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The blockbuster phenomenon that charts an amazing journey of the mind while revolutionizing our concept of memory

An instant bestseller that is poised to become a classic, Moonwalking with Einstein recounts Joshua Foer's yearlong quest to improve his memory under the tutelage of top "mental athletes." He draws on cutting-edge research, a surprising cultural history of remembering, and venerable tricks of the mentalist's trade to transform our understanding of human memory. From the United States Memory Championship to deep within the author's own mind, this is an electrifying work of journalism that reminds us that, in every way that matters, we are the sum of our memories.

• Sales Rank: #2595 in Books
• Brand: VINGR
• Model: 24203910
• Published on: 2012-02-28
• Released on: 2012-02-28
• Original language: English
• Number of items: 1
• Dimensions: 8.30" h x .70" w x 5.50" l, .58 pounds
• Binding: Paperback
• 307 pages

Amazon.com Review

Amazon Best Books of the Month, March 2011: Moonwalking with Einstein follows Joshua Foer's compelling journey as a participant in the U.S. Memory Championship. As a science journalist covering the competition, Foer became captivated by the secrets of the competitors, like how the current world memory champion, Ben Pridmore, could memorize the exact order of 1,528 digits in an hour. He met with individuals whose memories are truly unique—from one man whose memory only extends back to his most recent thought, to another who can memorize complex mathematical formulas without knowing any math. Brains remember visual imagery but have a harder time with other information, like lists, and so with the help of experts, Foer learned how to transform the kinds of memories he forgot into the kind his brain remembered naturally. The techniques he mastered made it easier to remember information, and Foer's story demonstrates that the tricks of the masters are accessible to anyone.
--Miriam Landis

Author Q&A with Joshua Foer

Q: First, can you explain the title of you book, Moonwalking with Einstein?

A: The title refers to a memory device I used in the US Memory Championship—specifically it's a mnemonic that helped me memorize a deck of playing cards. Moonwalking with Einstein works as a mnemonic because it's such a goofy image. Things that are weird or colorful are the most memorable. If you try to picture Albert Einstein sliding backwards across a dance floor wearing penny loafers and a diamond glove, that's pretty much unforgettable.

Q: What are the U.S. Memory Championships? How did you become involved?

A: The U.S. Memory Championship is a rather bizarre contest held each spring in New York City, in which people get together to see who can remember the most names of strangers, the most lines of poetry, the most random digits. I went to the event as a science journalist, to cover what I assumed would be the Super Bowl of savants. But when I talked to the competitors, they told me something really interesting. They weren't savants. And they didn't have photographic memories. Rather, they'd trained their memories using ancient techniques. They said anyone could do it. I was skeptical. Frankly, I didn't believe them. I said, well, if anyone can do it, could you teach me? A guy named Ed Cooke, who has one of the best trained memories in the world, took me under his wing and taught me everything he knew about memory techniques. A year later I came back to the contest, this time to try and compete, as a sort of exercise in participatory journalism. I was curious simply to see how well I'd do, but I ended up winning the contest. That really wasn't supposed to happen.

Q: What was the most surprising thing you found out about yourself competing in the Memory Championships?

A: In the process of studying these techniques, I learned something remarkable: that there's far more potential in our minds than we often give them credit for. I'm not just talking about the fact that it's possible to memorize lots of information using memory techniques. I'm talking about a lesson that is more general, and in a way much bigger: that it's possible, with training and hard work, to teach oneself to do something that might seem really difficult.

Q: Can you explain the "OK Plateau?"

A: The OK Plateau is that place we all get to where we just stop getting better at something. Take typing, for example. You might type and type and type all day long, but once you reach a certain level, you just never get appreciably faster at it. That's because it's become automatic. You've moved it to the back of your mind's filing cabinet. If you want to become a faster typer, it's possible, of course. But you've got to bring the task back under your conscious control. You've got to push yourself past where you're comfortable. You have to watch yourself fail and learn from your mistakes. That's the way to get better at anything. And it's how I improved my memory.

Q: What do you mean by saying there an "art" to memory?

A: The "art of memory" refers to a set of techniques that were invented in ancient Greece. These are the same techniques that Cicero used to memorize his speeches, and that medieval scholars used to memorize entire books. The "art" is in creating imagery in your mind that is so unusual, so colorful, so unlike anything you've ever seen before that it's unlikely to be forgotten. That's why mnemonists like to say that their skills are as much about creativity as memory.

