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The Encyclopedia of Psychoactive Plants: Ethnopharmacology and Its Applications, by Christian Ratsch, Albert Hofmann (Foreward)

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The most comprehensive guide to the botany, history, distribution, and cultivation of all known psychoactive plants

• Examines 414 psychoactive plants and related substances

• Explores how using psychoactive plants in a culturally sanctioned context can produce important insights into the nature of reality

• Contains 797 color photographs and 645 black-and-white illustrations

In the traditions of every culture, plants have been highly valued for their nourishing, healing, and transformative properties. The most powerful plants--those known to transport the human mind into other dimensions of consciousness--have traditionally been regarded as sacred. In The Encyclopedia of Psychoactive Plants Christian Rätsch details the botany, history, distribution, cultivation, and preparation and dosage of more than 400 psychoactive plants. He discusses their ritual and medicinal usage, cultural artifacts made from these plants, and works of art that either represent or have been inspired by them. The author begins with 168 of the most well-known psychoactives--such as cannabis, datura, and papaver--then presents 133 lesser known substances as well as additional plants known as “legal highs,” plants known only from mythological contexts and literature, and plant products that include substances such as ayahuasca, incense, and soma. The text is lavishly illustrated with 797 color photographs--many of which are from the author’s extensive fieldwork around the world--showing the people, ceremonies, and art related to the ritual use of the world’s sacred psychoactives.

• Sales Rank: #80600 in Books
• Brand: Brand: Park Street Press
• Published on: 2005-05-05
• Released on: 2005-04-25
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x 1.90" w x 8.50" l, 7.34 pounds
• Binding: Hardcover
• 944 pages

Features

• Used Book in Good Condition

Review
“. . . this superb academic reference is the first comprehensive work devoted to psychoactive plants. Ratsch, an anthropologist, ethnopharmacologist, . . . includes more than 400 traditional and modern substances that ‘affect the mind or alter the state of consciousness’. . . .Each major monograph contains the plant’s scientific and common names, chemical structure, history, distribution, cultivation, appearance, preparation and dosage, ritual and medicinal uses, commercial forms and regulations, and effects, as well as research literature references. . . .This book offers something for everyone. . . . Highly recommended.” (Andy Wickens, Library Journal, August 2005)

“Rätsch’s Encyclopedia is massive in scope, exhaustively researched, heavily referenced, user-friendly, authoritative, and beautifully illustrated. It belongs on the bookshelf of everyone with an interest in psychoactive plants--from those with only a casual interest to veteran researchers.” (Rick Strassman, M.D., University of New Mexico School of Medicine, and author of DMT: The Spirit Mol)

“It is a truism in anthropology that virtually all cultures utilize plants and mushrooms for their psychoactive effects. The impulse to achieve altered states of consciousness is universal. Several previous books on psychoactive plants have become classics on this subject. While valuable historic additions to the library, they must now move over. This encyclopedia is truly destined to be the most authoritative reference on natural psychoactive substances for years to come.” (Mark Blumenthal, founder and executive director of the American Botanical Council, and editor of Her)

“In the realm of psychoactive plants, Christian Rätsch is the world’s most knowledgeable person. Here is his magnum opus--a veritable treasure trove of information about the most fascinating members of the plant kingdom. As the “teachers” and the gatekeepers to the spirit world, psychoactives help us cleanse the lenses of perception. No one interested in natural ways to expand consciousness should be without this magnificent volume.” (Ralph Metzner, PH.D., psychologist, author of Green Psychology, and coauthor of The Psychedelic Expe)

“Christian Rätsch’s remarkable Encyclopedia of Psychoactive Plants is an essential and comprehensive work that explores not only the expanse of plants that affect human consciousness but the genetic necessity for humanity to experience wide-ranging flexibility in consciousness. The plant world is basic to us, the foundation of our food, clothing, and shelter. But Christian’s book reminds us that human/plant interactions reach much deeper than these three needs; plant intelligence reaches deep within us and teaches us to see, hear, and understand the deep meanings in the world, meanings that we need, and are meant, to encounter in order to remain human.” (Stephen Harrod Buhner, author of The Secret Teachings of Plants and The Lost Language of Plants)

". . . the granddaddy of all drug books." (Charles Hayes, High Times, Nov 2005)

"A premier work, and important to have and refer to if you have any relationship to the world of psychoactive plants." (Mark Stavish, Institute for Hermetic Studies, April 2006)

