared for the anger that comes for disenchantment.  Life is so harsh and distressing that people who can manufacture romance or conjure up fantasy are like oases in the desert:  Everyone flocks to them. There is great power in tapping into the fantasies of the masses.

 Law 33

Discover Each Man�s Thumbscrew

Everyone has a weakness, a gap in the castle wall.  That weakness is usual y an insecurity, an uncontrollable emotion or need; it can also be a small secret pleasure.  Either way, once found, it is a thumbscrew you can turn to your advantage.

  Law 34

Be Royal in your Own Fashion:  Act like a King to be treated like one

The way you carry yourself will often determine how you are treated; In the long run, appearing vulgar or common will make people disrespect you.  For a king respects himself and inspires the same sentiment in others.  By acting regally and confident of your powers, you make yourself seem destined to wear a crown.

 Law 35

Master the Art of Timing

Never seem to be in a hurry � hurrying betrays a lack of control over yourself, and over time.  Always seem patient, as if you know that everything will come to you eventually.  Become a detective of the right moment; sniff out the spirit of the times, the trends that will carry you to power.  Learn to stand back when the time is not yet ripe, and to strike fiercely when it has reached fruition.

 Law 36

Disdain Things you cannot have:  Ignoring them is the best Revenge

By acknowledging a petty problem you give it existence and credibility.  The more attention you pay an enemy, the stronger you make him; and a small mistake is often made worse and more visible when you try to fix it.  It is sometimes best to leave things alone.  If there is something you want but cannot have, show contempt for it.  The less interest you reveal, the more superior you seem. 

Law 37

Create Compelling Spectacles

Striking imagery and grand symbolic gestures create the aura of power � everyone responds to them.  Stage spectacles for those around you, then full of arresting visuals and radiant symbols that heighten your presence.  Dazzled by appearances, no one will notice what you are really doing.

Law 38

Think as you like but Behave like others

If you make a show of going against the times, flaunting your unconventional ideas and unorthodox ways, people will think that you only want attention and that you look down upon them.  They will find a way to punish you for making them feel inferior.  It is far safer to blend in and nurture the common touch. Share your originality only with tolerant friends and those who are sure to appreciate your uniqueness.

Law 39

Stir up Waters to Catch Fish

Anger and emotion are strategically counterproductive.  You must always stay calm and objective.  But if you can make your enemies angry while staying calm yourself, you gain a decided advantage.  Put your enemies off-balance: Find the chink in their vanity through which you can rattle them and you hold the strings.

Law 40

Despise the Free Lunch

What is offered for free is dangerous � it usually involves either a trick or a hidden obligation.  What has worth is worth paying for.  By paying your own way you stay clear of gratitude, guilt, and deceit.  It is also often wise to pay the full price � there is no cutting corners with excellence.  Be lavish with your money and keep it circulating, for generosity is a sign and a magnet for power.

Law 41

Avoid Stepping into a Great Man�s Shoes

What happens first always appears better and more original than what comes after.  If you succeed a great man or have a famous parent, you will have to accomplish double their achievements to outshine them.  Do not get lost in their shadow, or stuck in a past not of your own making:  Establish your own name and identity by changing course.  Slay the overbearing father, disparage his legacy, and gain power by shining in your own way.

Law 42

Strike the Shepherd and the Sheep will Scatter

Trouble can often be traced to a single strong individual � the stirrer, the arrogant underling, the poisoned of goodwill.  If you allow such people room to operate, others will succumb to their influence.  Do not wait for the troubles they cause to multiply, do not try to negotiate with them � they are irredeemable.  Neutralize their influence by isolating or banishing them.  Strike at the source of the trouble and the sheep will scatter.

Law 43

Work on the Hearts and Minds of Others

Coercion creates a reaction that will eventually work against you.  You must seduce others into wanting to move in your direction.  A person you have seduced becomes your loyal pawn.  And the way to seduce others is to operate on their individual psychologies and weaknesses.  Soften up the resistant by working on their emotions, playing on what they hold dear and what they fear.  Ignore the hearts and minds of others and they will grow to hate you.

Law 44

Disarm and Infuriate with the Mirror Effect

The mirror reflects reality, but it is also the perfect tool for deception: When you mirror your enemies, doing exactly as they do, they cannot figure out your strategy.  The Mirror Effect mocks and humiliates them, making them overreact.  By holding up a mirror to their psyches, you seduce them with the illusion that you share their values; by holding up a mirror to their actions, you teach them a lesson.  Few can resist the power of Mirror Effect.

Law 45

Preach the Need for Change, but Never Reform too much at Once

Everyone understands the need for change in the abstract, but on the day-to-day level people are creatures of habit.  Too much innovation is traumatic, and will lead to revolt.  If you are new to a position of power, or an outsider trying to build a power base, make a show of respecting the old way of doing things.  If change is necessary, make it feel like a gentle improvement on the past.

Law 46

Never appear too Perfect

Appearing better than others is always dangerous, but most dangerous of all is to appear to have no faults or weaknesses.  Envy creates silent enemies.  It is smart to occasionally display defects, and admit to harmless vices, in order to deflect envy and appear more human and approachable.  Only gods and the dead can seem perfect with impunity.

Law 47

Do not go Past the Mark you Aimed for; In Victory, Learn when to Stop

The moment of victory is often the moment of greatest peril.  In the heat of victory, arrogance and overconfidence can push you past the goal you had aimed for, and by going too far, you make more enemies than you defeat.  Do not allow success to go to your head.  There is no substitute for strategy and careful planning.  Set a goal, and when you reach it, stop.

Law 48

Assume Formlessness

By taking a shape, by having a visible plan, you open yourself to attack.  Instead of taking a form for your enemy to grasp, keep yourself adaptable and on the move.  Accept the fact that nothing is certain and no law is fixed.  The best way to protect yourself is to be as fluid and formless as water; never bet on stability or lasting order.  Everything changes.

 

 

 

 

 

Housing Bubble

http://housingbubble.blogspot.com/

Bubble Deflation

Why the bubble willl burst?

1) Higher Interest Rates

2) Record levels of debt

3) Low savings rate

4) Poor economy

5) Rental rates vs House prices

6) Record unemployment : While statistics have you believe that the number of workers seeking unemployment benefits is dropping, that is happening due to workers losing their eligiblity to draw down further unemployment benefits. With several millions of jobs transferred overseas and several hundreds of thousands of jobs permanently lost after the dot com bust, it is almost impossible for the employment situation to be what it was, a few years ago.

Myths

1) The bubble is regional. (If the rise in prices is nation wide, there is no reason to believe that any deflation will be limited to a small region)

2) Limited land : Most people believe that a CEO and his board could print stock certificates out of thin air and sell them to the gullible public and that unlike stock, the supply of land is limited. While the supply of land is limited, there is ample land in most areas (except in the downtown areas), for most people. Further land is almost always available in the suburbs or within a few miles of the city. There is no reason, why houses in areas very far from the city, should command astronomical prices

3) The amount of land is shrinking due to environmental regulations : A large portion of the rise in house prices took place between 2000 and 2005, during the term of an administration that would rather be caught dead, than enforce environmental laws.

4) Immigrants : Despite popular belief, facts do not support the myth that recent immigrants are responsible for the housing boom. Most immigrants work for years and try to get their immigration details sorted out, before they plan to buy a house (if they can afford to buy one, that is...)

5) For the housing market to collapse, there should be a large external stimulus or shock : False. The collapse can be kicked off by fairly small events. All it takes, is one seller in a single block to sell his/her home below what is widely propagated as the market value and the domino effect is set into motion.

Why the bubble may not burst

1) Overzealous administration : The administration may be willing to pour in more money to keep the bubble going, as this may potentially be the only legacy of this administration and an election issue for Jeb Bush

2) Greenspan : With Alan Greenspan in his last term, he would like to leave on a high note, rather than have two-thirds of the population think that he was responsible for the utter collapse in their standard of living.

3) Trade deficit : Foreign nations continue to buy our bonds, because their chief economists may be under the misguided notion, that it is better to finance our debt than to lose us as their primary market.

