Jumat, 31 Januari 2014

[U735.Ebook] Free Ebook Big League Sales Closing Techniques, by Les Dane

Free Ebook Big League Sales Closing Techniques, by Les Dane

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Big League Sales Closing Techniques, by Les Dane

Big League Sales Closing Techniques, by Les Dane



Big League Sales Closing Techniques, by Les Dane

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Big League Sales Closing Techniques, by Les Dane

As with all workable techniques and technologies, there are the pioneers who are the masters and then there are the interpreters of the masters that come later plus the "new thinkers" who attempt to show that they know the way. Les Dane was a pioneer and a terrific sales person, training and speaker. His book Big League Sales Closing Techniques is about the skills needed by every sincere salesman if he desires truly to enter the Big Leagues. There's some one hundred or more techniques for removing the "Brick Overcoat" of resistance to the sale, a term which Les Dane coined and no one since has really improved upon.

  • Sales Rank: #1299785 in Books
  • Published on: 1971-06-01
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 204 pages

Most helpful customer reviews

21 of 22 people found the following review helpful.
Big League Sales Closing Techniques
By A Customer
This book can be used as an introduction to sales, as well as being used by a professional. It has detailed situations, and how to handle them. This book should be in every salesmens' hands, it will increase your sales % to 70+, it truely works! If you have to search everywhere for this book, it is definetly worth it.

13 of 14 people found the following review helpful.
Explode into the big leagues in sales with this one
By Michael Delaware
This book on salesmanship gives a new salesperson entering the field for the first time a treasure chest of wisdom. Dane goes over many scenarios, all of which any seasoned salesman will attest to having experienced at one time or another. His wit and brilliance teaches one the most fundamental techniques at the same time as allowing the salesman to maintain his integrity and honesty and truly satisfy the customer. It is a well rounded book, and I often re-read it for use on the job. If you can obtain a copy, it will be worth the hunt. You will want this one for your arsenal.

10 of 11 people found the following review helpful.
Selling like mad
By Matthew D L Wright
This book is amazing. It's great for knowing where you're going and how to get there and pushes pushes pushes you into confronting what you have to do to get an actual viable sales team and project.
It's the definitive guide to selling and really shows you how it's done.

See all 9 customer reviews...

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Senin, 27 Januari 2014

[X507.Ebook] Fee Download How We Learn: The Surprising Truth About When, Where, and Why It Happens, by Benedict Carey

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How We Learn: The Surprising Truth About When, Where, and Why It Happens, by Benedict Carey

How We Learn: The Surprising Truth About When, Where, and Why It Happens, by Benedict Carey



How We Learn: The Surprising Truth About When, Where, and Why It Happens, by Benedict Carey

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How We Learn: The Surprising Truth About When, Where, and Why It Happens, by Benedict Carey

In the tradition of The Power of Habit and Thinking, Fast and Slow comes a practical, playful, and endlessly fascinating guide to what we really know about learning and memory today—and how we can apply it to our own lives.
 
From an early age, it is drilled into our heads: Restlessness, distraction, and ignorance are the enemies of success. We’re told that learning is all self-discipline, that we must confine ourselves to designated study areas, turn off the music, and maintain a strict ritual if we want to ace that test, memorize that presentation, or nail that piano recital.
 
But what if almost everything we were told about learning is wrong? And what if there was a way to achieve more with less effort?
 
In How We Learn, award-winning science reporter Benedict Carey sifts through decades of education research and landmark studies to uncover the truth about how our brains absorb and retain information. What he discovers is that, from the moment we are born, we are all learning quickly, efficiently, and automatically; but in our zeal to systematize the process we have ignored valuable, naturally enjoyable learning tools like forgetting, sleeping, and daydreaming. Is a dedicated desk in a quiet room really the best way to study? Can altering your routine improve your recall? Are there times when distraction is good? Is repetition necessary? Carey’s search for answers to these questions yields a wealth of strategies that make learning more a part of our everyday lives—and less of a chore.
 
By road testing many of the counterintuitive techniques described in this book, Carey shows how we can flex the neural muscles that make deep learning possible. Along the way he reveals why teachers should give final exams on the first day of class, why it’s wise to interleave subjects and concepts when learning any new skill, and when it’s smarter to stay up late prepping for that presentation than to rise early for one last cram session. And if this requires some suspension of disbelief, that’s because the research defies what we’ve been told, throughout our lives, about how best to learn.
 
The brain is not like a muscle, at least not in any straightforward sense. It is something else altogether, sensitive to mood, to timing, to circadian rhythms, as well as to location and environment. It doesn’t take orders well, to put it mildly. If the brain is a learning machine, then it is an eccentric one. In How We Learn, Benedict Carey shows us how to exploit its quirks to our advantage.
 
Praise for How We Learn

“This book is a revelation. I feel as if I’ve owned a brain for fifty-four years and only now discovered the operating manual.”—Mary Roach, bestselling author of Stiff and Gulp

“A welcome rejoinder to the faddish notion that learning is all about the hours put in.”—The New York Times Book Review
 
“A valuable, entertaining tool for educators, students and parents.”—Shelf Awareness
 
“How We Learn is more than a new approach to learning; it is a guide to making the most out of life. Who wouldn’t be interested in that?”—Scientific American
 
“I know of no other source that pulls together so much of what we know about the science of memory and couples it with practical, practicable advice.”—Daniel T. Willingham, professor of psychology at the University of Virginia


From the Hardcover edition.

  • Sales Rank: #7799 in Books
  • Published on: 2015-06-09
  • Released on: 2015-06-09
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.20" h x .60" w x 5.50" l, .0 pounds
  • Binding: Paperback
  • 272 pages

Review
“This book is a revelation. I feel as if I’ve owned a brain for fifty-four years and only now discovered the operating manual. For two centuries, psychologists and neurologists have been quietly piecing together the mysteries of mind and memory as they relate to learning and knowing. Benedict Carey serves up their most fascinating, surprising, and valuable discoveries with clarity, wit, and heart. I wish I’d read this when I was seventeen.”—Mary Roach, bestselling author of Stiff and Gulp
 
“How We Learn makes for a welcome rejoinder to the faddish notion that learning is all about the hours put in. Learners, [Benedict] Carey reminds us, are not automatons.”—The New York Times Book Review
 
“The insights of How We Learn apply to far more than just academic situations. Anyone looking to learn a musical instrument would benefit from understanding what frequency and type of practice is most effective. Even readers with little practical use for Carey’s information will likely find much of it fascinating, such as how intuition can be a teachable skill, or that giving practice exams at the very beginning of a semester improves grades. How We Learn is a valuable, entertaining tool for educators, students and parents.”—Shelf Awareness

“How We Learn is more than a new approach to learning; it is a guide to making the most out of life. Who wouldn’t be interested in that?”—Scientific American
 
“Whether you struggle to remember a client’s name, aspire to learn a new language, or are a student battling to prepare for the next test, this book is a must. I know of no other source that pulls together so much of what we know about the science of memory and couples it with practical, practicable advice.”—Daniel T. Willingham, professor of psychology at the University of Virginia and author of Raising Readers in an Age of Distraction

“How We Learn is as fun to read as it is important, and as much about how to live as it is about how to learn. Benedict Carey’s skills as a writer, plus his willingness to mine his own history as a student, give the book a wonderful narrative quality that makes it all the more accessible—and all the more effective as a tutorial.”—Robert A. Bjork, Distinguished Research Professor, Department of Psychology, University of California, Los Angeles
 
“Fact #1: Your brain is a powerful and eccentric machine, capable of performing astonishing feats of memory and skill. Fact #2: Benedict Carey has written a book that will inspire and equip you to use your brain in a more effective way. Fact #3: You should use your brain—right now—to buy this book for yourself and for anyone who wants to learn faster and better.”—Daniel Coyle, bestselling author of The Talent Code


From the Hardcover edition.

About the Author
Benedict Carey is an award-winning science reporter who has been at The New York Times since 2004, and one of the newspaper’s most emailed reporters. He graduated from the University of Colorado with a bachelor’s degree in math and from Northwestern University with a master’s in journalism, and has written about health and science for twenty-five years. He lives in New York City.

