Hey, Whipple, Squeeze This Pdf

ISBN: 1119164001
Title: Hey, Whipple, Squeeze This Pdf The Classic Guide to Creating Great Ads, 5th Edition
Author: Luke Sullivan
Published Date: 2016-02-01
Page: 448

"The writing is very informal and easy to understand.  The authors' wit and humor are also on display.  Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016) UPDATED FIFTH EDITION OF THE BEST-SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL This is the nearly all-new fifth edition of Luke Sullivan's classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how-to and part exposé, Hey Whipple, Squeeze This is the insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry.Praise for Hey Whipple, Squeeze This"Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam."—Gareth Kay, Cofounder of Chapter SF"Classic must-read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."—Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon"Luke Sullivan writes a perfect lesson in advertising for newcomers — and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."—Lee Clow, Chairman and Global Director, TBWA\WorldwideAdditional material on heywhipple.com

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional

Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.

Advertising is in the midst of  a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.

• Turn great ideas into successful campaigns
• Work effectively in all media channels
• Avoid the kill shots that will sink any campaign
• Protect your work
• Succeed without selling out

Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Whipple it good! Simply put, this is the most important book on advertising you will ever read.(I owned the first edition way back in the late 90s and it was so good that somebody stole it.)So much has been updated in this fifth edition that I consider it a sequel/reboot, but in a very good way. It’s essential to those working on either the creative or account side of the biz, and written in Human English instead of Buzzspeak so you can actually get something out of what you’re reading.“Hey, Whipple…” is truthfully a trade triumph.If you work in advertising, you need this book (but please, buy a copy rather than steal one).significant positive update to core text in the industry Significant update to an already much appreciated book. The new chapters covering how the world of digital fits into the existing framework are excellent and a significant reason to upgrade from the 4th edition as I did.I can now say with confidence - if in marketing, advertising, or related fields - buy this book. Its the foundational text on areas of creative development including work in the online realm. Don't go for earlier editions; this is enough of a difference that it should be 5th edition only.classic book on marketing got this book on marketing. it's easy to read. lot's of good case studies, pictures and examples. quick reading too.it's really helped us with some marketing and understanding the process.highly recommend

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Law for Business Pdf

ISBN: 1259722325
Title: Law for Business Pdf

The Jack R. Wentworth Emerita Professor, Business Law, Kelley School of Business, and Visiting Professor, Seattle University School of Law. Professor Dworkin previously served as Dean of the Office of Women's Affairs, Indiana University, and as President of the Academy of Legal Studies in Business. She also served as the co-director of the I.U. Center for International Business Education and Research (CIBER) and as the Director for the Program in European Studies at the Center for European Studies, Rijksuniversiteit Limburg in Maastricht, The Netherlands.Professor Dworkin's primary research interests focus on employment and women's issues, particularly discrimination, whistleblowing, privacy, and leadership. She is the author of number articles on employment law, corporate compliance, and product liability law, and of books on business law and whistleblowing. Several of her publications have an international focus. She has earned numerous awards for her research and teaching. Professor Dworkin has significant international experience, including invited lectures on international ethics and management in various countries, teaching in Germany and The Netherlands, being a scholar at the Institute for Advanced Legal Studies in England, and presenting a workshop at the UN/NGO Forum on Women in Beijing. In 2010, she was a Fulbright Senior Specialist in Australia. She has also presented papers at a variety of international conferences.

Four Stars Easy to understand. Very interesting introduction to business law.... book itself was a little beat up and looked like it went through hell and back The book itself was a little beat up and looked like it went through hell and back, BUT no pages were missing, which is a huge plus. I also loved that there were side notes throughout the chapters. Definitely helped a lot!Five Stars This physical book has made class easier

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Stealing Fire Download

ISBN: 0062429663
Title: Stealing Fire Pdf How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work
Author: Steven Kotler
Published Date: 2018-05-08
Page: 304

