mktg case study #2: mktg cola — Max Barry

"“It’s all responsibility and no control,” 6 says. “The classic path to failure.”"

"Hack was asleep when the phone rang. It was amazing how much more sleep he got now that he was unemployed. He was starting to feel bad for all the people who had to drag themselves into their drone factories by nine. They didn’t know what they are missing."

"When someone thinks, “I liked his last book, I’ll hope this new one is good” and shells out their hard-earned, I fervently want that person to be thrilled."

"Last month we had to sit through a presentation on eliminating redundancy, and it was a bunch of PowerPoint slides, plus a guy reading out what was on the slides, and then he gave us all hard copies."

"mktg case study #3: mktg shampoo PICK A RANDOM CHEMICAL IN YOUR PRODUCT AND HEAVILY PROMOTE ITS PRESENCE. WHEN YOUR CUSTOMERS SEE “NOW WITH BENZOETHYLHYDRATES!” THEY WILL ASSUME THAT THIS IS A GOOD THING."

"Look, I understand that for a lot of people, the US is superior to their country of residence in myriad ways, but Im Australian. We have it all: the weather, the beautiful cities, the brand of football that involves neither padding yourself up like Santa Claus nor standing in a line in front of goal and covering your testicles."

"It was my wish to present this great subject as an illustration of the itermingling of philosophical, mathematical, and physical thought, a study which is dear to my heart. This could be done only by building up the theory systematically from the foundations, and by restricting attention throughout to the principles. But I have not been able to satisfy these self-imposed requirements: the mathematician predominates at the expense of the philosopher."

"The study of the structure of subjective experience."

"The knowledge of anything, since all things have causes, is not acquired or complete unless it is known by its causes. Therefore in medicine we ought to know the causes of sickness and health. And because health and sickness and their causes are sometimes manifest, and sometimes hidden and not to be comprehended except by the study of symptoms, we must also study the symptoms of health and disease. Now it is established in the sciences that no knowledge is acquired save through the study of its causes and beginnings, if it has had causes and beginnings; nor completed except by knowledge of its accidents and accompanying essentials. Of these causes there are four kinds: material, efficient, formal, and final."

"I had scarcely entered the room when I saw on my table an open book I had not put there. It was the works of Cardano. I did not intend to read it, but my gaze fell as though compelled on a story told by that philosopher. He writes that he was studying one night by candlelight when he saw two tall old men come in through the closed doors of his room. He asked them many questions, and they finally told him they were from the Moon; whereupon they disappeared. I was so surprised, both by the book that had put itself on my table and by the page it was open to, that I took this chain of events for an inspiration from God, who was urging me to tell people that the Moon is a world."

"We must include in any language with which we hope to describe complex data-processing situations the capability for describing data. We must also include a mechanism for determining the priorities to be applied to the data. These priorities are not fixed and are indicated in many cases by the data. Thus we must have a language and a structure that will take care of the data descriptions and priorities, as well as the operations we wish to perform. If we think seriously about these problems, we find that we cannot work with procedures alone, since they are sequential. We need to define the problem instead of the procedures. The Language Structures Group of the Codasyl Committee has been studying the structure of languages that can be used to describe data-processing problems. The Group started out by trying to design a language for stating procedures, but soon discovered that what was really required was a description of the data and a statement of the relationships between the data sets. The Group has since begun writing an algebra of processes, the background for a theory of data processing. Clearly, we must break away from the sequential and not limit the computers. We must state definitions and provide for priorities and descriptions of data. We must state relationships, not procedures."

"In biology the Cartesian view of living organisms as machines, constructed from separate parts, still provides the dominant conceptual framework. Although Descartes simple mechanistic biology could not be carried very far and had to be modified considerably during the subsequent three hundred years, the belief that all aspects of living organisms can be understood by reducing them to their smallest constituents, and by studying the mechanisms through which these interact, lies at the very basis of most contemporary biological thinking. This passage from a current textbook on modern biology is a clear expression of the reductionist credo: One of the acid tests of understanding an object is the ability to put it together from its component parts. Ultimately, molecular biologists will attempt to subject their understanding of cell structure and function to this sort of test by trying to synthesize a cell."