"This encyclopedia is a large and somewhat intimidating book, but the format is friendly and embellished by many beautiful photographs and drawings. . . . this is a major work that will be an essential reference to those interested in cultural and historical aspects of psychedelics." (Herbalgram, No. 79, Aug - Oct 2008)

“This book covers pretty much every psychedelic/psychoactive plant out there, including several that people may not realize have psychoactive properties...For anyone interested in learning more about psychoactive plants this book will likely answer all your questions and more. It's a great complement to other books on the subject as well as a stand-alone book for your education on this expansive and important topic.” (Entheoradio, August 2013)

From the Back Cover
REFERENCE / ETHNOBOTANY 

In the traditions of every culture, plants have been highly valued for their nourishing, healing, and transformative properties. The most powerful plants--those known to transport the human mind into other dimensions of consciousness--have traditionally been regarded as sacred. When taken in a culturally sanctioned context, such plants can produce important insights into the nature of reality. In The Encyclopedia of Psychoactive Plants Christian Rätsch details the botany, history, distribution, cultivation, and preparation and dosage of more than 400 psychoactive plants. He discusses their ritual and medicinal usage, cultural artifacts made from these plants, and works of art that either represent or have been inspired by them.

The author begins with full monographs on 168 of the most well-known psychoactives--such as Cannabis, Datura, and Papaver--then presents minor monographs on 135 lesser known plants. He also explores plants used by indigenous people that have not yet been identified by modern botanists as well as plants and psychoactive substances known only from mythological contexts and literature, such as ephemeron, kykeon, and soma. He offers a thorough discussion (including 20 full monographs) of psychoactive fungi, referred to in ancient times as the “food of the gods” and used by shamans in many cultures for entry to the spirit world. He also covers psychoactive plant products from around the world--smoking blends, alcoholic beverages, snuffs, incense, and ointments. The author concludes with an analysis of the chemical constituents responsible for plants’ psychoactive powers. He is careful to say, though, that the effects of isolated chemical substances are not identical to the psychoactive effects produced by whole plants. Each plant contains a synergistic blend of active constituents--from the shamanic point of view, the plant’s spirit.

The text is lavishly illustrated with 670 black-and-white illustrations and 800 color photographs--many of which come from the author’s extensive fieldwork conducted around the world. They show the people, ceremonies, and art related to the ritual use of the world’s sacred psychoactives.

CHRISTIAN RÄTSCH, PH.D., is a world- renowned anthropologist and ethnopharmacologist who specializes in the shamanic uses of plants for spiritual as well as medicinal purposes. He studied Mesoamerican languages and cultures and anthropology at the University of Hamburg and spent, altogether, three years of fieldwork among the Lacandone Indians in Chiapas, Mexico, being the only European fluent in their language. He then received a fellowship from the German academic service for foreign research, the Deutsche Akademische Auslandsdienst (DAAD), to realize his doctoral thesis on healing spells and incantations of the Lacandone-Maya at the University of Hamburg, Germany.

In addition to his work in Mexico, his numerous fieldworks have included research in Thailand, Bali, the Seychelles, as well as a long-term study (18 years) on shamanism in Nepal combined with expeditions to Korea and the Peruvian and Colombian Amazon. He also was a scientific -anthro-pological advisor for expeditions organized by German magazines such as GEO and Spektrum der Wissenschaften (Spectrum of Sciences).

Before becoming a full-time author and internationally renowned lecturer, Rätsch worked as professor of anthropology at the University of Bremen and served as consultant advisor for many German museums. Because of his extensive collection of shells, fossils, artifacts, and entheopharmacological items, he has had numerous museum expositions on these topics.

He is the author of numerous articles and more than 40 books, including Plants of Love, Gateway to Inner Space, Marijuana Medicine, and The Dictionary of Sacred and Magical Plants. He is also coauthor of Plants of the Gods, Shamanism and Tantra in the Himalayas, and Witchcraft Medicine and is editor of the Yearbook of Ethnomedicine and the Study of Consciousness. A former member of the board of advisors of the European College for the Study of Consciousness (ECSC) and former president of the Association of Ethnomedicine, he lives in Hamburg, Germany.