“Reading Stealing Fire, Mr. Lang-Willar said, he became convinced that nothing less than a ‘cultural awakening’ was underway.” (The New York Times)“A mind-blowing tour along the path from sex and drugs to R&D.” (Financial Times)“Stealing Fire is a beautifully written, must-read for anyone interested in living up to their full potential. Kotler and Wheal have produced a user-manual for your hacking your brain to drive high performance.” (Peter Diamandis, founder of the X Prize, co-chairman of Singularity University, bestselling author)“Stealing Fire cracks the secret code of peak performance so that ordinary people can achieve extraordinary results.” (Cdr. Mark Divine (USN Ret.), New York Times best selling author, founder SEALFIT and Unbeatable Mind)“Meticulously researched and innovatively conceptualized, Stealing Fire is not just a bible for the second psychedelic revolution (drugs not required), but a manual to getting more: out of your body, your mind, and your happiness.” (Neil Strauss, New York Times best-selling author of The Game)“An electrifying, fast-paced journey into the deep potential of the human brain.” (David Eagleman, Stanford University neuroscientist, bestselling author, presenter of PBS's The Brain)“Our linear lives and brains need to be thrown a curve on occasion and this is a masterpiece literary curveball.” (Chip Conley, bestselling author of Peak and Emotional Equations and former Head of Strategy for AirBnB)“Captures the unspoken essence of what men and women on the frontier of human experience, think and do to excel in creativity and performance.” (Michael Gervais, High Performance Psychologist to Super Bowl Champion Seattle Seahawks)“Stealing Fire lays out exactly how to hack the brain...Kotler and Wheal have taken a major bite out of the unknown. If you’re at all interested in knowing how your mind works, this is imperative reading!” (Salim Ismail, founding executive director of Singularity University and bestselling author of Exponential Organizations)“Stealing Fire is a fantastic book about the future of humanity and everything that we can become. Based on incredible stories and cutting edge data, it reveals how our brain and body can be optimized to its greatest potential.” (Andrew Newberg, MD., director of research Myrna Brind Center for Integrative Medicine and author of How Enlightenment Changes Your Brain) It’s the biggest revolution you’ve never heard of, and it’s hiding in plain sight. Over the past decade, Silicon Valley executives like Eric Schmidt and Elon Musk, special operators like the Navy SEALs and the Green Berets, and maverick scientists like Sasha Shulgin and Amy Cuddy have turned everything we thought we knew about high performance upside down. Instead of grit, better habits, or 10,000 hours, these trailblazers have found a surprising shortcut. They’re harnessing rare and controversial states of consciousness to solve critical challenges and outperform the competition. New York Times bestselling author Steven Kotler and high-performance expert Jamie Wheal spent four years investigating the leading edges of this revolution—from the home of SEAL Team Six to the Googleplex, the Burning Man festival, Richard Branson’s Necker Island, Red Bull’s training center, Nike’s innovation team, and the United Nations headquarters. And what they learned was stunning: In their own ways, with differing languages, techniques, and applications, every one of these groups has been quietly seeking the same thing: the boost in information and inspiration that altered states provide. Today, this revolution is spreading to the mainstream, fueling a trillion-dollar underground economy and forcing us to rethink how we can all lead richer, more productive, more satisfying lives. Driven by four accelerating forces—psychology, neurobiology, technology, and pharmacology—we are gaining access to and insights about some of the most contested and misunderstood terrain in history. Stealing Fire is a provocative examination of what’s actually possible; a guidebook for anyone who wants to radically upgrade their life.

NATIONAL BESTSELLER

CNBC and Strategy + Business Best Business Book of 2017

"Steven and Jamie have done a wonderful job of balancing the promises, perils, and how-to prescriptions of engineering peak states such as 'flow.'" —Tim Ferriss, #1 New York Times best-selling author of The 4-Hour Workweek

It’s the biggest revolution you’ve never heard of, and it’s hiding in plain sight. Over the past decade, Silicon Valley executives like Eric Schmidt and Elon Musk, Special Operators like the Navy SEALs and the Green Berets, and maverick scientists like Sasha Shulgin and Amy Cuddy have turned everything we thought we knew about high performance upside down. Instead of grit, better habits, or 10,000 hours, these trailblazers have found a surprising short cut. They're harnessing rare and controversial states of consciousness to solve critical challenges and outperform the competition.

New York Times bestselling author Steven Kotler and high performance expert Jamie Wheal spent four years investigating the leading edges of this revolution—from the home of SEAL Team Six to the Googleplex, the Burning Man festival, Richard Branson’s Necker Island, Red Bull’s training center, Nike’s innovation team, and the United Nations’ Headquarters. And what they learned was stunning: In their own ways, with differing languages, techniques, and applications, every one of these groups has been quietly seeking the same thing: the boost in information and inspiration that altered states provide.

Today, this revolution is spreading to the mainstream, fueling a trillion dollar underground economy and forcing us to rethink how we can all lead richer, more productive, more satisfying lives. Driven by four accelerating forces—psychology, neurobiology, technology and pharmacology—we are gaining access to and insights about some of the most contested and misunderstood terrain in history. Stealing Fire is a provocative examination of what’s actually possible; a guidebook for anyone who wants to radically upgrade their life.