What are the signs to look for? (based on previous bubbles)

1) Old homes are on the market longer
2) Home builders offer free upgrades
3) Home builders quietly offer discounts to select buyers
4) Home builders old "closeout events"
5) Quality of earnings (profits) decline
6) Revenues decline
7) Prices are in a downward spiral until they reach 40-50% below their current levels
8) Foreclosure rate rises
9) Number of personal bankruptcies rise
10) There is a pressure on the prices of homes at the high end
11) There is a pressure on the pricces of homes at the low end
12) Number of new home permits issued, begins to decrease.
13) Revenues at home improvement stores, begin to trend downwards on an year over year basis
14) Decline in employment in the construction industry

Do you want to live forever?

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From: http://www.technologyreview.com/articles/05/02/issue/feature_aging.asp?p=0

Do You Want to Live Forever?

TechnologyReview.com

Wandering through the quadrangles and medieval bastions of learning at the University of Cambridge one overcast Sunday afternoon a few months ago, I found myself ruminating on how this venerable place had been a crucible for the scientific revolution that changed humankind�s perceptions of itself and of the world. The notion of Cambridge as a source of grand transformative concepts was very much on my mind that day, because I had traveled to England to meet a contemporary Cantabrigian who aspires to a historical role similar to those enjoyed by Francis Bacon, Isaac Newton, and William Harvey. Aubrey David Nicholas Jasper de Grey is convinced that he has formulated the theoretical means by which human beings might live thousands of years�indefinitely, in fact.

Perhaps theoretical is too small a word. De Grey has mapped out his proposed course in such detail that he believes it may be possible for his objective to be achieved within as short a period as 25 years, in time for many readers of Technology Review to avail themselves of its formulations�and, not incidentally, in time for his 41-year-old self as well. Like Bacon, de Grey has never stationed himself at a laboratory bench to attempt a ­single hands-on experiment, at least not in human biology. He is without qualifications for that, and makes no pretensions to being anything other than what he is, a computer scientist who has taught himself natural science. Aubrey de Grey is a man of ideas, and he has set himself toward the goal of transforming the basis of what it means to be human.

For reasons that his memory cannot now retrieve, de Grey has been convinced since childhood that aging is, in his words, �something we need to fix.� Having become interested in biology after marrying a geneticist in 1991, he began poring over texts, and autodidacted until he had mastered the subject. The more he learned, the more he became convinced that the postponement of death was a problem that could very well have real solutions and that he might be just the person to find them. As he reviewed the possible reasons why so little progress had been made in spite of the remarkable molecular and cellular discoveries of recent decades, he came to the conclusion that the problem might be far less difficult to solve than some thought; it seemed to him related to a factor too often brushed under the table when the motivations of scientists are discussed, namely the small likelihood of achieving promising results within the ­period required for academic advancement�careerism, in a word. As he puts it, �High-risk fields are not the most conducive to getting promoted quickly.�

De Grey began reading the relevant literature in late 1995 and after only a few months had learned so much that he was able to explain previously unidentified ­influences affecting mutations in mitochondria, the intracellular structures that release energy from certain chemical processes necessary to cell function. Having contacted an expert in this area of research who told him that he had indeed made a new discovery, he published his first biological research paper in 1997, in the peer-reviewed journal BioEssays (�A Proposed Refinement of the Mitochondrial Free Radical Theory of Aging,� de Grey, ADNJ, BioEssays 19(2)161�166, 1997). By July 2000, further assiduous application had brought him to what some have called his �eureka moment,� the insight he speaks of as his realization that �aging could be ­described as a reasonably small set of accumulating and eventually pathogenic molecular and cellular changes in our bodies, each of which is potentially amenable to repair.� This concept became the theme of all the theoretical investigation he would do from that moment on; it became the leitmotif of his life. He determined to approach longevity as what can only be called a problem in engineering. If it is possible to know all the components of the variety of processes that cause animal tissues to age, he reasoned, it might also be possible to design remedies for each of them.

All along the way, de Grey would be continually surprised at the relative ease with which the necessary knowledge could be mastered�or at least, the ease with which he himself could master it. Here I must issue a caveat, a variant of those seen in television commercials featuring daredevilish stunts: �Do not attempt this on your own. It is extremely hazardous and requires special abilities.� For if you can take a single impression away from spending even a modicum of time with Aubrey de Grey, it is that he is the possessor of special abilities.

As he surveyed the literature, de Grey reached the conclusion that there are seven distinct ingredients in the aging process, and that emerging understanding of molecular biology shows promise of one day providing appropriate technologies by which each of them might be manipulated��perturbed,� in the jargon of biologists. He bases his certainty that there are only seven such factors on the fact that no new factor has been discovered in some twenty years, despite the flourishing state of research in the field known as biogeron­tology, the science of aging; his certainty that he is the man to lead the crusade for endless life is based on his conception that the qualification needed to accomplish it is the mindset he brings to the problem: the goal-driven orientation of an engineer rather than the curiosity-driven orientation of the basic scientists who have made and will continue to make the laboratory discoveries that he intends to employ. He sees himself as the applied scientist who will bring the benisons of molecular bi­ology to practical use. In the analogous terminology often used by historians of medicine, he is the clinician who will bring the laboratory to the bedside.

And so, in order to achieve his goal of transforming our society, de Grey has transformed himself. His �day job,� as he calls it, is relatively modest; he is the computer support for a genetics research team, and his entire official working space occupies a corner of its small lab. And yet he has achieved international renown and more than a little notoriety in the field of aging, not only for the boldness of his theo­ries, but also because of the forcefulness of his proselytizing on their behalf. His stature has become such that he is a factor to be dealt with in any serious discussion of the topic. De Grey has documented his contributions in the scientific literature, publishing scores of articles in an impressive array of journals, including those of the quality of Trends in Biotechnology and Annals of the New York Academy of Sciences, as well as contributing commentary and letters to other publications like Science and Biogerontology.

De Grey has been indefatigable as a missionary in his own cause, joining the appropriate professional societies and evangelizing in every medium available to him, including sponsoring his own international symposium. Though he and his ideas may be sui generis, he is hardly an isolated monkish figure content to harangue the heavens and desert winds with his lonely philosophy. In addition to everything else, he has a remarkable talent for organization and even for his own unique brand of fellowship. The sheer output of his pen and tongue is staggering, and every line of that bumper crop, whether intended for the most scientifically sophisticated or for the general reader, is delivered in the same linear, lucid, point-by-point style that characterizes all his writings on life prolongation. Like a skilled debater, he replies to arguments before they arise and hammers at his opposition with a forceful rhetoric that has just enough dismissiveness�and sometimes even castigation�to betray his impatience with stragglers in the march toward extreme longevity.

De Grey is a familiar figure at meetings of scientific societies, where he has earned the respect of many gerontologists and that new variety of theoreticians known as �futurists.� Not only has his work put him at the forefront of a field that might best be called theoretical biogerontology, but he swims close enough to the mainstream that some of its foremost researchers have agreed to add their names to his papers and letters as coauthors, although they may not agree with the full range of his thinking. Among the most prominent are such highly regarded figures as Bruce Ames of the University of California and the University of Chicago�s Leonid Gavrilov and S. Jay Olshansky. Their attitude toward de Grey is perhaps best expressed by Olshansky, who is a senior research scientist in epidemiology and biostatistics: �I�m a big fan of Aubrey; I love debating him. We need him. He challenges us and makes us expand our way of thinking. I disagree with his conclusions, but in science that�s okay. That�s what advances the field.� De Grey has by his vigorous efforts brought together a cohort of responsible scientists who see just enough theoretical value in his work to justify not only their engagement but also their cautious encouragement. As Gregory Stock, a futurist of biologic technology currently at UCLA, pointed out to me, de Grey�s proposals create scientific and public interest in every aspect of the biology of aging. Stock, too, has lent his name to several of de Grey�s papers.

De Grey enjoys increasing fame as well. He is often called upon when journalists need a quote on antiaging science, and he has been the subject of profiles in publications as varied as Fortune, Popular Science, and London�s Daily Mail. His tireless efforts at thrusting himself and his theories into the vanguard of a movement in pursuit of a goal of eternal fascination to the human mind have put him among the most prominent proponents of antiaging science in the world. His timing is perfect. As the baby boomers�perhaps the most determinedly self-improving (and self-absorbed) generation in history�are now approaching or have reached their early 60s, there is a plenitude of eager seekers after the death-defiant panaceas he promises. De Grey has become more than a man; he is a movement.