Q: How do you think technology has affected how and what we remember?

A: Once upon a time people invested in their memories, they cultivated them. They studiously furnished their minds. They remembered. Today, of course, we've got books, and computers and smart phones to hold our memories for us. We've outsourced our memories to external devices. The result is that we no longer trust our memories. We see every small forgotten thing as evidence that they're failing us altogether. We've forgotten how to remember.

Q: What is the connection between memory and our sense of time?

A: As we get older, life seems to fly by faster and faster. That's because we structure our experience of time around memories. We remember events in relation to other events. But as we get older, and our experiences become less unique, our memories can blend together. If yesterday's lunch is indistinguishable from the one you ate the day before, it'll end up being forgotten. That's why it's so hard to remember meals. In the same way, if you're not doing things that are unique and different and memorable, this year can come to resemble the last, and end up being just as forgettable as yesterday's lunch. That's why it's so important to pack your life with interesting experiences that make your life memorable, and provide a texture to the passage of time.

Q: How is your memory now?

A: Ironically, not much better than when I started this whole journey. The techniques I learned, and used in the memory contest, are great for remembering structured information like shopping lists or phone numbers, but they don't improve any sort of underlying, generalizable memory ability. Unfortunately, I still misplace my car keys.

(Photo of Joshua Foer © Emil Salman Haaretz)

From Booklist
If you sometimes can't remember where you put your car keys or, like Foer, the car itself, don't panic. You're not alone, and you can do something about it. In this intriguing look at the nature of memory, Foer reassures us that we don't need to acquire a better memory; we just need to use the one we have more effectively. Foer introduces us to people whose memories are both astonishing, like the man who could memorize 1,528 random digits in order, and frightening, such as a man with such an extreme case of amnesia that he doesn't know his own age and can't remember that he has a memory problem. He explores various ways in which we test our memories, such as the extensive training British cabbies must undergo. He also discusses ways we can train ourselves to have better memories, like the PAO system, in which, for example, every card in a deck is associated with an image of a specific person, action, or object. An engaging, informative, and for the forgetful, encouraging book. --David Pitt

Review
"Absolutely phenomenal... Part of the beauty of this book is that it makes clear how memory and understanding are not two different things. Building up the ability to reason and the ability to retain information go hand in hand... The book reminds us that we all start off with pretty much the same tools for the most part, and we can be intentional about strengthening them, or not."
—Bill Gates

Most helpful customer reviews

692 of 725 people found the following review helpful.
Amazingly Interesting and Helpful
By David Sheppard
This is one of those rare books that is not only a joy to read, but also immensely helpful. It can help all of us with something that is at once troublesome and worrisome: our memory. It does this with ease, not teaching us some grueling rote memory technique, but one that is easy, natural and intuitive. Yet Moonwalking with Einstein turns out to not be exclusively a how-to book on memory. So what is it?

Well, yes, it is about memory and how to improve it, but it is at once a history of techniques, a description of what memory is and what can go wrong with it, and also a running narrative of how the author, a journalist himself with no special memory skills, becomes one of the most proficient memory athletes in America.

I'd learned a mnemonic device to aid memorization decades ago while in college, and found it to be helpful, but for some reason I'd abandoned the technique once I graduated. But Moonwalking with Einstein expands the mnemonic technique I learned back then by use of something of which I'd never heard: the "Memory Palace." The Memory Palace exploits our inherent skill for remembering images and spatial locations, harnesses these two abilities we all posses in abundance, and relates them to the memorization of numbers, lists and assortments of other difficult to remember items. The amazing thing is that the Memory Palace not only makes memorization easy, it also makes it fun.

What makes the book so interesting is that it is narrative non-fiction and reads like a novel. The author locks his conflict with his own memory early on, gives a sense of rising tension as he accumulates the forces to overcome its limitations, and resolves this internal conflict at the end when he participates in the US Memory Championship. I didn't read it as urgently as I did today's number one bestseller, Laura Hillenbrand's Unbroken, but still, I couldn't put it down.

