2020/01/25

Ecotopia Ernest Callenbach A novel 2004


Ecotopia
Ernest Callenbach

A novel portraying a future ecologically sustainable society located in what was formerly the states of Washington, Oregon, and northern California. 

It is a hopeful vision of what industrial society must become if it is to survive, presented in news-story and diary entry forms.

 Callenbach gives us a vivid, comprehensive, positive vision of what the earth's future might look like, if those who care about sustainability had a say. Highly imaginative, this much-loved book is at the same time blessedly down to earth. Nearly a million copies have been sold in nine languages.





$5.36 (USD)
Publisher:
Release date: 2004
Format: PDF
Size: 17.95 MB
Language: English
Pages: 172
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Ecotopia: A Novel Paperback – March 1, 1990
by Ernest Callenbach (Author)
4.2 out of 5 stars 144 ratings


A novel both timely and prophetic, Ernest Callenbach’s Ecotopia is a hopeful antidote to the environmental concerns of today, set in an ecologically sound future society. Hailed by the Los Angeles Times as the “newest name after Wells, Verne, Huxley, and Orwell,” Callenbach offers a visionary blueprint for the survival of our planet . . . and our future.

Ecotopia was founded when northern California, Oregon, and Washington seceded from the Union to create a “stable-state” ecosystem: the perfect balance between human beings and the environment. Now, twenty years later, this isolated, mysterious nation is welcoming its first officially sanctioned American visitor: New York Times-Post reporter Will Weston.

Skeptical yet curious about this green new world, Weston is determined to report his findings objectively. But from the start, he’s alternately impressed and unsettled by the laws governing Ecotopia’s earth-friendly agenda: energy-efficient “mini-cities” to eliminate urban sprawl, zero-tolerance pollution control, tree worship, ritual war games, and a woman-dominated government that has instituted such peaceful revolutions as the twenty-hour workweek and employee ownership of farms and businesses. His old beliefs challenged, his cynicism replaced by hope, Weston meets a sexually forthright Ecotopian woman and undertakes a relationship whose intensity will lead him to a critical choice between two worlds.

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Editorial Reviews

Review


"A classic of earth consciousness." —Denis Hayes, original coordinator of Earth Day

"Essential reading for all who care about the earth's future."—Fritjof Capra, author of The Tao of Physics and The Turning Point

"None of the happy conditions in Ecotopia are beyond the technical or resource reach of our society."—Ralph Nader
From the Publisher


"Callenbach gives us a vivid, comprehensive, positive vision of an ecologically sustainable world. essential reading for all who care about the earth's future."--Fritjof Capra, author of the Tao Of Physics and the Tuming Point.

"A classic of earth consciousness."--Denis Hayes, Earth Day.

Ecotopia was founded when northern California, Oregon, and Washington seceded from the Union to create a "stable-state" ecosystem: the perfect balance between human beings and the environment. Now, twenty years later, the isolated, mysterious Ecotopia welcomes its first officially sanctioned American visitor: New York Times-Post reporter Will Weston. Like a modern Gulliver, the skeptical Weston is by turns impressed, horrified, and overwhelmed by Ecotopia's strange practices: employee ownership of farms and businesses, the twenty-hour work week, the fanatical elimination of pollution, "mini-cities" that defeat overcrowding, devotion to trees bordering on worship, a woman-dominated government, and bloody, ritual war games. Bombarded by innovative, unsettling ideas, set afire by a relationship with a sexually forthright Ecotopian woman, Weston's conflict of values intensifies-and leads to a startling climax.

"None of the happy conditions in Ecotopisa are beyond the technical or resource reach of our society."--Ralph Nader
From the Inside Flap


"Ecotopia was founded when northern California, Oregon, and Washington seceded from the Union to create a "stable-state" ecosystem: the perfect balance between human beings and the environment. Now, twenty years later, the isolated, mysterious Ecotopia welcomes its first officially sanctioned American visitor: New York Times-Post reporter Will Weston.

Like a modern Gulliver, the skeptical Weston is by turns impressed, horrified, and overwhelmed by Ecotopia's strange practices: employee ownership of farms and businesses, the twenty-hour work week, the fanatical elimination of pollution, "mini-cities" that defeat overcrowding, devotion to trees bordering on worship, a woman-dominated government, and bloody, ritual war games. Bombarded by innovative, unsettling ideas, set afire by a relationship with a sexually forthright Ecotopian woman, Weston's conflict of values intensifies-and leads to a startling climax.
About the Author


Ernest Callenbach is also the author of Ecotopia Emerging, The Ecotopian Encyclopedia, and Publisher’s Lunch. He is the co-author of The Art of Friendship and Humphrey the Wayward Whale (with Christine Leefeldt) and of A Citizen Legislature (with Michael Phillips). He edits natural history books and the journal Film Quarterly at the University of California Press, and lectures on environmental topics all over the world.
Excerpt. © Reprinted by permission. All rights reserved.

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(May 3) Here we go again, dear diary. A fresh notebook with all those blank pages waiting to be filled. Good to be on the way at last. Alleghenies already receding behind us like pale green ripples on an algae-covered pond. Thinking back to the actual beginnings of this trip–almost a year ago? Those careful hints dropped at the White House like crumbs for the President’s vacuum-cleaner mind to suck up. Until finally they coalesced into some kind of ball and came out as his own daring idea: okay, send some unofficial figure out there, purely informal–a reporter not to closely identified with the administration, who could nose around, blow up a few pretty trial balloons–can’t hurt! A tingly moment when he finally broached it, after a big Brazil briefing session. That famous confidential smile! And then saying that he had a little adventure in mind, wanted to discuss it with me privately. . . .

Was his tentativeness only his habitual caution, or a signal that if anything went wrong the visit (and the visitor) were politically expendable?

Still, an important opening in our foreign policy–lots of weighty arguments for it. Heal the fratricidal breach that rent the nation–so the continent can stand united against rising tides of starvation and revolution. Hawks who want to retake “lost last of the west” by force seem to be growing stronger–need neutralizing. Ecotopian ideas are seeping over the border more dangerously–can’t be ignored any longer, might be detoxified by exposure. Etc.

Maybe we can find a hearing for proposal to reopen diplomatic relations; perhaps trade proposals too. With reunification a gleam in the eye. Even just a publicizable chat with Vera Allwen could be useful–the President, with his customary flexibility, could use it to fend off both hawks and subversives. Besides, as I told Francine–who scoffed, naturally, even after three brandies–I want to see Ecotopia because it’s there. Can things really be as weird there as they sound? I wonder.

Have been mulling over the no-nos. Must stay clear of the secession itself: too much bitterness could still be aroused. But fascinating stories there, probably–how the secessionists filched uranium fuel from power plants for the nuclear mines they claimed to have set in New York and Washington. How their political organization, led by those damned women, managed to paralyze and then supplant the regular political structure, and got control of the armories and the Guard. How they bluffed their way to a stand-off–helped, of course, by the severity of the national economic crisis that struck so conveniently for them. Lots of history there to be told someday–but now is not the time. . . .

Getting harder to say goodbye to the kids when I take off on a long trip. Not that it’s really such a big deal, since I sometimes miss a couple of weekends even when I’m around. But my being away so much seems to be beginning to bother them. Pat may be putting them up to it; I’ll have to talk to her about that. Where else would Fay get the idea of asking to come along? Jesus–into darkest Ecotopia with typewriter and eight-year-old daughter. . . .

