Stitches

Download Stitches PDF Online Free

Author :
Publisher : Penguin
ISBN 13 : 0698147855
Total Pages : 111 pages
Book Rating : 4.6/5 (981 download)

DOWNLOAD NOW!


Book Synopsis Stitches by : Anne Lamott

Download or read book Stitches written by Anne Lamott and published by Penguin. This book was released on 2013-10-29 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt: The New York Times bestseller from the author of Dusk, Night, Dawn, Hallelujah Anyway, Bird by Bird, and Almost Everything “Lamott’s …most insightful book yet, Stitches offers plenty of her characteristic witty wisdom…this slim, readable volume [is] a lens on life, widening and narrowing, encouraging each reader to reflect on what it is, after all, that really matters.”—People What do we do when life lurches out of balance? How can we reconnect to one other and to what’s sustaining, when evil and catastrophe seem inescapable? These questions lie at the heart of Stitches, Lamott’s profound follow-up to her New York Times–bestselling Help, Thanks, Wow. In this book Lamott explores how we find meaning and peace in these loud and frantic times; where we start again after personal and public devastation; how we recapture wholeness after loss; and how we locate our true identities in this frazzled age. We begin, Lamott says, by collecting the ripped shreds of our emotional and spiritual fabric and sewing them back together, one stitch at a time. It’s in these stitches that the quilt of life begins, and embedded in them are strength, warmth, humor, and humanity.

Between the World and Me

Download Between the World and Me PDF Online Free

Author :
Publisher : One World
ISBN 13 : 0679645985
Total Pages : 163 pages
Book Rating : 4.6/5 (796 download)

DOWNLOAD NOW!


Book Synopsis Between the World and Me by : Ta-Nehisi Coates

Download or read book Between the World and Me written by Ta-Nehisi Coates and published by One World. This book was released on 2015-07-14 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 NEW YORK TIMES BESTSELLER • NATIONAL BOOK AWARD WINNER • NAMED ONE OF TIME’S TEN BEST NONFICTION BOOKS OF THE DECADE • PULITZER PRIZE FINALIST • NATIONAL BOOK CRITICS CIRCLE AWARD FINALIST • ONE OF OPRAH’S “BOOKS THAT HELP ME THROUGH” • NOW AN HBO ORIGINAL SPECIAL EVENT Hailed by Toni Morrison as “required reading,” a bold and personal literary exploration of America’s racial history by “the most important essayist in a generation and a writer who changed the national political conversation about race” (Rolling Stone) NAMED ONE OF THE MOST INFLUENTIAL BOOKS OF THE DECADE BY CNN • NAMED ONE OF PASTE’S BEST MEMOIRS OF THE DECADE • NAMED ONE OF THE TEN BEST BOOKS OF THE YEAR BY The New York Times Book Review • O: The Oprah Magazine • The Washington Post • People • Entertainment Weekly • Vogue • Los Angeles Times • San Francisco Chronicle • Chicago Tribune • New York • Newsday • Library Journal • Publishers Weekly In a profound work that pivots from the biggest questions about American history and ideals to the most intimate concerns of a father for his son, Ta-Nehisi Coates offers a powerful new framework for understanding our nation’s history and current crisis. Americans have built an empire on the idea of “race,” a falsehood that damages us all but falls most heavily on the bodies of black women and men—bodies exploited through slavery and segregation, and, today, threatened, locked up, and murdered out of all proportion. What is it like to inhabit a black body and find a way to live within it? And how can we all honestly reckon with this fraught history and free ourselves from its burden? Between the World and Me is Ta-Nehisi Coates’s attempt to answer these questions in a letter to his adolescent son. Coates shares with his son—and readers—the story of his awakening to the truth about his place in the world through a series of revelatory experiences, from Howard University to Civil War battlefields, from the South Side of Chicago to Paris, from his childhood home to the living rooms of mothers whose children’s lives were taken as American plunder. Beautifully woven from personal narrative, reimagined history, and fresh, emotionally charged reportage, Between the World and Me clearly illuminates the past, bracingly confronts our present, and offers a transcendent vision for a way forward.