About the Author
Christian Rätsch, Ph.D., is a world- renowned anthropologist and ethnopharmacologist who specializes in the shamanic uses of plants for spiritual as well as medicinal purposes. He studied Mesoamerican languages and cultures and anthropology at the University of Hamburg and spent, altogether, three years of fieldwork among the Lacandone Indians in Chiapas, Mexico, being the only European fluent in their language. He then received a fellowship from the German academic service for foreign research, the Deutsche Akademische Auslandsdienst (DAAD), to realize his doctoral thesis on healing spells and incantations of the Lacandone-Maya at the University of Hamburg, Germany.

In addition to his work in Mexico, his numerous fieldworks have included research in Thailand, Bali, the Seychelles, as well as a long-term study (18 years) on shamanism in Nepal combined with expeditions to Korea and the Peruvian and Colombian Amazon. He also was a scientific -anthro-pological advisor for expeditions organized by German magazines such as GEO and Spektrum der Wissenschaften (Spectrum of Sciences).

Before becoming a full-time author and internationally renowned lecturer, Rätsch worked as professor of anthropology at the University of Bremen and served as consultant advisor for many German museums. Because of his extensive collection of shells, fossils, artifacts, and entheopharmacological items, he has had numerous museum expositions on these topics.

He is the author of numerous articles and more than 40 books, including Plants of Love, Gateway to Inner Space, Marijuana Medicine, and The Dictionary of Sacred and Magical Plants. He is also coauthor of Plants of the Gods, Shamanism and Tantra in the Himalayas, and Witchcraft Medicine and is editor of the Yearbook of Ethnomedicine and the Study of Consciousness. A former member of the board of advisors of the European College for the Study of Consciousness (ECSC) and former president of the Association of Ethnomedicine, he lives in Hamburg, Germany.

Most helpful customer reviews

13 of 13 people found the following review helpful.
better than the internet for info
By Max Power
Have you ever tried looking for info on natural drugs on the internet? It is nearly impossible to find information on a rarely touched topic. Sites like erowid and wikipedia attempt to touch the topic, but they rely mostly on user feedback which can often be very questionable, sometimes flat out urban legend. The number of pictures in the book is astonishing, probably 2 per page for 900 pages.

One plant can include family, forms and subspecies, synonyms, folk names, history, topographical distribution of the plant, cultivation, appearance, sometimes preparation and dosage, ritual use, artifacts, medicinal use, constituents/alkaloids responsible for effects, effects of the alkaloids, commercial forms and regulations, and references to related literature in addition to a small picture or two, and a picture of alkaloid molecular structure.

It covers everything to devoting 17 pages to peyote, 6 pages to coffee, 4 pages to camphor (found in lip protectant and vicks vapor rub), to 2 pages on the blue lotus flower. One thing missing is lethal doses of these things, even with peyote which has a officially established lethal dose of mescalin that is lab researched. So if you plan on using this book as a complete personal reference guide for personal use or cultivation, you will need additional material. It focuses more on culture, history, natural habitat, and traditional ritual uses.. which I think is what makes the book so good. It is like an art book. Each plant a painting. Well put together, well researched, and well thought out, with a truly massive amount of information.

102 of 104 people found the following review helpful.
A comprehensive reference guide to psychoactive plants
By Rob-cubed
At over 7 pounds, this book is packed with information! The first 700 pages of it are individual profiles of a wide range of psychoactive plants and fungi--including info on their active constituents, history, usage, and cultivation. The remainder of the book is broken into two sections, one describing major classes of chemicals, and the other focused on plant mixtures and legendary compounds like soma. This is primarily a reference work, but it's more entertaining and comprehensive than Ott's Pharmacotheon.

It's only major flaw is failing as an effective identification guide. All of the images are small, about 2" x 2" and relegated to the margins. While peppered with Ratsch's own photos which are unavailable elsewhere, there are few botanical illustrations other than some of the commonly seen historical woodcuts.

Ratsch chooses to give us a comprehensive view of the information available rather than leaning towards practical application. Plants like monkshood and Datura are mentioned as dangerous only in passing. Dosage guidelines in general are rather vague. Heimia salicifolia and puffball mushrooms are included based on their rumored effectiveness--along with research that contradicts it. He typically presents all the evidence and leaves it up to the reader to make their own educated decisions.

