Tuesday, 23 February 2010

Olivia Manning - olivia manning, kenneth branagh


I was so pleased when "Fortunes of War" was released on DVD! When I first saw this splendid BBC television series, I rushed to the nearest bookstore (in Rome at the time) and bought Olivia Manning's mammoth Balkan and Levant trilogies, which I have since devoured at least three times (so much so that the paperback editions are falling apart). Reading, however, in no way lessens, but, instead, enhances one's enjoyment of "Fortunes of War," which preserves the essence of Manning's novels. Visually stunning, the film recreates Bucharest and Athens on the brink of World War II, and then Cairo and Alexandria, as well as Damascus and Jerusalem, the outposts of the British Empire in the Levant. One step ahead of the advancing Nazi armies, Guy and Harriet Pringle, the film's central characters, are constantly uprooted and forced to be on the move.



Guy, acted with affable understatement by Kenneth Brannagh, epitomizes the type of academic who constantly puts the wants of his students first. Friend to all the world, Guy Pringle remains totally oblivious to the needs of his newly-married bride. Harriet, played with a dry and subtle irony by Emma Thompson, must cope with setting up house, first, in a city that is about to fall to the juggernaut of the Third Reich; next, in a series of hotel rooms, each more seedy than the last; and finally, sharing digs in Cairo with an odd assortment of British expatriates (and their even odder friends and acquaintances who continually drift in and out of the premises). Guy simply cannot understand that Harriet might be miffed at his heedlessness. For example, after Guy offers her the female title role in Shakespeare's "Troilus and Cressida," she suddenly discovers that he has taken the part away without telling her and has given it to Sophie, a Rumanian professional student and troublemaker who resents Harriet's presence, both in Bucharest and in Guy's life. It is not that Guy Pringle does not love his "little monkey's paws," Harriet; he simply takes her for granted.



Among the outstanding ensemble cast, two performances are memorable: those of Ronald Pickup and Alan Bennett.



Pickup plays the incorrigible Prince Yakimov, a displaced Anglo-Russian aristocrat, long-since fallen on hard times. Pickup's performance is so poignantly nuanced that the viewer is moved from loathing, to laughing--first at him and then with him--and finally to loving him. "Poor Yaki" resembles a spoiled but irrepressibly sweet and helpless child. Not even the much-imposed-upon Harriet can remain angry at a man who appears before her wearing one brown and one black shoe and then explains that he has another pair just like them at home.



Alan Bennett plays the insufferably fussy Cambridge don, Professor Lord Pinkrose, who is always on the verge of giving his renowned lecture on Byron but who, for one reason or another, is always prevented from doing so. Bennett's performance does not make one love Pinkrose (nor should it); it does, however, make one recognize him (He often sits on dissertation committees!). With his smarmy herd of acolytes (including the odious Toby Lush and the insidious Dubidat), Pinkrose, who always darts a baneful glance in Harriet's direction, causes Guy so much trouble that the viewer is tempted to cheer when the Lord Professor finally gets his just desserts. Every film ought to have a character that one loves to hate, and Alan Bennett plays this one to perfection.



The viewer seeking the wartime thrills of dogfighting Messerschmidts, exploding bombs, and action packed battle sequences should go watch "Saving Private Ryan" or a John Wayne movie. Even though the conflict in "Fortunes of War" is omnipresent, it is always just over the horizon. It nevertheless exerts a profound impact on the characters, both major and minor. It exerts an equally profound impact on the audience. For the discerning viewer, who appreciates exceptional acting and remarkable characterization, "Fortunes of War" represents the epitome of cinematic storytelling.



For Kenneth Brannagh and Emma Thompson, who acted together for the first time, this film represented "the start of a beautiful friendship," both on film and in real life. Unfortunately, it was not to last, but "Fortunes of War" at least allows us to glimpse the brilliant start, and to be glad that their joint venture in film lasted as long as it did! Fortunes of War

This is one of the most underappreciated films which delves successfully into the personal side of life during wartime. Life, business, and education goes on even though the world is trying to kill itself. Love is found and lost, jobs come and go, and life goes on-even as the bombs fall. Branagh and Thomson are as always endearing as much for their flaws as for their charms. The scenery and cinematography is simply spectacular. This is in many way reminiscent of The English Patient, while not as powerful or brilliant, still very enjoyable, and highly recomended.