I should declare here that I have no desire to live beyond the life span that nature has granted to our species. For reasons that are pragmatic, scientific, demographic, economic, political, social, emotional, and secularly spiritual, I am committed to the notion that both individual fulfillment and the ecological balance of life on this planet are best served by dying when our inherent biology decrees that we do. I am equally committed to making that age as close to our biologically probable maximum of approximately 120 years as modern biomedicine can achieve, and also to efforts at decreasing and compressing the years of morbidity and disabilities now attendant on extreme old age. But I cannot imagine that the consequences of doing a single thing beyond these efforts will be anything but baleful, not only for each of us as an individual, but for every other living creature in our world. Another action I cannot imagine is enrolling myself�as de Grey has�with Alcor, the cryonics company that will, for a price, preserve a customer�s brain or more until that hoped-for day when it can be brought back to some form of life.

With this worldview, is it any wonder that I would be intrigued by an Aubrey de Grey? What would it be like to come face to face with such a man? Not to debate him�a task for which, as a clinical surgeon, I would in any case be scientifically unqualified�but just to sound him out, to see how he behaves in an ordinary situation, to speak of my concerns and his responses�to take his measure. To me, his philosophies are outlandish. To him, mine would seem equally so.

With all of this in mind, I contacted de Grey via e-mail this past fall, and received a response that was both gracious and welcoming. Addressing me by first name, he not only had no hesitation in offering to give up the better part of two days to speak with me, but moreover suggested that we spend them close to the lubricating effects of invigorating fluids, as follows:

I hope you like a good English beer, as that is one of the main (open) secrets of my boundless energy as well as a good part of my intellectual creativity (or so I like to think...). A good plan (by which I mean a plan that has been well tested over the years!) is to meet at 11:00 a.m. Monday 18th in the Eagle, the most famous pub in Cambridge for a variety of reasons which I can point out to you. From there we may (weather permitting) be able to go punting on the Cam, an activity with which I fell in love at first sight on arriving here in 1982 and which all visitors seem to find unforgettable. We will be able to talk for as long as you like, and if there is reason to meet again on the Tuesday I can arrange that too.

The message would prove to be characteristic, including its hint of immodesty. And in a similar vintage was his response when I expressed hesitation about punting, based on friends� tales of falling into the Cam on a chilly autumnal day: �Evidently, your friends did it without expert guidance.� As I learned, de Grey is not a man who allows himself to be less than expert at anything to which he decides to devote those prodigious energies so enthusiastically trumpeted in the e-mail, nor does he allow himself to hide his expertness under a bushel.

Of course, to conceive of oneself as the herald and instrument of the transformation of death and aging requires a supreme self-confidence, and de Grey is the most unabashedly self-confident of men. Soon after we met, this unexampled man told me that �One must have a somewhat inflated opinion of oneself� if success is to crown such great endeavors. �I have that!� he added emphatically. By the time he and I had said our good-byes after a total of 10 hours together over a period of two days, I was certain many would accept his self-estimate. Whether one chooses to believe that he is a brilliant and prophetic architect of futuristic biology or merely a misguided and nutty theorist, there can be no doubt about the astonishing magnitude of his intellect.

De Grey calls his program Strategies for Engineered Negligible Senescence, which permits him to say that it makes SENS to embark upon it. Here, in no particular order, follow his seven horsemen of death and the formulations for the breaking of each animal and its rider. (Those seeking more detailed information might wish to consult de Grey�s website: www.gen.cam.ac.uk/sens/index.html.)

1. Loss and atrophy or degeneration of cells. This element of aging is particularly important in tissues where cells cannot replace themselves as they die, such as the heart and brain. De Grey would treat it primarily by the introduction of growth factors to stimulate cell division or by periodic transfusion of stem cells specifically engineered to replace the types that have been lost.

2. Accumulation of cells that are not wanted. These are (a) fat cells, which tend to proliferate and not only replace muscle but also lead to diabetes by diminishing the body�s ability to respond to the pancreatic hormone insulin, and (b) cells that have become senescent, which accumulate in the cartilage of our joints. Receptors on the surface of such cells are susceptible to immune bodies that de Grey believes scientists will in time learn how to generate, or to other compounds that may make the cells destroy themselves without affecting others that do not have those distinctive receptors.

3. Mutations in chromosomes. The most damaging consequence of cell mutation is the development of cancer. The immortality of cancer cells is related to the behavior of the telomere, the caplike structure found on the end of every chromosome, which decreases in length each time the cell divides and therefore seems to be involved with the cell�s mortality. If we could eliminate the gene that makes telomerase�the enzyme that maintains and lengthens telomeres�the cancer cell would die. De Grey�s solution for this problem is to replace a person�s stem cells every 10 or so years with ones engineered not to carry that gene.

4. Mutations in mitochondria. Mitochondria are the micromachines that produce energy for the cell�s activities. They contain small amounts of DNA, which are particularly susceptible to mutations since they are not housed in the chromosomes of the nucleus. De Grey proposes copying the genes (of which there are 13) from the mitochondrial DNA and then putting those copies into the DNA of the nucleus, where they will be far safer from mutation-causing influences. 

5. The accumulation of �junk� within the cell. The junk in question is a collection of complex material that results from the cell�s breakdown of large molecules.  Intracellular structures called lysosomes are the primary microchambers for such breakdown; the junk tends to collect in them, causing problems in the function of certain types of cells. Atherosclerosis, hardening of the arteries, is the biggest manifestation of these complications. To solve this difficulty, de Grey proposes to provide the lysosomes with genes to produce the extra enzymes required to digest the unwelcome material. The source of these genes will be certain soil bacteria, an innovation based on the observation that ground that contains buried animal flesh does not show accumulation of degraded junk.

6. The accumulation of �junk� outside the cell. The fluid in which all cells are bathed�called extracellular fluid�may come to contain aggregates of protein material that it is incapable of breaking down. The result is the formation of a substance called amyloid, which is the material found in the brains of people with Alz­heimer�s disease. To counter this, de Grey proposes vaccination with an as-yet undeveloped substance that might stimulate the immune system to produce cells to engulf and eat the offending material.

7. Cross-links in proteins outside the cell. The extracellular fluid contains many flexible protein molecules that exist unchanged for long periods of time, whose function is to give certain tissues such qualities as elasticity, transparence, or high tensile strength. Over a lifetime, occasional chemical reactions gradually affect these molecules in ways that change their physical and/or chemical qualities. Among these changes is the development of chemical bonds called cross-links between molecules that had previously moved independently of one another. The result is a loss of elasticity or a thickening of the involved tissue. If the tissue is the wall of an artery, for example, the loss of distensibility may lead to high blood pressure. De Grey�s solution to this problem is to attempt to identify chemicals or enzymes capable of breaking cross-links without injuring anything else.

It must be obvious that, even condensed and simplified as they are here, these seven factors are enormously complex biological problems with even more complex proposed solutions. At least some of those solutions may prove inadequate, and others may be impossible to implement. Moreover, de Grey�s descriptions are sprinkled with such vague phrases as �growth factors� and �stimulate the immune system,� which might prove to be little more than slogans, as when he invokes yet-to-be-discovered �chemicals or enzymes capable of breaking cross-links without injuring anything else.� In addition, it must be emphasized that researchers have not come close to solving a single one of the seven problems. In the case of several, there have been promising results. Indeed, research on extracellular cross-links has already yielded several drug candidates: a company called Alteon, in Parsippany, NY, has begun clinical trials of molecules that it says can reverse the effects of some conditions associated with age. In the cases of some of the other problems de Grey identifies, however�such as the prevention of telomere lengthening or the transfer of mitochondrial DNA to the nucleus�it is fair to say that molecular biologists can only speculate about the day, if ever, when these attempts will come to fruition.