Excerpt. © Reprinted by permission. All rights reserved.
Chapter One

The Story Maker

The Biology of Memory

The science of learning is, at bottom, a study of the mental muscle doing the work—the living brain—and how it manages the streaming sights, sounds, and scents of daily life. That it does so at all is miracle enough. That it does so routinely is beyond extraordinary.

Think of the waves of information rushing in every waking moment, the hiss of the kettle, the flicker of movement in the hall, the twinge of back pain, the tang of smoke. Then add the demands of a typical layer of multitasking—say, preparing a meal while monitoring a preschooler, periodically returning work emails, and picking up the phone to catch up with a friend.

Insane.

The machine that can do all that at once is more than merely complex. It’s a cauldron of activity. It’s churning like a kicked beehive.

Consider several numbers. The average human brain contains 100 billion neurons, the cells that make up its gray matter. Most of these cells link to thousands of other neurons, forming a universe of intertwining networks that communicate in a ceaseless, silent electrical storm with a storage capacity, in digital terms, of a million gigabytes. That’s enough to hold three million TV shows. This biological machine hums along even when it’s “at rest,” staring blankly at the bird feeder or some island daydream, using about 90 percent of the energy it burns while doing a crossword puzzle. Parts of the brain are highly active during sleep, too.

The brain is a dark, mostly featureless planet, and it helps to have a map. A simple one will do, to start. The sketch below shows several areas that are central to learning: the entorhinal cortex, which acts as a kind of filter for incoming information; the hippocampus, where memory formation begins; and the neocortex, where conscious memories are stored once they’re flagged as keepers.

This diagram is more than a snapshot. It hints at how the brain operates. The brain has modules, specialized components that divide the labor. The entorhinal cortex does one thing, and the hippocampus does another. The right hemisphere performs different functions from the left one. There are dedicated sensory areas, too, processing what you see, hear, and feel. Each does its own job and together they generate a coherent whole, a continually updating record of past, present, and possible future.

In a way, the brain’s modules are like specialists in a movie production crew. The cinematographer is framing shots, zooming in tight, dropping back, stockpiling footage. The sound engineer is recording, fiddling with volume, filtering background noise. There are editors and writers, a graphics person, a prop stylist, a composer working to supply tone, feeling—the emotional content—as well as someone keeping the books, tracking invoices, the facts and figures. And there’s a director, deciding which pieces go where, braiding all these elements together to tell a story that holds up. Not just any story, of course, but the one that best explains the “material” pouring through the senses. The brain interprets scenes in the instants after they happen, inserting judgments, meaning, and context on the fly. It also reconstructs them later on—what exactly did the boss mean by that comment?—scrutinizing the original footage to see how and where it fits into the larger movie.

It’s a story of a life—our own private documentary—and the film “crew” serves as an animating metaphor for what’s happening behind the scenes. How a memory forms. How it’s retrieved. Why it seems to fade, change, or grow more lucid over time. And how we might manipulate each step, to make the details richer, more vivid, clearer.

Remember, the director of this documentary is not some film school graduate, or a Hollywood prince with an entourage. It’s you.

•••

Before wading into brain biology, I want to say a word about metaphors. They are imprecise, practically by definition. They obscure as much as they reveal. And they’re often self-serving, crafted to serve some pet purpose—in the way that the “chemical imbalance” theory of depression supports the use of antidepressant medication. (No one knows what causes depression or why the drugs have the effects they do.)

Fair enough, all around. Our film crew metaphor is a loose one, to be sure—but then so is scientists’ understanding of the biology of memory, to put it mildly. The best we can do is dramatize what matters most to learning, and the film crew does that just fine.

To see how, let’s track down a specific memory in our own brain.

Let’s make it an interesting one, too, not the capital of Ohio or a friend’s phone number or the name of the actor who played Frodo. No, let’s make it the first day of high school. Those tentative steps into the main hallway, the leering presence of the older kids, the gunmetal thump of slamming lockers. Everyone over age fourteen remembers some detail from that day, and usually an entire video clip.

That memory exists in the brain as a network of linked cells. Those cells activate—or “fire”—together, like a net of lights in a department store Christmas display. When the blue lights blink on, the image of a sleigh appears; when the reds come on, it’s a snowflake. In much the same way, our neural networks produce patterns that the brain reads as images, thoughts, and feelings.

The cells that link to form these networks are called neurons. A neuron is essentially a biological switch. It receives signals from one side and—when it “flips” or fires—sends a signal out the other, to the neurons to which it’s linked.

The neuron network that forms a specific memory is not a random collection. It includes many of the same cells that flared when a specific memory was first formed—when we first heard that gunmetal thump of lockers. It’s as if these cells are bound in collective witness of that experience. The connections between the cells, called synapses, thicken with repeated use, facilitating faster transmission of signals.

Intuitively, this makes some sense; many remembered experiences feel like mental reenactments. But not until 2008 did scientists capture memory formation and retrieval directly, in individual human brain cells. In an experiment, doctors at the University of California, Los Angeles, threaded filament-like electrodes deep into the brains of thirteen people with epilepsy who were awaiting surgery.

This is routine practice. Epilepsy is not well understood; the tiny hurricanes of electrical activity that cause seizures seem to come out of the blue. These squalls often originate in the same neighborhood of the brain for any one individual, yet the location varies from person to person. Surgeons can remove these small epicenters of activity but first they have to find them, by witnessing and recording a seizure. That’s what the electrodes are for, pinpointing location. And it takes time. Patients may lie in the hospital with electrode implants for days on end before a seizure strikes. The UCLA team took advantage of this waiting period to answer a fundamental question.

Each patient watched a series of five- to ten-second video clips of well-known shows like Seinfeld and The Simpsons, celebrities like Elvis, or familiar landmarks. After a short break, the researchers asked each person to freely recall as many of the videos as possible, calling them out as they came to mind. During the initial viewing of the videos, a computer had recorded the firing of about one hundred neurons. The firing pattern was different for each clip; some neurons fired furiously and others were quiet. When a patient later recalled one of the clips, say of Homer Simpson, the brain showed exactly the same pattern as it had originally, as if replaying the experience.

“It’s astounding to see this in a single trial; the phenomenon is strong, and we knew we were listening in the right place,” the senior author of the study, Itzhak Fried, a professor of neurosurgery at UCLA and Tel Aviv University, told me.

There the experiment ended, and it’s not clear what happened to the memory of those brief clips over time. If a person had seen hundreds of Simpsons episodes, then this five-second clip of Homer might not stand out for long. But it could. If some element of participating in the experiment was especially striking—for example, the sight of a man in a white coat fiddling with wires coming out of your exposed brain as Homer belly-laughed—then that memory could leap to mind easily, for life.

My first day of high school was in September 1974. I can still see the face of the teacher I approached in the hallway when the bell rang for the first class. I was lost, the hallway was swarmed, my head racing with the idea that I might be late, might miss something. I can still see streams of dusty morning light in that hallway, the ugly teal walls, an older kid at his locker, stashing a pack of Winstons. I swerved beside the teacher and said, “Excuse me” in a voice that was louder than I wanted. He stopped, looked down at my schedule: a kind face, wire-rimmed glasses, wispy red hair.

“You can follow me,” he said, with a half smile. “You’re in my class.”

Saved.

I have not thought about that for more than thirty-five years, and yet there it is. Not only does it come back but it does so in rich detail, and it keeps filling itself out the longer I inhabit the moment: here’s the sensation of my backpack slipping off my shoulder as I held out my schedule; now the hesitation in my step, not wanting to walk with a teacher. I trailed a few steps behind.

This kind of time travel is what scientists call episodic, or autobiographical memory, for obvious reasons. It has some of the same sensual texture as the original experience, the same narrative structure. Not so with the capital of Ohio, or a friend’s phone number: We don’t remember exactly when or where we learned those things. Those are what researchers call semantic memories, embedded not in narrative scenes but in a web of associations. The capital of Ohio, Columbus, may bring to mind images from a visit there, the face of a friend who moved to Ohio, or the grade school riddle, “What’s round on both sides and high in the middle?” This network is factual, not scenic. Yet it, too, “fills in” as the brain retrieves “Columbus” from memory.

In a universe full of wonders, this has to be on the short list: Some molecular bookmark keeps those neuron networks available for life and gives us nothing less than our history, our identity.

