The Persuasion Code

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The Persuasion Code

Author : Christophe Morin
Publisher : John Wiley & Sons
ISBN 13 : 1119440750
Total Pages : 352 pages
Book Rating : 4.1/5 (194 download)

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Book Synopsis The Persuasion Code by : Christophe Morin

Download or read book The Persuasion Code written by Christophe Morin and published by John Wiley & Sons. This book was released on 2018-09-11 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Written by the founders of SalesBrain who pioneered the field of neuromarketing SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO Includes guidance for creating your own neuromarketing plan Advance your business or career by creating persuasive messages based on the working principle of the brain.

Neuromarketing

Author : Patrick Renvoise
Publisher : HarperCollins Leadership
ISBN 13 : 1418570303
Total Pages : 257 pages
Book Rating : 4.4/5 (185 download)

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Book Synopsis Neuromarketing by : Patrick Renvoise

Download or read book Neuromarketing written by Patrick Renvoise and published by HarperCollins Leadership. This book was released on 2007-09-30 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: The latest brain research is changing the way we think about sales. How can this help you increase your business? With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers. In Neuromarketing, Renvoisé and Morin will help you learn: The six stimuli that always trigger a response The four steps to align content and delivery of your message The six message building blocks to address the "old brain" The seven powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.

Brainfluence

Author : Roger Dooley
Publisher : John Wiley & Sons
ISBN 13 : 1118175948
Total Pages : 308 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Brainfluence by : Roger Dooley

Download or read book Brainfluence written by Roger Dooley and published by John Wiley & Sons. This book was released on 2011-10-21 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

The Soulful Art of Persuasion

Author : Jason Harris
Publisher : Currency
ISBN 13 : 198482256X
Total Pages : 306 pages
Book Rating : 4.9/5 (848 download)

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Book Synopsis The Soulful Art of Persuasion by : Jason Harris

Download or read book The Soulful Art of Persuasion written by Jason Harris and published by Currency. This book was released on 2019-09-10 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: WALL STREET JOURNAL, LOS ANGELES TIMES, AND PUBLISHERS WEEKLY BESTSELLER • The Soulful Art of Persuasion is a revolutionary guide to becoming a master influencer in an age of distrust through the cultivation of character-building habits that are essential to both personal growth and sustained business success. This isn’t a book full of tips and life-hacks. Instead, The Soulful Art of Persuasion will develop the habits that others want to be influenced by. This book is based on a radical idea: Persuasion isn’t about facts and argument. It’s all about personal character. Jason Harris, CEO of the powerhouse creative agency Mekanism, argues that genuine persuasion in the twenty-first century is about developing character rather than relying on the easy tactics of flattery, manipulation, and short-term gains. It is about engaging rather than insisting; it is about developing empathy and communicating your values. Based on his experience in and out of the boardroom, and drawing on the latest in-depth research on trust, influence, and habit formation, Harris shows that being persuasive in a culture plagued by deception means rejecting the ethos of the quick and embracing the commitment of putting your truest self forward and playing the long game.

Persuasion in Your Life

Author : Shawn T. Wahl
Publisher : Routledge
ISBN 13 : 1000442373
Total Pages : 403 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Persuasion in Your Life by : Shawn T. Wahl

Download or read book Persuasion in Your Life written by Shawn T. Wahl and published by Routledge. This book was released on 2021-09-27 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: This accessible introductory textbook in persuasive communication speaks directly to the student by focusing on real-life experiences in personal, social, and professional contexts. Through its use of rhetoric, criticism, and social scientific research, this book helps readers understand, analyze, and use persuasion in their lives and careers. It explores techniques of verbal and visual persuasion for use in business and professional communication, health communication, and everyday life, as well as expanded coverage of persuasion in social movements and social advocacy. It also pays attention throughout to ethical considerations and to the significance of new media. This textbook is a student-friendly introduction suitable for use in undergraduate courses in persuasion, health communication, and business communication. The companion website includes an instructor’s manual with test questions, sample assignments, web links, and other resources, as well as PowerPoint slides. Visit www.routledge.com/wahl