In Chapter Five, I scanned the "to-do" list of fifteen items on pages 92/3 that the author had to memorize in his initial attempt, and developed the technique for myself as I read about the author memorizing it. As my Memory Palace, I used an old home of a high school friend with which I was still familiar, constructing useful details as I went. When I had finished reading about the author memorizing the list (took me about five minutes), I had memorized it myself, and I found that the items were not only immediately memorable, but that the list of items and their sequence was still with me days later, and so imbedded in my memory that I'm sure I'll ever forget it. All this, I accomplished effortlessly. This is a truly remarkable feat for me because I'm almost seventy years old and have chronic fatigue syndrome, which adversely affects all aspects of my memory.

It has also given me hope that I might finally learn ancient Greek. I tried to learn it several years ago, but found building a vocabulary so difficult that I abandoned the project. Rote memory was just too much trouble. I am interested in all things Greek, and as it turns out, the Memory Palace technique was invented in the fifth century BC by Simonides following his narrow escape from the collapse of a building. This in itself is a story you'll be interested in reading about. The author says that since the time of this ancient Greek, "the art of memory has been about creating architectural spaces in the imagination." Having been to Greece twice, I have all the makings of a superb Greek Memory Palace. While traveling around Greece and the western coast of Turkey for ten weeks, I visited many cities and islands: Athens, Thebes, Delphi, Ithaca, Mykonos, Delos, Santorini, etc. I can't count all the archaeological sites I visited. What I'm creating isn't just any old Memory Palace but actually a Memory Country. Within each location, I can identify as many locations for storing words and meanings as I need. But not only that, I can also use characters from Greek mythology to create actions and images to reinforce the material, as the author suggests. All this constitutes my Greek Memory Palace: the location where I will store ancient Greek words and meanings as I learn the language, in accordance with the instructions learned in Moonwalking with Einstein. None of it was difficult. I picked it up as I read the book.

The author describes how in the past people viewed their minds as something to perfect by loading it with all sorts of intellectual material. "People used to labor to furnish their minds. They invested in the acquisition of memories the same way we invest in the acquisition of things." [page 134] Some even believed that "the art of memory was a secret key to unlocking the occult structure of the universe." [page 151] This has given me an entirely new view of how to perceive my own mind and nourish it in the future.

The author also discusses how we came to lose touch with our ability to remember with the invention of the printed word. The history of that estrangement and how inventions like Wikipedia and the Internet foster that estrangement is a very interesting story. The author makes the reader aware of what is happening to us and provides a way to project ourselves into the future without suffering so much of technology's debilitating effects.

Perhaps the reason this book is so successful is that the reader never loses sight of the practical use of the information the author is providing because the author is discovering it himself and actively making use of it in his quest to make it into the US Memory Championship.

This is an important book. Everyone can benefit from reading it.
David Sheppard

670 of 729 people found the following review helpful.
Now THIS is the kind of "self help" book that this Baby Boomer appreciated!
By Kcorn
Whether you have memory problems (can't recall the name of someone you met a week ago?) or not, you're likely to improve your memory after reading this book. Even if you don't - but odds are you will - it makes for fascinating reading.

It definitely was a major aid for me and I do think of it as a unique "self help" book, one that can have immediate results, helping to make life easier, alleviate tricky memory issues and more. I think it is important to disclose that I'm a Baby Boomer and my memory seems to have worsened with age. I used to recall the name of nearly everyone I met as well as both major and minor actors and actresses, all of my teachers (from kindergarten through high school) as well as the first and last names of every one of my high school classmates. I could recall even tiny details of books read long ago.

But Moonwalking with Einstein goes far beyond remembering the names of acqaintances. It can help make your daily life easier, aiding you when you try to find lost items - or keep them from getting lost in the first place- and actually train you to find ways to improve your memory.

For added fun, the author includes examples of people who have amazing abilities to recall things. I wondered if at least one of them could give Vegas a run for its money or even be banned from casinos. Although I don't plan to test my abilities in Vegas, I have been practicing in casual card games, with gratifying results. The surprised looks from friends and family members was worth the cost of the book.

I'd strongly recommend you give this one a try. The techniques can even be fun for a whole family to share - and test -together. And c'mon...how can you pass up a book which explores "the art and science of remembering everything"?