Scientists do not yet know how such a bookmark could work. It’s nothing like a digital link on a computer screen. Neural networks are continually in flux, and the one that formed back in 1974 is far different from the one I have now. I’ve lost some detail and color, and I have undoubtedly done a little editing in retrospect, maybe a lot.

It’s like writing about a terrifying summer camp adventure in eighth grade, the morning after it happened, and then writing about it again, six years later, in college. The second essay is much different. You have changed, so has your brain, and the biology of this change is shrouded in mystery and colored by personal experience. Still, the scene itself—the plot—is fundamentally intact, and researchers do have an idea of where that memory must live and why. It’s strangely reassuring, too. If that first day of high school feels like it’s right there on the top of your head, it’s a nice coincidence of language. Because, in a sense, that’s exactly where it is.

•••

For much of the twentieth century scientists believed that memories were diffuse, distributed through the areas of the brain that support thinking, like pulp in an orange. Any two neurons look more or less the same, for one thing; and they either fire or they don’t. No single brain area looked essential for memory formation.

Scientists had known since the nineteenth century that some skills, like language, are concentrated in specific brain regions. Yet those seemed to be exceptions. In the 1940s, the neuroscientist Karl Lashley showed that rats that learned to navigate a maze were largely unfazed when given surgical injuries in a variety of brain areas. If there was some single memory center, then at least one of those incisions should have caused severe deficits. Lashley concluded that virtually any area of the thinking brain was capable of supporting memory; if one area was injured, another could pick up the slack.

In the 1950s, however, this theory began to fall apart. Brain scientists began to discover, first, that developing nerve cells—baby neurons, so to speak—are coded to congregate in specific locations in the brain, as if preassigned a job. “You’re a visual cell, go to the back of the brain.” “You, over there, you’re a motor neuron, go straight to the motor area.” This discovery undermined the “interchangeable parts” hypothesis.

The knockout punch fell when an English psychologist named Brenda Milner met a Hartford, Connecticut, man named Henry Molaison. Molaison was a tinkerer and machine repairman who had trouble keeping a job because he suffered devastating seizures, as many as two or three a day, which came with little warning and often knocked him down, out cold. Life had become impossible to manage, a daily minefield. In 1953, at the age of twenty-seven, he arrived at the office of William Beecher Scoville, a neurosurgeon at Hartford Hospital, hoping for relief.

Molaison probably had a form of epilepsy, but he did not do well on antiseizure drugs, the only standard treatment available at the time. Scoville, a well-known and highly skilled surgeon, suspected that whatever their cause the seizures originated in the medial temporal lobes. Each of these lobes—there’s one in each hemisphere, mirroring one another, like the core of a split apple—contains a structure called the hippocampus, which was implicated in many seizure disorders.

Scoville decided that the best option was to surgically remove from Molaison’s brain two finger-shaped slivers of tissue, each including the hippocampus. It was a gamble; it was also an era when many doctors, Scoville prominent among them, considered brain surgery a promising treatment for a wide variety of mental disorders, including schizophrenia and severe depression. And sure enough, postop, Molaison had far fewer seizures.

He also lost his ability to form new memories.

Every time he had breakfast, every time he met a friend, every time he walked the dog in the park, it was as if he was doing so for the first time. He still had some memories from before the surgery, of his parents, his childhood home, of hikes in the woods as a kid. He had excellent short-term memory, the ability to keep a phone number or name in mind for thirty seconds or so by rehearsing it, and he could make small talk. He was as alert and sensitive as any other young man, despite his loss. Yet he could not hold a job and lived, more so than any mystic, in the moment.


From the Hardcover edition.

Most helpful customer reviews

193 of 196 people found the following review helpful.
Deserves a Wide Reading
By Evelyn Uyemura
I keep up fairly well with research in the field of psychology and learning in particular, so much of this information was not entirely new and surprising to me, but Benedict Carey does a great job of pulling a lot of different research together and presenting it a practical way. This is more a guide to what is known than a self-help book, but it will definitely be of use both to teachers and students who want to understand how to study more effectively.

A couple of take-aways--half-forgetting and then re-learning, especially by trying to remember, make the thing you are trying to learn really stick. So as a teacher, when I start class on Monday and ask students to recall what it was we were working on last Friday, that is not just review--that is learning. It would be best, I suppose, if instead of asking the whole class and letting one or two students do the hard work, I had everyone try their best to write down what the remember about passive voice or the subjunctive.

That brings up another great point that he makes--that testing, quizzing, and self-testing are highly effective ways not of evaluating but of actually learning. This helps to overcome what he calls the Fluency Illusion, and what I have long called the "smile-and-nod" level of understanding. IN other words, when the teacher is doing math problems on the board and you are watching, you understand--you smile and nod and think, ok, yeah, sure, I get it. It is only when the tables are turned and the teacher says, Ok, now you try it, that the gaps in understanding are revealed.

So if you are studying for a test on state capitals, let's say, and you see Georgia: Atlanta, you think right, sure. But it's not until someone says Georgia and you can say Atlanta that you actually know it. And each time you test yourself, or have someone else test you, you are retrieving and then re-storing that memory, making it more salient. I would go so far as to suggest that one difference between middle-class kids and poor kids in school is that middle-class parents often quiz their kids on their school-work. "Let's go over those state capitals together," and less-educated parents probably don't. That could be enough to make a big difference, since this is such a powerful learning tool.

He also reports on interesting work on how location and distraction can help rather than hurt our learning--studying in a variety of places, with varying amounts of distraction can help us remember more. And spaced practice works better than intense practice. IN other words, if you have one hour to learn the capitals of all the countries in Europe, or the parts of the hand, it would be better to do 3 20-minute sessions, especially if you sleep between at least two of the sessions, than to do all 60 minutes at once. And what about cramming? We don't really need research to tell us this, but yes, it works if your only goal is to pass the test, but if you actually want to learn the material, it is worthless. You forget it as fast as you "learned" it.

One great point to this book is that he covers widely diverse fields of study--from physical skills like a golf swing or a tennis serve, to complex skills like flying a plane, to rote memorization, such as vocabulary or state capitals., to comprehension of difficult concepts like economics or physics. Many of the techniques he describes apply across the board, and others are more particular to certain types of learning. For example, for physical performance (a piano recital or a baseball tryout, you do better if you sleep in a bit, getting plenty of the kind of sleep that occurs towards morning. For memory like a vocabulary test, it's better to get plenty of the early-stage sleep, so go to bed on time and get up early in the morning to review. Your brain does a lot of memory consolidation while you sleep, and specific types in specific stages.

One point that he doesn't directly address but that I am familiar with the research on is whether it's better to memorize large things as a whole or in chunks. For example, if you are an actor, or you want to memorize a long poem or speech, should you work on the first sentence, and then the second sentence, and so on, or should you go through the whole thing each time. The answer is that you should do it whole--it will feel like you're not getting anywhere at first, but suddenly, the whole thing will be in there This fits with what he says about inter-leaving---practicing a variety of different things in each session rather than chunking it all together--master skill A before moving on to skill B. No, it's better to do some A, some B, and some C, even though it will feel like you aren't making progress at first.

I recommend this book to every teacher of any subject, and to anyone who is a student at any level, and to parents, who worry that their kids are too distracted and unfocused in the way they study--turns out that distraction and lack of focus can serve you well!

123 of 125 people found the following review helpful.
An enjoyable read, very effective!
By iWin
Benedict Carey's "How We Learn" is focused on the process of enhancing and exercising our memories in order to achieve positive results in memorization. He goes in depth in helping his readers enhance their memories through several techniques, in order to register, store and retrieve information. Most of us are not aware that our brains are capable of so much, but Benedict Carey makes the process look easy. Some of his techniques range from beginners techniques, to more advanced. I pretty much have the beginners techniques down pact; I would like to divulge into the more advanced techniques, as enhancing my memory has become a number one priority in my life.

Repetition, according to Benedict, is a vital part in helping us to enhance the memory. We must train our brains, in a way, so that certain things we may forget become more and more routine to us. For example, I sometimes forget to lock all the doors in my house before going to sleep. If I am aware of this and practice locking the doors each and every night, soon enough it will become routine to me and I'll no longer forget to do it.