Social Q's

Download Social Q's PDF Online Free

Author :
Publisher : Simon and Schuster
ISBN 13 : 145160579X
Total Pages : 262 pages
Book Rating : 4.4/5 (516 download)

DOWNLOAD NOW!


Book Synopsis Social Q's by : Philip Galanes

Download or read book Social Q's written by Philip Galanes and published by Simon and Schuster. This book was released on 2012-11-27 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: A series of whimsical essays by the New York Times "Social Q's" columnist provides modern advice on navigating today's murky moral waters, sharing recommendations for such everyday situations as texting on the bus to splitting a dinner check.

Millennials Killed the Video Star

Download Millennials Killed the Video Star PDF Online Free

Author :
Publisher : Duke University Press
ISBN 13 : 1478012870
Total Pages : 164 pages
Book Rating : 4.4/5 (78 download)

DOWNLOAD NOW!


Book Synopsis Millennials Killed the Video Star by : Amanda Ann Klein

Download or read book Millennials Killed the Video Star written by Amanda Ann Klein and published by Duke University Press. This book was released on 2021-01-04 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Between 1995 and 2000, the number of music videos airing on MTV dropped by 36 percent. As an alternative to the twenty-four-hour video jukebox the channel had offered during its early years, MTV created an original cycle of scripted reality shows, including Laguna Beach, The Hills, The City, Catfish, and Jersey Shore, which were aimed at predominantly white youth audiences. In Millennials Killed the Video Star Amanda Ann Klein examines the historical, cultural, and industrial factors leading to MTV's shift away from music videos to reality programming in the early 2000s and 2010s. Drawing on interviews with industry workers from programs such as The Real World and Teen Mom, Klein demonstrates how MTV generated a coherent discourse on youth and identity by intentionally leveraging stereotypes about race, ethnicity, gender, and class. Klein explores how this production cycle, which showcased a variety of ways of being in the world, has played a role in identity construction in contemporary youth culture—ultimately shaping the ways in which Millennial audiences of the 2000s thought about, talked about, and embraced a variety of identities.

Bestiary

Download Bestiary PDF Online Free

Author :
Publisher : One World
ISBN 13 : 0593132602
Total Pages : 272 pages
Book Rating : 4.5/5 (931 download)

DOWNLOAD NOW!


Book Synopsis Bestiary by : K-Ming Chang

Download or read book Bestiary written by K-Ming Chang and published by One World. This book was released on 2020-09-29 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW YORK TIMES BOOK REVIEW EDITORS’ CHOICE • Three generations of Taiwanese American women are haunted by the myths of their homeland in this spellbinding, visceral debut about one family’s queer desires, violent impulses, and buried secrets. “Gorgeous and gorgeously grotesque . . . Every line of this sensuous, magical-realist marvel is utterly alive.”—O: The Oprah Magazine FINALIST FOR THE LAMBDA LITERARY AWARD • LONGLISTED FOR THE VCU CABELL FIRST NOVELIST AWARD • LONGLISTED FOR THE CENTER FOR FICTION FIRST NOVEL PRIZE • NAMED ONE OF THE BEST BOOKS OF THE YEAR BY O: The Oprah Magazine • NPR • The New York Public Library • Kirkus Reviews One evening, Mother tells Daughter a story about a tiger spirit who lived in a woman’s body. She was called Hu Gu Po, and she hungered to eat children, especially their toes. Soon afterward, Daughter awakes with a tiger tail. And more mysterious events follow: Holes in the backyard spit up letters penned by her grandmother; a visiting aunt arrives with snakes in her belly; a brother tests the possibility of flight. All the while, Daughter is falling for Ben, a neighborhood girl with strange powers of her own. As the two young lovers translate the grandmother’s letters, Daughter begins to understand that each woman in her family embodies a myth—and that she will have to bring her family’s secrets to light in order to change their destiny. With a poetic voice of crackling electricity, K-Ming Chang is an explosive young writer who combines the wit and fabulism of Helen Oyeyemi with the subversive storytelling of Maxine Hong Kingston. Tracing one family’s history from Taiwan to America, from Arkansas to California, Bestiary is a novel of migration, queer lineages, and girlhood. Praise for Bestiary “[A] vivid, fabulist debut . . . the prose is full of imagery. Chang’s wild story of a family’s tenuous grasp on belonging in the U.S. stands out with a deep commitment to exploring discomfort with the body and its transformations.”—Publishers Weekly