This book is incredibly repetitive and has no depth. This book is incredibly repetitive and has no depth. Here is everything you need to know in a few short bullets- what if I told you there are famous people pushing the limits of the mind- these people take drugs- these people go to Burning Man- these people have surprising connections- sometimes these people wear "bio hacking" devices that you don't have enough money to buy(repeat)An interesting series of anecdotes and research on the neuroscience surrounding states of ecstasy. A fun book to read and filled with interesting insights into man’s search for altered states of consciousness. Stealing Fire lists numerous ways people attempt to alter their brain chemistry to go beyond happy and into ecstasis or a state of extasy. This book is not just about drugs. They suggest that athletes and artists seeking flow, drug users seeking a high, or meditators seeking a higher consciousness are all different flavors of the same kool-aide as far as brain chemistry goes. They define ecstatis as having the four qualities of STER which stands for Selflessness, Timelessness, Effortlessness, and Richness. Various methods were mentioned to reach ecstasis. They discuss how governments or churches have historically tried to keep people away from such states. And then they include safety measures in the last chapter to avoid becoming a bliss junkie.Many of the things they talk about are not on the market or not easily accessible to most of us (flow dojo, illicit drugs, TMS, virtual reality). Some of the methods they mention felt commercial, and it’s no coincidence that some names mentioned in the book are involved in the for-profit Flow Genome project the authors have founded. So in some ways, this book is a 300 page commercial for Flow Genome. But it’s a fun commercial so I can forgive. I was concerned about the factual nature of some of their anecdotes and evidence. They included a caveat in the back of the book which most people will not read. But readers should know that many facts in the book are controversial. Not all experts agree. Most notable is the controversy over fMRI which much of the neuroscience in this book is based upon.I’m having a hard time choosing one snippet from the book because I highlighted hundreds – the book was that interesting. So I’ll include one that attempts to summarize what the book is about.“…harnessing altered states toward practical ends would have seemed crazy. But we now know they can heal trauma, amplify creativity and accelerate personal development.”What did I learn? The best part of Stealing Fire was the constant pings of dopamine my brain received every time I learned a new and interesting fact. I can’t pick a favorite chapter because the book was filled with revelations that I found valuable.Who would like this book? Anybody who is interested in neuroscience, popular culture or altered states of consciousness. Or anybody who wants a fun read through nonfiction because Kotler & Wheal are an enjoyable readRevolution for mind body and spirit performance Wonderful complete book to help us all get into a new level of consciousness, goal setting, development in our lives.

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The Gifts of Imperfection Download

ISBN: 159285849X
Title: The Gifts of Imperfection Pdf Let Go of Who You Think You're Supposed to Be and Embrace Who You Are

Dr. Brené Brown is a research professor at the University of Houston where she holds the Huffington Foundation—Brené Brown Endowed Chair at The Graduate College of Social Work. She has spent the past two decades studying courage, vulnerability, shame, and empathy and is the author of four #1 New York Times bestsellers:  The Gifts of Imperfection, Daring Greatly, Rising Strong, and Braving the Wilderness.  Her newest book is titled Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. Brené’s TED talk—The Power of Vulnerability—is one of the top five most viewed TED talks in the world with over 35 million views. Brené lives in Houston, Texas with her husband, Steve, and their children, Ellen and Charlie.

When our embarrassments and fears lie, we often listen to them anyway. They thwart our gratitude, acceptance, and compassion—our goodness. They insist, “I am not worthy.” But we are worthy—of self-discovery, personal growth, and boundless love. With Brené Brown’s game-changing New York Times bestseller The Gifts of Imperfection—which has sold more than 2 million copies in more than 30 different languages, and Forbes recently named one of the "Five Books That Will Actually Change Your Outlook On Life"—we find courage to overcome paralyzing fear and self-consciousness, strengthening our connection to the world.

A motivational and inspiring guide to wholehearted living, rather than just the average self-help book, with this groundbreaking work Brené Brown, Ph.D., bolsters the self-esteem and personal development process through her characteristic heartfelt, honest storytelling. With original research and plenty of encouragement, she explores the psychology of releasing our definitions of an “imperfect” life and embracing living authentically. Brown’s “ten guideposts”  are benchmarks for authenticity that can help anyone establish a practice for a life of honest beauty—a perfectly imperfect life.