I read this book, in conjunction with Greg Frosts book, "Maximizing Brain Control : Unleash The Genius In You", and I'm starting to feel more confident and knowledgeable in learning about the human brain and how to store and retrieve information. Both are excellent resources and combined, can truly work wonders for you if you take them serious and truly want to enhance your brain capacity.

Good Habits is a key technique both books teach. If you can associate certain things with something you are more familiar with, you are more likely to start remembering as time goes on. Problem Solving is a third technique in which Benedict explains. If you can train your brain to solve the problem that need to be completed, we also learn the upside of distraction.

He also provides dietary advice that can help to improve our memory. Most of us would not think or believe that sleep actually plays a vital role in our brain function and memorization, but it does. Something as simple as making small changes in our lifestyle can actually enhance our memories.

91 of 96 people found the following review helpful.
How to be a better learner seems to be a big trend in recent ...
By B.L.
There's plenty of information here to work with. How to be a better learner seems to be a big trend in recent books. In the past couple of months I've read Fluent Forever (about language learning) and A Mind For Numbers (about being a good student, particularly in math and science) and they've all been released at the same time. They're also all, I'm very happy to say, strongly grounded in real research, rather than just making up some interesting-sounding notions about what might work (I have certainly seen books that did that...)

I would have to say that someone who wants to be a great student ASAP is probably better off reading A Mind For Numbers first. That book takes you by the hand and leads you through the ideas about what you need to DO a lot more specifically. It makes very frequent references to research, but it's plainly written with the intention of being a guide for people who are taking and really need to hone in on exactly what to do NOW, because there are tests coming up. It leads you through the material by the hand, pretty much, asking you questions and reminding you to stop and think about what you've read. It also has a (free) online MOOC through Coursera to go with it that covers/reinforces the same material.

Fluent Forever, in its effort to teach people how to learn languages, makes use of some of the same research, but shapes it to its topic. It offers a sort of general idea of how you should proceed, but the emphasis is on giving you a basic plan and just enough understanding of the research so that you can make good decisions about how to move forward with it.

I feel like How We Learn is a little farther down the spectrum in that same direction. Most of its emphasis is on teaching you the research (some of which is the same research cited by the other two), with an assumption that you'll be able to make reasonable decisions about how to put it into practice. So he goes over exactly why it is NOT a good idea to learn a new math trick by doing 50 problems in a row that use that trick. He touches on how it can be put into practice, but it isn't something he dwells on. This vs A Mind for Numbers is sort of like... one being a professor who teaches key points but assumes that the students are capable of drawing some reasonable conclusions on their own, and the other being a professor who strives to touch on every single possible issue that might be of importance. It's a very different style.

For someone who's actually writing a paper on learning or something of that nature, I suspect this will be more valuable. For someone who is actively taking classes or trying to learn a language, I'd say read either A Mind for Numbers or Fluent Forever first, because they'll get you going on making progress faster. Then, it certainly wouldn't hurt to come back to review some of the concepts and generally deepen your understanding overall by reading How We Learn. (If you're not taking classes and you just love teaching yourself new things, you might want to skip A Mind for Numbers. It puts a lot of emphasis on things like dealing with procrastination, which is very valuable, but not really a core issue if you're learning for pleasure and there aren't really any deadlines to speak of.)

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Minggu, 19 Januari 2014

[L558.Ebook] Download Think and Grow Rich: The Original 1937 Unedited Edition, by Napoleon Hill

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Think and Grow Rich: The Original 1937 Unedited Edition, by Napoleon Hill

As Executive Director of the Napoleon Hill Foundation, I receive many requests from people wanting the original 1937 copy of Think and Grow Rich. To satisfy those of you who desire to have a 1937 unedited copy, we have reproduced Napoleon Hill’s personal copy of the first edition, printed in March of 1937. The book has the notation, “not to be loaned,” and signed: Annie Lou Hill (the wife of Dr. Hill). This personal copy of Dr. Hill’s was given to me by Dr. Charles W. Johnson, Chairman of the Napoleon Hill Foundation and a nephew of Napoleon Hill. It was Napoleon Hill who sent Dr. Johnson to medical school, and today he is a practicing cardiologist. Charlie refers to Napoleon Hill as “Uncle Nap” and will often makes the statement, “Uncle Nap would be proud of the Foundation today.” The original 1937 manuscript was written and edited with the assistance of Napoleon’s wife. In later years, the existing document was again edited by Dr. Hill. For example, the Foundation owns a 1958 edition that Hill edited personally. This did not lessen the book’s value in Hill’s judgment. Hill made the editing remarks in his own handwriting and the resulting 1960 edited edition has sold over 100 million copies making it the most read self-help book of all time. Today there are many so called authors who publish Think and Grow Rich and some even add their name alongside Dr. Hill’s. I believe that these “authors” should be able to write something themselves instead of merely copying the work of Napoleon Hill. Who do they think they are kidding? Dr. Hill’s works are highly recognizable and have had long lasting influence worldwide. In fact, Think and Grow Rich sells more copies today than before Dr. Hill died in 1970. Now you can purchase the original Foundation authorized 1937 unedited copy of Think and Grow Rich by visiting the Napoleon Hill Foundation’s website, www.naphill.org. You will be supporting the nonprofit Napoleon Hill Foundation if you do this. For your convenience it is also available as an e-book. The entire philosophy of Napoleon Hill is based on the Golden Rule. The Foundation deeply appreciates the support of those of you who only purchase Napoleon Hill authorized books. You can identify these materials by the Foundation Logo and by looking inside for Napoleon Hill copyright.

  • Sales Rank: #8778 in Books
  • Published on: 2012-10-03
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.50" h x .97" w x 5.50" l, 1.08 pounds
  • Binding: Paperback
  • 381 pages

Review
''Napoleon Hill's philosophy teaches you what you were never taught. Specifically: how to recognize, relate, assimilate, and apply principles whereby you can achieve any goal whatsoever that doesn't violate Universal Law - the Law of God and the rights of your fellowman.'' --W. Clement Stone, chairman, combined international corporation president, The Napoleon Hill Foundation

''During the past twenty-five years I have been blessed with more good fortune than any individual deserves, but I shudder to think where I'd be today, or what I'd be doing if I had not been exposed to Napoleon Hill's philosophy. It changed my life.'' --Og Mandino, author and lecturer

''I knew Napoleon Hill in 1922 when I was a student in Salem College in the town of my birth. Mr. Hill came to our campus as the commencement speaker in that year. As I listened to him, I heard something other than just the words he spoke, I felt the substance - the wisdom - and the spirit of a man and his philosophy. Mr. Hill said, 'the most powerful instrument we have in our hand is the power of our mind.' Napoleon Hill compiled this philosophy of American achievement for the benefit of all people. I strongly commend this philosophy to you for achievement and service in your chosen field.'' --Senator Jennings Randolph, West Virginia

Language Notes
Be prepared, therefore, when you expose yourself to the influence of this philosophy, to experience a changed life which may help you not only to negotiate your way through life with harmony and understanding, but also to prepare you for the accumulation of material riches in abundance. Teaching, for the first time, the famous Carnegie formula for money-making, based upon the thirteen proven steps to riches.

Napoleon Hill's works examined the power of personal beliefs, and the role they play in personal success. "What the mind of man can conceive and believe, it can achieve" is one of Hill's hallmark expressions. How achievement actually occurs, and a formula for it that puts success in reach for the average person, were the promise of Hill's books.

This product is manufactured on demand using CD-R recordable media. Amazon.com's standard return policy will apply.

From the Author
In every chapter of this book, mention has been made of the money-making secret which has made fortunes for hundreds of exceedingly wealthy men whom I have carefully analyzed over a long period of years.

The secret was brought to my attention by Andrew Carnegie, more than half a century ago. the canny, lovable old Scotsman carelessly tossed it into my mind, when I was but a boy. Then he sat back in his chair, with a merry twinkle in his eyes, and watched carefully to see if I had brains enough to understand the full significance of what he had said to me.