512 of 567 people found the following review helpful.
A good read, but ...
By Tony R. Vaughan
After reading the first chapter of this book online, I went out and picked up a copy and read it. I was under the impression from reading that first chapter that this book would be about Joshua's year of training his memory. There is a large gap between knowing about a memory technique and how to actually use that technique. I was interested in reading about the author's efforts, problems, and his solutions to those problems. Unfortunately for me, only a small part of this book actually was about the author's actual training. He does cover a good deal of academic ground on memory. If you have a undergarduate degree in psychology, most of this material will be familiar. The author is correct when he said that this book isn't a self-help book, but there are a few pearls within its cover. My expectations for this book resulted in my being disappointed with it. That's my problem. I do consider the book to be a good read and would recommend it to friends and associates.

See all 1023 customer reviews...

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[G358.Ebook] Free Ebook Let's Learn Hebrew Picture Dictionary, by Marlene Goodman

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Created by leading educators, these colorful, large-size dictionaries introduce beginning language learners to more than 1,550 commonly taught basic words. Each Let's Learn Language Picture Dictionary in the series boasts 30 delightful two-page spreads that vividly illustrate the meanings of words. Fun-filled panoramas focus on scenes familiar to children aged three through eight, such as home life, the classroom, city life, sports, the zoo, and even outer space! Learners will love to revisit these detailed depictions of people, places, actions, and objects, each time improving their recall. Featured words are set off with individual illustrations and definitions to help learners at various levels build vocabulary. Includes an index and glossary of all the individually illustrated words. An ideal selection of first word books for parents and teachers who want to encourage second language acquisition.

• Sales Rank: #187572 in Books
• Brand: Goodman, Marlene (ILT)/ Goodman, Marlene/ Passport Books (COR)
• Published on: 2003-02-21
• Original language: English
• Number of items: 1
• Dimensions: 12.30" h x .41" w x 9.30" l, 1.30 pounds
• Binding: Hardcover
• 80 pages

About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Most helpful customer reviews

27 of 28 people found the following review helpful.
fast learning of nouns, but insufficient
By Anil Philip
(3/12/2004)
My earlier glowing review was done some months ago. I have since downgraded my opinion from 4 stars to 3 stars. The dictionary is too basic and insufficient - will not really teach you what you need to learn. If you are looking for a dictionary, then Shlomo Zilberman is very good. If you want to increase your vocabulary of people, places, things, then this is good. However if your goal is to learn conversational Hebrew, then it won't help.
Since then, I have tried to learn at a synagogue from a teacher using an excellent book with comic cartoon stories and cassette tapes and have learnt much more. The book is "Haveyeth Ushma" ("Express and Learn") by Judith Case and Paul Anokh but unfortunatlely is published in Israel - the copy my teacher has is in Russian and Hebrew. Is there an English edition? I wish some publisher here would publish it. Even so, we are able to learn with a little translation from our teacher because the cartoons are rich with clues. You learn the different verb forms almost subconsciously and the level of conversation is much higher than with other products. It is both visual and aural. The conversations in the book are also witty, warm and authentic (exactly the way real people speak, not 'staged'). It is better than Pimsleur.
----------------------------
(Oct 2003)
I bought this book together with the Hebrew Picture Word Book by Steadman/Cirker. This book is fast learning if you are a visually oriented person and is a very good way to learn nouns quickly. However I feel that the book is unsufficient for really learning Hebrew. Nouns/Verbs are not everything.
1) The pictures here are colorful but the other book actually lets you paint or crayon in the pictures. for me, Cirker/Steadman is great fun! Straight from the post office, I went to [the store] and bought a cheap watercolor paint set. I am an adult but this was fun - mixing colors, painting and learning the hebrew word. I am using this painting not only to learn hebrew, but also to relieve stress from work :)
2) When the hebrew word is transliterated, one tends to remember the english word and forget the hebrew word because it is easier to look at. When I look at a picture and try to recall the hebrew name - in my mind's eye, I tend to see the english transliteration only. It would have been better if they had printed the transliterated words on another page or upside down.
Both books have one drawback in that abstract words, expressions are not covered - but then, this is not their goal.

