His new series, Revisionist Historyis good. My Little Hundred Million. Thus, a new post.
And it comes out in January, and I hope you all buy it in triplicate. Laughter But I was thinking about this, and I realized that although my new book makes me happy, and I think would make my mother happy, it's not really about happiness.
So I decided instead, Malcolm gladwell big and bad would talk about someone who I think has done as much to make Americans happy as perhaps anyone over the last 20 years, a man who is a great personal hero of mine: Howard's about this high, and he's round, and he's in his 60s, and he has big huge glasses and thinning gray hair, and he has a kind of wonderful exuberance and vitality, and he has a parrot, and he loves the opera, and he's a great aficionado of medieval history.
And by profession, he's a psychophysicist. Now, I should tell you that I have no idea what psychophysics is, although at some point in my life, I dated a girl for two years who was getting her doctorate in psychophysics. Which should tell you something about that relationship.
Laughter As far as I know, psychophysics is about measuring things. And Howard is very interested in measuring things. And he graduated with his doctorate from Harvard, and he set up a little consulting shop in White Plains, New York. And one of his first clients was Pepsi.
This is many years ago, back in the early 70s. And Pepsi came to Howard and they said, "You know, there's this new thing called aspartame, and we would like to make Diet Pepsi. We'd like you to figure out how much aspartame we should put in each can of Diet Pepsi in order to have the perfect drink.
Because Pepsi told him, "We're working with a band between eight and 12 percent. Anything below eight percent sweetness is not sweet enough; anything above 12 percent sweetness is too sweet.
We want to know: What we do is you make up a big experimental batch of Pepsi, at every degree of sweetness — eight percent, 8. Howard does the experiment, and he gets the data back, and he plots it on a curve, and all of a sudden he realizes it's not a nice bell curve.
In fact, the data doesn't make any sense. It's all over the place. Now, most people in that business, in the world of testing food and such, are not dismayed when the data comes back a mess. They think, "Well, you know, figuring out what people think about cola's not that easy. Howard is not so easily placated.
Howard is a man of a certain degree of intellectual standards. And this was not good enough for him, and this question bedeviled him for years. And he would think it through and say, "What was wrong? Why could we not make sense of this experiment with Diet Pepsi? And suddenly, like a bolt of lightning, the answer came to him.
And that is, that when they analyzed the Diet Pepsi data, they were asking the wrong question. They were looking for the perfect Pepsi, and they should have been looking for the perfect Pepsis.
This was an enormous revelation. This was one of the most brilliant breakthroughs in all of food science. Howard immediately went on the road, and he would go to conferences around the country, and he would stand up and say, "You had been looking for the perfect Pepsi. You should be looking for the perfect Pepsis.
Howard loves the Yiddish expression "To a worm in horseradish, the world is horseradish. Laughter He was obsessed with it!Malcolm Gladwell has been a staff writer for The New Yorker since Previously, he worked at the Washington Post..
In , he was awarded the National Magazine Award for profiles, for his New. The Tipping Point: How Little Things Can Make a Big Difference is the debut book by Malcolm Gladwell, first published by Little, Brown in Gladwell defines a tipping point as "the moment of critical mass, the threshold, the boiling point".
The book seeks to explain and describe the "mysterious" sociological changes that mark everyday life. Malcolm Timothy Gladwell CM (born September 3, ) is a Canadian journalist, author, and public speaker. He has been a staff writer for The New Yorker since Alma mater: Trinity College, University of Toronto.
Malcolm Gladwell's basic premise in The Tipping Point: To explain how word-of-mouth is spread. A couple of the examples he used were how crime was reduced in NYC under Giuliani's reign and how an old, dead-in-the-water brand of shoes seemingly suddenly were selling like hotcakes/5.
Don DeLillo's White Noise novel and Malcolm Gladwell's Big and Bad article Words | 5 Pages. chemical cloud that hangs over their lives. This essay explores the importance of honesty in the wake of a consumerism culture that is highly influenced by the media and companies as evident in White Noise by DeLillo and “Big and Bad” by Malcolm Gladwell.
Jan 11, · Drawing on cutting-edge neuroscience and psychology and displaying all of the brilliance that made The Tipping Point a classic, Blink changes the way you'll understand every decision you make.
Never again will you think about thinking the same way.