No more Francine for six weeks. It’s always refreshing to get away for a while, and she’ll be there when I get back, all charged up by some adventure or other. Actually sort of exciting to think of being totally out of touch with her, with the editorial office, in fact with the whole country. No phone service, wire service indirect: uncanny isolation the Ecotopians have insisted on for 20 years! And in Peking, Bantustan, Brazil there always had to be an American interpreter, who couldn’t help dangling ties from home. This time there’ll be nobody to share little American reactions with.

And it is potentially rather dangerous. These Ecotopians are certainly hotheads, and I could easily get into serious trouble. Government’s control over population seems to be primitive compared to ours. Americans are heartily hated. In a jam the Ecotopian police might be no help at all–in fact they apparently aren’t even armed.

Well, ought to draft the first column. Mid-air perhaps not the worst place to begin.



WILLIAM WESTON ON
HIS JOURNEY TO ECOTOPIA


On board TWA flight 38, New York to Reno, May 3. As I begin this assignment, my jet heads west to Reno–last American city before the forbidding Sierra Nevada mountains that guard the closed borders of Ecotopia.

The passage of tiem has softened the shock of Ecotopia’s separation from the United States. And Ecotopia’s example, it is now clear, was not as novel as it seemed at the time. Biafra had attempted secession from Nigeria but failed. Bangladesh had successfully broken free of Pakistan. Belgium had in effect dissolved into three countries. Even the Soviet Union has had its separatist “minority” disturbances. Ecotopia’s secession was partly modeled on that of Quebec from Canada. Such “devolution” has become a worldwide tendency. The sole important counterdevelopment we can point to is the union of the Scandinavian countries–which perhaps only proves the rule, since the Scandinavians were virtually one people culturally in any event.

Nonetheless, many Americans still remember the terrible shortages of fruit, lettuce, wine, cotton, paper, lumber, and other western products which followed the breakaway of what had been Washington, Oregon, and Northern California. These problems exacerbated the general U.S. economic depression of the period, speeded up our chronic inflation, and caused widespread dissatisfaction with government policies. Moreover, Ecotopia still poses a nagging challenge to the underlying national philosophy of America: ever-continuing progress, the fruits of industrialization for all, a rising Gross National Product.

During the past two decades, we as a people have mostly tried to ignore what has been happening in Ecotopia–in the hope it will prove to be mere foolishness and go away. It is clear by now, however, that Ecotopia is not going to collapse as many American analysts at first predicted. The time has come when we must get a clearer understanding of Ecotopia.

If its social experimentation turns out to be absurd and irresponsible, it will then no longer tempt impressionable young Americans. If its strange customs indeed prove as barbaric as rumors suggest, Ecotopia will have to pay the cost in outraged world opinion. If Ecotopian claims are false, American policy-makers can profit from knowledge of that fact. For instance, we need to access the allegation that Ecotopia has no more deaths from air and chemical pollution. Our own death rate has declined from a peak of 75,000 annually to 30,000–still a tragic toll, but suggesting that measures of the severity adopted in Ecotopia are hardly necessary. In short, we should meet the Ecotopian challenge on the basis of sound knowledge rather than ignorance and third-hand reports.

My assignment during the next six weeks, therefore, is to explore Ecotopian life from top to bottom–to search out the realities behind the rumors, to describe in concrete detail how Ecotopian society actually operates, to document its problems and, where that is called for, to acknowledge its achievements. By direct knowledge of the situation in which our former fellow-citizens now find themselves, we may even begin to rebuild the ties that once bound them to the Union they so hastily rejected.


(May 3) Reno a sad shadow of its former goodtimes self. With the lucrative California gambling trade cut off by secession, the city quickly decayed. The fancy casino hotels are now mere flophouses–their owners long ago fled to Las Vegas. I walked the streets near the airline terminal, asking people what they thought of Ecotopia out here. Most replies noncommittal, though I thought I could sometimes detect a tinge of bitterness. “Live and let live,” said one grizzled old man, “if you can call what they do over there living.” A young man who claimed to be a cowboy smiled at my question. “Waaal,” he said, “I know guys who say they’ve gone over there to get girls. It isn’t really dangerous if you know the mountain passes. They’re friendly all right, so long as you aren’t up to anything. Know what, though? The girls all have guns! That’s what they say. That could shake you up, couldn’t it?”

Had a hard time finding a taxi driver willing to take me over the border. Finally persuaded one who looked as if he had just done 20 years in the pen. Had to promise not only double fare but 25 percent tip besides. For which I got a bonus of dirty looks and a string of reassuring remarks: “What ya wanta go in there for anyhow, ya some kind of a nut? Buncha goddamn cannibals in there! Ya’ll never get out alive–I just hope I will.”

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Product details

Paperback: 181 pages
Publisher: Bantam; Reissue edition (March 1, 1990)
Language: English
ISBN-10: 0553348477
ISBN-13: 978-0553348477
Product Dimensions: 5.3 x 0.5 x 8.2 inches


Customer reviews
4.2 out of 5 stars
4.2 out of 5
144 customer ratings


Top Reviews

Long John

5.0 out of 5 stars 

a green world
Reviewed in the United States on August 26, 2014
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First read this nearly 30 years ago - I borrowed a copy from a friend and skimmed through it - I always wanted to reread it more thoroughly, but I sort of forgot about it. Reading that Ernest Callenbach had died put it back into my memory and I decided to see what 40 years would do to its vision. As anybody who has visited Portland can tell you, some of it has become real - and more of it should. Looking back, it seems funny that Callenbach has to explain what biodegradable means or that composting and recycling were once unknown. Though we are still learning that laws against victim-less crimes should be abolished.


The "plot" to this story is largely superfluous - it follows that standard device of having a stranger going into an Utopia and describing it for people back home. This has been used as far back as Thomas Moores Utopia and in one of my favorite utopian novels, Island by Aldous Huxley. The stranger is usually converted to the utopian life. 


The story of how Ecotopia was created seems unlikely, but if you look at all the countries that have devolved since the mid 70s like the Soviet Union, Czechoslovakia and Yugoslavia and all the areas that would like to split away, like Scotland, Flanders, Catalonia and most certainly Kurdistan, then perhaps this is not so wild of an idea. A lot of people in Texas are always saying they want independence. At any rate, what is important here is how a green society would work - Callenbach could have placed it on another planet for all the difference it would make (you know, like Pandora in Avatar).

One of the things I like about Callenbachs proposed world is how it doesn't fit neatly into any currently existing political or cultural viewpoint. Or at least not any that will likely be allowed onto the pages of the New York Times or the Wall Street Journal. His ideas will resonate best amongst the outsiders and freethinkers across the social spectrum, whether they be left or right or neither. But before you laugh it off, remember; a lot of these things have happened or are happening now. Perhaps back in the early 70s, when this book was being written, they only seemed possible through secession, but now they are being implemented state by state. The next twenty years should be be interesting - you can get a heads up by reading this book.

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Roy Staples

5.0 out of 5 stars great book, but a frustrating read.Reviewed in the United States on September 25, 2014
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For those who read this book, I should warn you:
First, you must recognize the era the book was written in. Cold War mentality, strong ideas of nation and sovereignty, sexism rampant, to the point that the author's attitudes are actually more liberated.
Second, the author has a hard time making the character seem genuine and authentic. This is especially difficult to believe at the end of the book.
Third, that the author would concede that segregation would be a good policy seems tragically laughable. His naïveté on race relations is disgusting, from our perspective.

Nevertheless, one should read this book. If only for the exercise of allowing yourself to see that life here in America doesn't have to be this way.