When he saw that I had grasped the idea, he asked if I would be willing to spend twenty years or more preparing myself to take it to the world, to men and women who, without the secret, might go through life as failures. I said I would, and with Mr. Carnegie's cooperation, I have kept my promise. Napoleon Hill, 1928

Most helpful customer reviews

58 of 59 people found the following review helpful.
Think and Grow Rich - kindle book and audiobook
By Sandy S
Think and Grow Rich Re: This kindle version 99 cents
There are many different versions of this classic book available for download here on amazon. As a matter of fact I had purchased a different kindle version of this book and was about 25% of the way through it when I came across this version. I was intrigued by the offer of 'included audio files' for each chapter, so I thought 'what the heck' and spent the .99 to download this version as well. Well, WOW, I'm glad I did! I REALLY enjoy reading the chapter and then listening to that same chapter being read to me by Shawn Penning ... who has one of the nicest voices I've yet to hear read to me (and I listen to 'lots' of audiobooks!). I wish he could read my entire collection to me. :-) Anyway, this particular kindle book/audio is excellent and I intend on 'gifting' this product to quite a few of my friends.

When I was reading through some of the other reviewers comments I noticed that some had remarked that there were problems with the formatting. I read my kindle books on my laptop, my desktop, and on my iPhone. I have opened this book on all three and the formatting is perfect ... so perhaps if there was a problem originally, it has since been corrected.

For fellow customers who might need a little help with the audio files:
If you want to download/save all of the audio files to your computer, do this:
1) find your way to the very END of the book (that is where you will find the links to the audio files)
2) click the 1st link (eg.:Think And Grow Rich Chap 1 HQ )... this will cause a browser window to open and a little audio player app will appear in the middle of the screen and the mp3 should begin to play. Place your cursor over top of the area with the long horizontal bar with the dot that moves to the right as the audio plays *right-click* your mouse. You should see the option: Save as... Click that and save the file to your computer. Then go back to your kindle book, click the next link and repeat the steps until you have saved all of the audio files.

36 of 37 people found the following review helpful.
Brilliant
By Amazon Customer
Very handy book which really up beats the motivation level to the right level, stating facts that are overlooked by many, a must read by anyone.

58 of 61 people found the following review helpful.
Great content but horrible format, see recommendation.
By Truth Seeker
Yes this is the Original edition and is worthy of five stars for the content, there is no denying or disputing that. However, my beef is with the format of this version. I took a picture so you can see what i am referring to. The book could have been reduced to half it's size in volume and thickness due to the way the Napolean Hill foundation formatted this book. It is off centered where there is about an inch of blank space on top, 2 inches of blank space from left and bottom. The words go in too deep into the center of page and results in an awkward and annoying read. Taking these facts into consideration, you are basically getting a mass market paperback book. After a little more research i came across this edition: ISBN 1593302002. It is also the original edition from 1937 but also contains extensive footnotes, endnotes, appendices, and an index. It is a much better physical book overall in size and feel as well as better fonts, format, and quality of paper. I would recommend that version over this one.
Another issue is with the Kindle version of this edition by the Napoleon Hill foundation. Compared to any other e-book, the font is light with hardly any contrast whatsoever. Text is light gray instead of black which makes it very diffcult to read, you can see for yourself by sampling the book to your Kindle before purchasing which I recommend anyone do before making any e-book purchase. The Napoleon Hill foundation needs to fix this.

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  • Published on: 1600
  • Binding: Paperback

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Sabtu, 18 Januari 2014

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Mexico: The Cookbook, by Margarita Carrillo Arronte

A New York Times Best Seller

A Publishers Weekly Top Ten Cookbook (Fall 2014)

"All my life I have wanted to travel through Mexico to learn authentic recipes from each region and now I don’t have to – Margarita has done it for me!" – Eva Longoria

The first truly comprehensive bible of authentic Mexican home cooking, written by a living culinary legend, Mexico: The Cookbook features an unprecedented 700 recipes from across the entire country, showcasing the rich diversity and flavors of Mexican cuisine. Author Margarita Carrillo Arronte has dedicated 30 years to researching, teaching, and cooking Mexican food, resulting in this impressive collection of Snacks and Street Food, Starters and Salads, Eggs, Soups, Fish, Meat, Vegetables, Accompaniments, Rice and Beans, Breads and Pastries, and Drinks and Desserts.

Beautifully illustrated with 200 full‐color photographs, the book includes dishes such as Acapulco‐style ceviche, Barbacoa de Pollo from Hidalgo, classic Salsa Ranchera, and the ultimate Pastel Tres Leches, each with notes on recipe origins, ingredients, and techniques, along with contributions from top chefs such as Enrique Olvera and Hugo Ortega.

  • Sales Rank: #14732 in Books
  • Brand: Margarita Carrillo Arronte
  • Published on: 2014-10-27
  • Released on: 2014-10-27
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.00" h x 2.50" w x 7.25" l, 1.20 pounds
  • Binding: Hardcover
  • 704 pages

Review
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A New York Times Best Seller

A Publishers Weekly Top Ten Cookbook (Fall 2014)

New York Times Book Review Holiday Gift Guide 2014

Food Network Recommended Holiday Gift Book 2014

VanityFair.com Holiday Gift Guide 2014

Travel + Leisure Holiday Gift Guide 2014

AFAR Holiday Gift Guide Pick 2014

"If you want to give your taste buds a gustatory tour of Mexico, then Margarita Carrillo is ready to be your guide with Mexico: The Cookbook, her new, encyclopedic take on her country’s cuisine." – NPR Morning Edition

"Mexico: The Cookbook does for Mexican food what Julia Child did for French cuisine." – Vogue.com

"Jammed full of recipes, Mexico: The Cookbook is a work of staggering breadth, but it’s also a pleasure to read, with recipes ranging far from enchiladas suizas." – The New York Times Book Review

"A showstopper. The recipes are as approachable as they are plentiful. Consider it a necessity." – VanityFair.com

"Exquisitely beautiful and encyclopedic." – T Magazine

"Foodies rejoice, this is a cookbook like no other." – NBCNews.com

"All my life I have wanted to travel through Mexico to learn authentic recipes from each region and now I don’t have to – Margarita has done it for me!" – Eva Longoria

"Absolutely wonderful. I wish I could close my door and read it all day." – Nancy Wall Hopkins, Senior Deputy Editor–Food & Entertaining, Better Homes and Gardens

"Hasta La Vista, Tex‐Mex. Mexico: The Cookbook may kill your taste for supermarket salsa for good." – Elle Magazine

"Mexico: The Cookbook promises to introduce even the biggest fans of tort as and tamales to something new about Mexican cuisine and aims to prove that it can be as refined as it is accessible." – Time.com

"A show‐stopper! Mexico: The Cookbook will make you throw your sad burrito out the window immediately!" – The Kitchn

"Prepare to suffer from hunger pains as you visually chow down... You’ll curse the publishers for only including one book‐marking ribbon." – Saveur

"Whether you’re a novice or an expert in Mexican cuisine, you’re in good hands here." – Food52

"Mexico: The Cookbook is a sure‐fire first reference, with beautiful photos throughout. The breadth of this superb, 700‐page cooking bible is astonishing." – The Globe & Mail

"This beautiful new tome shows us there’s so much more to the country’s cuisine than our usual Chipotle order." – Metro

"Essential. Your go–to guide to Mexican home cooking." – Tasting Table

"If ever there was a comprehensive bible of Mexican food, this is it. If you know and love Mexican food, you definitely need this cookbook." – The Austin Chronicle

"I have long been an admirer of Margarita Carrillo’s work. In her new book, her warm and expert voice shines and proves to be a most delightful guide through the fascinating labyrinth of Mexican cuisine. Every cook, be it expert or beginner, will benefit and savor from this splendid Mexican cookbook with hundreds of tried and true recipes: a must for any Mexican food lover." – Pati Jinich

"For those interested in learning how to make authentic Mexican cuisine, Arronte has provided the definitive guide." – Publishers Weekly

"

About the Author

Chef and restaurateur Margarita Carrillo Arronte was born into a large family who respected their deep cultural and culinary roots, and has devoted nearly 35 years to help traditional Mexican cuisine find its way to every corner of the world. She has lectured about Mexican food at schools including The Culinary Institute of America and Le Cordon Bleu; served as Vice‐President of the Mexican Conservatory of Gastronomical Culture; and acted as an official representative of Mexico for the G‐20 summit in Los Cabos. She is also a published author who has hosted several food shows for the El Gourmet channel in Mexico. Chef Margarita currently lives with her family and four dogs in Mexico City.

