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Be The One is an outside curve
Baseball thriller, heroine with attitude
Be The One is a terrific book

Not for Beginners
Beautiful sketches I still wish I could masterI loved the fact that it was not overpowered with text and I would probably be able to copy the sketches in the book fairly well. Unfortunately I don't think this book helped me produce my own sketches from my personal observations. I thnk it is too advanced for the first-time drawer, or the drawer with a minimum of skill and even less confidence...
The Complete Sketching Book

It wasn't very good
This book deserves a number10! I loved it!
This book is DA BOMB!!!!!!!!

interesting tale, uncomfortable readThe story behind the bottle, the product, and the marketing campaign is interesting, as might be expected. Most behind-the-scenes looks produce surprises, intrigue, and stories that cause readers to shake their heads in wonderment. ABSOLUT is no exception.
Carl Hamilton is described as one of Sweden's most provocative and original literary voices. He's also host of the critically acclaimed television show, Dilemma, a political commentator, and a columnist for Scandinavia's largest popular newspaper. With this build-up of the author, the reader would expect an intriguing book that would be a joy to read. Even the cover of the book is designed to reflect the advertising image of black and white simplicity.
The book does tell a good story-about the bottle, the name, the development of the product, and the marketing campaign. Unfortunately, I was not as impressed by the book itself as I wanted to be. I was disappointed. While I recognize that the book will sell because of the popularity of the product it chronicles, the writing left me wanting.
Describing this book as a biography suggests a certain amount of genealogical research to illuminate the subject of the work. As family trees are researched, people uncover branches that really don't fit into the mainstream of the family's development. These side stories are typically left out of books that document family histories, or they're archived outside the main text. Not so with this biography: all that information is served to the reader in a number of seemingly unrelated stories that don't seem to fit in the flow. An endorsement on the back cover of ABSOLUT suggests that "the author superbly swings from one scene to another." My description of this experience would be less glowing; I found the side trips distracting, confusing, and sometimes irrelevant. It felt like Hamilton was weaving in every bit of research he had, force-fitting as necessary to fill the book.
I was troubled by the use of profanity in ABSOLUT. One would not expect to find four letter words seasoning a business biography. Perhaps this is the style of Texere, a new publishing company, but the language didn't set well with me. There are ten incidents in the first 50 pages of the book where the author uses words that might get our kids a dose of soap in the mouth or at least a good talking-to. If you don't mind reading the "f" word in a business book, it won't bother you. It annoyed me, particularly as I observed that the point could have been made just fine without the profanity.
ABSOLUT does tell an interesting tale, particularly if you're interested in the reality behind the legend of a popular product. The book is hybrid of a business history, a biography, and expose, if you don't let the bumpy writing get in your way.
Absolut Creativity!I was an executive at Heublein, makers of market-leading Smirnoff Vodka, from 1974-1977, and found this story fascinating for how overwhelming odds against success were overcome. In this review, I will add some perspective that the author omitted.
Liquor is one of the most difficult areas in which to create a new consumer brand. The hurdles are many. You cannot advertise on television or radio. Most people are not very experimental in the liquor they will try. You cannot go door-to-door dropping off samples like soap powder. Distribution is very expensive and hard to acquire. Establishing profitability with a new brand can take many years, and there are many failures. As a result, the market leader in most categories in 1950 is still the market leading brand today. For imported spirits, the country viewed as the most "legitimate" historical source always dominated the imported category. For vodka, what country do you think of? Certainly, Sweden was probably not first in your mind in 1978.
Absolut was brilliantly developed, but Absolut was also lucky. As the Cold War continued and the Afghanistan War began, Americans had reason to question their ties to Stolychnaya, which had been the leading vodka import. President Reagan's characterization of the U.S.S.R. as an "evil empire" certainly aided that perceptual shift. Absolut had been established by that time on a brand platform of being different, a classy version of the Marlboro cowboy. The style of the product, the package, and the advertising all "whispered" to you about being subtly different while all the other vodkas shouted in vibrant colors with gaudy labels in similar bottles.
Interestingly, Heublein used a very similar approach to that employed by Absolut with packaging and positioning to build its mustard, Grey Poupon, into the market leader at the same time that the company was ignoring Absolut. The story of Grey Poupon is developed in part in The 2,000 Percent Solution.
What is even more remarkable is that Absolut was developed to be an export brand without a base in Sweden by the national Liquor Monopoly there, which had a strong heritage of keeping drinking under control. At many key points in the brand's development, the Swedes took large financial risks with little prospect of success. Who says that government agencies cannot be entrepreneurial? You will enjoy reading about Lars Lindmark who spear-headed this initiative as head of the Monopoly.
But the heart and beauty of this story is how the brand platform, positioning, and the rest were established. The results were astonishingly good, but the process was inevitably messy. Most consumers have not thought very much about how brands come to be like our friends. This book lays out many of the best practices involved. Get many of the top creative people involved, let them compete for inspiration, test out the results, and keep refining around the core ideas that resonate the most strongly with some people. I was extremely impressed by the role that Gunnar Broman played in the early development of the brand as head of the Swedish agency, Carlsson and Broman. Most brands are mostly developed by internal staff. Quite simply, an advertising agency usually doesn't have the skill to pull off all parts of the task. N.W. Ayer also helped a lot. But what will impress you is how many people contributed in important ways. Much of the advertising we now admire was developed at TBWA, which was the successor agency after a conflict occurred for N.W. Ayer. The task of finding an importer was long and involved. Dichter deserves a lot of credit for establishing the right research methods to find people who were deeply interested in the brand, despite many people being turned off by it. With a brand, you shouldn't try to please everyone.