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K. Atherton

5.0 out of 5 stars 

One Great Idea!!
Reviewed in the United States on October 29, 2013

Ah, but if we could actually build this society! Ecotopia is comprised of the States of Washington, Oregon, and Northern California. The California demarcation eliminates the southern part of the state.
The new "country" actually builds walls and borders to keep others out, but since they are on the West Coast, they continue to have trade relations with the far east. The have corporate giants Boeing, Microsoft, Hewlett Packard, Apple, Intel, Weyerhauser, and Nike! They create a completely eco friendly society where everything is used, reused, recycled, or re-purposed. Even the paper money bio-degrades if it is dropped on the ground where microbes in the soil begin the process of degradation.
The people are industrious, happy, healthy, and 100% committed to the eco friendly society.
Trees are worshipped…
And the President is a woman!
Very well written, very fantastic, and very beautiful.
A must read….

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Mark M

4.0 out of 5 stars 

The author clearly had a lot of fun coming up with the details of the "utopia" described ...
Reviewed in the United States on April 2, 2015

The author clearly had a lot of fun coming up with the details of the "utopia" described in the book. Many of the aspects of the society seem a bit unlikely-- and kind of inconsistent with human nature. But cuodos to the author for coming up with something this detailed and more or less internally consistent. Note that there isn't really much of a plot here. The book is really more of a set of "travel essays" and "diary entries" that discuss how the society work and that show the gradual shift of the main character from being a skeptic to a lover of the utopia.

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Ingrid Straziota

5.0 out of 5 stars A view for an ecological way of life!Reviewed in the United States on January 9, 2014
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This book was written in the sixties and it is still so advanced in its outlook of a society geared towards conservation of not only the physical but also the social environment. There is a perfect physiology in the way people interact and assume customs and beliefs that are for the good of the comunity and for the individual. People are convinced of the way things should be done because they really believe that it is for the best of everybody, and not because of fear of punishment. It shows the principles of a true democracy, when people go beyond their selfish ideals and understand that the good of the comunity is the good for the individual. The book is well written, the characters are well developed and the story is enticing. I recomend it to anywone who is curious about alternative ways of handling conservation of the environment through a social fabric that is truly in tune to this.

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J. Brown

5.0 out of 5 stars

A very good read!
Reviewed in the United States on May 19, 2015
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I read this book several years ago, and just now ordered one for myself, to have as a resource. Callenbach posits a breakaway republic comprising Washington state, Oregon, and northern California, who secede from the United States and create a new state with protections for the environment built into its constitution. The story concerns a newsman, visiting from what's left of the old U.S., and his gradual conversion to the ways in which people think in the new state. A very good read!

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tli

4.0 out of 5 stars 

Decent
Reviewed in the United States on August 17, 2019
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Some interesting ideas, not all of which will be old hat to the modern reader. Ending wasn't great. There's a romance that serves a purpose but still manages to be grating.



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Mike
5.0 out of 5 stars Good readReviewed in the United Kingdom on January 3, 2015
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Very good book which although impracticable is an excellent view of a future of uncertainty.


J. Tupone
4.0 out of 5 stars an entertaining readReviewed in Canada on December 21, 2008
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Ernest Callenbach's novel is written in a clever and well thought out manner. The novel tells the story of an American journalist who travels to the independent state of Ecotopia which is a country formed by environmentalists who managed to secede northern California, Oregon and Washington from the American union. The journalist spends time in Ecotopia learning about the young society and how its inhabitants strive to live in a stable state with nature.

It is a well written novel and it is quite clever. The novel clearly serves as a kind of call to arms for environmentalists, not in the military sense but in a "how-to" manner. It describes in fair detail the system of government that has been put in place, how energy, food and consumer goods are produced and how the people live and interact with each other.

The novel reads a lot like a manifesto for a "new" kind of environmental movement and is also full of several contradictions and oddball ideas. One part talks about a secret 3 day war between the USA and Ecotopia shortly after independence and how the Ecotopians shot down about 7000 US combat aircraft. Well, today, the US air force has less than 7000 aircraft and it seems rather absurd that the strongest military on earth would be foolish enough to lose its entire air force in a few days. That being said, the novel is fiction of course.

Callenbach is an entertaining writer, but to really love this book I am fairly certain that you have to be a strong environmentalist. If you're not, you can still enjoy the story and be intrigued by the detail that Callenbach has put into the utopia he created.
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Ecotopia: (40th Anniversary Ed.) Paperback – November 1, 2014

by Ernest Callenbach (Author)
4.7 out of 5 stars 25 ratings

Paperback
$12.0925 Used from $4.5025 New from $8.09

Twenty years have passed since Northern California, Oregon, and Washington seceded from the United States to create a new nation, Ecotopia. Rumors abound of barbaric war games, tree worship, revolutionary politics, sexual extravagance. Now, this mysterious country admits its first American visitor: investigative reporter Will Weston, whose dispatches alternate between shock and admiration. But Ecotopia gradually unravels everything Weston knows to be true about government and human nature itself, forcing him to choose between two competing views of civilization.

Since it was first published in 1975, Ecotopia has inspired readers throughout the world with its vision of an ecologically and socially sustainable future. This fortieth-anniversary edition includes Ernest Callenbach's final essay, “An Epistle to the Ecotopians,” and a new foreword by Callenbach's close friend and publisher, Malcolm Margolin.




Editorial Reviews

Review


An environmental classic. --Time

The newest name after Wells and Verne and Huxley and Orwell is Ernest Callenbach, creator of Ecotopia. --Los Angeles Times

''One of the most important utopian novels of the twentieth century that still has very important lessons to teach us. It will always convey to perfection the wild optimism of that moment: a feeling we need to recapture, adjusted for our time.'' --Kim Stanley Robinson

''One of the most important utopian novels of the twentieth century that still has very important lessons to teach us. It will always convey to perfection the wild optimism of that moment: a feeling we need to recapture, adjusted for our time.'' --Kim Stanley Robinson
From the Inside Flap


Twenty years have passed since Northern California, Oregon, and Washington seceded from the United States to create a new nation, Ecotopia. Rumors abound of barbaric war games, tree worship, revolutionary politics, sexual extravagance. Now, this mysterious country admits its first American visitor: investigative reporter Will Weston, whose dispatches alternate between shock and admiration. But Ecotopia gradually unravels everything Weston knows to be true about government and human nature itself, forcing him to choose between two competing views of civilization.

Since it was first published in 1975, Ecotopia has inspired readers throughout the world with its vision of an ecologically and socially sustainable future. This fortieth-anniversary edition includes Ernest Callenbach's final essay, "An Epistle to the Ecotopians," and a new foreword by Callenbach's close friend and publisher, Malcolm Margolin.
About the Author


Ernest Callenbach was a writer and editor known primarily for his environmental fiction and nonfiction. He founded and edited the internationally acclaimed Film Quarterly. He also concurrently edited University of California Press's extensive list of film books as well as books in art and science, including the California Natural History Guides series. He occasionally taught film at the University of California, Berkeley, and at San Francisco State University.