I have watched Fortunes of War a score of times. I just can't seem to get enough of the characters and they live on in my imagination long after viewing has ended. I have recommended this film successfully to a broad variety of friends, who have all loved it as well. It has appeal on many levels, the music, the scenery (Romania, Greece, Egypt) and outstanding dramatic work by the principals. I find this work haunts me and I have seen different aspects of it upon repeated viewing--once focusing completely on Guy Pringle, the next time taking a closer look at Harriet's character, and so on. It really is wonderful.

The very young Kenneth Branagh and Emma Thompson, struggling on many levels across wartorn Europe and Cairo.Incredible cast of unforgettable characters, taut story line throughout about a young married couple escaping the enemy but not themselves. The acting couple were married at the time of the filming. This series represents the best of Masterpiece Theater. - Bbc - Olivia Manning - World War Ii - Kenneth Branagh'


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Touch Of Color - samsung lcd, 40 inch hdtv


Got this, my first HDTV, for $749 total delivered. Seems like a great deal. Has the AA01 panel:



PROS: Very good HD picture, which becomes stunning with good source material (after calibrating the picture); excellent SD picture (better than the good CRT TV it replaced); tons of controls for picture calibration; streaming Netflix is great, the Pandora app has become my household's new source for music of all types, either through the TV speakers or piped to the stereo; ethernet makes upgrading firmware and internet apps very easy; lots of connectivity; easy to set up; light; swivel stand works well; power efficient; doesn't get hot; no noise or buzz; no dead or stuck pixels; has analog audio out jack (important for old A/V receivers); functions as an outstanding computer monitor (with DVI-to-HDMI cable); glossy screen helps picture and repels dust; can't even notice the red "Touch of Color" design.



CONS: Though black levels are generally very good, when the screen and room are both dark you can see some flashlighting around the corners and some bleedthrough of the backlight; very fast motion on screen will cause brief pixelization and loss of picture clarity (has to be very fast motion -- football and other sports look great); picture quality degrades quickly as you move off-center (though not as much as in some other LCD TVs); requires major picture calibration out of the box (I used settings found in reviews of this TV on the web, tweaked them a bit to preference, and the picture's much better, though it's hard to get it right); most of the current internet apps are useless; the factory preset modes are useless.



Overall it's a very good TV, with a picture that can sometimes be mesmerizing. And I'm glad I paid a bit extra for the C650's internet connectivity and glossy screen. But my main complaints - backlight bleedthrough, motion pixelization and off-center picture quality - lead me to believe that my next TV might be a plasma. Sound is adequate, neither a pro or con really. Four stars. Samsung LN40C650 40-Inch 1080p 120 Hz LCD HDTV (Black)

I'm not going to focus on picture quality, there are plenty of reviews for the other Samsung TV's in this class (LN**C6/5**)that will give you some idea. The short of it: Excellent picture quality, and superb build quality. Instead I'm going to focus on the extra "Internet@TV" features and it's media playback abilities. After all, that's the only reason to spend an extra hundred or two on this model right?



Some of the Internet@TV apps aren't as gimmicky as you might expect. Sure, there are some really awful games, some of which are trials. I certainly wouldn't expect to buy any games for this TV. Graphically, it isn't a capable machine. They sort of remind me of a set of mediocre 2D-only flash games with really poor framerates. So, game apps are out. That said, a small collection of the apps are actually very useful. Netflix works great, and did so right out of the box. Pandora is excellent, and unlike the online version, has no ads with a free account. The youtube app also works great, although searching for videos can be a pain using the remote since you have to use some sort of phone-like input method for typing. It does have T9 and a decent dictionary to speed things up. There are a couple of other video streaming apps that seem polished including Hulu Plus, Vudu, Blockbuster, and CinemaNow. Hulu Plus is still in beta, but after trying out a few of their samples, it seems well made. Vudu, Blockbuster, and CinemaNow are too expensive for my tastes, renting movies for 25%-30% of the price to own isn't worth it to me. And buying a digital copy from either place without also having a physical copy doesn't cut it. Especially if they are the same price.