The Serenity Code

Author : Christophe Morin
Publisher :
ISBN 13 : 9780997955040
Total Pages : 277 pages
Book Rating : 4.9/5 (55 download)

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Book Synopsis The Serenity Code by : Christophe Morin

Download or read book The Serenity Code written by Christophe Morin and published by . This book was released on 2020-09-30 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: The COVID-19 crisis has recently raised levels of stress, anxiety, and depression (SAD) for millions of people worldwide. As a result, humans are experiencing more mental health struggles than at any time in our recent history. However, many conventional pharmacological and therapeutic options do not work. Also, a large portion of the population does not have access to affordable and straightforward solutions to mediate the worse symptoms of SAD. Therefore, it is urgent and essential to focus on innovative ways to mitigate the serious risks caused by this troubling situation.The Serenity Code presents a scientific formula to protect millions of people from the toxic and sometimes life-threatening risks associated with excessive SAD levels. The book presents a simple and effective process to change brain chemistry and quickly increase our healing sense of serenity. The neuroscience of SAD and serenity is groundbreaking. It will help you understand how self-love habits can bring quick relief. Walking in nature, breathing consciously, or simply spending time with your pets can have a measurable and profound influence on your nervous system. The Serenity Code will explain and demonstrate how a limited number of self-love habits can scientifically raise the production of critical neurotransmitters to restore calm and composure in your life. Thanks to your innate brain plasticity, you can quickly restore and maintain a state of serenity, a blissful state YOU deserve to enjoy every single day.

7 Secrets of Persuasion

Author : James C. Crimmins
Publisher : Red Wheel/Weiser
ISBN 13 : 1632659417
Total Pages : 224 pages
Book Rating : 4.6/5 (326 download)

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Book Synopsis 7 Secrets of Persuasion by : James C. Crimmins

Download or read book 7 Secrets of Persuasion written by James C. Crimmins and published by Red Wheel/Weiser. This book was released on 2016-09-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Jim Crimmins explains what really drives human behavior. For anyone who hopes to influence what people do or what they buy, Jim's book is required reading." —Keith Reinhard, chairman emeritus of DDB Worldwide and a member of the Advertising Hall of Fame 7 Secrets of Persuasion is the first book to take the latest scientific insights about the mind and apply them to the art of persuasion. It directly translates the revolution in neuroscience that has occurred over the last 40 years into practical new techniques for effective persuasion. Whether your goal is to persuade one person--a husband, child, or boss--or the millions who might purchase an Apple Watch or a Budweiser, 7 Secrets of Persuasion will show you how to: Unearth the motivation that actually changes a behavior like smoking, voting, or buying, even though people don't know why they do what they do. Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power. Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional. Transform your candidate, service, or product into the one people want by utilizing what psychologists call the "fundamental attribution error."

Persuasion

Author : Lee Hartley Carter
Publisher : Penguin
ISBN 13 : 052550527X
Total Pages : 272 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis Persuasion by : Lee Hartley Carter

Download or read book Persuasion written by Lee Hartley Carter and published by Penguin. This book was released on 2019-09-03 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: The secrets to persuading anyone, at work and in life, from a top communication strategist. In the post-fact, deeply divided world we live in, true persuasion is rare. Engaging with people holding differing opinions is rarer still. But for progress to take place, persuasion must happen. Whether it's convincing an employer you are right for the job, a customer that your product is the best, or your closed-minded uncle that good people can disagree, it takes the art--and science--of persuasion to move forward. So, how do you change someone's mind--or at least advance the conversation--when everyone is entrenched in their own points of view? Communication expert Lee Hartley Carter has spent nearly twenty years advising and helping the world's most well-known companies do just that. Among the counterintuitive secrets you'll learn: * It's not enough to understand the person you're talking to--you must truly empathize with them (yes, even them). * Logic alone doesn't work. Stories and emotions are what move us most. * When communicating in a crisis, our first instinct is almost always wrong. Filled with deeply researched insights into how we make up--and change--our minds, as well as colorful real-world examples and actionable recommendations, Persuasion will help you hone your message and craft your narrative in order to get heard and get results.