But de Grey is unfazed by this incompleteness. It is his thesis that time is being lost, and nothing is accomplished by pessimism about possibilities. For de Grey, �pie in the sky,� as one biogeron­tologist I consulted called his formulations, is a tasty delicacy whose promise already nourishes his soul.

But others can challenge de Grey�s science. My purpose was something else entirely. I found myself wondering what sort of man would devote the labors of an incandescently brilliant mind and a seemingly indefatigable constitution to such a project. Not only does the science seem more than a little speculative, but even more speculative is the assumption on which the entire undertaking is based�namely, that it is a good thing for the men and women now populating the earth to have the means to live indefinitely.

I arrived at the Eagle a few minutes early on the appointed day, which gave me time to record some of the words on the memorial plaque near the ­entryway, which read �An inn has existed at this site since 1667, called �Eagle and Child.�...During their research in the early 1950s, Watson and Crick used the Eagle as a place to relax and discuss their theories whilst refreshing themselves with ale.�

Thus properly steeped in history and atmosphere, I entered the pub just in time to see de Grey through the window, parking his ancient bicycle across the narrow street. Narrow, in fact, precisely describes the man himself, who stands six feet tall, weighs 147 pounds. His spareness is accentuated by a mountain-man chestnut beard extending down to mid-thorax that seems never to have seen a comb or brush. He was dressed like an unkempt graduate student, uncaring of tailoring considerations of any sort, wearing a hip-length black mackinaw-type coat that was borderline shabby. Adorning his head was a knitted woolen hat of a half-dozen striped transverse colors, which he told me had been crafted by his wife 14 years ago. As if to prove its age, the frazzled headgear (which was knitted with straplike extensions that tied under the chin) was not without a few holes. When he removed it, I saw that de Grey�s long straight hair was held in a ponytail by a circular band of bright red wool. But in spite of the visual gestalt, de Grey cannot disguise the fact that he is a boyishly handsome man. As for his voice, being the product of a private school followed by Harrow and then Cambridge, it hardly needs to be described. To an American, he is of rare fauna, and his distinctiveness was catch-your-eye apparent even among his Cambridge colleagues.

Having seen a photo of de Grey on his website, I was prepared for his beard, spareness, and even his laissez-faire attitude toward externals. But I was not prepared for the intensity of those keen blue-gray eyes, nor for the pallor of the face in which they are so gleamingly set. His expression was one of concentrated zeal, even evangelism, and it never let up during our subsequent six hours of nonstop conversation across the narrow pub table that separated us. In the photo, his eyes are so gently warm that I had commented on them in one of my e-mails. But I would see none of that warmth during the 10 hours we spent together, though it reappeared in the 15 minutes during which we chatted with Adelaide de Grey in a courtyard between laboratory buildings after our Monday session at the Eagle.

Adelaide de Grey (n�e Carpenter) is a highly accomplished American geneticist and an expert electron microscopist who, at 60, is 19 years older than her husband. They met early in 1990, midway through her Cambridge sabbatical from a faculty position at the University of California, San Diego, and were married in April 1991. Neither of them has ever wanted to have children. �There are already lots of people who are very good at that,� explained Aubrey when the subject came up. �It�s either that or do a lot of stuff you wouldn�t do if you had children, because you wouldn�t have the time.� Raised as the only child of an artistic and somewhat eccentric single mother, already at the age of eight or nine he had determined to do something with his life �that would make a difference,� something that he and perhaps no one else was equipped to accomplish. Why fritter away resources in directions that others might pursue just as well or better? With that in mind no less now than when he was a child, de Grey has trimmed from his days and thoughts any activity he deems superfluous or distracting from the goals he sets for himself. He and Adelaide are two highly focused�some would say driven�people of such apparent similarity of motivation and goals that their work is the overwhelming catalytic force of their lives.

And yet, each member of this uncommon pair is touchingly tender with the other. Even my brief 15 minutes with them was sufficient to observe the softness that comes into de Grey�s otherwise determined visage when Adelaide is near, and her similar response. I suspect that his website photo was taken while he was either looking at or thinking of her.
Adelaide, although at five foot two much shorter than her husband, looks his perfect sartorial partner: she dresses in a similar way and is apparently just as uncaring about her appearance or grooming. One can easily imagine them on one of their dates, as described by Aubrey. Walking from the small flat where they have lived since they married almost 14 years ago, entering the local laundromat, talking science as the machines beat up on their well-worn clothes. They are hardly bons vivants, nor would they want to be; they quite obviously like things just the way they are. They appear to care not at all for the usual getting and spending, nor even for some of the normative emotional rewards of living in our world�all at a time when the name of Aubrey de Grey has become associated with changing that world in unimaginable ways.

But six uninterrupted hours of compelling talk (most of it pouring out of him in floods of volubility let loose by intermittent questions or comments) and the consumption of numerous pints of Abbot�s ale still awaited us before I would meet Adelaide and be taken to the laboratory where de Grey performs the duties of his �day job.� Very soon after we began speaking, an hour before noon on that first day, I asked him why his proposals raise the hackles of so many gerontologists. And right there, at the very outset of our discussions, he replied with the dismissive impatience that would reappear whenever I brought up one or another of the many objections that either a specialist or layperson might have regarding the notion of extending life for millennia. �Pretty much invariably,� he curtly told me, their objections �are based on simple ignorance.� Among the bands of that spectrum that de Grey will not confine to a bushel is his feeling that his is one of the few minds capable of comprehending the biology of his formulations, the scientific and societal logic upon which they are based, and the vastness of their potential benefits to our species.

I wanted de Grey to justify his conviction that living for thousands of years is a good thing. Certainly, if one can accept such a viewpoint, everything else follows from it: the push to research beyond the elucidation of the aging process; the gigantic investment of talent and money to accomplish and apply such research; the transformation of a culture based on the expectation of a finite and relatively short lifetime to one without horizons; the odd fact that every adult human being would be physiologically the same age (because rejuvenation would be the inevitable result of de Grey�s proposals); the effects on family relationships�it goes on and on.

De Grey�s response to such a challenge comes in the perfectly formed and articulated sentences that he uses in all his writings. He has the gift of expressing himself both verbally and in print with such clarity and completeness that a listener finds himself entranced by the flow of seemingly logical statements following one after the other. In speech as in his directed life, de Grey never rambles. Everything he says is pertinent to his argument, and so well constructed that one becomes fascinated with the edifice being formed before one�s eyes. So true is this that I could not but fix my full attention on him as he spoke. Though many possible distractions arose during the hours in which we confronted each other across that pub table, as people came and went, ate and drank, talked and laughed, and smoked and coughed, I never once found myself looking anywhere but directly at him, except when going to fetch food�a full lunch for me and only potato chips for him�or another pint. It was only when reflecting upon the assumptions on which his argument is based that a listener discovers that he must insert the word �seemingly� before �logical� in the second sentence of the present paragraph. Here follows an aliquot of de Grey�s reasoning:

The reason we have an imperative, we have a duty, to develop these thera­pies as soon as possible is to give future generations the choice. People are entitled, have a human right, to live as long as they can; people have a duty to give people the opportunity to live as long as they want to. I think it�s just a straightforward extension of the duty-of-care concept. People are entitled to expect to be treated as they would treat themselves.

It follows directly and irrevocably as an extension of the golden rule. If we hesitate and vacillate in developing life-extension therapy, there will be some cohort to whom we will deny the option to live much longer than we do. We have a duty not to deny people that option.

When I raised the question of ethical or moral objections to the extreme extension of life, the reply was similarly seemingly logical and to the point:

If there were such objections, they would certainly count in this argument. What does count is that the right to live as long as you choose is the world�s most fundamental right. And this is not something I�m ordaining. This seems to be something that all moral codes, religious or secu­lar, seem to agree on: that the right to life is the most important right.

And then, to what would seem the obvious objection that such moral codes assume our current life span and not one lasting thousands of years:

It�s an incremental thing. It�s not a question of how long life should be, but whether the end of life should be hastened by action or inaction.

And there it is�the ultimate leap of ingenious argumentation that would do a sophist proud: by our inaction in not pursuing the possible opportunity of extending life for thousands of years, we are hastening death. 