Most helpful customer reviews

563 of 600 people found the following review helpful.
MEXICO: A MESS OF A COOKBOOK
By David Sterling
I would like to make clear from the outset that this is not a slam against the author; it is, however, an honest and detailed critique of the editors of Phaidon Press, who seem to have been absent from work on the day this book passed through the department.

Diana Kennedy's negative comments about this book seen elsewhere in this column of reviews have nothing to do with any sort of vendetta or "sour grapes." She is upset, as am I, because of the great disservice this book does to the understanding of regional Mexican cuisine beyond the country, an understanding that Diana has worked hard to build since the 1950s. The book is full of egregious errors, cover to cover, in fact on almost every page. Phaidon seems to have spent more money paying "star chefs" and trendy consumer magazines like Vogue to provide blurbs that rev up the excitement for this mess of a cookbook than they did on the real work of production.

First, some full disclosure: I am the author of Yucatán: Recipes from a Culinary Expedition (The William and Bettye Nowlin Series in Art, History, and Culture of the Western Hemisphere). In this critique, I will address some of the glaring errors found throughout Mexico: The Cookbook, but will mostly confine my comments to my area of expertise, which is the gastronomic traditions of the Yucatán Peninsula. I am a friend and colleague of Diana Kennedy. While I do not know Margarita Carrillo Arronte well, we did meet in early October 2014, when we both served as judges for an event of traditional gastronomy in Morelia, Michoacán. I found Margarita to be a charming and affable lady, very bright, pleasant to be around, and I have nothing against her whatsoever. In fact, all of the grave errors I will highlight in this critique (and all the rest that don't fit) I suspect are the fault of the editors of the publication; I have even pondered if perhaps the book were ghost-written, since obviously the text was not written by anyone who knows the regional cuisines of Mexico to any degree. And to be sure, the recipes were not thoroughly tested.

If you keep reading this, you will find details on many rather serious errors in recipes: some of these errors have to do with quantities, instructions, etc.; others have to do with more lamentable mistakes about the canon of Mexican gastronomy. A few reviewers in this column have written to me with their opinions and have said basically "Hey, dude, relax, don't take it that seriously. I just use the recipes as a base, then make modifications to taste." That's fine if you are making something for which you have some taste experience (maybe meatloaf?) - but for so many more exotic dishes, including Papadzules (below), if you don't know what it is to begin with, how could you possibly make these modifications? You will simply wind up with something on your plate that is anything but "authentic regional Mexican cuisine." It would be like making coq au vin from a vague recipe that specifies chicken and something alcoholic, and thinking to yourself, "Gee, I think I'll use ground chicken instead of cock, and beer instead of wine." It just won't be right - or French. Those who wish to understand authentic Mexican cuisine should be just as precise in their approach as they would be to Italian, French, Thai, or any other international cuisine.

As one quick example to satisfy your curiosity, many people know how to make guacamole; maybe they have even done it so many times they don't need to follow a recipe. Check out this author's recipe for guacamole on page 40. Maybe you will like this nice, fattening version. The ingredient list specifies "1 avocado, diced". Is the author (or editorial team) aware that avocados come in a wide range of sizes and weights? Any clues for us home cooks? This recipe is supposed to serve four. In my experience, you should plan on at least one-half medium avocado per person, unless each diner is going to be satisfied with about 1 tablespoon of guacamole. A bizarre instruction tells the cook to "gently fold in the avocado" (which you will recall was diced). No mention of mashing it? Did you ever have guacamole served tableside and watch how the waiters mash everything in the molcajete? The author-slash-editorial team instructs the cook to add 4 tablespoons of olive oil at the end of the recipe. That is one-quarter cup! Eighty-five percent of the calories in avocados come from fat, so I hardly think more is necessary, or even desired. And remember that lonely little single avocado? It has been diced, "folded in" (to 1/2 chopped red onion of indeterminate size) and now the cubes are apparently swimming in a quarter cup of olive oil! Some pop chefs like Tyler Florence may use olive oil in their guacamole, but I can aver that it is not traditional, nor even necessary, unless you want to increase your fat intake.

The recipes for Yucatán are equally messy, and quite simply incorrect. The recipe for "Turkey with black stuffing" (Pavo en relleno negro) on page 341 bears absolutely no resemblance to the dish as it is prepared in Yucatán. Putting any notions of "authenticity" aside for the moment, I pity the poor home cook who tries to make this recipe. Visualize these instructions along with me: First, the author specifies in the ingredient list an 8-pound turkey. In 2005, the USDA reported that the weight of the average turkey was 28.2 pounds. The author's recipe supposedly serves 10. Martha Stewart (if I may refer to her) says that you should purchase 1 ½ to 2 pounds of turkey per diner. So at the very least, this recipe should call for a turkey weighing about 15 pounds. Therefore, on both counts, I'm not sure where the notion of an 8-pound turkey came from. Now, back to this bird. We are supposed to stuff this 8-pound bird with 6 lbs. 10 oz. (almost 7 pounds) of ground pork! Do we really think there's room in there, since with those quantities the stuffing would be a full 87.5% of the volume of the turkey itself? In the middle of the recipe is this peculiar instruction: "Stuff the turkey with the pork mixture and the hard-boiled egg yolks and sew up with trussing thread." OK. So I have a turkey full to the rim with ground pork; where exactly are the 5 egg yolks supposed to go? Do I shove them into the opening of the bird, forcing them deep into the ground meat? Or just cluster them together at the opening? So when I serve, do I scoop out some of the pork and get all these yolks in one serving? Do I cut the yolks in half in order to give one-half to each diner? None of these details are mentioned. At the beginning of the recipe we are told to use 2 oz. of red chiles. Any kind preferred? Dried? Fresh? (And remember that chiles can vary widely in heat intensity, so the type of chile would seem to be an important detail.) Further, as another reader expressed here, no Mexican cookbook of any merit would specify something as vague as "red" or "green" chiles. Mexican cooks take chiles very seriously, and are quite specific about which to use, and when. What's more, each region of Mexico boasts its own unique chile varieties that local cooks put to good use. And I thought this was supposed to be THE definitive "regional Mexican cookbook." In another place in the recipe, the author also specifies Tabasco chiles: not only are Tabasco chiles not used in Yucatán, they are not even available. Next, we are told to put the "red chiles" along with two heads of ROASTED garlic and 25 tomatoes into a roasting pan and roast for 15 minutes at 350˚F. (The garlic should be roasted two times?) Twenty-five tomatoes are going to exude lots of juice; how are the chiles and garlic supposed to roast in all that liquid? And what, may I ask, are you going to do with those 25 tomatoes? Ah, at the end of the recipe, we slice 10 of them to use in a sauce. Did you ever try to slice a roasted tomato? Not to mention the mystery of slicing tomatoes that are going to be puréed. And let's not leave out the most peculiar instruction of all: in order to cook the 8-pound bird (filled with almost 7 pounds of ground pork) we are supposed to place the stuffed turkey in a "large saucepan or flameproof casserole." Even my largest saucepan won't hold a whole chicken of any size, let alone a turkey (albeit a dwarf one.) Most perplexing of all, this recipe for Pavo en relleno negro bears no resemblance to the dish as it is known in Yucatán. For that classic dish, cooks use a pitch black paste made of charred, ground chiles, known as "recado negro." It is readily available commercially beyond Mexico, so I can't imagine why the author didn't specify it. Note the name of the dish: "Turkey with black stuffing." There is not one step or ingredient in the recipe that will yield a black stuffing. Only the recado negro can do that. Further, in Yucatán cooks do not stuff the turkey with ground meat; instead, they form several large meatballs, each with an egg yolk in the center; the meatballs cook along with the turkey in a piquant black sauce; to serve, you cut the meatballs in half and give one half to each diner; the little hard-boiled egg yolk peeks out from the center, surrounded by graphite-colored meat. All of the rest of the instructions and ingredients are incomprehensible, and will yield, as far as I can tell, a turkey cooked in tomato sauce; Yucatecans would look at such a dish as though it had been served from outer space since there are no "turkey-in-tomato-sauce" dishes in Yucatán whatsoever.