There are twitter and facebook apps, but a lot of the use of those apps comes from communication. I haven't yet tried either of them, but I can't imagine trying to type out any sort of response using the remote. There's also a daily motion app, that works well and fits in the youtube category. Google maps is almost useful, but like the rest of the graphically intensive apps, there's a fluidity issue. Scrolling the map is a little choppy, and typing in addresses to get directions is slow using the remote. When you throw in the time it takes to load the app, type the addresses, and get your directions, you might as well have got up from the couch and used the computer. It's at least a cool toy to show friends.



The slideshow apps GettyImages, and Picasa Web Albums sort of fall in the same category. They both get a bunch of pics from the web, fine art, and photos, and display them as a slideshow on the TV. They work well enough, but could use a little polish; it would have been great if there was a smooth transition between pics, but both just lazily switch from one photo to the next.



There is a Napster app, but I don't have a subscription to try it out. I'd imagine it would work fairly well, and have a similar flow to the Pandora app, which is great. The AP news ticker app is pretty well done. Instead of interrupting TV, it puts a small ticker at the bottom of the screen and displays various news bytes. At any time, you can change the category or call up the news article being displayed to read it in it's entirety complete with pictures. All without any interruption.



The last app of sorts is the Yahoo! app, although what it amounts to is a gadget bar that runs across the bottom of the screen. You can call the gadget bar at any time by pressing the Yahoo button on the remote. There's a bunch of gadgets you can get for it, and a few redundancies with the apps. In a lot of ways it is more useful. For example, the Accuweather app is fairly lame and not really worth the time it takes to open it. But, the Accuweather gadget is quite a bit better - faster to open, doesn't interrupt what you are watching, has a five day forcast, radar, weather alarms, and a bunch of small bits of weather info. The news and finance gadgets aren't bad either.



The other reason you might want this TV over the lesser models it it's media playing capabilities. The TV itself doesn't play a whole host of formats. It doesn't seem to directly support a lot of fairly common codecs like h264 or AC3; it's possible that the videos I had in those formats, the TV just didn't like for other reasons like resolution, though. Your best bet are the older mpeg4 codecs like xvid/divx with simple mp3 audio in an avi container. This only matters though for videos that are on a device directly connected to a TV, like a flash drive or external hard drive. If you are using the networking capabilities to stream video from another computer, it can support just about every format and resolution. It has never failed to play a video from my PC. And those videos are in just about every format around. It's played DVD VOB's directly from a folder, mkv and avi containers, h264, xvid/divx, AC3 audio, etc.



Here's the key: You have to install a proper DLNA media streamer on the computer. Only one free one exists that'll to the job. Pay attention now. You have to use Serviio if you have any chance of playing all those formats. Serviio.org has all the details and a great community of Samsung TV users that have had excellent experience using the program. Some gripes with streaming on the TV though is that you can't fast forward or rewind yet. I believe Samsung is working on a technique to do it properly, but it's tricky to do from a DLNA protocol standpoint. Serviio also does a great job of grabbing meta-data (video art, genre, director etc.) from the title of the file. With Serviio, media streaming is a pleasure.



Some other things to note, Samsung does seem to be supporting the platform - every week or so, some apps have updates, the TV itself has had an update or two since I bought it about a month ago. With it connected to the internet all of this is painless and fast.



All in all, it's a great purchase. For the price I paid, the extra features were worth it. But it may not be for some others. If you don't want/need network media streaming capabilities, there isn't any reason to get this TV over it's lower cost brothers. For me, it was great having exactly two cables connected to the TV: Power and Ethernet. That's all I need for all my media. - 1080p - Samsung Lcd - 120hz - 40 Inch Hdtv'


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Decorative Arts


I generally expect a lot from this publisher. They put out many good books on clothing and fabric, but this one really let me down. It is lavishly illustrated, but almost no thought is given to explaining the history of the techniques or materials or the possible provenance of the pieces.