27 of 28 people found the following review helpful.
Actions speak louder than words
By Erez
My wife and I wanted to teach our children Hebrew, so they can communicate with their grandparents and other family members in Israel. We thought this book would help them gain a foundational vocabulary, and indeed it delivers in this area. I loved the individual pictures with the words in English, transliteration, and block text, right next to a "Where's Waldo" style large scene illustrating the use of the words. But as I began reading and looking at the book with my children, I realized that on most of the pages, the scenes showed unruly children and frustrated, flustered parents. Children are portrayed as disobedient, unhelpful, mischievous, and self-absorbed. Would it have been that difficult to create scenes wherein children were modeling good behavior instead of bad? If you do decide to buy this book, I would read it with your child and consider making the pictures into a game of finding "what not to do".

7 of 7 people found the following review helpful.
illustrated Hebrew dictonary
By Edward Keitelman
A lot like the Usborne series: Various "scenes" are shown (inside the house, on the farm. All the items in the scene are displayed along the side of the picture,and labeled with the Hebrew spelling, the pronounciation and the English translation. In addition to the English-Hebrew Glossary and Index, there also is a really nice feature: a TRANSLITERATED Hebrew-English Glossary and Index, so if you are looking for words that begin with a particular Hebrew sound, you can look up the word (and page number) that way.

See all 34 customer reviews...

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The exciting no-holds-barred autobiography of former WCW president and current WWE Raw General Manager, Eric Bishoff—the only person who was able to beat Vince McMahon and the WWE at their own game.

Eric Bischoff has been called pro wrestling's most hated man. Booed, reviled, and burned in effigy, he's been struck by everything from beer bottles to fists. Though industry critics have scorned his spectacular rise and fall at World Championship Wrestling, Bischoff's influence still resonates. For years, Bischoff kept quiet while industry "pundits" distorted the truth about the infamous Monday Night Wars, basing their accounts on rumors and innuendo. Finally, Bischoff tells what really happened.

Beginning with his days as a salesman for the American Wrestling Association, Bischoff exposes the industry's inner workings, from the real numbers behind WCW's red ink to the devastating impact of the corporate mergers. Among his revelations: How WCW became a national brand and revolutionized the industry. How Hulk Hogan, Jesse Ventura, and Steve Austin shaped WCW, and how corporate politics killed it. And how he found his inner heel and learned to love being the guy everyone loves to despise.

Reflecting on his childhood, his family, and the pressures of notoriety, Bischoff tells how he found contentment after being unceremoniously "sent home." Love him or hate him, readers will never look at pro wrestling the same way again after reading Eric Bischoff's story in Controversy Creates Cash.

• Sales Rank: #5691610 in Books
• Published on: 2007-09-03
• Original language: English
• Number of items: 1
• Dimensions: 7.72" h x 1.14" w x 5.16" l, .64 pounds
• Binding: Paperback
• 400 pages

About the Author
Jeremy Roberts (cowriter) has written on a variety of subjects. His nonfiction work includes biographies of Mussolini and Joan of Arc for A&E Books.

Excerpt. © Reprinted by permission. All rights reserved.
Prologue

East Rutherford, N.J., July 15, 2002: I'm sitting in the back of a stretch limo in the parking lot of Continental Airlines Arena, waiting to make my appearance on a televised wrestling show. I've been on television hundreds of times before, on hundreds of wrestling shows, but tonight is going to be different -- very different.

Tonight I'm appearing on the show I almost put out of business. And the person pulling open the car door to welcome me is the guy I almost forced into bankruptcy: Vince McMahon.

Could anyone have predicted this day would come? Never! But that's the thing about wrestling. There's a saying in our business: Never say never.

"How are you feeling?" Vince asks.

"Great."

"Nervous?"

"Not at all. Excited."

Vince looks at me for a second, like he's not quite sure he believes me. We go over what we're going to do onstage.

This is only the second time in my life that I've met Vince McMahon face to face. The first was more than a decade before, when he said hello to me after a job interview in Stamford. I didn't get the job. I didn't deserve it.

The history of pro wrestling might have been very different if I had.

The funny thing is, I feel as if I really know Vince well. We're like two soldiers back from a war; we've been through the same battles, albeit on different sides.

"Here's what I'd like you to do," Vince tells me. "When you hear me announce the new general manager of Raw, and you hear your music start to play -- come out, acknowledge the crowd, shake my hand, and give me a big bear hug! And milk it for all it's worth...."

He gets out of the car. Inside the arena, the crowd is hopping. They've been told Raw is getting a new general manager, one guaranteed to shake things up.