Invisible Influence

Author : Kevin Hogan
Publisher : John Wiley & Sons
ISBN 13 : 111862047X
Total Pages : 224 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis Invisible Influence by : Kevin Hogan

Download or read book Invisible Influence written by Kevin Hogan and published by John Wiley & Sons. This book was released on 2013-03-08 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Invisible Influence is a masterpiece in understanding the science of influence and how to take it from convincing to compelling. Kevin Hogan shows you in plain English how to understand, apply, and master the science of persuasion. The book is brilliant— and you can be brilliantly persuasive. Buy the book, read the book, and implement the book." —Jeffrey Gitomer, author of The Sales Bible and The Little Book of Leadership "One eyebrow-raising, head-whacking, forehead-slapping technique after another. Anyone whose daily life depends on influencing people—in other words, everyone—should read this book. Buy copies for your friends and hide it from your enemies." —Richard Brodie, author of Virus of the Mind: The New Science of the Meme "Master persuaders know that it's not really about the words you use or the moves you make—other people get persuaded because of what you think and how you feel. Kevin Hogan explains in delightfully clear detail how to make these master-persuader secrets work for you. Not only that, he also explains why all of this works, and he shows you the exact scientific research that proves it!" —David Garfinkel, author of Advertising Headlines That Make You Rich "Invisible Influence is a masterpiece. It will be the master influencer's reference book for the years to come. Invisible influence is like oxygen, you can't see it, but your life depends on it. In this book, you will discover the persuasion tactics that will compel your clients to say yes to you—again and again." —Roberto Monaco, www.influenceology.com "Dump the script—it's old news before the ink's dry. Trust yourself and use your new understanding of the ever-changing context to succeed. In his fascinating book, Hogan weaves established research findings into a handbook for successful influence. The guidelines are obvious but hidden, simple but profound. Understand them and you've mastered the complex and crucial art of persuasion." —William D. Crano, author of The Rules of Influence: Winning When You're in the Minority "Many write on the topic of persuasion. Precious few genuinely understand it. Kevin is one of those precious few. Read everything you can by him." —Mark Joyner, founder and CEO of Simpleology, www.simpleology.com

Politics, Persuasion, and Pragmatism

Author : Ellen Susan Peel
Publisher : Ohio State University Press
ISBN 13 : 9780814209103
Total Pages : 264 pages
Book Rating : 4.2/5 (91 download)

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Book Synopsis Politics, Persuasion, and Pragmatism by : Ellen Susan Peel

Download or read book Politics, Persuasion, and Pragmatism written by Ellen Susan Peel and published by Ohio State University Press. This book was released on 2002 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: An addition to the Theory and Interpretation of Narrative series, Peel's book addresses how feminist utopian narratives attempt to persuade readers to adopt certain beliefs. Using three feminist utopian novels as her main examples, The Marriages between Zones Three, Four, and Five by Doris Lessing; The Left Hand of Darkness by Ursula K. Le Guin; and Les Guérillères by Monique Wittig, Peel examines how belief-bridging and protean metaphor in these works persuade readers. Literary persuasion, often dismissed as propaganda, in fact works in subtle and profound ways. The book presents major techniques by which narrative literature exercises this sophisticated influence on beliefs. Ultimately concluding that the pragmatic works better than the static in utopian feminism, Peel shows how, in novels such as those under discussion, the narrative techniques support pragmatism. Inquiring how narrative form can shape political belief by affecting readers' responses, the author integrates topics that are rarely combined. The book investigates three theoretical issues: utopian belief, distinguishing the perfectionism of the static from the vitality of the pragmatic and showing how the latter creates narrative energy; the persuasive process, tracing narrative form and asking how implied readers match real ones and how readers are swayed by belief-bridging and protean metaphor; and feminist belief, a nuanced definition that accounts both for what links feminists and what makes them diverse. Politics, Persuasion, and Pragmatism explores the rhetorical and ethical power of narrative literature.