Ratsch does a superb job collating all the data currently available from various sources and adds to it his own research and insights. And unlike most other books on entheogens, he also covers stimulant and sedative plants and even some of the less psychoactive herbals. In spite of it's lack of illustrations, if you buy one reference on psychoactive plants this is the book you'll want.

0 of 0 people found the following review helpful.
Great for all interest in plant medicine.
By raenbow bright
This is the pinnacle of all psychoactive plant medicines you're interested to discover and identify--- such a scholastic and easily understood these amazing plant medicine.

See all 84 customer reviews...

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Donors, leaders of nonprofits, and public policy makers usually have the best of intentions to serve society and improve social conditions. But often their solutions fall far short of what they want to accomplish and what is truly needed. Moreover, the answers they propose and fund often produce the opposite of what they want over time. We end up with temporary shelters that increase homelessness, drug busts that increase drug-related crime, or food aid that increases starvation.

How do these unintended consequences come about and how can we avoid them? By applying conventional thinking to complex social problems, we often perpetuate the very problems we try so hard to solve, but it is possible to think differently, and get different results.

Systems Thinking for Social Change enables readers to contribute more effectively to society by helping them understand what systems thinking is and why it is so important in their work. It also gives concrete guidance on how to incorporate systems thinking in problem solving, decision making, and strategic planning without becoming a technical expert.

Systems thinking leader David Stroh walks readers through techniques he has used to help people improve their efforts to end homelessness, improve public health, strengthen education, design a system for early childhood development, protect child welfare, develop rural economies, facilitate the reentry of formerly incarcerated people into society, resolve identity-based conflicts, and more. 

The result is a highly readable, effective guide to understanding systems and using that knowledge to get the results you want.

• Sales Rank: #33430 in Books
• Published on: 2015-10-16
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .60" w x 6.00" l, .88 pounds
• Binding: Paperback
• 264 pages

Review

 “I don't know of another book in this field that presents the ideas of systems thinking in such a clear and practical way, with so many real-world examples."--Janice Molloy, managing editor, Reflections: The SoL NorthAmerica Journal on Knowledge, Learning, and Change

Publishers Weekly-

"This dense volume will be of genuine use to many in the nonprofit world ... Stroh has a valuable insight to impart: Becoming a more effective systems thinker is not just an analytical task 'but also an emotional, physical, and ultimately spiritual one.' For those dedicated enough to stay with Stroh's message, this book will be a useful beginning.”

“Stroh has offered an important gem in his new book, Systems Thinking for Social Change. Both illuminating and immediately useful, the book shares the key dynamics and success factors gleaned from his long career of working with organizations struggling with society’s most persistent issues. A must read for anyone whose aim is to make a difference on the ground.”--Kristina Wile, co-president, Leverage Networks, and managing partner, Systems Thinking Collaborative

“If there is only one book you read on systems thinking, it should be Systems Thinking for Social Change. If you’re new to systems thinking, I consider this a must read. If you’ve been involved in systems thinking for some time and want a renewed and extended perspective, I highly recommend it. Stroh’s new work covers all the relevant areas appropriate for a solid introduction to systems thinking, though it doesn’t stop there. It makes a serious contribution by detailing a number of real-world situations that have been investigated and improved using the approach presented in the book. And it does very well something that I’ve not seen done before: it not only shows how to map the current system, but also shows how to then create a revised map of how the system is intended to work in the future. This approach ends up identifying where measurements should be made on an ongoing basis to ascertain whether the system is undergoing the intended transformation.”--Gene Bellinger, director, Systems Thinking World, Inc.

“The philanthropic sector has shifted from a ‘charity’ mindset to a focus on changing systems to create sustainable change. Systems Thinking for Social Change offers practical tools for those serious about improving communities and organizations. It doesn’t minimize the complexity, but rather empowers social-change agents with tools to understand the complexity and identify the leverage points.”--Teresa Behrens, director, Institute for Foundation and Donor Learning

“Over fifteen years ago, David Stroh was instrumental in introducing systems thinking to the peace-building field, using tools that have proven to be powerful for improving the effectiveness of our work. This book is a valuable resource for our field ― a must read for all practitioners who have been seeking practical and easy-to-understand guidance on using systems thinking for conflict analysis and strategic planning for better impacts.”--Diana Chigas, professor of practice, Fletcher School of Law and Diplomacy at Tufts University, and co-director of collaborative learning, CDA Collaborative Learning Projects