No word of the foregoing quotes has been edited or changed in any way. De Grey speaks in formed paragraphs and pages. Many readers of Technology Review are all too familiar with how garbled we often sound when quoted directly. Not so de Grey, who speaks with the same precision with which he writes. Admittedly, some may consider his responses to have the sound of a carefully prepared sermon or sales pitch because he has answered similar questions many times before, but all thought of such considerations disappears when one spends a bit of time with him and realizes that he pours forth every statement in much the same way, whether responding to some problem he has faced a dozen times before or giving a tour of the genetics lab where he works. His every thought comes out perfectly shaped, to the amazement of the bemused observer.

 

De Grey does not fool himself about the vastness of the efforts that will be required to make the advances in science and technology necessary to attain his objective. But equally, he does not seem fazed by my suggestion that his optimism might simply be based on the fact that, having never worked as a bench researcher in biology, he may not appreciate or even understand the nature of complex biological systems, nor fully take into account the possible consequences of tinkering with what he sees as individual components in a machine. Unlike engineers, the adoption of whose method­ology de Grey considers his main conceptual contribution to solving the problems of aging, biologists do not approach physiological events as distinct entities that have no effect on any others. Each of de Grey�s interventions will very likely result in unpredictable and incalculable responses in the biochemistry and physics of the cells he is treating, not to mention their extracellular milieu and the tissues and organs of which they are a part. In biology, everything is interdependent; everything is affected by everything else. Though we study phenomena in isolation to avoid complicating factors, those factors come into play with a vengeance when in vitro becomes in vivo. The fearsome concerns are many: a little lengthening of the telomere here, a bit of genetic material from a soil bacterium there, a fistful of stem cells�the next thing you know, it all explodes in your face. 

He replied to all this as to so much else, whether it be the threat of overpopulation, the effect on relationships within families and whole societies, or the need to find employment for vibrantly healthy people who are a thousand years old: we will deal with these problems as they come up. We will make the necessary adjustments, whether in the realm of potential cellular havoc or of the tortuosities of economic necessity. He believes that each problem can be retouched and remedied as it becomes recognized.

De Grey has some interesting notions of human nature. He insists that, on the one hand, it is basic to humankind to want to live forever regardless of consequences, while on the other it is not basic to want to have children. When I protested that the two most formative instincts of all living things are to survive and to pass on their DNA, he quickly made good use of the one and denied the existence of the other. Bolstering his argument with the observation that many people�like Adelaide and himself�choose not to have children, he replied, not without a hint of petulance and some small bit of excited waving of his hands,

Your precept is that we all have the fundamental impulse to reproduce. The incidence of voluntary childlessness is exploding. Therefore the imperative to reproduce is not actually so deep seated as psychologists would have us believe. It may simply be that it was the thing to do�the more traditional thing. My point of view is that a large part of it may simply be indoctrination....I�m not in favor of giving young girls dolls to play with, because it may perpetuate the urge to motherhood. 

De Grey has commented in several fora on his conviction that, given the choice, the great majority of people would choose life extension over having children and the usual norms of family life. This being so, he says, far fewer children would be born. He did not hesitate to say the same to me:

We will realize there is an overpopulation problem, and if we have the sense we�ll decide to fix it [by not reproducing] sooner rather than later, because the sooner we fix it the more choice we�ll have about how we live and where we live and how much space we will have and all that. Therefore, the question is, what will we do? Will we decide to live a long time and have fewer children, or will we decide to reject these rejuvenation therapies in order that we can have children? It seems pretty damn clear to me that we�ll take the former option, but the point is that I don�t know and I don�t need to know.

Of course, de Grey�s reason for not needing to know is that same familiar imperative he keeps returning to, the impera­tive that everyone is entitled to choice regardless of the possible consequences. What we need to know, he argues, can be found out after the fact and dealt with when it appears. Without giving humankind the choice, however, we deprive it of its most basic liberty. It should not be surprising that a man as insistently individualistic�and as uncommon a sort�as he would emphasize freedom of personal choice far more than the potentially toxic harvest that might result from cultivating that dangerous seed in isolation. As with every other of his formulations, this one�the concept of untrammeled freedom of choice for the individual�is taken out of the context of its biological and societal surroundings. Like everything else, it is treated in vitro rather than in vivo.

In campaigns that occur across the length of several continents, de Grey�s purpose is only secondarily to overcome resistance to his theories. His primary aim is to publicize himself and his formulations as widely as possible, not for the sake of personal glory but as a potential means of raising the considerable funding that will be necessary to carry out the research that needs to be done if his plans are to stand any chance of so much as partial success. He has laid out a schedule projecting the timeline on which he would like to see certain milestones reached. 

The first of these milestones would be to rejuvenate mice. De Grey would extend the life span of a two-year-old mouse that might ordinarily live one more year by three years. He believes funding of around $100 million a year will make this feasible �10 years from now; almost certainly not as soon as seven years; but very likely...less than 20 years.� Such an accomplishment, de Grey believes, will �kick-start a war on aging� and be �the trigger for enormous social upheaval.� In an article for the Annals of the New York Academy of Sciences [de Grey et al., 959: 452�462, 2002], which lists seven coauthors after his own name, de Grey writes, �We contend that the impact on public opinion and (inevitably) public policy of unam­bigu­ous aging-reversal in mice would be so great that whatever work remained necessary at that time to achieve adequate somatic gene therapy would be hugely accelerated.� Not only that, he asserts, but the public enthusiasm following upon such a feat will cause many people to begin making life choices based on the proba­bility that they, too, will reach a proportional number of years. Moreover, when death from a disease like influenza, for example, is considered premature at the age of 200, the urgent need to solve the problems of infectious disease will massively increase government and drug company funding in that area. 

In addition to accelerating demand for research, the tripling of a middle-aged mouse�s remaining life span would bring in entirely new sources of funding. Because governments and drug companies tend to favor research that promises useful results in a relatively short time, de Grey is not counting on them as a source. He is relying on an infusion of private money to supply the funds (significantly more than the cost of reversing aging in mice) that it will take to successfully fight his war against aging in humans. De Grey believes that once aging has been reversed in mice, billionaires will come forward, intent on living as long as possible.

Is it likely that the photograph of a long-lived mouse on the front page of every newspaper in the world would be greeted with the unalloyed enthusiasm of a unanimous public? I doubt it. More probably, acclaim would be balanced by horror. Ethicists, economists, sociologists, members of the clergy, and many worried scientists could be counted on to join huge numbers of thoughtful citizens in a counterreaction. But of course, if we are to accept de Grey�s first principle, that the desire to live forever trumps every other factor in human decision-making, then self-interest - or what some might call narcissism - will win out in the end.

De Grey projects that 15 years after we have rejuvenated mice we might begin to reverse aging in humans. Early, limited success in extending the human life span will be followed by successive, more dramatic breakthroughs, so that humans now living could reach what de Grey calls "life extension escape velocity." De Grey concedes that it might be 100 years before we begin to significantly extend human life. What he does not concede is that it is more likely not to happen at all. He cannot seem to imagine that the odds are heavily against him. And he cannot imagine that not only the odds but society itself may be against him. He will provide any listener or reader with a string of reasons that are really rationalizations to explain why most mainstream gerontologists remain so conspicuously absent from the ranks of those cheering him on. He has safeguarded himself against the informed criticism that should give him cause to ­rethink some of his proposals. He has accomplished this self-protection by con­structing a personal worldview in which he is inviolate. He refuses to budge a millimeter; he will not give ground to the possibility that any of the barriers to his success may prove insuperable.

All this makes de Grey sound unlikable. But a major factor behind his success at attracting a following has less to do with his science than with himself. As I discovered during our two sessions at the Eagle, it is impossible not to like de Grey. Despite his unhesitant verbal trashing of those who disagree with him, there is a certain untouched sweetness in the man, which, combined with his lack of care for outward appearance and the sincerity of his commitment to the goals that animate his life, are so disarming that the entire picture is one of the disingenuousness of genius, rather than of the self-promotion of the remote, false messiah. His likability was pointed out even by his detractors. It is a quality not to be expected in such an obviously odd and driven duck.