Shut Up About Your Perfect Kid

Download Shut Up About Your Perfect Kid PDF Online Free

Author :
Publisher : Harmony
ISBN 13 : 0307587495
Total Pages : 290 pages
Book Rating : 4.3/5 (75 download)

DOWNLOAD NOW!


Book Synopsis Shut Up About Your Perfect Kid by : Gina Gallagher

Download or read book Shut Up About Your Perfect Kid written by Gina Gallagher and published by Harmony. This book was released on 2010-08-03 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: AUTHORS’ DISCLAIMER: We are not in any way experts on parenting children with disabilities. Our goal is simply to share strategies that have worked for each of us in the event it may help those in a similar situation. If you’re different from us (i.e., you are bright or of the perfect persuasion), we advise you not to try the following at home. On a “perfection-preoccupied planet,” sisters Gina and Patty dare to speak up about the frustrations, sadness, and stigmas they face as parents of children with disabilities (one with Asperger’s syndrome, the other with bipolar disorder). This refreshingly frank book, which will alternately make you want to tear your hair out and laugh your head off, should be required reading for parents of disabled children. Shut Up About Your Perfect Kid provides wise and funny advice about how to: • Find a support group—either online or in your community • Ensure that your child gets the right in-school support • Deal with people—be they friends, family members, or strangers—who say or do insensitive things to you or your child • Find fun, safe, and inclusive extracurricular activities for your child • Battle your own grief and seek professional help if you need it • Keep the rest of the family intact in moments of crisis

Invisible Child

Download Invisible Child PDF Online Free

Author :
Publisher : Random House
ISBN 13 : 0812986962
Total Pages : 640 pages
Book Rating : 4.8/5 (129 download)

DOWNLOAD NOW!


Book Synopsis Invisible Child by : Andrea Elliott

Download or read book Invisible Child written by Andrea Elliott and published by Random House. This book was released on 2021-10-05 with total page 640 pages. Available in PDF, EPUB and Kindle. Book excerpt: PULITZER PRIZE WINNER • A “vivid and devastating” (The New York Times) portrait of an indomitable girl—from acclaimed journalist Andrea Elliott “From its first indelible pages to its rich and startling conclusion, Invisible Child had me, by turns, stricken, inspired, outraged, illuminated, in tears, and hungering for reimmersion in its Dickensian depths.”—Ayad Akhtar, author of Homeland Elegies ONE OF THE TEN BEST BOOKS OF THE YEAR: The New York Times • ONE OF THE BEST BOOKS OF THE YEAR: The Atlantic, The New York Times Book Review, Time, NPR, Library Journal In Invisible Child, Pulitzer Prize winner Andrea Elliott follows eight dramatic years in the life of Dasani, a girl whose imagination is as soaring as the skyscrapers near her Brooklyn shelter. In this sweeping narrative, Elliott weaves the story of Dasani’s childhood with the history of her ancestors, tracing their passage from slavery to the Great Migration north. As Dasani comes of age, New York City’s homeless crisis has exploded, deepening the chasm between rich and poor. She must guide her siblings through a world riddled by hunger, violence, racism, drug addiction, and the threat of foster care. Out on the street, Dasani becomes a fierce fighter “to protect those who I love.” When she finally escapes city life to enroll in a boarding school, she faces an impossible question: What if leaving poverty means abandoning your family, and yourself? A work of luminous and riveting prose, Elliott’s Invisible Child reads like a page-turning novel. It is an astonishing story about the power of resilience, the importance of family and the cost of inequality—told through the crucible of one remarkable girl. Winner of the J. Anthony Lukas Book Prize • Finalist for the Bernstein Award and the PEN/John Kenneth Galbraith Award