I wanted to know about the embroidery itself: When did the various techniques show up? How are they done? If you're interested in that sort of information, this book is pretty much worthless.



The author went out of her way to include a lot of images, which i appreciated, but there was also a focus on showing pieces that were highly repetitive and in my mind no where near as high quality as others in the collection. More focus on the more complex and interesting pieces and only including a small selection of the more repetitive and highly simple ones would have made for a much better book.



If you want something pretty to look at or you've got some background in embroidery and can work out how the pieces were done on your own from looking at them, go for it. Otherwise, I'd probably think twice before spending the money on this. Instead look at something like the V&A's book on embellishment in world dress, which has several beautiful examples of Indian garments and a lot more informational content. Nomadic Embroideries: India's Tribal Textile Art

For those of us who are needlework craftspeople, this book will provide tremendous inspiration. It also contains many pieces from which we can craft patterns for our own work. I found more sequin designs than in other books from these regions/tribes, which is a boon. There are also plenty of well-shot photos of mirrored garments to keep shishador fans happy.



Even if you're only a collector or admirer of the field and don't intend to work in it, you will have a good time just looking at the gorgeous works here. This book will make a good addition to your library of both decorative and wearable tribal textile art.'


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Monday, 22 February 2010

Hdr-cx160 - sony


My new Sony CX160 HD HandyCam. The more I use it, the more I am loving it.

It is very convenient to use with a perfect size for my medium sized palm, and the zoom & record buttons conveniently placed on the camera body as well as on the touch screen. The touch screen is pretty good. I would recommend using a scratch guard which makes it easier to clean since it is prone to finger prints. The touch screen interface is very intuitive (one cant go wrong with the interface with Sony) and takes only couple of mins to get used to. I started shooting right after unboxing it. Coming to the most important aspect - the picture. The picture quality of the videos is absolutely stunning. Even under low light (indoors), the picture quality is quite good when shot at FX mode. I generally prefer FX mode (60i) which is actually the second best mode in terms of picture clarity but gives you that extra shooting time with negligible picture degradation as compared to PS mode (60p @ 28Mbps). PS mode is as close to a professional camera that an under $500 camera can get.

With a built in 16Gb memory one can shoot about 90 mins of HD videos in FX mode. I got a Transcend 16Gb class 10 for little less than 30 bucks to make the total to 3 hrs of videos at one go, which imho is quite a decent amount of video. The battery (Sony NP-FV50 V series) that came with it has a back up of little over 2 hours with a mix of record and play back times. I am very happy with these times though. For back up I did buy a NP FV 70 replacement (Vivitar brand); however, it did not work well and I used to get an error message after about 4 mins. I returned it and bought another Sony NP FV 50. I would recommend buying another Sony NP FV 50 battery only if you ever need a back up power (NOT EVEN origniaL Sony NP FV 70).

The sound recording quality is also pretty good. With about 3 hours of recordings so far, although I haven't really noticed the sound recordings in too much detail, I can say that the sound is just perfect. We have enjoyed the picture as well as sound quality of all the videos that we had shot with it.

The small (about 5-7 cms only) USB is fixed on the camera body. I find this feature quite cool since you dont have to remember to carry the USB cable as such (of course, the extension cable definitely helps), as also it is sort of hidden in the camera strap so its not visible and does not cause an hindrance while recording.

Coming to the still pictures, I would say I was a quite disappointed with it in that the pictures are virtually useless. Due to this I have disabled the auto smile shutter which takes a picture automatically when it detects a smile, even when the video recording is in progress. The feature is good, but the pictures are not.

The software that came with it - Sony PMB - is a just about okay kinda software; in that it does what it is meant to do - manage and burn DVDs. You can create DVSs pretty easily with it. However, the number of screen layouts is very limited (only about 5 to be precise), and it does need a decent processing power. However, with HD videos, a decent processing power is anyways a must.