But the most likable of eccentrics are sometimes the most dangerous. Many decades ago in my naivete and ignorance, I thought that the ultimate destruction of our planet would be by the neutral power of celestial catastrophe: collision with a gigantic meteor, the burning out of the sun�that sort of thing. In time, I came to believe that the end of days would be ushered in by the malevolence of a mad dictator who would unleash an arsenal of explosive or biological weaponry: nuclear bombs, engineered micro�rganisms�that sort of thing. But my notion of �that sort of thing� has been changing. If we are to be destroyed, I am now convinced that it will not be a neutral or malevolent force that will do us in, but one that is benevolent in the extreme, one whose only motivation is to improve us and better our civilization. If we are ever immolated, it will be by the efforts of well-meaning scientists who are convinced that they have our best interests at heart. We already know who they are. They are the DNA tweakers who would enhance us by allowing parents to choose the genetic makeup of their descendants unto every succeeding generation ad infinitum, heedless of the possibility that breeding out variety may alter factors necessary for the survival of our species and the health of its relationship to every form of life on earth; they are the biogerontologists who study caloric restriction in mice and promise us the extension by 20 percent of a peculiarly nourished existence; they are those other biogerontologists who emerge from their laboratories of molecular science every evening optimistic that they have come just a bit closer to their goal of having us live much longer, downplaying the unanticipated havoc at both the cellular and societal level that might be wrought by their proposed manipulations. And finally, it is the unique and strangely alluring figure of Aubrey de Grey, who, orating, writing, and striding tirelessly through our midst with his less than fully convinced sympathizers, proclaims like the disheveled herald of a new-begotten future that our most inalienable right is to have the choice of living as long as we wish. With the passion of a single-minded zealot crusading against time, he has issued the ultimate challenge, I believe, to our entire concept of the meaning of humanness.

Paradoxically, his clarion call to action is the message neither of a madman nor a bad man, but of a brilliant, beneficent man of goodwill, who wants only for civilization to fulfill the highest hopes he has for its future. It is a good thing that his grand design will almost certainly not succeed. Were it otherwise, he would surely destroy us in attempting to preserve us.

Sherwin Nuland is clinical professor of surgery at Yale University's School of Medicine and teaches bioethics. He is the author of How We Die, which won the National Book Award in 1994, and Leonardo da Vinci. He has written for many magazines, including the New Yorker. Over three decades, he has cared for around 10,000 patients.

How to Start a Revolution

Book page

From: http://radio.weblogs.com/0107127/stories/2003/01/01/tippingPointNetVersion.html

Tipping Point - Net Version

How to Start a Revolution

Paraphrasing the main ideas in Malcolm Gladwell's book The Tipping Point

 
 


HappyFeet has made the best effort possible to put these items in some form of coherent order. This book used alot of marketing/business angles. I chose to replace those examples, etc. with art, creativity, and revolution. Use this to make the truth bloom.

THE TIPPING POINT IS:

  • That one dramatic moment in an epidemic when everything can change all at once.
  • The moment of critical mass, the threshold, the boiling point, a place where the unexpected becomes expected, where radical change is more than possibility. It is a certainty. Epidemics...
  • Tip b/c of the extraordinary efforts of a few select carriers. But they also sometimes tip when something happens to transform the epidemic agent itself.
    1. Ideas and products and messages and behaviors spread just like viruses do.
    2. Are another example of geometric progression: when a virus spreads through a population, it doubles and doubles again into infinity.
    3. Epidemics are a function of the people who transmit infectious agents, the infectious agent itself, and the environment in which the infectious agent is operating:
      • They (Epidemics) have clear examples of contagious behavior.
      • They both have little changes that make big effects.
      • It takes only the smallest of changes to shatter an epidemic's equilibrium.
      • They happen in a hurry.
  • This is the most important trait, b/c it is the principle that makes sense of the first two and that permits the greatest insight into why modern change happens the way it does.
  • Epidemics involve straightforward simple things; a "product" (I put this in quotes b/c Gladwell writes this book using mostly marketing/business ideas. However, I see it as a way to spark revolution.) and a message.
  • In order to create one contagious movement, you often have to create many small movements first.
  • Contagiousness is in larger part a function of the messenger. Stickiness is primarily a property of the message.

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THE LAW OF THE FEW


There are exceptional people out there who are capable of starting epidemics. All you have to do is find them. With an epidemic, a tiny majority of the people do the work. Once critical factor in epidemics is the nature of the messenger. Messengers make something spread.
Word of mouth is still the most important form of human communication. Rumors are the most contagious of all social messages. Connectors

  1. People with a special gift for bringing the world together, people specialists
  2. Know lots of people
  3. Have an extraordinary knack of making friends and acquaintances, making social connections.
  4. Have mastered the "weak tie"; a friendly, yet casual social connection.
  5. Manage to occupy many different worlds and subcultures and niches. By having a foot in so many different worlds, they have the effect of bringing them all together.
  6. Acquaintances represent a source of social power, and the more acquaintances you have the more powerful you are.
  7. Social glue: they spread the message

    Mavens

    • Information specialists
    • Once they figure out how to get that great deal, they want to tell you about it too.
    • Solves his own problems, his own emotional needs, by solving other people's problems.
    • Have knowledge and the social skills to start word-of-mouth epidemics.
    • A teacher and a student
    • In a social epidemic, Mavens are data banks. They provide the message.

     

    Salespeople

    • Have the skills to persuade when we are unconvinced of what we are hearing.
    • Little things can make as much of a difference as big things.
    • Gives nonverbal clues that are more important than verbal clues.
    1. "Interactional synchrony": human interaction has a rhythmic physical dimension. We dance to each other's speech�we're perfectly in harmony.
    2. Motor mimicry: we imitate each other's emotions as a way of expressing support and caring and, even more basically, as a way of communicating with each other. Emotion is contagious. "Senders" are very good at expressing emotions and feelings. They are far more emotionally contagious than the rest of us.
    • Persuasion often works in ways that we do not appreciate
    • You draw others into your own rhythms and dictate the terms of the interaction.

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THE STICKINESS FACTOR


There is a simple way to package information that, under the right circumstances, can make it irresistible/sticky and compels a person into action. All you have to do is find it. In order to be capable of sparking epidemics, ideas have to be memorable and move us into action. Content of the message matters too.
 

  1. What is needed is a subtle but significant change in presentation to make most messages stick.
  2. The elements that make an idea sticky turn out to be small and trivial.
  3. "Clutter" has made it harder and harder to get any one message to stick. The information age has created a stickiness problem.
  4. Pay careful attention to the structure and format of your material, and you can dramatically enhance stickiness.
  5. Can tip a message by tinkering, on the margin, with the presentation of their ideas THE POWER OF CONTEXT

We don't necessarily appreciate that our inner states are the result of our outer circumstances. We are more than just sensitive to changes in context. We're exquisitely sensitive to them. And the kinds of contextual changes that are capable of tipping an epidemic are very different than we might ordinarily suspect. The impetus to engage in a certain kind of behavior is not coming from a certain kind of person but from a feature of the environment.
 

  1. Small changes in context can be just as important in tipping epidemics.
  2. An environmental argument.
  3. What really matters is little things
    • "Broken Windows Theory": in a city, relatively minor problems like graffiti, public disorder, and aggressive panhandling, are all the equivalent of broken windows, invitations to more serious crimes (Rudy Gulliani's belief)
  4. An epidemic can be reversed/tipped by tinkering with the smallest details of the immediate environment.
  5. There are specific situations so powerful that they can overwhelm our inherent predispositions.
  6. Human beings invariably make the mistake of overestimating the importance of fundamental character traits and underestimating the importance of the situation and context. We are a lot more attuned to personal cues than contextual cues.
  7. Character is more like a bundle of habits and tendencies and interests, loosely bound together and dependent, at certain times, on circumstances and context.
  8. The convictions of your heart and the actual contents of your thoughts are less important, in the end, in guiding your actions then the immediate context of your behavior.