Consumer Neuroscience

Author : Moran Cerf
Publisher : MIT Press
ISBN 13 : 0262036592
Total Pages : 362 pages
Book Rating : 4.2/5 (62 download)

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Book Synopsis Consumer Neuroscience by : Moran Cerf

Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

PERSUASION

Author : Jane Austen
Publisher : Strelbytskyy Multimedia Publishing
ISBN 13 :
Total Pages : 269 pages
Book Rating : 4.:/5 ( download)

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Book Synopsis PERSUASION by : Jane Austen

Download or read book PERSUASION written by Jane Austen and published by Strelbytskyy Multimedia Publishing. This book was released on 2021-01-08 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Persuasion is a novel written by a famous British writer Jane Austen. It is a story about the life of Anne Elliot, a middle daughter of baronet Sir Walter, a spender and bluffer. Due to these features of his character, he found himself in a difficult financial position. He has to rent a family estate Kellynch Hall in order to pay his debts. Meanwhile, his most smart and considerate daughter Anne goes to Uppercross to look after a sick sister. In the days of her youth she was mutually in love with Frederick Wentworth, but because of a fear of a poor marriage, “reasons of conscience” and on the insistence of a “family friend” Lady Russel Anne stopped her relationship with him. But now after eight years, some incredible coincidence happens. The family that rents Kellynch Hall is related to Frederick Wentworth. Is the old-time love still alive in the hearts of Anne and Frederick?

The Power of Persuasion

Author : Lucas Haasis
Publisher : transcript Verlag
ISBN 13 : 3839456525
Total Pages : 661 pages
Book Rating : 4.8/5 (394 download)

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Book Synopsis The Power of Persuasion by : Lucas Haasis

Download or read book The Power of Persuasion written by Lucas Haasis and published by transcript Verlag. This book was released on 2022-03-31 with total page 661 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lucas Haasis found a time capsule: A complete mercantile letter archive of the merchant Nicolaus Gottlieb Luetkens who lived in 18th century Hamburg. Luetkens travelled France between 1743-1745 in order to become a successful wholesale merchant. He succeeded in this undertaking via both shrewd business practice and proficient skills in the practice of letter writing. Based on this unique discovery, in this microhistorical study Lucas Haasis examines the crucial steps and activities of a mercantile establishment phase, the typical letter practices of Early Modern merchants, and the practical principles of persuasion leading to success in the 18th century.

Writing to Persuade: How to Bring People Over to Your Side

Author : Trish Hall
Publisher : Liveright Publishing
ISBN 13 : 163149306X
Total Pages : 224 pages
Book Rating : 4.6/5 (314 download)

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Book Synopsis Writing to Persuade: How to Bring People Over to Your Side by : Trish Hall

Download or read book Writing to Persuade: How to Bring People Over to Your Side written by Trish Hall and published by Liveright Publishing. This book was released on 2019-06-11 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the former New York Times Op-Ed page editor, a definitive and entertaining resource for writers of every stripe on the neglected art of persuasion. In the tradition of The Elements of Style comes Trish Hall’s essential new work on writing well—a sparkling instructional guide to persuading (almost) anyone, on (nearly) anything. As the person in charge of the Op-Ed page for the New York Times, Hall spent years immersed in argument, passion, and trendsetting ideas—but also in tangled sentences, migraine-inducing jargon, and dull-as-dishwater writing. Drawing on her vast experience editing everyone from Nobel Prize winners and global strongmen (Putin) to first-time pundits (Angelina Jolie), Hall presents the ultimate guide to writing persuasively for students, job applicants, and rookie authors looking to get published. She sets out the core principles for connecting with readers—laid out in illuminating chapters such as “Cultivate Empathy,” “Abandon Jargon,” and “Prune Ruthlessly.” Combining boisterous anecdotes with practical advice (relayed in “tracked changes” bubbles), Hall offers an infinitely accessible primer on the art of effectively communicating above the digital noise of the twenty-first century.