“This is a must read for public leaders and citizens who are interested in the learning disciplines required for a sustainable, proactive approach to preserving our shared resources.”--Georgianna Bishop, president, The Public Sector Consortium

“For those who have worked for many years in the social-service sector, and who have grown cynical or disillusioned as to whether it is even possible to effect major social change, David Peter Stroh’s book, Systems Thinking for Social Change, is a must read―a clear, thoughtful, and practical guide for those desiring to create lasting social change. But reader beware! Systems thinking is more than a new way of thinking. As Stroh puts it, it is a new way of being. It requires the ability to look at things in a new way, to interact with others differently, to have a clear vision of where you want to go, a willingness to see things the way they are and, finally, the courage to take responsibility for why the system as is isn’t working. If you want to help create long-lasting, effective social change, if you want to say ‘we’re doing it―we’re actually making progress,’ then read this book.”--Anne Miskey, executive director, Funders Together to End Homelessness

“David Stroh, in his invaluable new book, shows that good intentions are not enough for those who aspire to make lasting progress on fundamental social issues―and also how the language and tools of systems theory can provide a deeper understanding of the root causes and help identify the leverage points for productive and sustainable change.”--Russell Eisenstat, executive director, Center for Higher Ambition Leadership

“Societal problems are a swirl of causes, effects, interactions, and contributing relationships.  Yet, too often, simplistic answers are applied by the well-intended that only touch on one strand of what is (in reality) a complex and interconnected web.  Stroh’s work provides an actionable guide on how to model these relationships―and more importantly how to have a meaningful and lasting impact on them.”--Jason E. Glass, superintendent and chief learner, Eagle County Schools 

"With this book Stroh has produced an essential ―and long overdue―guide to applied systems thinking. A few well-selected examples of initiatives that turned from ‘working’ to ‘transformative' lay the foundation for how change makers can address chronic, complex social problems and deepen their impact. After helping the reader recognize what might be holding their interventions back, the book moves with ease into ways  of finding leverage, the use of systems stories, and the power of visioning. In Stroh’s capable hands, systems thinking becomes a tool for defining personal or organizational priorities, for planning, and for evaluating success through measurable indicators. But the book is much more than a formidable toolbox from which to draw on a daily basis. It is, at its deeper level, a warm invitation to cultivate systems thinking as 'a way of being, not just doing' so that on the way to long-lasting, desirable outcomes, change makers can become more and more the change they want to see."--Marta Ceroni, executive director, Donella Meadows Institute

“As philanthropic organizations increasingly seek to strengthen their impact, the perspectives, methods, and tools described in Stroh’s book provide us with critical guidance for thinking and action to address complex social problems and for building ‘all-in’ approaches to problem solving. Anyone in government, nonprofits, or philanthropy can benefit from this approach to solutions. And while it might take a lifetime to master the use of systems thinking for social change, reorienting how we think about problems in this way can immediately set us on a new path toward sustainability and greater likelihood of success.”--Lexi Nolen, vice president, Episcopal Health Foundation

“It is not hard for people to appreciate that fragmented, piecemeal efforts to solve complex problems are ineffective. But having concrete approaches to an alternative is another matter. After almost four decades of applying practical systems-thinking tools in diverse settings, David Stroh has produced an elegant and cogent guide to what works. Research with early learners is showing that children are natural systems thinkers. This book will help to resuscitate these intuitive capabilities and strengthen them in the fire of facing our toughest problems.”--Peter Senge, senior lecturer, MIT, and author of The Fifth Discipline 

"Systems Thinking for Social Change uses clear, down-to-earth language to explain and illustrate systems thinking, why it matters, and how it can lead to greater success in the social sector. The book is brief yet deep, big picture yet rigorously analytical. Stroh displays considerable narrative skill, especially when he shares numerous stories from his practice of applying various systems tools that led groups to new and startling conclusions. Reading this book will test the reader substantially, as the author invites us to a deeper level of introspection about our own role in systems failures of every kind―organizational and societal―and gently asks us to embrace a new way, not merely of thinking but of being in the world.  A remarkable book."--David Nee, Growth Philanthropy Network; and former executive director, William Caspar Graustein Memorial Fund

"Drawing on a deep well of experience, Stroh masterfully weaves metaphor, story, and practical tools, modeling for us all effective systems thinking in action. Read it and get ready to take your game up a notch."--Linda Booth Sweeney, author of Connected Wisdom, and coauthor of the The Systems Thinking Playbook