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THE MAGIC NUMBER 150


"There seems to be some limitation built into us either by learning or by the design of the nervous systems, a limit that keeps our channel capacities in this general range (i.e. the human minds inability to comprehend things beyond sets 7)" �George Miller "The Magical Number Seven"


"The figure of 150 seems to represent the maximum number of individuals with whom we can have a genuinely social relationship, the kind of relationship that goes with knowing who they are and how they relate to us. Putting it another way, it's the number of people you would not feel embarrassed about joining uninvited for a drink if you happened to bump into them in a bar." �Robin Dunbar,
 

  1. Even relatively small increases in the size of a group [beyond 150] creates a significant additional social and intellectual burden.
  2. The rule of 150 suggests that the size of a group is another one of those subtle contextual factors that can make a big difference.
  3. Peer pressure is much more powerful than a concept of a boss
  4. Transactive memory: we store information with other people. Since mental energy is limited, we concentrate on what we do best.
  5. Groups of 150 are an organized mechanism that makes it far easier for new ideas and information moving around the organization to tip; to go from one person or one part of the group to the entire group all at once.

CONCLUSION

First Lesson of the Tipping Point


Starting epidemics requires concentrating resources on a few key areas. Your resources ought to be solely concentrated on the Connectors, Mavens, and Salesmen.


Second Lesson of the Tipping Point


The world does not accord with our intuition. Those who are successful at creating social epidemics do not just do what they think is right. They deliberately test their intuitions.

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Important Conclusion!


What must underlie successful epidemics, in the end, is a bedrock belief that change is possible, that people can radically transform their behavior or beliefs in the face of the right kind of impetus. Tipping Points are a reaffirmation of the potential for change and the power of intelligent action. Look at the world around you. It may seem like an immovable, implacable place. It is not. With the slightest push; just in the right place; it can be tipped. NOTES, ETC.


Diffusion model: a detailed, academic way of looking at how a contagious idea or "product" or innovation moves through a population.

  1. Innovators: the adventurous ones. Visionaries.
    • Connectors, mavens, and salesmen make it possible for innovations to connect with the early adopters. They are translators: they make ideas and information from a highly specialized world and translate them into a language the rest of us can understand. They drop extraneous details and exaggerate other details so that the message itself acquires a deeper meaning.
  2. Early adopters: the slightly larger group that is infected by the innovators. Visionaries.
  3. Early Majority: the deliberate and the skeptical mass, who would never try anything until the most respected of this group try it first.
  4. Late Majority
  5. Laggards: the most traditional group that see no urgent reason to change.

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© Copyright 2003 Robert Paterson. Last update: 03/02/2003; 11:43:37 AM.

Top Ten Privacy Resolutions for 2005

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From: http://www.epic.org/privacy/2004tips.html

EPIC Top Ten Privacy Resolutions for 2005

Top Ten Consumer Privacy Resolutions

Protect Your Privacy in The New Year!

1. Engage in "privacy self defense." Don't share any personal information with businesses unless it is absolutely necessary (for delivery of an item, etc.). Don't give your phone number, address, or name to retail stores. If you do, they can sell that information or use it for telemarketing and junk mail. If they ask for your information, say "it's none of your business," or give "John Doe, 555-1212, 123 Main St." Don't return product warranty cards. Don't complete consumer surveys even if they appear to be anonymous. Profilers can build in barely-perceptible codes that link you to the survey, and this data goes straight to direct marketers.

2. Pay with cash where possible. Electronic transactions leave a detailed dossier of your activities that can be accessed by the government or sold to telemarketers. Paying with cash is one of the best ways to protect privacy and stay out of debt.

3. Install anti-spyware, anti-virus, and firewall software on your computer. If your computer is connected to the Internet, it is a target of malicious viruses and spyware. There are free spyware-scanning utilities available online, and anti-virus software is probably a necessary investment if you own a Windows-based PC. Firewalls keep unwanted people out of your computer and detect when malicious software on your own machine tries to communicate with others.

4. Use a temporary rather than a permanent change of address. If you move in 2005, be sure to forward your mail by using a temporary change of address order rather than a permanent one. The junk mailers have access to the permanent change of address database; they use it to update their lists. By using the temporary change of address, you'll avoid unwanted junk mail.

5. Opt out of prescreened offers of credit. By calling 1-888-567-8688 or by visiting https://www.optoutprescreen.com/, you can stop receiving those annoying letters for credit and insurance offers. This is an important step for protecting your privacy, because those offers can be intercepted by identity thieves.

6. Choose Supermarkets that Don't Use Loyalty Cards. Be loyal to supermarkets that offer discounts without requiring enrollment in a loyalty club. If you have to use a supermarket shopping card, be sure to exchange it with your friends or with strangers.

7. Opt out of financial, insurance, and brokerage information sharing. Be sure to call all of your banks, insurance companies, and brokerage companies and ask to opt out of having your financial information shared. This will cut down on the telemarketing and junk mail that you receive.

8. Request a free copy of your credit report by visiting http://www.annualcreditreport.com. All Americans are now entitled to a free credit report from each of the three nationwide credit reporting agencies, Experian, Equifax, and Trans Union. You can engage in a free form of credit monitoring by requesting one of your three reports every four months. By staggering your request, you can check for errors regularly and identify potential problems in your credit report before you lose out on a loan or home purchase. Currently, these reports are available to residents of most western states. By September 2005, all Americans will have free access to their credit report.

9. Enroll all of your phone numbers in the Federal Trade Commission's Do-Not-Call Registry. The Do-Not-Call Registry (http://www.donotcall.gov or 1-888-382-1222) offers a quick and effective shield against unwanted telemarketing. Be sure to enroll the numbers for your wireless phones, too.

10. File a complaint. If you believe a company has violated your privacy, contact the Federal Trade Commission, your state Attorney General, and the Better Business Bureau. Successful investigations improve privacy protections for all consumers.

For more information about privacy, visit the Electronic Privacy Information Center at http://www.epic.org/


Page URL: http://www.epic.org/privacy/2004tips.html

26 Steps to 15k a day

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From: http://www.searchengineworld.com/misc/guide.htm

26steps to 15k a Day

Site Builder

26 steps to 15k a Day

By Brett Tabke, Feb 2, 2002
Originally posted as Successful Site in 12 months with Google Alone

The following will build a successful site in 1 years time via Google alone. It can be done faster if you are a real go getter, or everyones favorite: a self starter.

A) Prep Work:

Prep work and begin building content. Yep, long before the domain name is settled on, start putting together notes to build at least a 100 page site. That's just for openers. That's 100 pages of "real content", as opposed to link pages, resource pages, about/copyright/tos...etc fluff pages.

B) Domain name:
Easily brandable. You want "google.com" and not "mykeyword.com". Keyword domains are out - branding and name recognition are in - big time in. The value of keywords in a domain name have never been less to se's. Learn the lesson of "goto.com" becomes "Overture.com" and why they did it. It's one of the powerful gut check calls I've ever seen on the internet. That took resolve and nerve to blow away several years of branding. (that's a whole 'nuther article, but learn the lesson as it applies to all of us).

C) Site Design:
The simpler the better. Rule of thumb: text content should out weight the html content. The pages should validate and be usable in everything from Lynx to leading edge browsers. eg: keep it close to html 3.2 if you can. Spiders are not to the point they really like eating html 4.0 and the mess that it can bring. Stay away from heavy: flash, dom, java, java script. Go external with scripting languages if you must have them - there is little reason to have them that I can see - they will rarely help a site and stand to hurt it greatly due to many factors most people don't appreciate (search engines distaste for js is just one of them).
Arrange the site in a logical manner with directory names hitting the top keywords you wish to hit.
You can also go the other route and just throw everything in root (this is rather controversial, but it's been producing good long term results across many engines).
Don't clutter and don't spam your site with frivolous links like "best viewed" or other counter like junk. Keep it clean and professional to the best of your ability.

Learn the lesson of Google itself - simple is retro cool - simple is what surfers want.

Speed isn't everything, it's almost the only thing. Your site should respond almost instantly to a request. If you get into even 3-4 seconds delay until "something happens" in the browser, you are in long term trouble. That 3-4 seconds response time may vary for site destined to live in other countries than your native one. The site should respond locally within 3-4 seconds (max) to any request. Longer than that, and you'll lose 10% of your audience for every second. That 10% could be the difference between success and not.