Product details

Paperback: 192 pages
Publisher: Banyan Tree Books; 40th Anniversary Epistle Edition edition (November 1, 2014)
Language: English
ISBN-10: 159714293X
ISBN-13: 978-1597142939
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Top Reviews

Joyce

5.0 out of 5 stars 

Prescient!
Reviewed in the United States on July 15, 2017
Format: PaperbackVerified Purchase


This book, called prescient in 2008, is more stunningly so today. Ecotopia translates “home place” and was born out of an attempt to deal with a practical issue – sewage. Written in 1975, it is set in the future of 1999. In 1980 the states of Washington and Oregon had joined northern California in seceding from the union. Most Americans have been barred from traveling to Ecotopia and the book is made up of the newspaper articles and the diary entries of Will Weston, the first American mainstream reporter to visit. The book is one of the manuals of the bioregional movement I have been a part of since 1984, as the country of Ecotopia was formed out of a vision of relating to the earth sustainably, emphasizing biology more than physics. The vision involves being rooted to place. Community relationships are central. Everyone is an artist of some kind and everyone sings and dances. Attitudes toward sex are looser and politically it is egalitarian (Ecotopia has a woman president). Ecological values rule.
In 2012, Callenbach, aware of his upcoming death, left an epistle to us Ecotopians. It is included in the 40th anniversary edition and can also be found online. It is his “thoughts and attitudes that may prove useful in the dark times we are facing.” He discusses hope, mutual support, practical skills, organizing, learning to live with contradictions, and the Big Picture. In one paragraph he describes with amazing specificity (in 2012, mind you) our present president. He closes with an encouragement to appreciate the Japanese wisdom of the beauty of wabi-sabi. “Let us embrace decay, for it is the source of all new life and growth.”

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Amazon Customer

5.0 out of 5 stars Washington, Oregon and Northern California secede from the union! Great idea!Reviewed in the United States on June 5, 2017
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Even though this book was written in 1985 a lot of the content is relevant today. Fun read and if it became reality I'd be the first in line at the gates of Ecotopia!


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Gregory Coffey

4.0 out of 5 stars Gift itemReviewed in the United States on June 15, 2019
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As specified


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Jerry A. Moles

5.0 out of 5 stars California Magic in the 1960sReviewed in the United States on March 28, 2018
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Special book that reflected the ethos of the 1960s around Berkeley and NW California. Certainly worth a read.


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Amazon Customer

5.0 out of 5 stars Great story, though written in the 70's so a ...Reviewed in the United States on May 18, 2017
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Arrived promptly, and was in new condition. Great story, though written in the 70's so a bit dated in some areas. Would love to live there!


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Kassandra Juanebe

5.0 out of 5 stars Hey Millenials... Read this book!Reviewed in the United States on November 18, 2017
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Fantastic. Deserves to be read by all the new generation of environmentalists.


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Amazon Customer

5.0 out of 5 stars Five StarsReviewed in the United States on May 23, 2018
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Well-produced reprint of an old classic, with some bonus material.


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Amazon Customer

5.0 out of 5 stars Five StarsReviewed in the United States on June 26, 2017
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book was in new condition


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Ecotopia Emerging: Ernest Callenbach: 9780960432035: Amazon.com: Books



Ecotopia Emerging: Ernest Callenbach: 9780960432035: Amazon.com: Books






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Ecotopia Emerging Paperback – June 1, 1981

by Ernest Callenbach (Author)
3.9 out of 5 stars 67 ratings

See all 5 formats and editions

This prequel to Callenbach's classic Ecotopia is a multi-stranded novel that dramatizes the rise and triumph of a powerful American movement to preserve the earth as a safe, sustainable environment.

The story springs from harsh realities: Toxic contamination of air, water, and food has become intolerable. Nuclear meltdowns threaten. Military spending burdens the economy. Politicians squabble over outdated agendas while the country declines. But then dedicated people begin to respond in their own ways to the crisis, and a fresh hope arises.

A panorama of history about to happen, Ecotopia Emerging weaves many individual destinies into an absorbing epic: the birthing pains of a new nation.


Editorial Reviews
Review


''The newest name after Wells, Huxley, and Orwell.''--Los Angeles Times

''No one I've given this book to has been able to put it down.'' --Renewal
About the Author


Ernest Callenbach, who also wrote Ecotopia, grew up in rural central Pennsylvania, attended the University of Chicago, and has lived in Berkeley, California, since 1954. He edited natural history, science, art, and film books for the University of California Press. He now devotes full time to writing (his newest book is Ecology: A Pocket Guide) and lecturing; he gardens ardently, has two compost bins, and walks a lot.


Product details

Paperback: 334 pages
Publisher: Heyday Books; First Edition edition (June 1, 1981)
Language: English

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Customer reviews
3.9 out of 5 stars
3.9 out of 5
67 customer ratings


Mr. C.

5.0 out of 5 stars They are both two of my favorite books.Reviewed in the United States on November 24, 2014
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I have the original Ecotopia and now this "prequel". They are both two of my favorite books.

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Bit Twiddler

4.0 out of 5 stars Interesting readReviewed in the United States on April 11, 2010
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I read Ecotopia first. This was good prequel but personally think first was better. That being said, I was a lot younger when I read the first one and it had more impact on me. Am saving both for my granddaughters when they grow up.

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B. D. Hellmann

5.0 out of 5 stars We need another kind of society, and this is itReviewed in the United States on December 7, 2014
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If you've read Ecotopia, you'll want to know how Callenbach conceived that terrific story'


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Joyce Adams

5.0 out of 5 stars Callenbach Pens Another WinnerReviewed in the United States on November 12, 2013
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A great follow to one of the best books ever, "Ecotopia", and went straight to my favorites. The author makes more sense than most in his vision of what the future could be.

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jOHN GUERRIERO

5.0 out of 5 stars Five StarsReviewed in the United States on January 2, 2015
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good sequel


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Aristeros

2.0 out of 5 stars Ecotopia Floundering: Doesn't Work as Propaganda, and is Not Even Remotely BelievableReviewed in the United States on April 5, 2015
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Callenbach's prequel novel to "Ecotopia," which describes the why and wherefore of a secession of a good chunk of the Pacific Northwest in favor of being green, takes an ethical stance of "the ends justify the means," or, more specifically, "It's okay to bomb places, because The System is evil and gave you cancer." The characters are fairly one-dimensional, with a lot of "tell" and not too much "show. The plot is a bit heavy-handed, with villains almost cartoonishly villainous, a government with over-the-top evil and incompetence, convenient plot devices (so I can power a city with how many solar cells?) where I'd have preferred at least pseudoscience, and so on.

This is to be expected of a propaganda piece, but it should not be taken as such. The trouble is, even when read as an attempt to convert, an even slightly skeptical reader will not be converted--this piece will only be loved by the leftist choir Callenbach is preaching to. As a manifesto-cum-fantasy, it's childish where with plot and character development it could have had literary and social value.

If you want an Ecotopia, it's not going to emerge this way, guys.

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Alexis

5.0 out of 5 stars A mostly realistic approach to the choices that need to be madeReviewed in the United States on August 7, 2011
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I loved this book because it is an entertaining and thoughtful approach to the eminent threats of environmental destruction. In the 21st Century and especially in the United States (because we have the luxury to think about how to improve our state) we should consider practical solutions to the imposing threats of environmental decay. We need to allow nature to thrive because that allows for us, as humans, to live better. This is one solution to that problem.

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Lynn Hamilton

3.0 out of 5 stars Clean, Green, and MeanReviewed in the United States on March 11, 2005
Format: Paperback
Ecotopia Emerging is a wonderfully detailed utopia based on the ecological values that have been emerging in the northwestern United States for around the past thirty years.

Callenbach, who first developed his notions into a sort of sim city, went on to convert into a novel. It starts with Vera Allwen, a strong-willed matriarchal type who launches a new political party based entirely on environmental principals. Gathering together a few of her best tree-hugging friends, Vera proceeds to lay the groundwork for a takeover of northern California, Oregon, and Washington. Callenbach, who is incredibly optimistic about human nature, imagines that Vera's ideas take off like wild fire, and, in no time, those three states declare themselves independent from the rest of the United States. "Ecotopia now!" is their fierce battle cry.

In many ways, Callenbach's book captures the intense ecological convinctions of many (not all) people who live in the northwest. And his novel is realistic to the extent that the Ecotopians don't expect to convert the rest of the country any time soon.

