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Hello, My Name is Awesome

Book Notes

Okay, wow, I STRONGLY recommend this book for anyone who is naming a business or product. Like, don't expect to have a name in two days, do the work to figure out a good name, and yes, this book will help. I wish I had a product or company to name at this point, because this book is the way I'd find the name.

Watkins comments early in the book that her colleagues were concerned about her giving away her naming secrets by writing and publishing this book. Her response was something to the tune of, "Nah, I'll be fine, people don't want to do the work of finding the best name, I'm good," Which is totally believe.

Watkins gives step-by-step instructions on finding options and choosing them. For the record: I have fully sucked in naming my projects, by a lot. I now know it.

I originally borrowed this book from the library, but appreciated the content enough to go buy a copy from the book. I strongly recommend you do the same if you're naming a product. If you're not naming a product (or company), keep this on the back burner for when you do. You won't regret it.

clever ad headlines get noticed , get buzz , and get sales because they make strong emotional connections with consumers .
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SMILE : The 5 Qualities of a Super - Sticky Name Suggestive — evokes something about your brand Meaningful — resonates with your audience Imagery — is visually evocative to aid in memory Legs — lends itself to a theme for extended mileage Emotional — moves people SCRATCH : The 7 Deadly Sins Spelling challenged — looks like a typo Copycat — is similar to competitors ’ names Restrictive — limits future growth Annoying — is forced or frustrates customers Tame — is flat , descriptive , uninspired Curse of Knowledge — makes sense only to insiders
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Virtue and Terror

Book Notes

This is one of those books that sits with you for a long while after you have finished reading it. If you don't know the circumstances happening at the time of the writing, or about the author, Maximilien Robespierre, himself, then the book might not linger.

If you recognize that the earlier works of Robespierre are what you want to hear from a leader, someone who is actively championing the underdog, the little guy, the poor, who believes in basic human rights for everyone, who actively fights against slavery; and then realize that the same man led the new government that overthrew the previous government and subsequently started murdering anyone who opposed the new government (or who was even suspected of opposing the new government), then you begin to recognize why the book is sticking with you for so long.

Yes, we want things to be fair. Yes, we want to be rewarded for our hard work. Yes, it would be great if everyone had an equal chance at opportunities. Yes, we want justice and equality.

But here we have a man who was against the death penalty, but argued strongly for the right of a government to execute, murder, anyone who opposed said government. You will have your Liberty by force, dammit.

Incognito

Book Notes

I started reading this book and thought, very quickly, hey, I know this stuff already. This feels very familiar.

And a few pages into the book, I realized why when my first highlight appeared: I'd read this book before.

I don't recall when I'd read the book before, as it isn't in my notes for the last 4 years, but I had read it before. After debating for a bit on whether to reread it or put it down in favor of a new book, I figured I could give it a read, and read it quickly. Was not disappointed in myself.

The brain does a lot. We are oblivious to pretty much all of it. We can, however, be aware of some of that blindness, be aware of how we are going to react even when we expect and want to react differently, be aware of how small changes can improve our lives, and be gentle with ourselves when we are strange.

This book is seven years old. While we have more research, more theories, and more data about the brain, the fundamentals are the same, which makes this a great second read, too. I'd be interested in a follow up book with curation of the latest research.

Anyway, definitely worth reading, even recommended.

As far as anyone can tell, we’re the only system on the planet so complex that we’ve thrown ourselves headlong into the game of deciphering our own programming language. Imagine that your desktop computer began to control its own peripheral devices, removed its own cover, and pointed its webcam at its own circuitry. That’s us.
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Alterations to the brain change the kinds of thoughts we can think. In a state of deep sleep, there are no thoughts. When the brain transitions into dream sleep, there are unbidden, bizarre thoughts.
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How To Be A Stoic

Book Notes

Okay, anyone who knows me knows I am a big fan of Classic Stoicism, which is a far cry from Modern Stoicism which is essentially, "Grin, shut the f--- up, bear it," as best represented by the character Spock. Classic Stoicism is more about accepting reality as it is, being neither really happy nor really sad, knowing that pretty much everything but ourselves is outside of our control, recognizing fortune is fickle, and that we are all going to f'ing die so accept it already. There are elements of acceptance in Stoicism, but the acceptance is of things outside of our control, not for things inside of our control nor for things we can affect. As someone with a strong sense of fair play and a large amount of frustration with the lack of fairness in the world, I find Stoicism to be a way to endure the crappiness of being human.

Which is to say, I've been looking for a book that I can hand to people who are curious about Classic Stoicism, without suggesting they read a dozen books to gather the different parts into one cohesive unit, much as I would hand over a copy of Mindfulness in Plain English if asked for a book about mindfulness.

I think this book might be that book, that I recommend for Stoicism. Maybe. It's hard to beat Meditations and many of Seneca's works. I'll reread it at the end of the year and see if it holds up.

Yet, I do strongly recommend this book.

Although public criticism of religion (or of any idea) is the staple of a healthy democratic society, people don’t respond very well to being belittled and insulted.
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Seneca connected this test to the rest of our existence on earth: “A man cannot live well if he knows not how to die well.”
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Kindred

Book Notes

This is another Caltech Bookclub read, I started reading it way behind the rest of the readers, so spent much of today reading to catch up. Aaaaaaaaaand, finished it in a day. I do like reading while treadmill walking.

Butler grew up in Pasadena, which is the connection to Caltech for the book club. Previous books were about Caltech scientists or Caltech research or by Techers. This one has a lot of Pasadena in it. It was neat to know where she was describing, even if the Pasadena and Altadena even I knew are as gone as hers.

Butler is known as a science-fiction author. While this book has unexplained time travel as a plot mechanism, no time is spent exploring the phenomenon, making this book not really science fiction in my categorization. It is, however, a seriously good commentary on human nature.

The main character, Dana, is transported back to early 1800s American South. As Dana is black, we read about the atrocities of slavery, as told from a modern person transported back to the brutality of the era. We see how we normalize horrible behaviours, often to survive. We see how we assume power, even when we are one of the powerless. We see how we don't see our own privilege, how seeing another's view is difficult, it not impossible.

I think what's lingering with me most, however, is the slow descent into acceptance that Butler weaves into the story. It reminds me a great deal what Mistakes We Made (but not by me) discusses about human nature: we are all frogs in the pot about to boil.

Lost Connections

Book Notes

Okay, the subtitle of this book is "Uncovering The Real Causes of Depression and the Unexpected Solutions," which had me intrigued when it was first mentioned in the book feed of micro.blog. I'm not going to say no to reading a theory about Depression, especially when it comes with a promise of solutions.

The book starts off with the author's tale of his depression and time on anti-depressants and how his therapist keeps telling him he still sounds depressed. He insists no, he's not, but the therapist keeps repeating he still sounds depressed. No way!

Except... way.

The author goes on and keeps having include links to his references. Some of the references were really odd, "the audio of this conversation has been confirmed by my publisher" and "so and so recalled this the same way" kind of weird. Turns out, the author had previously been caught plagarizing himself and making stuff up, so he needed to be extra cautious in his books.

So, read with a bit of caution. Sure.

Except the studies and examples and anedcotes and stories and and and yeah, some of it isn't science but some of that not-science just... feels... right... as true, as something someone depressed needs to try when they want out of the cycle and want to heal, want to be whole.

Basic premise: we have lost the connections to our values, to ourselves, to our community, to our world. Without those connections, we are lost, we lack meaning, direction, purpose. Discover, embrace, and nurture those connection and the depression can be lifted.

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