The bottle stories are priceless. I won't spoil them by telling you about them in detail. But you will find that the developers of Absolut vodka had to overcome a lot of stalled thinking on the part of those they were working with. You will love the many photographs of the bottles and advertising while they were under development, including the famous Andy Warhol ad.
There is another personal reason why I enjoyed this book. Our older daughter (now in her third year in medical school) is very anti-drinking. Despite this, the walls of her room during high school were papered with Absolut ads. For one birthday, I gave her an empty Absolut bottle, which is still in her room at home. This deep impression of an advertising campaign on an anti-alcohol teenager had always impressed me. Reading this book helped me to better understand her attraction to the campaign, and to understand her better.
After you finish this exciting story about developing this fun brand, ask yourself how you can apply the lessons here to making your own personal image more appealing and vibrant. Who do you want to appeal to? Who can help you with that?
Have Absolut pleasure from this book! Skoal!
The Form of Pure Image!I was an executive at Heublein, makers of market-leading Smirnoff Vodka, from 1974-1977, and found this story fascinating for how overwhelming odds against success were overcome. In this review, I will add some perspective that the author omitted.
Liquor is one of the most difficult areas in which to create a new consumer brand. The hurdles are many. You cannot advertise on television or radio. Most people are not very experimental in the liquor they will try. You cannot go door-to-door dropping off samples like soap powder. Distribution is very expensive and hard to acquire. Establishing profitability with a new brand can take many years, and there are many failures. As a result, the market leader in most categories in 1950 is still the market leading brand today. For imported spirits, the country viewed as the most "legitimate" historical source always dominated the imported category. For vodka, what country do you think of? Certainly, Sweden was probably not first in your mind in 1978.
Absolut was brilliantly developed, but Absolut was also lucky. As the Cold War continued and the Afghanistan War began, Americans had reason to question their ties to Stolychnaya, which had been the leading vodka import. President Reagan's characterization of the U.S.S.R. as an "evil empire" certainly aided that perceptual shift. Absolut had been established by that time on a brand platform of being different, a classy version of the Marlboro cowboy. The style of the product, the package, and the advertising all "whispered" to you about being subtly different while all the other vodkas shouted in vibrant colors with gaudy labels in similar bottles.
Interestingly, Heublein used a very similar approach to that employed by Absolut with packaging and positioning to build its mustard, Grey Poupon, into the market leader at the same time that the company was ignoring Absolut. The story of Grey Poupon is developed in part in The 2,000 Percent Solution.
What is even more remarkable is that Absolut was developed to be an export brand without a base in Sweden by the national Liquor Monopoly there, which had a strong heritage of keeping drinking under control. At many key points in the brand's development, the Swedes took large financial risks with little prospect of success. Who says that government agencies cannot be entrepreneurial? You will enjoy reading about Lars Lindmark who spear-headed this initiative as head of the Monopoly.
But the heart and beauty of this story is how the brand platform, positioning, and the rest were established. The results were astonishingly good, but the process was inevitably messy. Most consumers have not thought very much about how brands come to be like our friends. This book lays out many of the best practices involved. Get many of the top creative people involved, let them compete for inspiration, test out the results, and keep refining around the core ideas that resonate the most strongly with some people. I was extremely impressed by the role that Gunnar Broman played in the early development of the brand as head of the Swedish agency, Carlsson and Broman. Most brands are mostly developed by internal staff. Quite simply, an advertising agency usually doesn't have the skill to pull off all parts of the task. N.W. Ayer also helped a lot. But what will impress you is how many people contributed in important ways. Much of the advertising we now admire was developed at TBWA, which was the successor agency after a conflict occurred for N.W. Ayer. The task of finding an importer was long and involved. Dichter deserves a lot of credit for establishing the right research methods to find people who were deeply interested in the brand, despite many people being turned off by it. With a brand, you shouldn't try to please everyone.
The bottle stories are priceless. I won't spoil them by telling you about them in detail. But you will find that the developers of Absolut vodka had to overcome a lot of stalled thinking on the part of those they were working with. You will love the many photographs of the bottles and advertising while they were under development, including the famous Andy Warhol ad.
There is another personal reason why I enjoyed this book. Our older daughter (now in her third year in medical school) is very anti-drinking. Despite this, the walls of her room during high school were papered with Absolut ads. For one birthday, I gave her an empty Absolut bottle, which is still in her room at home. This deep impression of an advertising campaign on an anti-alcohol teenager had always impressed me. Reading this book helped me to better understand her attraction to the campaign, and to understand her better.
After you finish this exciting story about developing this fun brand, ask yourself how you can apply the lessons here to making an important task something that everyone wants to do. Who can help you with that? What is the purest form of the concept?
Have Absolut pleasure from this book!