Callenbach has taken quite a bit of criticism for the poverty of his character development and story telling abilities. And it's true that his characters basically all talk like nice college professors, folksy, but knowledgeable. When the writer tries to create a different argot for his villain Whitey Whitehead, Whitey's ignorant patter sounds hopelessly corny and stereotypical.

But ultimately it's hard to fault Callenbach for his Ecotoia series. His vision is certainly one that is intended to save humanity from itself, and he has thought through the elements of a future Ecotopia with amazing thoroughness.

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Remembering Jim Lehrer | PBS NewsHour



Remembering Jim Lehrer | PBS NewsHour




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Remembering Jim LehrerNation Jan 23, 2020 1:00 PM EST


PBS NewsHour co-founder Jim Lehrer, a giant in journalism known for his tenacity and dedication to simply delivering the news, died peacefully in his sleep at home on Thursday, at the age of 85.

For Jim, being a journalist was never a self-centered endeavor. He always told those who worked with him: “It’s not about us.”

Night after night, Jim led by example that being yourself — journalist, writer, family man, citizen — can be a high calling.

For 36 years, Jim began the nightly newscast with a simple phrase: “Good Evening, I’m Jim Lehrer.”

As an anchor of several iterations of the NewsHour, Jim reported the news with a clear sense of purpose and integrity– even as the world of media changed around him.

Jim and his journalism partner Robert MacNeil’s approach to reporting the news became known as the “MacNeil-Lehrer style of journalism.” Their approach helped lay the foundation for modern public media reporting.

The nine tenets that governed his philosophy included the assumption that “the viewer is as smart and caring and good a person as I am,” that “there is at least one other side or version to every story,” that separating “opinion and analysis from straight news stories” must be done clearly and carefully, and last but not least: “I am not in the entertainment business.”

Jim Lehrer’s Rules

Do nothing I cannot defend.
Cover, write and present every story with the care I would want if the story were about me.
Assume there is at least one other side or version to every story.
Assume the viewer is as smart and caring and good a person as I am.
Assume the same about all people on whom I report.
Assume personal lives are a private matter until a legitimate turn in the story absolutely mandates otherwise.
Carefully separate opinion and analysis from straight news stories and clearly label everything
Do not use anonymous sources or blind quotes except on rare and monumental occasions. No one should be allowed to attack another anonymously.
“I am not in the entertainment business.”

Jim was born in 1934 in Wichita, Kansas, the son of Lois, a bank clerk, and Harry, a bus station manager.

He attended Victoria College in Texas and then studied journalism at the University of Missouri.

Having his father and brother before him enlist in the Marines, Jim served three years as an infantry officer in the late 1950s, including time in the Pacific. He saw no combat, but spoke often of how the experience shaped him.

“Seldom a day goes by, that I don’t know that I am doing something because of something I learned in the Marine Corps,” he said at a 2010 parade the Corps put on, in his honor.

In 1960, Jim married his lifelong partner and love, Kate Staples.

He also began his journalism career in earnest that year. He reported for both the Dallas Morning News and the Dallas Times-Herald from 1959 to 1966, covering local politics. He became the Times-Herald’s city editor in 1968.

On Nov. 22, 1963, a rainy morning, Jim was asked by an editor to check on one aspect of President John F. Kennedy’s visit to Dallas: Would the president’s limousine have a plexiglass bubble top attached to shield him and the first lady from rain? In 2014, he told the NewsHour that he approached a secret service agent to ask that question, and that the agent then proceeded to direct the bubble’s removal from the car.

Jim was also at the Dallas police station when Lee Harvey Oswald, Kennedy’s assassin, was brought in for questioning.

“I wrote his name down. I still have the notebook. I’m one of those people who asked, hey, did you shoot the president?” Jim recalled.

MacNeil, who would go on to become Jim’s lifelong friend and partner in journalism, also covered the assassination for NBC News. They both described the experience of bearing witness to such a significant historical event, and its long-lasting effects on them personally, during an appearance on the NewsHour.

“What I took away and have taken away — and it still overrides everything that I have done in journalism since — what the Kennedy assassination did for me was forever keep me aware of the fragility of everything, that, on any given moment, something could happen,” Jim said, “I mean, my God, if they could shoot the president–”

“And that president,” MacNeil added.

Jim said that because of that day, when he became city editor, he “had a rule that every phone that rang in that newsroom got answered, because you never knew who was on the other line.”



Lehrer’s television career was also launched in Dallas, at public station KERA. His move to the national stage with PBS was when he became a correspondent for what was then called the National Public Affairs Center for Television, or NPAT.

It was there he first joined MacNeil to cover another watershed moment — the Watergate hearings in 1973.

In addition to gavel-to-gavel coverage throughout the day, Jim presented a rebroadcast with analysis late into the night — some 250 hours in all. Jim Lehrer and Robert MacNeil’s broadcast helped guide viewers through hours of testimony, years before the concept of the 24-hour news cycle.

“The senators, as well as the rest of us who are interested, will have to make the ultimate choice between believing John Dean or Bob Haldeman. That’s the way it looks to me at 3:00 in the morning,” Jim reported at the time, while smiling. “Feel free to disagree.”

Some 70,000 letters poured in, praising the team and its work.

“We began life in October 1975 as ‘The Robert MacNeil Report,’” Jim said, reminiscing on the 40th anniversary of the Watergate hearings. “And months later, became ‘The MacNeil/Lehrer Report.’ In those days, we dealt with one story for half an hour.”

In 1983, the program expanded to one hour of news and analysis and was renamed The MacNeil/Lehrer NewsHour. Twelve years later, MacNeil retired, and the program became The NewsHour with Jim Lehrer.

Over the years, Jim interviewed numerous leading figures on the world stage, including Margaret Thatcher and Yasser Arafat in the 1980s, South Korean President Kim Daejung and Chinese leader Jiang Zemin in the 1990s, and Jordan’s King Abdullah and Afghan President Hamid Karzai in the 2000s.

Jim daily examined major turning points in the life of the nation and world. He pressed experts from the business world and military brass, as well as America’s top political figures.

During one of Jim’s most notable interviews, he pressed President Bill Clinton about accusations regarding his sexual relationship with White House intern Monica Lewinsky and the subsequent investigation into his conduct.

“The news of this day is that Kenneth Starr, independent counsel, is investigating allegations that you suborned perjury by encouraging a 24-year-old woman, former White House intern, to lie under oath in a civil deposition about her having had an affair with you,” Jim said in the interview with Clinton. “Mr. President, is that true?”

Clinton denied the allegation.

“That is not true. That is not true,” Clinton told Jim. “I did not ask anyone to tell anything other than the truth. There is no improper relationship and I intend to cooperate with this inquiry, but that is not true.”

Jim was calm and careful in moments of crisis, as demonstrated by his coverage of the September 11 terrorist attacks.

“I’m Jim Lehrer. Terrorists used hijacked airliners to kill Americans on this, September 11, 2001,” Jim reported on national television. “Another day of infamy for the United States of America.”

“Jim’s intelligence is so laser-like, no matter what he’s applying it to, that’s how he treats any situation, no matter how we treat a certain news story or what a news story means,” MacNeil said this of his partner.

“I learned a lot from him, about his very direct manner of interviewing,” MacNeil added. “And not being afraid to say ‘you don’t understand’ or ‘you don’t know.’ But also his extraordinary ability to listen. You know the hardest thing to do on TV is to listen.”



MacNeil described how Jim was able to moderate a discussion of several people and never drop important points.