I would have given it a 4.5, but it certainly doesn't deserve a 4; So, I gave it a full 5. If you ignore the still picture quality, imho is not what it is meant for, the other features such as golf shot, slow-mo shot, one touch focus in which the camera focus on an object you touch in the lcd screen and keeps in focus all through the shooting by following it, the more than decent battery back up, you won't be disappointed with this one. I got mine from Costco for $490 bucks with taxes, inclusive of a decent pouch enough to carry its USB extension cable, an additional battery, along with the camera, of course.





5/23 Update on spare battery: Purchased a 'High Voltage' brand NP-FV 70 battery from Digi Acc seller. I am glad that it worked with my Sony CX-160. Initially, I was disappointed since even the Original Sony NP FV 50 did not work with it and I used to get an error message after every 3-4 mins. Digi Acc was prompt to send me a battery that worked. Sony HDR-CX160 High-Definition Handycam Camcorder (Black)

I've owned and tested a new Sony CX series camcorder each year since the CX7. I'm extremely impressed with the Sony CX160 for ground footage. Testing it the other night when my friends rode bulls for the first time ("Dysfunctional Bull Riding" on youtube) I was impressed on the active steadyshot being able to minimize my hand held shaking while the camera was heavily zoomed in. The low lux made the above video super bright even in a dark arena. The external mic is nice to have back on a consumer level CX series camera. I personally don't like the built in USB cable since I tend to mount my cameras in boxes and helmets but for the average joe, it's nice not to look for a USB cable. The other plus with this camera is you can now charge through this cable. Therefore a standard USB charger port in your car or computer can charge the camera. This takes longer than the standard Sony charger but nice in a pinch. I've noticed the USB downloading speeds are extremely slow in this camera. It takes a minute or so to download a 200mb clip from internal memory. You also can not run the footage straight off the camera like you could with the 150.



Speaking of footage. The quality out of this camera is awesome! I'm super impressed by the image quality.



I dropped this down by a point since I use these cameras for skydiving and the optical stabilization (OIS) causes flutter when the camera is in a vacuum caused by certain body positions. I could see this being an issue with people mounting these in certain positions on motorcycles or other fast moving vehicles where there is not laminar airflow around the camera. (youtube "Sony HDR-CX160 Tests"). Sony needs to lock the stabilization optics when the stabilization is turned off!



Overall I'm going to keep this camera for ground footage but going back to my EIS based Sony HDR-CX150 camera for extreme sports.



Thx,

Trunk

HYPOXIC Extreme Electronics - Sony'


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Dickies


I am amazed at how fast these arrived. I payed standard shipping and got the pants within 24 hours. They fit very well. I am pleased they had 29,32's which are difficult to find. They are skinny but not skin tight. The fabric is comfortable but also seems pretty durable. They have a cell phone pocket. I am glad I bought them. DICKIES Mens Skinny Straight Pants'


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Accessories - accessories, work tote


I am pleased beyond belief with this product and very happy indeed to have thought ahead and ordered TWO of them....the quality, price, workmanship and everything about this product is above my expectations and I will look for this manufacturer if and when I have anything in their line of products to insure similar results. The description and photo of the tote bag is only HALF as good as the actual tote bag. Excellent, just excellent! Port Authority Microfiber Tote, Black

Received my totes this afternoon (Christmas Eve) they are PERFECT! Just what I was looking for.

Thanks so much to the other review writers for recommending this tote. I was weary because of the fabulous price, but what a bargain, I'm glad I ordered two. I'm the type of person who when they find something they really love always wish they had two of them, now I do.

It is everything it is represented as being, roomy, well made, with neat little organizer sections. I especially like the clasp to hook a set of keys on that is attached inside one compartment, no one likes hunting for their keys in the bottom of a big bag. Its got a small place inside for my cell to nest in and plenty of room in the zippered compartments for all my JUNK, I mean stuff...LOL.

You can't go wrong with this one folks. Great Job Andrew Christian!, you might just be a little guy competing with the corporate giants but your product is just as good if not better than what they offer and at a much nicer price point too.