Excellent reference
Great book for those with some Cisco knowledge
Very Good Book

Out of date, out of synchThe author wanders through people, process and technology with no clear purpose as far as I can tell, and the technology section is so outdated that it comes across as quaint.
Even the people and process sections are weak. Use the P-CMM to handle people issues, and pick any number of process approaches, from agile methods and extreme programming at one end, to the CMM at the other.
Best suited to internal IT/IS - technology section is weakIf you are seeking guidance on organizing an MIS development group this book is an excellent resource, especially with respect to organization and processes. If your are more interested in development from a product-line or software engineering perspective I recommend "Successful Software Development" by Scott E. Donaldson and Stanley G. Siegel (ISBN 0130868264).
For MIS development this book benefits from the extensive experience of Harris Kern (who is the Enterprise Computing series editor of which this book is a part), and the focus in IT/IS organizational and process factors. In fact, this book is particularly strong in the way it integrates IT/IS operations and management organization and process with software development. I especially like the emphasis on people and process, but like others who have previously commented I feel that the parts of this book that address technology are weak and should be eliminated from any subsequent edition.
The sections on developer recruiting and retention are especially well done, and the issues and factors of integrating processes are discussed in detail, making this an invaluable resource for the right audience.
Overview of software development

Poorly written
Alexander Hamilton in the revolutionary war
The Original American Success StoryHamilton's rise from the illegitimate son of a West Indies merchant to the very heights of power at a time when such avenues were normally reserved for nobility make him America's first great self-made man. Most of the other founding fathers were from either the aristocrat or merchantile classes. Hamilton, whose family's entire modest estate was confiscated at the time of his mother's death when he was a boy, was possessed of the unique ambition of an insecure man who spent his life trying to overcome his humble origins. As Randall demonstrates, Hamilton's close relationship with George Washington, who recognized his junior's incredible organizational and intellectual gifts, was of key importance to the latter's success.
The text of the book is quite sympathetic its subject, perhaps overly so at times. Though Randall does not ignore the less noble aspects of Hamilton's character, he strives whenever possible to show him in the best possible light. Thus Aaron Burr, who actually made his own important contributions to the nation, comes off mostly as a despicable villian. Burr will always be infamous for firing the bullet that ended Hamilton's life, but Hamilton was equally at fault for the feud that ended so tragically.
Oveall, Randall's book is an enjoyable and enlightening work that will most appeal to history buffs.