“He’s brilliant at that. Nobody does it better than he does. Brilliant. I learned a lot about the fundamental meaning of fairness,” MacNeil said.

Perhaps nowhere was this seen better than on the largest stage of all, with upwards of 60 million viewers: as moderator of 12 presidential debates– more than any other person in U.S. history.

His first was in 1988, his last in 2012. In 1996 and 2000, he moderated all the presidential debates — the first person to do that.

For Americans, Jim would say, the debates are the one chance to take the measure of candidates side by side.

Jim’s wife, Kate, served as his main debate prep sounding-board.

“As soon as the process really gets underway it’s, ‘I’m Alice in Wonderland going in the rabbit hole. Praying to come out on the other side,’” Kate said in 2012 when discussing Jim’s book, “Tension City,” which was a reflection on his role in presidential debates.



Jim likened moderating the debates to “walking down the blade of a knife.”

“It’s not a lot of fun, but if you get to the other end, it’s really exciting,” Jim said in 2012. “When a debate is over that I moderate, I want to be able, I want everybody to say, O.K., here you have seen and heard the candidates for president of the United States on the same stage at the same time talking about the same things. You can judge them. I mean, do you like this guy? Is he telling the truth? All that kind of stuff. And you see them right there together — it’s a huge test.”

But Jim’s life wasn’t all tension and worldly affairs.

One of his great passions was on display in his basement at home and his office at work: the intercity bus memorabilia Jim had collected over the years. It was a reminder of his father’s career and his own childhood in Kansas.



There was also Jim Lehrer, the prolific writer. He was the author of some 20 novels, drawing on his life as a newsman, as well as his interest in history and politics. He also wrote plays and three memoirs.

One early novel, “Viva Max!”, was turned into a film starring Peter Ustinov and Jonathan Winters. The political satire featured a modern day Mexican general who crosses into the U.S.. to retake the Alamo.

“I write a little bit on my fiction everyday. It’s just what I do,” Jim once said.

Jim earned dozens of journalism awards and honorary degrees.

He was given the National Humanities Medal by Clinton, elected as a fellow of the American Academy of Arts and Sciences, and with MacNeil, inducted into the Television Hall of Fame.

Although he insisted on not being the center of attention when reporting the news, at one important juncture in his life, Jim did tell a deeply personal story: the major heart attack that almost killed him in 1983.

The documentary “My Heart, Your Heart” captured how the scare led him to a change in diet and lifestyle. Among other things, he would become a committed afternoon “napper” — there was no disturbing Jim between 1 p.m. and 2 p.m.

One priority that never changed was his family. Jim and Kate — herself the author of three novels — had three daughters: Jamie, Lucy and Amanda. He also had six grandchildren.

Jim stepped down as full-time anchor of the NewsHour in 2011.



Late in his tenure, he closed a speech to PBS stations managers this way:

“We really are the fortunate ones in the current tumultuous world of journalism right now, because when we wake up in the morning, we only have to decide what the news is and how we are going to cover it. We never have to decide who we are and why we are there. That is the way it has been for these nearly 35 years and that’s the way it will be forever. And for the NewsHour, there will always be a forever.”

From Judy Woodruff: Longtime PBS NewsHour Anchor and Co-Founder Jim Lehrer Has Passed Away at 85

The PBS NewsHour’s Gretchen Frazee and Molly Finnegan contributed to this report.

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Notable & Quotable: Jim Lehrer’s Rules of Journalism - WSJ



Notable & Quotable: Jim Lehrer’s Rules of Journalism - WSJ

Notable & Quotable: Jim Lehrer’s Rules of Journalism


‘Assume the viewer is as smart and caring and good a person as I am. Assume the same about all people on whom I report.’


Jan. 24, 2020 6:43 pm ET


News anchor Jim Lehrer moderates a presidential debate in Denver, Oct. 3, 2012. PHOTO: JUSTIN SULLIVAN/GETTY IMAGES

From Jim Lehrer’s Rules of Journalism. Lehrer died Thursday at 85:

 Jim Lehrer’s Rules of Journalism

1. ‘Assume the viewer is as smart and caring and good a person as I am. Assume the same about all people on whom I report.’
--------

. . . 2. Cover, write and present every story with the care I would want if the story were about me.


3. Assume there is at least one other side or version to every story.


4. Assume the viewer is as smart and caring and good a person as I am.

5. Assume the same about all people on whom I report. . . .

7. Carefully separate opinion and analysis from straight news stories and clearly label everything

8. Do not use anonymous sources or blind quotes except on rare and monumental occasions. No one should be allowed to attack another anonymously.

9. “I am not in the entertainment business.”




Jim Lehrer의 저널리즘 규칙 




1.‘시청자가 나만큼 똑똑하고 보살 피고 좋은 사람이라고 가정 해보십시오. 내가보고하는 모든 사람에 대해 동일하게 가정합니다. '. . . 

2. 이야기가 나에 관한 것이라면 내가 원하는 관심을 가지고 모든 이야기를 다루고, 쓰고, 발표하십시오. 

3. 모든 이야기에 적어도 하나의 다른면이나 버전이 있다고 가정하십시오. 

4. 시청자가 나만큼 똑똑하고 돌보아주고 좋은 사람이라고 가정합니다. 

5. 내가보고하는 모든 사람들에 대해 동일하게 가정하십시오. . . . 

7. 간단한 뉴스 기사와 의견 및 분석을 신중하게 분리하고 모든 것을 명확하게 표시합니다. 
8. 희귀하고 기념비적 인 경우를 제외하고 익명의 출처 나 맹인을 사용하지 마십시오. 익명으로 다른 사람을 공격해서는 안됩니다. 

9.“엔터테인먼트 사업이 아닙니다.”

18 Bill Matassoni Marketing Saves The World: Stories about why capitalism works. eBook: Bill Matassoni: Kindle Store



Amazon.com: Marketing Saves The World: Stories about why capitalism works. eBook: Bill Matassoni: Kindle Store






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Marketing Saves The World: Stories about why capitalism works. Kindle Edition
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File Size: 4218 KB
Print Length: 157 pages
Publisher: FIRMSconsulting LLC; 1 edition (December 2, 2018)
Publication Date: December 2, 2018
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Biography

After graduating from Harvard Business School, Bill joined Porter Novelli, a small consulting firm that was pioneering the concept of social marketing. His first client was the National High Blood Pressure Education Program. 

“Instead of selling soap I learned how to sell and keep selling people the benefits of compliance.

 Not easy. You can’t scare them forever. We needed to convince them that treating their blood pressure was an act of love,” says Bill. His next client was United Way of America, where he soon became VP of Marketing. He produced and wrote a nationally televised advertising campaign that featured every NFL team. “Two years out of HBS and I’m writing football spots. But the players did a great job and the ads ran for years.”

Then, to his surprise Bill got a call from McKinsey. The recruiter asked him if he was interested in creating a marketing program for the “preeminent” consulting firm. He said no. They called back a few months later. This time he said yes. It was time, he thought, to re-enter the private sector. And to broaden his experience selling ephemeral things. “There was no job description. I decided not to try to impose some sort of marketing strategy worldwide. Instead I found 20 partners in different countries who were ready to make things happen and had something to say.” Two years after joining McKinsey Bill was elected a partner. For almost two decades he was responsible for advancing McKinsey’s reputation and protecting its brand. In doing so he worked closely with many of his colleagues worldwide. He was also responsible for McKinsey’s internal communications. This included the creation of McKinsey’s systems to manage and disseminate its practice knowledge.