“Systems thinking quickly gets very abstract and technical, often underplaying the social and storytelling dimensions. For a long time I’ve been looking for a more practical, readable, and engaging introductory book for my classes. Now, finally, here it is!”--Per Espen Stoknes, author, What We Think About When We Try Not To Think About Global Warming, and senior lecturer at BI Norwegian Business School

“David Peter Stroh has been a pioneer in the effort to bring principles of systems into the service of those striving for constructive social change. (I took a course from him over thirty years ago.) Many books tell you how to engage in systems thinking but not how to apply it. This is a very useful exception. Peter draws on many years of professional engagement with the important problems of our society. Of course reading his book won’t let you banish all those problems. But it will help you focus your effort where you can have the best impact, and it will show you how to enlist others in the effort.”--Dennis Meadows, coauthor, Limits to Growth, and former director, Institute for Policy and Social Science Research 

About the Author

David Peter Stroh is a founding partner of Bridgeway Partners (www.bridgewaypartners.com) and a founding director of www.appliedsystemsthinking.com. He was also one of the founders of Innovation Associates, the consulting firm whose pioneering work in the area of organizational learning formed the basis for fellow cofounder Peter Senge’s management classic The Fifth Discipline. David is internationally recognized for his work in enabling people to apply systems thinking to achieve breakthroughs around chronic, complex problems and to develop strategies that improve system-wide performance over time.

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10 of 10 people found the following review helpful.
Easy to read and practical guide to applying systems thinking to complex social issues
By Mrginhop
At last a very readable and PRACTICAL book on systems thinking! This is a book meant to remove the mystery about how do you actually apply the tools and frameworks of the field of systems thinking (much popularized by Peter Senge in his best selling book The Fifth Discipline) to real world problems. We learn not just what tools like causal loop diagramming and systems archetypes are but how do you go about actually putting them to work. In particular the author walks us carefully through a wealth of confounding social issues facing us (homelessness, early-childhood development, environmental public health, criminal justice, etc) and shows us how you can actually develop deep & rich insights into these highly complex problems with these and other systems tools. The author offers us an understandable four stage change framework for working with non-profit organizations and multi-stakeholders and teams to shift thinking (a.k.a mental models) and bring about sustainable change utilizing systems thinking. This is a must read book for anyone interested in learning about the "what" as well as the "how" of systems thinking for fostering change in our social systems.

8 of 8 people found the following review helpful.
Shows us how to apply systems thinking theory to social change on the ground
By T. Tucker
I enjoyed reading this book for a number of reasons.

First, it is easy to follow. David Peter Stroh includes definitions of terms in plain English so I can understand difficult systems terms like structures, archetypes, and balancing and reinforcing loops. He also often provides three different levels of explanation for concepts - a brief overview, a contextual explanation, and a more detailed example. This works well for my learning style because I need to understand the theory and the practice in order to apply these ideas to my own work.

Second, the book is filled with case stories. These examples underscore the value of systems thinking, for instance, by identifying unintended consequences of change efforts that don't consider the whole system or by pointing out counter intuitive ways to shift a system. I also like Stroh's idea of helping people see how they contribute to the status quo and how they can change their behaviors to contribute to innovative solutions. This book includes many real life stories of this, and I'm excited to try out the techniques he shares to move people to collective action.

Third, throughout the book, David Peter Stroh includes many tools that I can use as stand alone tools for change initiatives. These include things like the iceberg tool or conversation questions. Even if I don't go through a full change initiative, the tools can be used to help people rethink what is happening and what can be done to get to different results.

Finally, and most importantly, I appreciate that this book is written about social change. Much of the systems thinking writing is very academic and grounded in specific disciplines like public health, economics, etc. Often, this writing focuses at the organizational or institutional level. David Peter Stroh's book is about many organizations - government agencies, businesses, nonprofits, etc. - coming together to create change in a community or within the broader society. In many ways, it may reinforce what people who are doing social change already know. In other ways, it provides a rigorous yet flexible way of rethinking how we do social change.