On page 81 you will find a recipe for a classic Yucatecan tamal: Brazo de Reina (or "queen's arm"). As the name humorously suggests, this is a large, long log- (or arm)-shaped tamal, rolled jelly-roll-style and sliced. It is not - as the recipe instructs - prepared as several individual tamales (we are not told how many). Further, to serve with the tamales, we are supposed to make Chiltomate, a charred tomato sauce mashed in a molcajete that in Yucatán is only served with a couple of dishes including grilled pork cutlets and a local sausage - never with tamales. But that is not where the strangeness ends. To prepare this sauce, we have an ingredient list of "4 ripe tomatoes, 1/2 onion, chopped, 1 habanero chile . . . 1 sprig epazote leaves, sea salt." The first paragraph of the instructions reads: "For the Chiltomate, combine the tomatoes, onion, chile, and epazote leaves in a saucepan and cook over medium heat for 10 minutes. Season to taste, discard the epazote, and process the mixture in a food processor or blender." OK. Whole, dry tomatoes go into a saucepan with no liquid? I guess they are resting on a bed of chopped onions? How do you pick out wilted leaves of cooked epazote? What is the "mixture" we are supposed to pour into the blender since nothing has actually been "mixed"? A final bizarre touch is to add "habanero or Morita chiles" to the tamal when you roll it up. Not only would heat-loving Yucatecans be shocked to find bits of fiery hot chile in their tamales, but also Yucatecans never use the Morita chile, nor is it even available here to any extent. Wrong region. And to add insult to injury, the instructions have you sprinkle cheese onto the tamal before serving! Diós mío - cheese is only rarely used in Yucatán (think of all that tropical heat) and it is NEVER used on tamales. I think it might be considered a punishable offense.

Some more Yucatecan messes: First, there is no dish in Yucatán called "Yucatán-style quail in vinegar." If you wish to remain true to the regions of Mexico (as all the media hype promises, even Eva Langoria), then the author or editors should alert readers that this is an invention and not "authentic regional Mexican cuisine". Now let's follow some of the instructions: "When the charcoal is red, cover it with avocado leaves. Top with the quails and cook . . . " So, if I put the dried avocado leaves directly on the hot coals, won't they start to burn? Am I supposed to "top" the burning leaves with the quail? There is also considerable confusion about onions. Two are specified in the ingredient list: one is "large", one is just . . . regular, I guess; both are "thinly sliced." After preparing the marinade, we are instructed to "cover each bird with sliced onion." While the coals are pre-heating, we are told to cook the onions over medium-low heat. Which onions? The "large" one or the regular-sized one? Am I supposed to pick the onions off the quails that have marinated overnight and cook those in the skillet? Or should I leave them on the quails (secure with a toothpick?) before I "top" the burning leaves with the quails? (What indeed do I do with those darn onions??) Finally, the ingredient list specifies two kinds of vinegar, pineapple or apple cider (we use neither in Yucatán with any frequency) and also sugar cane vinegar (which we do use) but the instructions make no mention of which to use, and when (there are two different times when you add vinegar).

The description of Yucatán's underground oven, known as a p'íib, given on page 30 is basic at best: "A large fire is lit above a hole lined with stones." How do you light a fire above a hole? And it erroneously states that "pibil" means "buried." It doesn't. "Pibil" is an adjective that describes foods that were cooked in a p'íib. The Mayan word for "buried" is "muuk."

On page 493, there is a recipe for Papadzules. The "REGION" listed is "Guanajuato." Oh, my! The people of Yucatán (and Guanajuato) will be quite surprised to read that! This is a classic dish of Yucatán, which even a simple "Google" search will reveal. Worse still, the author/editor has you purée some stewed tomatoes with squash seeds (referred to as "seeks" in the recipe) to create the sauce; this is definitely not the way it is done in Yucatán. Instead, a squash seed paste is mixed with a simple infusion of salted water and epazote. The tomato sauce is cooked separately and spooned on at the end. In short, there are two sauces for Papadzules: one green, the other red. This is what makes me suspect these recipes were copy/pasted by editors who know nothing about the cuisine. They read something about tomatoes in another recipe, couldn't figure out what to do with them, so included them in the squash seed sauce. Even the photo in the book is wrong. Again, "Google" photos of Papadzules and you will see those iconic two sauces: the main sauce, which is always a pale green color (the natural color of the squash seeds and to some extent, the epazote) and the bright red tomato sauce. No tomatoes are ever included in the squash seed sauce; instead, as you will see in your "Google" photo, the tomato sauce is spooned over the light green sauce. There is a single sauce in the photo in the book and it is a kind of salmony color (thanks to those incorrect tomatoes.) I have shown the photo in the book to almost a dozen of my Yucatecan friends, and with no coaching, they all have the same immediate reaction: they gasp and say "¡QUÉ!??" (What!!!??? expletive deleted). Just one brief glimpse of the photo leaves them incredulous as to what on earth the editors (cooks, food stylists) have done with Yucatecans' treasured Papadzules, which have a very distinctive appearance due to those red and green sauces. Yucatecans take this "adaptation" as a form of culinary heresy, since Papadzules are considered to be the hallmark of Maya cooking and are therefore taken very seriously.

All of the other Yucatecan recipes I found were equally careless and wrong. (The author/editorial team specifies an ingredient called "black achiote paste" on page 398; good luck finding that in your ingredient searches, since there is no such thing. Achiote, also known as "annatto", is as red as blood!) Diana Kennedy and I have jointly gone through the book cover to cover and unearthed literally scores of such errors: sloppy instructions, editorial faux pas, and worse, an apparent ignorance of traditional regional Mexican dishes - or at least an inability to describe them and explain how to make them.

Now for a "short list" of editorial messes and factual errors (the fact-checker must have missed work that day, too):

INDEX: The index is impossible to use. If you want to look up a state (such as Yucatán) you will only find a couple of entries, although there are many more recipes from Yucatán scattered throughout the book.

REGIONS: Each recipe has a bold title at the top saying REGION, and then a word like "Veracruz," "Colima" "Tamaulipas". These are STATES, not regions. Readers are already confused about Mexico; please, Phaidon, don't add to the general confusion.

(In a humorous aside, REGIONS in other parts of the book have unusual descriptors. Rather than states, on pages, 471, 472 and 491 it is listed as FALTA [no, folks, "FALTA" isn't a state or a region for that matter; it means "missing" in Spanish, so someone forgot to add it]. On page 544 it says "BUSCAR QUERETARO" ["buscar" means "look it up" so someone wasn't sure which state, forgot to check, then forgot to change the text!])

PAGE 15:
- The author/editorial team list indigenous herbs, and cilantro is included in the list. Cilantro was introduced to the Americas sometime around 1580; it is not indigenous. (See William Dunmire.)

PAGE 19:
- Stew is the "more rustic cousin of mole"? They are simply two different things. And many forms of mole existed before the convent elaborations of the 17th century. Mole was NOT invented in the 17th century. (Unless you believe the only mole in the world is mole poblano . . . )
- "Huarachas"? I believe the more common spelling is "huaraches."

PAGE 23:
- "In the 1960s, Mexico's tortillerías . . . started to use machines to roll out and cook tortillas." The first commercially successful one was invented in 1947 by Fausto Celorio and they were in use almost immediately thereafter (see Jeffrey Pilcher).

PAGE 25:
- "The traditional cuisine of each region of the country is not just the ingredients, preparation methods and utensils, it is (sic) the rich legacy of its history and cultural identity." Unfortunately, the author makes no mention anywhere in the rest of the book about the cultural identity or history of the cuisine, in other words, no credit for the people who invented this cuisine. (And note the grammatical error of the missing "also". These kinds of editorial errors are common throughout the book.)

PAGE 30:
- Yucatán was ". . . heavily influenced by the European ships that stopped by for fresh water."??? Oh, dear. European ships came to Yucatán for extensive trade in logwood, chicle, and a host of other valuable products. Campeche on the Gulf Coast of the Yucatán Peninsula was a major trade port for centuries; those ships hardly just "stopped by". While the Europeans aboard those ships may have also collected fresh water, that was not their primary reason for coming here, and the statement is a great oversimplification. Also, can a place actually be "influenced by ships", European or otherwise? More editorial carelessness.
- Sorry, the habanero is no longer the world's hottest chile! That title was stolen about 2 decades ago. In 1994, the Red Savina claimed the title. It has almost 1,000,000 Scoville Heat Units while the measly habanero tops out at 350,000 or so. And since 2000, a new "world's hottest chile" is released every year or two.