In 1999 Bill left McKinsey to join Mitchell Madison Group, a strategy consulting firm. He helped to take the firm public through its sale to USWeb/CKS. He then joined The Boston Consulting Group, where he headed for over five years a group responsible for integrating innovation, marketing and communications. Bill worked closely with several of BCG’s thought leaders to develop their ideas and turn them into consulting assignments. After retiring from BCG he founded The Glass House Group, a consulting firm that helps professional services firms on branding and marketing issues.

Bill is a graduate of Phillips Andover (1964), Harvard College (B.A. Literature, 1968) and Harvard Business School (M.B.A., 1975). He and his wife, Pamela, live in New Canaan, Connecticut in a glass house designed by Philip Johnson (the Boissonnas house). The house and their renovation of it have been featured in several magazines and newspapers including Town and Country, Metropolitan Home, and The New York Times. Their current interests include contemporary Chinese painting (black ink on paper) and “as much good wine as their budget can tolerate.”

For many years Bill was on the board of trustees of United Way of America and United Way International. He is now on the board of trustees of First Book and a senior advisor to Ashoka, an organization that invests in social entrepreneurs. He remains interested in the management and marketing of professional services firms and social marketing. “Marketing,” he says, “can help us make real progress against complex, multi-stakeholder challenges. Don’t become a finance guy. You can have much more impact and fun as a marketer.”

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Brian H

5.0 out of 5 stars An entertaining, illuminating, and inspiring call to actionReviewed in the United States on December 3, 2018
Format: Kindle EditionVerified Purchase

This is an excellent book. But it is not about “marketing” as we know it. The “Four Ps” – synonymous with the discipline in most circles – make only a cameo appearance in a one-paragraph story about a small initiative from forty years ago. Students cramming for a test or an interview will be disappointed. They shouldn’t be. Bill Matassoni is taking marketing “out of the ring” just like McKinsey decades ago.

Likewise, although the author shares many entertaining and insightful stories from a long and accomplished career, this is not really a memoir. Marketing Saves the World is about helping future generations of leaders decide what to do with their lives.

That’s not to say that practitioners and observers will be bored. Matassoni takes the reader on a unique adventure, from filming commercials with NFL stars to redesigning the approval process for life-saving drugs. His story is enjoyable, and I was consistently touched by his warm, amusing, and often moving stories of friendship with former colleagues. His genuine adoration of his wife Pamela also shines through.

The management consulting industry provides the setting for most chapters. Matassoni covers some impressive highs – particularly at McKinsey & Co., where he spent two decades – as well as personal and professional setbacks. While we have become accustomed to oversimplified frameworks and toolkits at the end of management books, Matassoni stays true to his belief that it is “better to be roughly right than precisely wrong.” Readers are encouraged to be “conceptual architects” who identify new dimensions of potential value.

The book ends with a section on marketing for social problems, bringing us full circle given Matassoni’s start at a social marketing firm. He makes a compelling case that these principles can generate progress against longstanding social issues. However, I cannot fully endorse his casual dismissal of diplomats and regulators who produce “patchwork answers” that he deems “pathetic and corrupt.” Far better to imagine a system in which those parties embrace the principles of marketing rather than dismissing them as irredeemably separate from it.

And if Matassoni is too dismissive of politics, he likewise fails to recognize that in practice, capitalism is not only a potential solution to social problems but also a partial cause – particularly to the extent that a pure system is corrupted by, say, clients of McKinsey and BCG wielding undue influence to support their own interests at the expense of the broader system.

Nevertheless, his plea for “imaginative and determined people” to create social value is why this is best understood as a forward-looking call to action rather than (only) a retrospective account of his career. And while Matassoni claims to be going out with a “whimper and not a bang,” I think he is being too modest. This book has the potential to inspire a new generation of problem-solvers and equip them to see and pursue new dimensions of value on important issues.

I do not read many memoirs, and I never read books about marketing. But this one is choice stuff.

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Az Copper

5.0 out of 5 stars Like Having Dinner with the Man Hired to Help McKinsey formulate their OWN Marketing StrategyReviewed in the United States on December 3, 2018
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As Jerry Garcia said; “You do not merely want to be considered the best of the best. You want to be considered the only ones that do what you do.” Bill Mattasoni is a true original. A philosopher poet meets wildly successful strategy partner.
This memoir is the opportunity to sit at the feet of a master and learn as he reflects on a successful career helping some of the world's largest organizations solve real problems. Bill says simply; that Marketing can solve the worlds problems. Which is entirely true. As a trusted advisor (consultant) to firms; the concept of "marketing is systems redesign" shifts how I think about strategy problems. Do yourself and the people you serve a favor, and buy the book but more importantly, study it. Rich lessons are here.

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R

5.0 out of 5 stars A fresh view of marketing from the person that made Mckinsey and BCG who they areReviewed in the United States on December 2, 2018
Format: Kindle EditionVerified Purchase
It is not often that a book comes along that re-defines a well established idea in a way that makes you re-think everything that you once thought you knew.

This one of those books - Bill brings you on his journey as he re-thinks marketing from idea generation to execution. As you join Bill on this journey - you be right next to him as he comes up with these ideas, how his ideas were not immediately accepted and how he had to fight to get them implemented, and finally you get to see how his ideas started to deliver results and ultimately gain acceptance.

As an added benefit - this book will give you an insiders view of both Mckinsey and BCG - Bill's stories of the key players from those companies will make you feel like you were a part of the key decisions each firm made.

I fully recommend that you give this book a chance - you will be a better person afterwards.


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Bill Graca

5.0 out of 5 stars 
Reviewed in the United States on December 2, 2018
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This book was a hard one to put down. While I read it in only a few short hours, the lessons from this book - taken from Bill's career experiences - are bound to influence the trajectory of my own career for years to come.

Bill's perspective on Marketing and his experience both in and beyond the world of management consulting left me inspired, hopeful, and energized. I loved how "real" Bill was in his memoir. The author is a man of exceptional education, experience, and influence (someone who was mentored by Marvin Bower himself and who shaped the thinking and trajectory of today's McKinsey & Company) yet he chose to share his life and thinking in an approachable, relevant, witty, and motivating way. It's very unique.

Reading this memoir has given me a new perspective on business and the world. It's helped me to build up a mental model of how I might think differently about the challenges that organizations face. It encouraged me to think outside of the box, to challenge the status quo, and to look for experiences that matter - to be a world changer.

While it might seem like a simple read chocked full of witty anecdotes take time to process this book and think about the role that marketing plays in your context. It's an easy read filled with some outstanding wisdom that will last a lifetime.



mike s.

5.0 out of 5 stars Bill is brilliant and truthfulReviewed in the United States on December 6, 2018
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Bill speaks from the heart and from his many years of driving success. He knows that marketing is about truth and innovation. And he has a track record for over 40 years of innovating, changing the frame, clearly saying what matters. This book is a toast to all those who believe a great idea needs to be boiled down to a message, a headline that can get in your head. Thank you Bill for assembling your best stories in a single volume. I wait with anticipation to the sequel.


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veritas

5.0 out of 5 stars A remarkable career and life story with practical takeawaysReviewed in the United States on December 5, 2018
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I don't typically read memoirs (usually full of self-aggrandizement and axe-grinding) but am glad I happened upon this one. One-third of the way into it and it's already been well worth it to me. It provides a unique first-hand account of marketing the management consulting industry from someone who was a significant player in it for decades. I have already made many highlights on my Kindle to come back to. Easy, enjoyable read.



Gustavo Henrique Carvalho
5.0 out of 5 stars "Find great people who want to make a change"Reviewed in Brazil on December 2, 2018
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Bill is one of those people. I thought I understood marketing. Then I read this book. My mind changed.