The Psychology of Fake News

Download The Psychology of Fake News PDF Online Free

Author :
Publisher : Routledge
ISBN 13 : 1000179052
Total Pages : 222 pages
Book Rating : 4.0/5 (1 download)

DOWNLOAD NOW!


Book Synopsis The Psychology of Fake News by : Rainer Greifeneder

Download or read book The Psychology of Fake News written by Rainer Greifeneder and published by Routledge. This book was released on 2020-08-13 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume examines the phenomenon of fake news by bringing together leading experts from different fields within psychology and related areas, and explores what has become a prominent feature of public discourse since the first Brexit referendum and the 2016 US election campaign. Dealing with misinformation is important in many areas of daily life, including politics, the marketplace, health communication, journalism, education, and science. In a general climate where facts and misinformation blur, and are intentionally blurred, this book asks what determines whether people accept and share (mis)information, and what can be done to counter misinformation? All three of these aspects need to be understood in the context of online social networks, which have fundamentally changed the way information is produced, consumed, and transmitted. The contributions within this volume summarize the most up-to-date empirical findings, theories, and applications and discuss cutting-edge ideas and future directions of interventions to counter fake news. Also providing guidance on how to handle misinformation in an age of “alternative facts”, this is a fascinating and vital reading for students and academics in psychology, communication, and political science and for professionals including policy makers and journalists.

Babylon's Ark

Download Babylon's Ark PDF Online Free

Author :
Publisher : Macmillan
ISBN 13 : 1429981431
Total Pages : 268 pages
Book Rating : 4.4/5 (299 download)

DOWNLOAD NOW!


Book Synopsis Babylon's Ark by : Lawrence Anthony

Download or read book Babylon's Ark written by Lawrence Anthony and published by Macmillan. This book was released on 2007-03-06 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: The astonishing story of the soldiers, conservationists, and ordinary Iraqis who united to save the animals of the Baghdad Zoo When the Iraq war began, conservationist Lawrence Anthony could think of only one thing: the fate of the Baghdad Zoo, caught in the crossfire at the heart of the city. Once Anthony entered Iraq he discovered that hostilities and uncontrolled looting had devastated the zoo and its animals. Working with members of the zoo staff and a few compassionate U.S. soldiers, he defended the zoo, bartered for food on war-torn streets, and scoured bombed palaces for desperately needed supplies. Babylon's Ark chronicles Anthony's hair-raising efforts to save a pride of Saddam's lions, close a deplorable black-market zoo, run ostriches through shoot-to-kill checkpoints, and rescue the dictator's personal herd of Thoroughbred Arabian horses. A tale of the selfless courage and humanity of a few men and women living dangerously for all the right reasons, Babylon's Ark is an inspiring and uplifting true-life adventure of individuals on both sides working together for the sake of magnificent wildlife caught in a war zone.

Technopoly

Download Technopoly PDF Online Free

Author :
Publisher : Vintage
ISBN 13 : 030779735X
Total Pages : 232 pages
Book Rating : 4.3/5 (77 download)

DOWNLOAD NOW!


Book Synopsis Technopoly by : Neil Postman

Download or read book Technopoly written by Neil Postman and published by Vintage. This book was released on 2011-06-01 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: A witty, often terrifying that chronicles our transformation into a society that is shaped by technology—from the acclaimed author of Amusing Ourselves to Death. "A provocative book ... A tool for fighting back against the tools that run our lives." —Dallas Morning News The story of our society's transformation into a Technopoly: a society that no longer merely uses technology as a support system but instead is shaped by it—with radical consequences for the meanings of politics, art, education, intelligence, and truth.