Hamilton leaves me hopeful!
A novel of friendship and hope"Bluish" is a gentle, moving novel about overcoming fear of someone who is different. The book is a hopeful celebration of childhood friendship. A nice touch is the fact that entries from Dreenie's journal are interspersed between the chapters of the novel. The book also offers an interesting perspective on the multicultural, multifaith world of NYC schoolkids; there's even a little primer on the celebration of Kwanzaa. Overall, an impressive effort from Hamilton.
Isms and OthersVirginia Hamilton who has more than a few titles for young readers under her belt writes Bluish. Unlike some of her fantasy-based work, this is squarely set in contemporary New York with all the attendant urban problems we see on the news. For example, Dreenie almost jumps out of her skin while waiting for her father downstairs in their apartment building. Although she was warned not to go outside, she does just that, looking left and right for her father. Instead he comes in front of her and cautions her yet again that she has to look three ways: left, right and across. It isn't stated, but youngsters have received enough parental warnings and seen enough news shows about abduction to the author's point.
The book is written in a different type of style - it ping pongs back and forth between a journal format (Dreenie's diary) and a regular third person narrative style. While it was a bit unsettling for me as an adult to get used to the format, young people may not have as many preconceived notions of what a novel should look like. Dreenie has a younger sister she has to watch over every afternoon until her parents come home from work, again very realistic of today's world for many youngsters. The younger sister, Willie, of course irritates her big sister to no end, and makes matters worse by being an extremely bright and outspoken child. Every so often her resentment at being so responsible for her sister comes through, as it does in some of her later conversations with Natalie or "Bluish" as Dreenie calls her.
The second key figure in the friendship is Tuli, a bi-racial youngster who lives with her Grandmother and often pretends to be Spanish. Tuli is loud and energetic; highly observant of her surroundings and people and is often very needy. Sometimes so much so that Dreenie feels like she has yet another sibling to watch over. Dreenie feels as if Tuli tries to be too much a part of her family and should spend more time with her Grandmother.
Their teacher who tells them she has leukemia but is on the mend finally explains Natalie's illness. The disease requires that she rests a lot and that she sometimes vomits in class as a result of chemotherapy. Natalie is bi-racial as well with a black father and a Jewish mother who initially takes offense at her daughter's nickname, mistakenly thinking it is a crass put down of being black and Jewish. After she realizes the truth, she warms up to Dreenie and later on Natalie's family attends a Kawaanza celebration at Dreenie's house.
Natalie helps her classmates understand some Jewish traditions such as Hanukkah and brings a dreidel to class and teacher her classmates how to play the game. She also brings knitted caps to all of them saying she has lots of time resting in bed and knitting helps her pass the time. The caps are all bright and colorful and the children love them. The caps also bond them with Bluish who has to wear one all the time due the chemo-induced baldness.
This book will introduce children to a variety of "others." Sick children, the physically challenged, bi-racial youngsters and those from lower socio-economic classes. In one fell swoop, Hamilton poses a number of "isms" for young minds to grabble with, all the while writing about likeable young girls who are engaging but no goody two-shoes. Dreenie can be extremely impatient; Natalie can be aloof and sarcastic; Tuli can be narcissistic and childish. In short, they are real-life children who struggle with real issues facing young people today. Hamilton does not end with happily ever after. It is left open ended as to Natalie health. While she is steadily improving, its made clear she has a five-year window before the doctors will consider her in remission. Tuli remains poor and living with her Grandmother. Dreenie is more comfortable in her new school, but still wonders if she will truly be the intellectual equal of her younger sister. All in all, an enjoyable read that is believable and engaging.


Twenty Years at Hull house
A Progressive who Took Her Own PathAlthough, on the one hand, Addams seemed the typical Progressive; on the other hand she did not follow many of the ideas of the more radical reformers. She was very practical and refused to be swayed by the claims of certain social movements and untried panaceas. she did not become a socialist. Although she greatly admired Tolstoy, she found his message "confused and contradictory" and doubted its suitability to the situation in Chicago. She deplored any violent tactics associated with socialist and anarchist groups despite their "noble motives." Addams demostrated an understanding of the ways in which strikes had a detrimental effect on people outside the labor movement (her dying sister was unable to see her family because the transportation system was blocked due to the Pullman strike. Unlike most reformers, she also had respect for the immigrant cultures represented at Hull House. A labor museum put native sewing machines and other instruments and crafts on display for all to enjoy.
One observation made by this reader was the animosity on the part of European reformers toward the work of the settlement residents. Tolstoy offered petty criticisms and one English visitor concluded that reformers in America were indifferent to the plight of the poor because they could not recite the "cubic feet of air required for each occupant of a tenement bedroom." Such remarks smack of a "caring competition." Addams, however, was well aware that the settlement house experiment was far from complete. Jane Addams' honest and humble account--albeit long and sometimes rambling (don't let the skinny paperback fool you)--demonstrated her unwavering commitment to achieving the improvement and unity of humanity.
Wonderful book.

A complete bore!!
Should be read with "The Greek Way"
Classic Edith Hamilton