D) Page Size:
The smaller the better. Keep it under 15k if you can. The smaller the better. Keep it under 12k if you can. The smaller the better. Keep it under 10k if you can - I trust you are getting the idea here. Over 5k and under 10k. Ya - that bites - it's tough to do, but it works. It works for search engines, and it works for surfers. Remember, 80% of your surfers will be at 56k or even less.

E) Content:
Build one page of content and put online per day at 200-500 words. If you aren't sure what you need for content, start with the Overture keyword suggestor and find the core set of keywords for your topic area. Those are your subject starters.

F) Density, position, yada, yada, yada...
Simple, old fashioned, seo from the ground up.
Use the keyword once in title, once in description tag, once in a heading, once in the url, once in bold, once in italic, once high on the page, and hit the density between 5 and 20% (don't fret about it). Use good sentences and speel check it ;-) Spell checking is becoming important as se's are moving to auto correction during searches. There is no longer a reason to look like you can't spell (unless you really are phonetically challenged).

G) Outbound Links:
From every page, link to one or two high ranking sites under that particular keyword. Use your keyword in the link text (this is ultra important for the future).

H) Cross links:
(cross links are links WITHIN the same site)
Link to on topic quality content across your site. If a page is about food, then make sure it links it to the apples and veggies page. Specifically with Google, on topic cross linking is very important for sharing your pr value across your site. You do NOT want an "all star" page that out performs the rest of your site. You want 50 pages that produce 1 referral each a day and do NOT want 1 page that produces 50 referrals a day. If you do find one page that drastically out produces the rest of the site with Google, you need to off load some of that pr value to other pages by cross linking heavily. It's the old share the wealth thing.

I) Put it Online:
Don't go with virtual hosting - go with a stand alone ip.
Make sure the site is "crawlable" by a spider. All pages should be linked to more than one other page on your site, and not more than 2 levels deep from root. Link the topic vertically as much as possible back to root. A menu that is present on every page should link to your sites main "topic index" pages (the doorways and logical navigation system down into real content).
Don't put it online before you have a quality site to put online. It's worse to put a "nothing" site online, than no site at all. You want it flushed out from the start.

Go for a listing in the ODP. If you have the budget, then submit to Looksmart and Yahoo. If you don't have the budget, then try for a freebie on Yahoo (don't hold your breath).

J) Submit:
Submit the root to: Google, Fast, Altavista, WiseNut, (write Teoma), DirectHit, and Hotbot. Now comes the hard part - forget about submissions for the next six months. That's right - submit and forget.

K) Logging and Tracking:
Get a quality logger/tracker that can do justice to inbound referrals based on log files (don't use a lame graphic counter - you need the real deal). If your host doesn't support referrers, then back up and get a new host. You can't run a modern site without full referrals available 24x7x365 in real time.

L) Spiderlings:
Watch for spiders from se's. Make sure those that are crawling the full site, can do so easily. If not, double check your linking system (use standard hrefs) to make sure the spider found it's way throughout the site. Don't fret if it takes two spiderings to get your whole site done by Google or Fast. Other se's are pot luck and doubtful that you will be added at all if not within 6 months.

M) Topic directories:
Almost every keyword sector has an authority hub on it's topic. Go submit within the guidelines.

N) Links:
Look around your keyword sector in Googles version of the ODP. (this is best done AFTER getting an odp listing - or two). Find sites that have links pages or freely exchange links. Simply request a swap. Put a page of on topic, in context links up your self as a collection spot.
Don't freak if you can't get people to swap links - move on. Try to swap links with one fresh site a day. A simple personal email is enough. Stay low key about it and don't worry if site Z won't link with you - they will - eventually they will.

O) Content:
One page of quality content per day. Timely, topical articles are always the best. Try to stay away from to much "bloggin" type personal stuff and look more for "article" topics that a general audience will like. Hone your writing skills and read up on the right style of "web speak" that tends to work with the fast and furious web crowd.

Lots of text breaks - short sentences - lots of dashes - something that reads quickly.

Most web users don't actually read, they scan. This is why it is so important to keep low key pages today. People see a huge overblown page by random, and a portion of them will hit the back button before trying to decipher it. They've got better things to do that waste 15 seconds (a stretch) at understanding your whiz bang flash menu system. Because some big support site can run flashed out motorhead pages, that is no indication that you can. You don't have the pull factor they do.

Use headers, and bold standout text liberally on your pages as logical separators. I call them scanner stoppers where the eye will logically come to rest on the page.

P) Gimmicks:
Stay far away from any "fades of the day" or anything that appears spammy, unethical, or tricky. Plant yourself firmly on the high ground in the middle of the road.

Q) Link backs:
When YOU receive requests for links, check the site out before linking back with them. Check them through Google and their pr value. Look for directory listings. Don't link back to junk just because they asked. Make sure it is a site similar to yours and on topic.

R) Rounding out the offerings:
Use options such as Email-a-friend, forums, and mailing lists to round out your sites offerings. Hit the top forums in your market and read, read, read until your eyes hurt you read so much.
Stay away from "affiliate fades" that insert content on to your site.

S) Beware of Flyer and Brochure Syndrome:
If you have an ecom site or online version of bricks and mortar, be careful not to turn your site into a brochure. These don't work at all. Think about what people want. They aren't coming to your site to view "your content", they are coming to your site looking for "their content". Talk as little about your products and yourself as possible in articles (raise eyebrows...yes, I know).

T) Build one page of content per day:
Head back to the Overture suggestion tool to get ideas for fresh pages.

U) Study those logs:
After 30-60 days you will start to see a few referrals from places you've gotten listed. Look for the keywords people are using. See any bizarre combinations? Why are people using those to find your site? If there is something you have over looked, then build a page around that topic. Retro engineer your site to feed the search engine what it wants.
If your site is about "oranges", but your referrals are all about "orange citrus fruit", then you can get busy building articles around "citrus" and "fruit" instead of the generic "oranges".
The search engines will tell you exactly what they want to be fed - listen closely, there is gold in referral logs, it's just a matter of panning for it.

V) Timely Topics:
Nothing breeds success like success. Stay abreast of developments in your keyword sector. If big site "Z" is coming out with product "A" at the end of the year, then build a page and have it ready in October so that search engines get it by December. eg: go look at all the Xbox and XP sites in Google right now - those are sites that were on the ball last summer.

W) Friends and Family:
Networking is critical to the success of a site. This is where all that time you spend in forums will pay off. pssst: Here's the catch-22 about forums: lurking is almost useless. The value of a forum is in the interaction with your fellow colleagues and cohorts. You learn long term by the interaction - not by just reading.
Networking will pay off in link backs, tips, email exchanges, and in general put you "in the loop" of your keyword sector.
Take Giacomos first post in the other thread mentioned above - he could have lurked, read, made his judgements, learned, and went off to write up his thesis. However, the step forward and the interaction has probably taught him far more about what he is concerned with than if you would have read the forums front to back. In the process he met some people that may in turn be useful resources in the future.

X) Notes, Notes, Notes:
If you build one page per day, you will find that brain storm like inspiration will hit you in the head at some magic point. Whether it is in the shower (dry off first), driving down the road (please pull over), or just parked at your desk, write it down! 10 minutes of work later, you will have forgotten all about that great idea you just had. Write it down, and get detailed about what you are thinking. When the inspirational juices are no longer flowing, come back to those content ideas. It sounds simple, but it's a life saver when the ideas stop coming.

Y) Submission check at six months:
Walk back through your submissions and see if you got listed in all the search engines you submitted to after six months. If not, then resubmit and forget again. Try those freebie directories again too.

Z) Build one page of quality content per day:
Starting to see a theme here? Google loves content, lots of quality content. Broad based over a wide range of keywords. At the end of a years time, you should have around 400 pages of content. That will get you good placement under a wide range of keywords, generate recip links, and overall position your site to stand on it's own two feet.

Do those 26 things, and I guarantee you that in ones years time you will call your site a success. It will be drawing between 500 and 2000 referrals a day from search engines. If you build a good site with an average of 4 to 5 pages per user, you should be in the 10-15k page views per day range in one years time. What you do with that traffic is up to you, but that is more than enough to "do something" with.

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