This tote was larger than I expected but who knew I would need the extra room. This tote is incredibly durable and strong though not horribly heavy (until I pile a ton of books in it). The front pocket has a nice organization compartment for pens, and whatever else you want to toss in. The fact that the straps are adjustable is awesome, now I can put it on my shoulder when my hands are full. Love that it also zips close on top so that if it gets knocked over my stuff doesnt fall out.



I bought this in the Dark Red option which if you search amazon you can find and I love it!!!

Last June my "school" bag died two days before the end of the year. I looked around all summer for a replacement, and could find nothing in the stores. I ordered this bag (in gray) the end of August. It arrived the weekend before school started, and was just what I was looking for. It is the color of the dust on the floor where the bag spends much of its time, and zippers, which my old bag didn't. It has enough pockets to store my traveling "office", and has adjustable straps so I can carry it over the shoulder. But the very best thing is that it stands up where ever I put it. My colleague bought a new bag, spent a lot more, and is not nearly as happy with what she got. This product is an A+ for this teacher.

*** This bag just completed year 3 at school, and it still in excellent shape-what a product!

I purchased this tote bag for a trip and I received it three days ago. I actually love the bag, but the interior zipper failed today (after only a couple days) and the top zipper is looking iffy. The zippers are not good. Otherwise the bag is very nice for the price. But if the zippers fail, then I am stuck with a bag that no longer meets my needs, because I need the zippers. I contacted the seller and asked for help. I hope they stand behind their products. I need to have them send me another one without having to pay any more money, or I might as well have bought a higher priced one that had better zippers!

I needed this bag for my work to carry around medical equipment and charts. It was a great price for a very professional and roomy bag. It has been working perfectly, and my co worker are all jealous.

I've been looking for the perfect tote bag for work papers and misc. stuff- this bag is exactly what I was looking for. I'm glad I ordered two. Even after reading all of the great reviews, I was surprised by all of the organizing pockets on the inside. Now I can carry everything I need and know exactly where to find it.

I have used it for overnighters and for my mother's needs during a stay at the hospital. Everything I needed for her information was handily stored in this bag. Filled it up and it wasn't uncomfortable. I may give her this bag for future use. It has pockets to organize with things easily accessible. Thanks! - Accessories - Work Tote'


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Operations Research - operations research, buzz


I liked this book and learned a lot about a market-research technique that I had hoped might apply to the needs of a small business-to-business company. The book made me enthusiastic about the potential to test product concepts before we spend a lot of money taking final products to market. The approach the authors advocate appears to be able to dramatically reduce risk for companies that are trying to get their offering right. The focus of the book is primarily on consumer-goods companies and their products, though the technique has also be used for B2B offerings.



As I got into the book, I was disappointed that the only practical advice the authors offer is to contact them about using their on-line research tool. Good as their tool may be, it appears not to be well suited for the needs of my small B2B business.



I now feel I've paid about $20 for the authors' elaborate marketing brochure, and I have no way to apply what I learned unless I choose to work with their company. Use of books to promote the authors' business is a consistent trend in the publication of business books. I don't object to it if the book provides real value the reader can apply even without engaging the services of the authors' company. This book fails that basic test, as do many other such books. If the trend toward self-promotion continues without regard for the lasting value a book provides to the reader, I think the entire market segment will lose credibility.



By the way, in contacting the authors' company I learned that the cost of their services comes to about $10,000 per study. That's very reasonable for companies bigger or more mature than mine, but its well beyond what we can afford at our stage of growth.



I'll be selling this book soon on the Amazon.com marketplace. I only wish I had bought it there. Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them (English, Spanish, German, Japanese, Mandarin ... Arabic, Dutch, Korean and Cantonese Edition)

The concept of Rule Developing Experimentation (RDE) should prove intriguing enough for any marketing manager looking to dive into the "blue ocean" of unstructured demand and untapped market space. The varying definitions of that ocean have led to RDE, the subject of this illuminating though somewhat presumptive book by market research mavens Howard Moskowitz and Alex Gofman. The source area of study will be familiar to anyone who has read W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant and Chris Anderson's The Long Tail: Why the Future of Business is Selling Less of More, both works reflecting authors who feel that any venture into the great unknown requires some discipline. Using experimental psychology and adaptive management as their basis of argument, Moskowitz and Gofman offer seven steps toward successful produce launches:



(1) Identify groups or classes of features that constitute the target product.

