“A more politically radical Malcolm Gladwell.” — New York Times
After working all day at jobs we often dislike, we buy things we don’t need. Rutger Bregman, a Dutch historian, reminds us it needn’t be this way — and in some places it isn’t. Rutger Bregman’s TED Talk about universal basic income seemed impossibly radical when he delivered it in 2014. A quarter of a million views later, the subject of that video is being seriously considered by leading economists and government leaders the world over. It’s just one of the many utopian ideas that Bregman proves is possible today.
Utopia for Realists is one of those rare books that takes you by surprise and challenges what you think can happen. From a Canadian city that once completely eradicated poverty, to Richard Nixon’s near implementation of a basic income for millions of Americans, Bregman takes us on a journey through history, and beyond the traditional left-right divides, as he champions ideas whose time have come.
Every progressive milestone of civilization — from the end of slavery to the beginning of democracy — was once considered a utopian fantasy. Bregman’s book, both challenging and bracing, demonstrates that new utopian ideas, like the elimination of poverty and the creation of the fifteen-hour workweek, can become a reality in our lifetime. Being unrealistic and unreasonable can in fact make the impossible inevitable, and it is the only way to build the ideal world.
To paraphrase Don Draper’s character on the hit show Mad Men, “What do people want?” What is the new American psyche, and how do America’s shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.
“This is a subversive book. It says that the marketer is not–and ought not to be–at the center of successful marketing. The customer should be. Are you ready for that?” –From the Foreword by Malcolm Gladwell, author of The Tipping Point.
Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.
In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a “recipe” for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn’t want to hear it anymore from the traditional marketers.
Stories include: writer Malcolm Gladwell’s wedding toast gone horribly awry; legendary rapper Darryl “DMC” McDaniels’ obsession with a Sarah McLachlan song; poker champion Annie Duke’s two-million-dollar hand; and A. E. Hotchner’s death-defying stint in a bullring . . . with his friend Ernest Hemingway. Read about the panic of former Clinton Press Secretary Joe Lockhart when he misses Air Force One after a hard night of drinking in Moscow, and Dr. George Lombardi’s fight to save Mother Teresa’s life.
This will be a beloved read for existing Moth enthusiasts, fans of the featured storytellers, and all who savor well-told, hilarious, and heartbreaking stories.