Sacred Commerce

Download Sacred Commerce PDF Online Free

Author :
Publisher :
ISBN 13 : 9781467989459
Total Pages : 142 pages
Book Rating : 4.9/5 (894 download)

DOWNLOAD NOW!


Book Synopsis Sacred Commerce by : Ayman Sawaf

Download or read book Sacred Commerce written by Ayman Sawaf and published by . This book was released on 2012-05-15 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sacred Commerce is a groundbreaking book which explores the past and the future of commerce. It tells of the Merchant Priests of ancient Egypt who practiced it and the skill of emotional alchemy they mastered in their pursuit of beauty goodness and truth. This book completes Ayman's work on the map of Emotional Intelligence and its four cornerstone model as explored in his international best seller "Executive EQ: Emotional Intelligence in Leadership and Organizations", co-authored with Dr. Robert Cooper.

Man, Play, and Games

Download Man, Play, and Games PDF Online Free

Author :
Publisher : University of Illinois Press
ISBN 13 : 9780252070334
Total Pages : 228 pages
Book Rating : 4.0/5 (73 download)

DOWNLOAD NOW!


Book Synopsis Man, Play, and Games by : Roger Caillois

Download or read book Man, Play, and Games written by Roger Caillois and published by University of Illinois Press. This book was released on 2001 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: According to Roger Caillois, play is an occasion of pure waste. In spite of this - or because of it - play constitutes an essential element of human social and spiritual development. In this study, the author defines play as a free and voluntary activity that occurs in a pure space, isolated and protected from the rest of life.

The Rational Optimist

Download The Rational Optimist PDF Online Free

Author :
Publisher : Harper Collins
ISBN 13 : 0061452068
Total Pages : 482 pages
Book Rating : 4.0/5 (614 download)

DOWNLOAD NOW!


Book Synopsis The Rational Optimist by : Matt Ridley

Download or read book The Rational Optimist written by Matt Ridley and published by Harper Collins. This book was released on 2011-06-07 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: For two hundred years the pessimists have dominated public discourse, insisting that things will soon be getting much worse. But in fact, life is getting better—and at an accelerating rate. Food availability, income, and life span are up; disease, child mortality, and violence are down all across the globe. Africa is following Asia out of poverty; the Internet, the mobile phone, and container shipping are enriching people's lives as never before. In his bold and bracing exploration into how human culture evolves positively through exchange and specialization, bestselling author Matt Ridley does more than describe how things are getting better. He explains why. An astute, refreshing, and revelatory work that covers the entire sweep of human history—from the Stone Age to the Internet—The Rational Optimist will change your way of thinking about the world for the better.

A Tale for the Time Being

Download A Tale for the Time Being PDF Online Free

Author :
Publisher : Penguin
ISBN 13 : 1101606258
Total Pages : 621 pages
Book Rating : 4.1/5 (16 download)

DOWNLOAD NOW!


Book Synopsis A Tale for the Time Being by : Ruth Ozeki

Download or read book A Tale for the Time Being written by Ruth Ozeki and published by Penguin. This book was released on 2013-03-12 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: A brilliant, unforgettable novel from bestselling author Ruth Ozeki, author of The Book of Form and Emptiness Finalist for the Booker Prize and the National Book Critics Circle Award “A time being is someone who lives in time, and that means you, and me, and every one of us who is, or was, or ever will be.” In Tokyo, sixteen-year-old Nao has decided there’s only one escape from her aching loneliness and her classmates’ bullying. But before she ends it all, Nao first plans to document the life of her great grandmother, a Buddhist nun who’s lived more than a century. A diary is Nao’s only solace—and will touch lives in ways she can scarcely imagine. Across the Pacific, we meet Ruth, a novelist living on a remote island who discovers a collection of artifacts washed ashore in a Hello Kitty lunchbox—possibly debris from the devastating 2011 tsunami. As the mystery of its contents unfolds, Ruth is pulled into the past, into Nao’s drama and her unknown fate, and forward into her own future. Full of Ozeki’s signature humor and deeply engaged with the relationship between writer and reader, past and present, fact and fiction, quantum physics, history, and myth, A Tale for the Time Being is a brilliantly inventive, beguiling story of our shared humanity and the search for home.