There's an understatement for you.

If you're a wrestling fan, you probably know that Raw is World Wrestling Entertainment's flagship Monday-night television show. You probably also know that Vince McMahon is the chairman of World Wrestling Entertainment, better known as WWE.

What you may not know is that almost everything that makes Raw distinctive -- its two-hour live format, its backstage interview segments, above all its reality-based storylines -- was introduced first on Monday Night Nitro, the prime-time show I created for the TNT Network. For nearly three years, my company World Championship Wrestling, kicked Vince McMahon's ass. Nitro, WCW's flagship show, revolutionized wrestling. The media called our conflict the Monday Night Wars, but it was more like a rout. Nitro beat Raw in the ratings eighty-something weeks running.

Then Vince caught on to what we were doing, and the real battle began.

Unfortunately for me, and the wrestling business in general, the fight wasn't really between WCW and WWE, which was called World Wrestling Federation at the time. In fact, the real battle was between WCW and the corporate suits who took over Turner Broadcasting with the merger of Time Warner and then AOL. That was a fight I was never capable of winning, though, being stubborn by nature, I didn't realize it until it was nearly over.

Stephanie McMahon pops her head into the limo. Stephanie, Vince's daughter and one of the company's vice presidents, has come to take me in to the show.

Ready? she asks.

I'm ready.

Nervous?

Excited.

She stares at me a second, probably convinced I'm lying. I'm sure she thinks I'm a train wreck. The auditorium is packed with people who hate my guts, or I should say hate my character's guts.

Not too many people bother to distinguish between the character I play on television and who I really am. Worse, a lot of people think they know who I am because of what they've read on the Internet or in the "dirt sheets," the newsletters that cover the wrestling business for fans.

Wrestling fan sites are generally populated by people with too much time on their hands, who have very little real insight into what's going on in the wrestling business. A lot of them create their own stories and realities just to watch other people react to them. As a result of that, there's a lot of misinformation floating around out there about a lot of people, not just me.

Which is one of the reasons I decided to write this book.

The truth is, I hate most wrestling books. I read a sentence, a paragraph, sometimes a page, then quit. They don't take a serious look at the enterprise. Most are bitter, self-serving revisionist history at best -- and monuments to bullshit at their worst. A lot of the guys who write them seem desperate to have the last word on everything. Rather than telling people what we're really all about, they refight old battles that everyone but them has forgotten. They come off like whiners, complaining about everything.

That's not me.

I've had some bumps and bad breaks. Everyone does in life. But pro wrestling for me has been full of good things. I started out as a salesman and then, by necessity rather than ability, became an on-camera talent. I went from that to being chosen, improbably, to head the second largest wrestling promotion in the country. We were a distant second to Vince McMahon's company, bleeding money every year. With hard work and against heavy odds, we became number one. What had been a company generating 10 million in losses on 24 million worth of revenue, became a company with 350 million in sales pumping out over 40 million in profit. Then things went to hell. After a wild roller-coaster ride I ended up back where I had started -- as an on-air talent, ironically, with the guy I had been at war with for years.

And ultimately we became friends.

Let's go, says Stephanie. You're on in a few minutes.

We get out of the car and begin walking through the backstage area. My appearance has been a well-kept secret until now, and the looks of shock on the wrestlers' faces as I pass confirms it.

I can hear the crowd in the arena as I reach the holding area backstage. WWE writers have given me a two-page script to memorize, and the words are bouncing in my head. The funny thing is, I've rarely had to memorize a script before -- all these years on camera, I've improvised my lines. But not tonight. The writers for WWE have spent a fair amount of time on this script; my job tonight is to deliver what they want.

But even before I look at the words, I know what I have to do tonight. I have to find my inner heel. Once I'm out there, the adrenaline will take over, and I'll be fine.

There's a hush outside. Vince McMahon has come onstage and is about to introduce me.

Wrestling began in the United States as a sideshow carnival attraction. It thrived and grew because it blended showmanship, unique characters, and illusion. It still does, in some respects. But it's also a business, and a very sophisticated one at that. The business structure and revenue model are extremely complex. No other form of entertainment, quite frankly, combines the different revenue streams and opportunities that WCW had, or that WWE has now. I hope to give you some idea of that complexity in this book.