The Conscience Code

Author : G. Richard Shell
Publisher : HarperCollins Leadership
ISBN 13 : 1400221145
Total Pages : 273 pages
Book Rating : 4.4/5 (2 download)

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Book Synopsis The Conscience Code by : G. Richard Shell

Download or read book The Conscience Code written by G. Richard Shell and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Conscience Code is a practical guide to creating workplaces where everyone can thrive. Surveys show that more than 40% of employees report seeing ethical misconduct at work, and most fail to report it--killing office morale and allowing the wrong people to set the example. Collegiate professor G. Richard Shell has heard work misconduct stories from his MBA students which inspired him to create this helpful guide for navigating these nuances. Shell created?this book?to point to a better path: recognize that these conflicts are coming, learn to spot them, then follow a research-based, step-by-step approach for resolving them skillfully.?By committing to the Code, you can replace regret with long-term career success as a leader of conscience. In The Conscience Code, Shell shares tips and facts that: Solves a crucial problem faced by professionals everywhere: What should they do when they are asked to compromise their core values to achieve organizational goals? Teaches readers to recognize and overcome the five organizational forces that push people toward actions they later regret. Lays out a systematic, values-to-action process that people at all levels can follow to maintain their integrity while achieving true success in their lives and careers. Driven by dramatic, real-world examples from Shell's classroom, today's headlines, and classic cases of corporate wrongdoing, The Conscience Code shows how to create value-based workplaces where everyone can thrive.

In Persuasion Nation

Author : George Saunders
Publisher : Penguin
ISBN 13 : 9781594489228
Total Pages : 252 pages
Book Rating : 4.4/5 (892 download)

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Book Synopsis In Persuasion Nation by : George Saunders

Download or read book In Persuasion Nation written by George Saunders and published by Penguin. This book was released on 2006 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contains a collection of short satirical works, including "The Red Bow," in which a town is consumed by pet-killing hysteria, and "Bohemians," in which two Eastern European widows attempt to fit into suburban America.

The Creativity Code

Author : Marcus Du Sautoy
Publisher : Harvard University Press
ISBN 13 : 0674244710
Total Pages : 321 pages
Book Rating : 4.6/5 (742 download)

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Book Synopsis The Creativity Code by : Marcus Du Sautoy

Download or read book The Creativity Code written by Marcus Du Sautoy and published by Harvard University Press. This book was released on 2020-03-03 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: “A brilliant travel guide to the coming world of AI.” —Jeanette Winterson What does it mean to be creative? Can creativity be trained? Is it uniquely human, or could AI be considered creative? Mathematical genius and exuberant polymath Marcus du Sautoy plunges us into the world of artificial intelligence and algorithmic learning in this essential guide to the future of creativity. He considers the role of pattern and imitation in the creative process and sets out to investigate the programs and programmers—from Deep Mind and the Flow Machine to Botnik and WHIM—who are seeking to rival or surpass human innovation in gaming, music, art, and language. A thrilling tour of the landscape of invention, The Creativity Code explores the new face of creativity and the mysteries of the human code. “As machines outsmart us in ever more domains, we can at least comfort ourselves that one area will remain sacrosanct and uncomputable: human creativity. Or can we?...In his fascinating exploration of the nature of creativity, Marcus du Sautoy questions many of those assumptions.” —Financial Times “Fascinating...If all the experiences, hopes, dreams, visions, lusts, loves, and hatreds that shape the human imagination amount to nothing more than a ‘code,’ then sooner or later a machine will crack it. Indeed, du Sautoy assembles an eclectic array of evidence to show how that’s happening even now.” —The Times