In my opinion this book target three broad audiences (everyone who wants to learn more about marketing should read it): consultants, executives, and marketers. I do have subgroups on those 3 broad categories but I'm not going to specify for the sake of simplicity. It's a really fun book to read and you might read it in one sit. But fun is not the same as not insightful or vague. You might want to re-read it to grab even more the underlying rich principles and concepts about marketing and strategy.

Marketing Saves the World tells you a little bit of Bill's life, and his anecdotes are rich and insightful! He states that marketing is the essential ingredient for successful companies and the people who run them and that really makes you think. It's the cornerstone of strategy because you need to know your market space, you need to know your market dimensions (two concepts Bill raised), in order to make a substantial change. And you don't need to change the entire company talking about marketing everywhere to everyone, you just need the right people, people who want to make a change, and work with them in order to transform it. Marketing is not only about the outside, it's about the inside too, so you must change twice in order to be successful in your endeavors.

Bill worked with heavy brands: McKinsey, BCG, United Way of America, etc. and got really great histories within each one. For example, he was the Global-Head of Marketing at McKinsey and was responsible for getting it out of the "ring of thugs" they were in back at 1982. His efforts were responsible for putting McKinsey ahead of other consulting firms. In my opinion, that is something really complex and difficult to do.

Selling the hard stuff is already difficult, now imagine selling a treatment for an incurable disease? Ephemeral things are difficult to sell, it brings other dimensions on the table, you need to learn how to bend those dimensions and find new ones. This book can give you the insights to find just that but remember, it is not an instruction book, with steps in order to solve it, you need to grab those underlying principles.

If you are a consultant, you need to read this book. If you want to be a consultants, you must read this book. If you are curious about marketing, you should read this book. If you want to learn a little bit more about McKinsey and BCG you should read this book. If you work with marketing, you should definitely read this book. You will be amazed by the stories and how fun it is to learn a little bit more about marketing.

Thank you Bill, for writing this memoir and sharing a little bit of your life!

The only thing I do not like is not being able to grab one of the Limited Editions myself.

I really recommend this book. In my opinion, you will not regret reading it.
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Bruno Freire
5.0 out of 5 stars "If you want to change, you must change twice"Reviewed in Brazil on December 7, 2018
Format: Kindle EditionVerified Purchase

At first, I was very skeptical about whether I would be able to extract insights from this book and apply them in my career. I was wrong about that. It is a very easy read, but it also has a lot of substance, and I'll certainly find new insights when I read it a second and third time.

Bill tells us this quote of one of his friends, a BCG partner. It says that if you want to change, you will have to change twice: your attitude or actions, to make it happen, but also your perception of that habit/attitude, as it is necessary for it to be longlasting.

Just that quote already impacted my attitude towards reading in general: I want to read a lot of books, but am struggling a little to implement this in a regular basis because I have not yet changed twice. And that is only one of the insights I have found in this book. There are many other bigger ones ready to be extracted by the reader.

I also thought it would be a book filled with amazing stories and interesting people. This time I got it right. The narrative is very engaging and you always feel like you are part of the scenes he describes.

There are six things that I really enjoyed about this book:

*His writing style, that is very concise and to the point, while still being very funny and engaging;

*Insights about marketing and strategy, which permeate the whole book, spanning from his stories about convincing people to take care of their blood pressure to the ones about revolutionizing the image of McKinsey;

*A very insightful and honest view about McKinsey and BCG's culture and problems;

*The stories and views on very famous and interesting people, such as Kenichi Ohmae, Marvin Bower, and even Leslie Nielsen!

*His passion about marketing, which is almost contagious and made me a lot more interested in the subject;

*A very humble and grounded tone, which is already valuable by itself, and coming from such an amazing and accomplished person, it's even more so;

Bill's definition of marketing is very unique - it enables us to think about marketing in a much broader way, expanding its applicability. It is not a common definition you would find in regular marketing books. It does link to spacial geometry in a sense, and also talks about three key elements: technical, functional and emotional, as well as its ability to be applied to copletely change "market spaces" (not marketplaces) as he always reiterates.

So, if you would like to learn about marketing, strategy and consulting firms and chuckle a little bit along the way, this book is for you. Too bad the book is a bit short.
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Lucas Augusto Machado
5.0 out of 5 stars Leitura obrigatória para quem gosta de entender sobre como o mundo funcionaReviewed in Brazil on January 7, 2019
Format: Kindle EditionVerified Purchase

Leitura leve e divertida, onde Bill expõe de maneira honesta e íntima seus maiores desafios e conquistas ao longo de sua carreira. É o tipo de livro em que "everything seems worth highlighting"!

O livro te faz pensar sobre como os conceitos de marketing permeiam nossas vidas, e traz aplicações para todos os campos do conhecimento, seja você médico querendo melhor atender seus pacientes ou artista querendo melhor vender sua arte.

Pra quem gosta ou trabalha com consultoria ou gestão, é uma obra ímpar de grande raridade, dado que vários detalhes são publicados de maneira aberta - e respeitosa. Para os demais, vale entender como os conceitos de administração e marketing se aplicam a todos os campos do conhecimento.

Por fim, a abordagem sobre o capitalismo é genial - ainda mais para um país como nosso, cuja herança colonial ainda carrega o conceito de que "ganhar dinheiro é errado". É uma visão menos financeira/"gananciosa", mas sim sobre como as vantagens competitivas e trabalho duro beneficiam a sociedade como um todo - daí o subtítulo.

Único problema é que o livro é curto! Já estou ansioso por mais do autor!
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Light and fun reading, where Bill honestly and intimately exposes his greatest challenges and achievements throughout his career. It's the kind of book where "everything seems worth highlighting"! The book makes you think about how marketing concepts permeate our lives, and brings applications to all fields of knowledge, whether you are a doctor wanting to better serve your patients or an artist wanting to better sell your art. For those who like or work with consultancy or management, it is a unique work of great rarity, given that several details are published in an open - and respectful way. For the others, it is worth understanding how the concepts of administration and marketing apply to all fields of knowledge.

 Finally, the approach to capitalism is brilliant - even more so for a country like ours, whose colonial heritage still bears the concept that "making money is wrong". It is a less financial / "greedy" view, but about how competitive advantages and hard work benefit society as a whole - hence the subtitle. Only problem is that the book is short! I'm already looking forward to more from the author!
 







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Balaji S.G
5.0 out of 5 stars Knowing The Real Meaning Of the Dimension Changes The Way You lead , Think & Make DecisionReviewed in India on December 19, 2018
Format: Kindle EditionVerified Purchase

This is one of the phenomenal book added to my library. One of the vital concepts that helped me is about the Dimension, and one of the theme Bill emphasizes in his book. It took some time to understand. Once you get the core concept of Dimension and if you apply that philosophy, it will work and it did work for me when I want to launch new innovative services to the market in the Technology sector.

The book also encourages us to think , visualize and craft the path that leads us to success. His experience in dealing with the problem, solving techniques, communication, and interpersonal skills are amazing. His are of experience also provides us to think about what we can do in the social sector which was unique and eye-opening.


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Jawad Arif
5.0 out of 5 stars Not a shortcut - Its a Mind SetReviewed in Australia on January 11, 2019
Format: Kindle EditionVerified Purchase
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Read this book to Understand Marketing mindset.

This book is not a quick repicie to prepare 2 minute Marketing Noodles by taking 5 steps.

Read this book to develop and understand the Practical Marketing Philosophy to start new or stear a well established business from Marketing Perspective.

Find and Define New Marketing Dimensions for your business and then it should be All Systems Go!!!

Thank You Bill Matassoni to make me THINK In Terms of Marketing.

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