What happened to WCW while I was there is as much about business as it is about wrestling. A lot of wrestling fans think WCW unraveled because of things like guaranteed contracts for wrestlers and the decision to give Hulk Hogan creative control over his matches.

The fact that we may have overpaid some wrestlers was one reason WCW ended up in a position that was difficult to recover from. But it had nothing to do with why WCW failed. If our talent budget was half of what it was, in the end, it would have made no difference. The company failed because of what happened inside Turner after it was bought by Time Warner. Turner's merger with Time Warner, and Time Warner's ultimate merger with AOL, was the single largest disaster in modern business history. WCW was just one of many casualties. There was a lot of collateral damage. Even Ted Turner suffered in the fallout.

Did I make mistakes? Sure. I'll list a few of the bigger ones here. But I'm tired of hearing things like, Eric Bischoff killed WCW because he overpaid wrestlers and was a Hollywood guy and so on. That's all bull. Take Eric Bischoff out of the equation, and WCW still goes down in flames, maybe even faster.

What happened to WCW is a cautionary tale. My story isn't just about wrestling and sports entertainment, but about what happens to creative enterprises and individuals when they get caught in the maul of a modern conglomerate and the short-term "meet Wall Street expectations" thinking that's so prevalent today.

I know I'm not going to convince every reader who picks this book up that what I say is the absolute truth. It's possible that I've remembered some things subjectively or have a very one-sided view of them. Plenty has been written about WCW and my time there. But none of the stories of its demise have come from someone who was there. It's been written by people who were either just making shit up or hearing rumors. I was there, on the front lines. They weren't.

I'm on. I walk out toward the man who was my most bitter enemy for four or five years. We embrace.

That rumbling beneath your feet, I tell Vince, is a whole lot of people turning over in their graves.

Copyright © 2006 by World Wrestling Entertainment, Inc. All Rights Reserved.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Unique perspective on WCW and how he got there, and how it ultimately failed.
By Rwong
I thought this book was interesting. A lot that has been said about WCW's demise and Eric Bischoff seems untrue. Eric pulled no punches in this book as he gave his candid reflections and thoughts. While growing up I hate Eric Bischoff the character, but as the person behind the scenes running the company, I think he did a lot of good and outside the box thinking. After reading this book, you come to despise the Internet Wrestling Community and the dirtsheets a bit. Because all the negativity takes away from the product Eric tried presenting. Also, when you look at Bischoof working his way from AWA and to running WCW, a lot of it was luck, and being at the right place at the right time. As a non-wrestling guy, he just happen to have wrestling roles dropped on his lap due to AWA's gradual demise. After reading his book, he really deserves a lot of credit for what he's done and how he immersed himself in the wrestling world. But one thing I got for sure in this book: corporations and politics suck. If Time Warner and the corporation wasn't a pure profit heartless machine, we would probably still enjoy a 2nd wrestling brand. Truth be told, I really do believe Eric did his best to save WCW. But hence why he wrote this book. I finished reading this book in 2 days because a lot of what he said was intriguing,

0 of 0 people found the following review helpful.
A unique biography that shows the business end of professional wrestling
By John Alapick
Eric Bischoff's autobiography, Controversy Creates Cash, differs from nearly all other pro wrestling autobiographies in the fact that it focuses more on the business end that you don't see on camera. Bischoff's story is an interesting one and this results in a book that is an easy read despite it being 400 pages. Bischoff's journey through wrestling and even before is intriguing and the stories behind WCW's spectacular rise and its stunning free fall makes this a must read for all wrestling fans, especially if you watched during its heyday of the late 1990's. You won't always agree with Eric's opinions but you will respect them. Since this book was released by World Wrestling Entertainment, there is a little McMahon kissing up but refreshingly Eric will also tell you in his charming smarta** way about how he enjoyed beating Vince at his own game. On the down side, he does skim over a few topics in this book. I would have liked to hear more of his side on Ric Flair since the latter pulls no punches on his loathing of Eric in his own autobiography. However, this is still a must read for wrestling fans since it does show a side of the business that you don't hear enough about.