3 of 3 people found the following review helpful.
John McGah, Founder, Give US Your Poor / Senior Associate, American Institutes for Research
By John McGah
David Peter Stroh is truly one of the gurus in applying systems thinking to real life situations in all sectors of society. He has been doing so for over 30 years. This book is highly practical and accessible, not always the case in the field. As readers, we get the benefit of David's rich experience in applying systems thinking to find practical solutions that take into account the dynamics of complex systems, in this case to promote social change. This is a fresh and vital book that, in my mind, is added to the short list of vital publications in systems thinking.

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• Sales Rank: #4113436 in Books
• Published on: 2009
• Binding: Wall Chart

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Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message.

About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability.

Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.

• Sales Rank: #865788 in eBooks
• Published on: 2010-09-03
• Released on: 2010-09-03
• Format: Kindle eBook

Review
"An exceptionally strong case for the use of emotion in advertising. Well-written and well-documented." - Al Ries, author of War in the Boardroom

About the Author
Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process.  He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers.  He has appeared on CNN, the Today Show, MSNBC, and Fox Business.  He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life. For more information on Sensory Logic view their newsletter. 

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7 of 7 people found the following review helpful.
Pain or Gain?
By Amazon Customer
Dan Hill's About Face digs deeper into the question of why 50 percent of advertising fails, and this very readable book is a treasure trove of discoveries from research in facial coding (how real people's facial expressions and body language respond to advertising) and a host of other studies.

You'll find out how "the 12 most persuasive words in the English language" focus on pain and gain, but more on one than the other. Do you think it's pain, that people are more emotionally engaged in fear and defending against threats to their status quo or their dreams? Or do you think it's gain, that people are more emotionally engaged in what they want but don't have and what you can promise? The answer may surprise you.

The Afterword on page 171 has seven gems to take away:
1. Be on-emotion (not just on-message)
2. Be in motion ("Novelty. Change. Intensity. ...Tapping in to how people want to resolve, evade, or mitigate problems raises the prospect of hope")
3. Don't create a psycho-killer brand. (Carefully employ the face of your brand to create affinity with your customers)
4. Create engaging sensory experiences. Leverage touch, smell, taste along with your visual and auditory cues and contrasts to seduce over and over again.
5. Achieve elegant simplicity. Consider "Wundt's sweet spot: simple but novel, or complex but familiar. ...engaging in triage and enshrining the core idea."
6. Close with an intellectual alibi. Even in B2B, people buy emotionally. But they have to justify it to themselves and their bosses.
7. Stay in the comfort zone. Foster a sense of well-being and pride in association with your brand, and the values your brand shares with your customers."

This book has copious examples that show how to incorporate these tips in campaigns. Worth the buy.

It's also another inspiration to go catch up on the TV crime drama, Lie to Me.

3 of 3 people found the following review helpful.
Now this is a business book
By Mark
At last a book about adverting and marketing that's actually worth reading. This book is packed with meat. Examples, research, insights and take-aways that any business person can use.

Hill draws on years of research from advertising around the globe to offer usable insights into what makes effective advertising and marketing.

Unlike many other so called business books that seem to be more about building up the egos of their authors, Hill just lets the research and the results do the talking.

The result is a book that is packed with ideas and practical tips that anyone can use.

It does get a little heavy duty at times with some of the minutiae of advertising, but I'd rather too much detail than some tool prattling on about purple bovines or the latest ...ology.

Highly recommended.

2 of 2 people found the following review helpful.
Perfect combination of science and actionable recommendations
By H. Buchanan
I'm a long time fan of Dan Hill, so I went into this with high expectactions. Dan did not disappoint.

There were two things I really liked about About Face:

1.Focus on the why, not just the what. The introduction title is "Science Meets Creativity." We often see ads that are successful, but don't know exactly why the ad was successful. My problem with "creativity" is that it's often difficult to replicate. Dan Hill uses science like facial coding to actually measure true emotional reactions in test subjects. He shares research on how the brain reacts to different types of messages.

2.Specific actionable recommendations. The second, and more important reason I like this book is that it gives you specific recommendations from wording of your ads to types and placement of images I kept jotting down notes for clients I'm working with and specific ideas for improving their marketing materials. Now THAT'S the sign of a book worth reading.

Dan points to this quote, "Advertising does not first get attention then create an emotion. Advertising creates an emotion which results in attention." I think this is the key to the whole book.

The importance of using faces in advertising, and how to use those faces to most advantage, is something every advertiser should learn.

As Dan Hill points out: "In advertising the human face represents a treasure trove of opportunity to engage us and compel consideration and persuasion."

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