Now more than ever, we all need to cultivate feelings of self-worth, as well as acceptance and love for ourselves. In a world where insults, criticisms, and fears are spread too generously alongside messages of unrealistic beauty, attainment, and expectation, we look for ways to “dig deep” and find truth and gratitude in our lives. A new way forward means we can’t hold on too tightly to our own self-defeating thoughts or the displaced pain in our world. Instead, we can embrace the imperfection.

Skip this and read DARING GREATLY I read "Daring Greatly" about 6 months ago after watching Dr. Brown's TED talks and that book honest to goodness changed my life. I was excited to read this one, particularly because I found her discussion of perfectionism so helpful in Daring Greatly. I have to admit that as much as I still admire Brene Brown, I found this to be a watered down version of Daring Greatly and I kind of regret buying it (I don't regret READING it, but I do regret paying for it, and I don't feel that this improves my library).I found this was a little shallow and abstract, whereas Daring Greatly so eloquently and articulately put words to ideas we understand intuitively, and it really enhanced my emotional vocabulary. This book offered little in that respect. Some of it (shame vs guilt, for example) was redundant of Daring Greatly (and other texts for that matter) and her discussion of ideas like intuition, spirituality, and numbing were vague and unhelpful to me. She was mostly quoting other people's definitions and discussion of these topics, and while some the quotes were thought-provoking, I didn't feel that it really enlightened me.Her examples were also not as compelling in this text. It was mostly about her, and while some of the examples were useful and memorable, I came away feeling like she was painting a picture of her family rather than focusing on her research and data. Daring Greatly, on the other hand, was written in such an empathetic and compassionate way that I kept saying, "YES! That's me! She understands!" or "Wow! That's totally my brother-in-law!" It was like one light bulb after another going off. Reading Daring Greatly was so inspiring and healing. This book didn't have that same level of empathy and was missing that universal quality, focusing instead on examples that were auto-biographical. Some other reviewers said this read like a blog, and I have to agree. By the end of this book I didn't feel UNDERSTOOD like I did after reading Daring Greatly. I honestly felt that as I read Daring Greatly, Brene Brown was like looking inside me and having a conversation with me, even though she doesn't even know me. After reading The Gifts of Imperfection, however, I felt that I understood more about her and less about myself.There was also something a little kitschy about this. She had a section after each chapter called DIG deep where she listed ways that she tries to employ these strategies, and she often said "Amen" at the end of some quotes. While cute, it lacked the maturity and empathy of Daring Greatly.She was also a little judgmental in this book (towards others and towards herself) and I could ironically see her striving for perfectionism (like in order to be perfect she needs to become "wholehearted," so she is actively working to employ these strategies rather than actually embodying them). It is almost like by the time she got to Daring Greatly she was fully reborn and had reached that full enlightenment, and she was still working on getting there in this text.Additionally, unlike Daring Greatly, this reads a little bit like a checklist (see comment above) of things you should do: 1. don't be a perfectionist 2. Get creative 3. Rest and play 4. But don't numb 5. Dance like no one is watching you 6. practice self-compassion 7. Have faith. By the end I felt like I was being told what to do to be happy, as if it was a formula. While some of the advice was certainly helpful, it wasn't inspiring in the same way Daring Greatly was. Daring Greatly got at the heart of one's emotions. It talked about courage, authenticity, compassion (true ideals) and it showed how there is extraordinary in the ordinary. The Gifts of Imperfection seemed to get sidetracked by specifics (dancing, jewelry making, her childhood house in New Orleans) and it never reached that universality that was so healing in Daring Greatly.Lastly, this book was highly referential. As I said earlier, she quotes a lot of other people to get at defining abstract terms. She also references the work of many other psychologists, researchers, etc. For example, Kristin Neff and Marci Alboher. It isn't that I didn't appreciated her references, but this felt blog-like again: "Hey I read this and I LOVED this idea, check it out!" Or "this quote inspires me! Let me share." In contrast, it felt like Brene Brown had found her own voice in Daring Greatly, and no longer needed to continually reference others' work and could just share her research and the conclusions she reached from it.All in all, while The Gifts of Imperfection was a nice book that offered a little refresher of Brown's understanding of "wholehearted living" with some ideas about intuition and faith, creativity, and song and dance, it was not as sophisticated or inspiring as her latest book Daring Greatly, which really felt like a true culmination of her research and experiences. I'd skip this one; or at least just borrow it from the library...

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