(2) Mix and match the elements according to an experimental design to create a set of prototypes.

(3) Show the prototypes to consumers and collect their responses on a rating question.

(4) Analyze results using a regression module.

(5) Uncover the optimal product by finding the best combination that has the highest sum of utilities.

(6) Identify naturally occurring attitudinal segments of the population that show similar patterns of the utilities.

(7) Apply the generated rules to create new products and services.



The template is far easier to grasp in theory than in execution, a point validated by the co-authors who assume companies have a clear understanding of their value-add in the marketplace at a most granular level. The most challenging aspect is identifying the right breakdown of product features and then using the appropriate statistical formulas to recognize the response patterns in order to make tangible enhancements. Quantifying the process is an admirable effort by the co-authors, but it seems to apply easier to hard consumer goods than softer services. However, the more constructive argument relates to the shortcomings of the more nebulous findings to be produced from survey questions or focus group discussions, the traditional means of eliciting such customer-generated data. So much qualitative judgment, in particular, by marketing managers constrained by their own thinking, can hamper such findings as to render them next to useless, especially in an established marketplace.



Moskowitz and Gofman point out how established name-brand companies who can afford to invest in RDE analysis (such as Hewlett-Packard and MasterCard) have yielded dividends from the approach. These companies typify markets that have become so saturated that the marketing leadership is forced to come up with new value propositions. This means testing a broad variety of feature combinations, and some may strike you as counterintuitive. It appears that the more combinations tested, the more actionable the findings, all of which makes this a potentially expensive methodology. The co-authors are particularly effective in showing how such thinking extends to design elements, even packaging, in order to assess a product's resonance on the marketplace. At times, I wish the co-authors would have toned down their use of superfluous jargon and their obvious pitch of ideamap.net as the source of their research software, but there is no doubt from this book that the subject of RDE is endlessly fascinating.

This book should have been great. It is about a critical subject (using testing to drive product and marketing choices to better serve/target market segments) and has a pioneer of the field as a co-author. I was predisposed to love it. But Selling Blue Elephants is a complete waste of time. As another reviewer wrote, it is just a blatant promotion for their testing services - and a bad one at that.



Now you might say "Isn't every book just a means to get the author consulting business?" That may be true, but usually the book in question still stands on its own.



This book tells stories of companies using the author's RDE testing approach without conveying any information the reader can actually use or learn from without hiring the authors firm. I get RDE helped Prego come up with chunky sauce. But how? That Vlasic created variants of a basic pickle to better appeal to multiple segments. Again, how? In discussing how RDE can help dissect your competitors products, how do you make statements like "Success in RDE deconstruction of the competitive frame is 80% getting the right raw materials in the first place?" and then not explain at all how the example company did this? ("raw materials" refer to the various components of that made up the competitors offering).



How did HP, Vlasic, Prego, or anyone else decide what to test in the first place, who to test it on, what elements to test, what takeaways to follow-up on and what to reject, etc. None of that is covered. Instead you get the equivalent of the power point presentation given by the Underpants Gnomes Where Step 1 is "collect underpants," step 2 is blank, and step 3 is "profit." The book has continued references like "don't worry about entering all the data manually; everything is done automatically if you are using a program such as IdeaMap.NET" (which happens to be the authors' proprietary tool). There is in fact so little info on actually doing testing that should the book convince you to buy their tool, you would still need to hire them to run it for you since there is nothing on how companies came up with the inputs in terms of hypothesis, elements, etc.



With due respect to Moskowitz's work as a consultant -- which if you have heard Malcolm Gladwell describe it is top notch -- Selling Blue Elephants fails as a business book has nothing to do with its sub-header "How to make great products that people want BEFORE they even know they want them." - Operations Research - Investing - Buzz - Marketing'


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