PAGE 36:
- Measurement inconsistency. Masa dough: ½ cup water = 4 fl. oz. For tortillas: 1 cup water = 9 fl. oz. In truth, in the Standard US system 1 cup = 8 fl. oz.
And why for masa is it 4 1/3 cups masa harina to ½ cup water, whereas for tortillas (which also employ masa) it is 5 cups masa harina to 1 cup water? That's not proportional. Also, I beg you to try rolling dough made from masa harina using a rolling pin. Next to impossible. It has no gluten and is impossibly fragile. Stacking rolled ones between layers of waxed paper? They would stick terribly and tear apart when you try to dislodge them. Besides, raw tortillas are not made in quantities that way; each tortilla is formed into shape and immediately cooked on the comal. The cooking (even on just one side) firms them up so that you can flip them; without the cooking (even when made from proper nixtamalized maize masa) tortillas are terribly fragile.

PAGE 37:
- Tortillas de harina (wheat flour tortillas). All regions? No, we do not eat them in Yucatán, and in all my journeys throughout Mexico I have never seen them except in the north. That is, unless you go to a "northern-themed" restaurant with arrachera and that sort of thing. And why is the baking powder "optional"? Is there something I should know? To use, or not to use? Wouldn't baking powder be considered a key ingredient, and not optional? It's rather like having a recipe for French baguettes and listing yeast as "optional." (The funny reader who compared the author to Julia Child obviously never read Child, who provides completely detailed explanations and reasons for every step and ingredient.)
- Gorditas, all regions? Again we do not have anything resembling gorditas here in Yucatán. The author tells how to cook them, slit them open and "keep them warm until serving" . . . but how do you serve them? Wherever gorditas are served throughout Mexico there are a zillion different fillings and ways of finishing gorditas - none of which is even mentioned here. This recipe simply produces a thick, hollow tortilla - not a gordita.

Dear readers, I could go on and on but alas, I'm tired (and you probably are, too)! Again, I blame a lot of this on Phaidon and their editors. Look, they already have "Mexico: The Cookbook"; "India: The Cookbook" (with 1000 recipes!); "Thailand: The Cookbook"; and soon to be released, "Peru: The Cookbook", and God knows how many other "Name-That-Country: The Cookbook" projects are on the conveyor belt. (Check out very similar complaints from Amazon readers about these other books.) With this kind of "factory" mentality, it's no wonder that this book slipped past Quality Control. Pretty covers (which this book indeed has) don't make for reliable or even usable information. I'm sure Phaidon is crying all the way to the bank.

May the intelligent and thoughtful reader beware. The marketing hype for this book is over-the-top crazy! I like Eva Longoria as an entertainer as much as the next fellow, but she obviously never tried to cook from this book. And really, what an embarrassing statement to say, "All my life I have wanted to travel through Mexico to learn authentic recipes from each region, and now I don't have to - Margarita has done it for me!" Maybe Mexico should consider itself lucky that you don't have to travel here, Eva! (To get past the shame of that statement, I'm going to pretend that a PR agent wrote it for her, and not Eva herself.) (Buyer beware, too. Check out all the reviews entitled FIVE STARS with one-word "critiques" like "Fabulous!" Notice how many "FIVE STARS FIVE STARS FIVE STARS" there are in a row. I don't mean the ranking, I mean the title of the critique. There are 19 of these phony reviews as of 5 January. I would imagine these reviews are "planted" by Phaidon. And not very cleverly at that. I'm sure they have one of their interns - perhaps one of those who worked on this book - sitting at the computer cranking out the "critiques." )

Here is my apprehension: that people will read this book and think it is a good representation of "authentic regional Mexican cuisine." I hope this critique has illustrated that it falls far short of that goal. Anyone who uses this cookbook as a "bible of Mexican cooking" is on a slippery slope to culinary Perdition.

Finally, if indeed (as I suspect and hope) this book was ghost-written, or at least compiled and cut-and-pasted together by a team of 20-something Phaidon editors, Margarita Carrillo Arronte should be embarrassed to have her name attached to it. After all, she participated in the push to get Mexican cuisine designated as an Intangible Cultural Heritage by UNESCO, for which she is to be congratulated. This book undermines that great accomplishment.

71 of 75 people found the following review helpful.
Atrocious editing of such a beautiful, comprehensive cookbook.
By RDawn
This is a gorgeous looking cookbook. I love Mexican food and neon colors, so I thought this cookbook and I were meant to be. However, after reading through multiple recipes, I'm torn on whether I will actually keep the book. Full disclosure: I have yet to cook any recipe from the book. Yes, you can think that invalidates my review. Hear me out though, I am writing this review to alert people to the style and editing issues.

As mentioned in another review, there is no intro for recipes. It is the list of ingredients, region, prep/cook time, serving size, and directions. I understood this before purchasing, but I do wish there was at least a couple sentences introducing the recipe. That would greatly add to each recipe and the overall book.

Absolutely my main issue with the book is the editing/organization. I cannot begin to comprehend the poor editing and how this made it to publication with all the issues (not just 1 or 2...). For example: pages 550 and 611 are the SAME recipe (Corn cake with eggnog sauce). Except the recipe on page 611 is only titled Corn cake, but in the directions it tells you to make the eggnog sauce. Too bad it doesn't even list the ingredients for the sauce, so you have to turn back to page 550, which is actually the correctly edited version of the cake. The Veracruz-style fish recipe on page 253 lists the ingredients and directions to make a spice infusion. However, it never tells you when to use it. Do you use it in the sauce or to marinate the fish? If so, when and how much? Under the "To serve:" ingredients olives are listed twice (1/2 cup olives vs. 12 pitted green olives, sliced). What does that mean? Do you need two separate types of olives. If so, is the first olive listed a black olive? In addition, it annoys me when the accompanying photo doesn't match the recipe; the recipe says to use red snapper fillets, yet the photo is a whole red snapper. I mean seriously come on now...

That is just two examples of numerous editing mistakes I've seen: ingredients missing yet called for in directions, different ingredients in directions than listed in the ingredients list, missing directions altogether, etc. Also the organization is just weird. Why list two separate "Day of the Dead" bread recipes with 4 recipes between them. You should list them with one right after the other. That way a reader can easily compare and contrast the difference between the two recipes.

So overall like I said, I don't know if I'll keep the cookbook. I am a very experienced cook but not with Mexican cuisine. Hence me buying the book. If you are very experienced with Mexican cuisine then this could still be a great cookbook for you. Overall the recipes look and sound fantastic. Part of me wants to just keep the book and fix the mistakes as I make the cook my way through it. It's just so frustrating to spend nearly $30 on a cookbook for it to be so poorly edited and put together. Either information needs to be published online addressing all the errors or a second (fixed) edition should be published.

75 of 83 people found the following review helpful.
Mexico The Cookbook – Organizational Mess
By Old Gringo
I’ve got some real issues with the organization with this book. They throw around terms and processes like you’re already intimately acquainted with them- like dry roasting peppers. A dried pepper is roasted differently from a fresh one and there is simply no guidance in the book as to how to do it, for how long, if some are done differently than others, etc. I am somewhat knowledgeable about Mexican cooking, having grown up in Arizona, spent time in Mexico and read Diane Kennedy’s books (which I recommend heartily). Beans, first entry in the index is page 12. The word bean doesn’t even appear on page 12. What’s with that? The Bean section just starts out willy nilly. You would think they would start with the basic bean recipe (pinto beans) which is the base step on a lot of bean recipes and then branch out into more complicated ones. But no. You find the base recipe in between more complicated ones. I still haven’t found the base recipe for black beans but it may be buried somewhere in there. The author also tosses out the term Chorizo without any explanation- within Mexico there are many types of Chorizo. Which one is she referring to? Maybe she’s referring to Spanish Chorizo which I’ve encountered in Mexican dishes from time to time. Who knows?

So in conclusion if you are new to Mexican cuisine this is definitely not the book for you. I suggest Diane Kennedy’s books for that. That said the recipes, the ones I can interpret anyway, look inviting and I will be trying some of them.

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