Motorcycles & Sweetgrass

Download Motorcycles & Sweetgrass PDF Online Free

Author :
Publisher : Vintage Canada
ISBN 13 : 1039000614
Total Pages : 361 pages
Book Rating : 4.0/5 (39 download)

DOWNLOAD NOW!


Book Synopsis Motorcycles & Sweetgrass by : Drew Hayden Taylor

Download or read book Motorcycles & Sweetgrass written by Drew Hayden Taylor and published by Vintage Canada. This book was released on 2021-06-01 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: A story of magic, family, a mysterious stranger . . . and a band of marauding raccoons. Otter Lake is a sleepy Anishnawbe community where little happens. Until the day a handsome stranger pulls up astride a 1953 Indian Chief motorcycle – and turns Otter Lake completely upside down. Maggie, the Reserve’s chief, is swept off her feet, but Virgil, her teenage son, is less than enchanted. Suspicious of the stranger’s intentions, he teams up with his uncle Wayne – a master of aboriginal martial arts – to drive the stranger from the Reserve. And it turns out that the raccoons are willing to lend a hand.

Results

Download Results PDF Online Free

Author :
Publisher : Crown Business
ISBN 13 : 0307337316
Total Pages : 256 pages
Book Rating : 4.3/5 (73 download)

DOWNLOAD NOW!


Book Synopsis Results by : Bruce A. Pasternack

Download or read book Results written by Bruce A. Pasternack and published by Crown Business. This book was released on 2005-10-18 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every company has a personality. Does yours help or hinder your results? Does it make you fit for growth? Find out by taking the quiz that’s helped 50,000 people better understand their organizations at OrgDNA.com and to learn more about Organizational DNA. Just as you can understand an individual’s personality, so too can you understand a company’s type—what makes it tick, what’s good and bad about it. Results explains why some organizations bob and weave and roll with the punches to consistently deliver on commitments and produce great results, while others can’t leave their corner of the ring without tripping on their own shoelaces. Gary Neilson and Bruce Pasternack help you identify which of the seven company types you work for—and how to keep what’s good and fix what’s wrong. You’ll feel the shock of recognition (“That’s me, that’s my company”) as you find out whether your organization is: • Passive-Aggressive (“everyone agrees, smiles, and nods, but nothing changes”): entrenched underground resistance makes getting anything done like trying to nail Jell-O to the wall • Fits-and-Starts (“let 1,000 flowers bloom”): filled with smart people pulling in different directions • Outgrown (“the good old days meet a brave new world”): reacts slowly to market developments, since it’s too hard to run new ideas up the flagpole • Overmanaged (“we’re from corporate and we’re here to help”): more reporting than working, as managers check on their subordinates’ work so they can in turn report to their bosses • Just-in-Time (“succeeding, but by the skin of our teeth”): can turn on a dime and create real breakthroughs but also tends to burn out its best and brightest • Military Precision (“flying in formation”): executes brilliant strategies but usually does not deal well with events not in the playbook • Resilient (“as good as it gets”): flexible, forward-looking, and fun; bounces back when it hits a bump in the road and never, ever rests on its laurels For anyone who’s ever said, “Wow, that’s a great idea, but it’ll never happen here” or “Whew, we pulled it off again, but I’m tired of all this sprinting,” Results provides robust, practical ideas for becoming and remaining a resilient business. Also available as an eBook From the Hardcover edition.

Brand Relevance

Download Brand Relevance PDF Online Free

Author :
Publisher : John Wiley & Sons
ISBN 13 : 0470613580
Total Pages : 400 pages
Book Rating : 4.4/5 (76 download)

DOWNLOAD NOW!


Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.