1 of 1 people found the following review helpful.
The Inside Story
By AWGamer11
This was one of the best books I've read in a long time but that may be because I watched the "Monday Night Ratings Battle" between WWE and WCW. The best part of the book is that Bischoff really lets you see his personality and who he is throughout the book. You get the feeling he is writing this with no holds barred and letting you into the perspective he has on the whole business. He even clears up (from his point of view) controversial issues such as the firing of Steve Austin from WCW which has been told a lot of different ways throughout the years. He also talks of some of the guys he respects, who he's had problems with, and how him and Vince got together and worked together for those few years after WCW we bought out. I really liked how just about every chapter was interesting for a wrestling fan. The book is written with a great flow and is what I call and easy read. It's not the controversial read it claims to be, it's more of an honest record of what actually happened. recommend this to any wrestling fan who knows the story of WWE/WCW and wants the details from someone who was right in the middle of it.

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• Published on: 2011-09-27
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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

• Sales Rank: #637765 in Books
• Published on: 2015-11-26
• Original language: German
• Number of items: 1
• Dimensions: 9.21" h x .69" w x 6.14" l, .0 pounds
• Binding: Hardcover
• 279 pages

From the Back Cover

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

About the Author
Oliver Busch is a profound insider and networker in the digital media scene. He dedicated his professional life to cross-channel media marketing ever since the early days of internet marketing back in the late 90s. Before joining Facebook in 2013, he served in several leading positions in agencies, media sales and with advertisers. Further, he has been engaged in different industry initiatives in and around the interactive advertising bureau iab. Transformation and adoption of digital innovation in marketing also forms a central theme in his work as a professional writer, speaker and moderator.

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0 of 0 people found the following review helpful.
I definitely recommend that you read this book
By Amazon Customer
If you consider yourself a programmatic insider, I definitely recommend that you read this book. It describes the fundamental principles of programmatic advertising and surveys the entire field without focusing on any specific technology or area of use. Although this book is not useful for solving particular technical problems, it will start you thinking and will expand your view of the whole field. It’s as if you have been traveling only within your specific area, and then one day someone puts you on a plane and shows you how your area fits into a larger whole. Only then can you see everything happening around you which you do not normally see.
Complete review: [...]
David Bauckmann
ProgSol.cz

0 of 0 people found the following review helpful.
Such an interesting book that the industry desperately needs. ...
By Mohammad Mortada
Such an interesting book that the industry desperately needs.
It can be read even by non-digital marketers; as it gives an overview about the overall industry and how programmatic advertising can be established across various of consumer touch points.

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[V833.Ebook] Ebook 10% Human: How Your Body's Microbes Hold the Key to Health and Happiness, by Alanna Collen

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• Sales Rank: #1066044 in Books
• Published on: 2015-04-23
• Original language: English
• Dimensions: 6.10" h x 1.30" w x 9.25" l, 1.17 pounds
• Binding: Paperback

Most helpful customer reviews

9 of 9 people found the following review helpful.
Great book and a Fascinating topic!
By John Schmelzle
First, let me say that I usually don’t give 5 stars (look at my other reviews) when giving a review; so this should give you a good indication of how much I liked this book. I have read a lot of material on the latest advances in medicine and through this material, I learned a little about the importance of the microbes in a person’s intestines; however, until reading this book, I had no idea about why they were so important. I was frankly amazed at how many diseases could possibly be caused by an imbalance in the diversity of these microbes. Obesity, diabetes, mental illnesses were all addressed in this book, showing how they all may be caused by this imbalance. Of particular note, I was amazed at the connection to autism and the antibiotics that could very well contribute to it. Many of the facts I found so amazing that I had to do further research on the internet. My research did not find anything which would contradict what I read in the book.
Great book which I would highly recommend for anyone interested on microbes, the diseases listed above or even any expecting parents.

3 of 3 people found the following review helpful.
Please read this book!
By Kestrel
Fantastic book. Extremely well written and chock full of very important information - how we can hurt our microbiome and how we can help repair it. I am begging everyone I know to read this book, especially people considering becoming parents. This book will arm you with essential information about how to give your child the best start in life, microbially speaking. I could not put this book down.

3 of 3 people found the following review helpful.
There are a lot of announcements in the News Media ...
By PNEU
There are a lot of announcements in the News Media about different health concerns that I find questionable or just plane ridiculous. The author of this book takes the time to walk through a very real approach to handling many health concerns and does so in a manner that satisfies my science background. My thanks to Alanna Collen.

See all 65 customer reviews...

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