Brand Archetypes


There are 12 brand archetypes.


Innocent (Safety)– McDonald’s… Barbie? Wii

To be happy, simply. Dalai Lama. Winnie the Pooh.

Sage (Empathy) – National Geographic, Economist, Google, BBC, WSJ

Trustworthy, wise. Plato. Aristotle. Socrates. The Oracle.

Explorer (Freedom) – GoPro, The North Face, Johnnie Walker, Jeep, Red Bull, Land Rover, Corona

Marco Polo. Neil Armstrong. Wanting to go somewhere new. Travel. See the world.

Outlaw (Liberation) – Harley Davidson, Marlboro, Levi’s, Diesel, Ray Ban’s

Rules are meant to be broken. Clint Eastwood. Top Gun. The Joker? Jack Sparrow?

Magician (Power?)– Disney, Lululemon(?),

It can happen! Houdini, Walt Disney. David Copperfield. Tell a story.

Apple is more creator than magician. Steve Jobs did admire Walt Disney but also Edwin Land, the Polaroid guy. Magician and Creator seem to intertwine (creation is magic, magic is creation)

Hero (Mastery)– Nike, Duracell, FedEx(?), Under Armour

Michael Jordan. Adventurous, brave. Rocky…? Wanting to overcome. Warrior mindset.

Red Bull is more Explorer than Hero, because extreme sports, because wings.

Lover (Pleasure) – Victoria’s Secret, Magnum, Haagen Daz, Chanel, Bailey’s, Godiva

Desirable, sexy. Intimacy. Marilyn Monroe. Catwoman.

Jester (Fun, enjoyment) – Old Spice, M&Ms, Taco Bell(?), Lyft(?)

Fun, Playful. Charlie Chaplin. Jim Carrey.

Everyman (Belonging) – IKEA, VISA, Coke?, Volkswagen(?), Ben&Jerry’s, Volvo, KFC? Muji, Kit Kat, Airbnb?, Starbucks?

Connection with others. Captain America…? Ted Mosby

Caregiver (Service) – P&G, Colgate, Johnson&Johnson, Ford, Dove, Campbell’s

Generous, caring. Protect people from harm…

Ruler (Control) – Rolex, Hugo Boss(?), Mercedes, AMEX?

In control, assertive. Louis XIV. The Godfather.

Creator (Innovation) – Apple, Lego, Canon, Adobe, Dyson

Edison. Tesla. Benjamin Franklin. Make something that matters. Tony Stark?

Further reading / Source material:


Baby abandonment

People are usually quick to demonize the mother in these situations. It’s interesting (and sad) to me.

There’s a very long history of baby abandonment in human history. Pre-civilization, people would abandon babies in the wild sometimes if they just didn’t like how they looked, or if the baby was born at an inconvenient time. Okay, we live in civilization now. But I think there’s something deep rooted in a person’s psychology that makes them abandon a baby. They must be terrified of the social ramifications. And I don’t mean terrified like “I’m terrified of getting bad grades”, I mean TERROR that hijacks your brain and makes you do things you never thought you’d be able to do otherwise.

My hypothesis: psychologically, in the mother’s brain, the mother must feel like she would be ostracized (literally cast out and left to die) if the baby was introduced. Just think of all the silly little fears we all have– fear of approaching a stranger, fear of getting something wrong. Now multiply that 1000x.

It must be a deep, crippling fear that overrides everything else. The fear must be so terrible that it hijacks the prefrontal cortex somehow. That’s why they don’t think about adoption. Something in the mother’s neurobiology rejects the baby and wants it destroyed.

It’s easy to demonize them. It’s harder to recognize that they’re actually human too. And if we want to save these babies, we have to talk about sex and pregnancy more openly, with less judgement.

Skimmed Books


  • number, the language of science, tobias dantzig
    • notes:
      • “Number is an eloquent, accessible tour de force that reveals how the concept of number evolved from prehistoric times through the twentieth century. Tobias Dantzig shows that the development of math—from the invention of counting to the discovery of infinity—is a profoundly human story that progressed by “trying and erring, by groping and stumbling.” He shows how commerce, war, and religion led to advances in math, and he recounts the stories of individuals whose breakthroughs expanded the concept of number and created the mathematics that we know today.”
    • einstein reviewd this book
    • Fingerprints
    • The Empty Column
      • One of the best chapters is the second chapter, where the author clearly describes how our modern Indo-Arabic numerical system, which is arguably the greatest mathematical discovery of all time, arose in India in the first few centuries of the common era, and from their percolated to the Arab world, and then to a kicking-and-screaming European world. Dantzig introduces Chapter 2, where this is discussed, with this interesting quote from Laplace:
      • “It is India that gave us the ingenious method of expressing all numbers by means of ten symbols, each symbol receiving a value of position as well as an absolute value; a profound and important idea which appears so simple to us now that we ignore its true merit. But its very simplicity and the great ease which it has lent to all computations put our arithmetic in the first rank of useful inventions; and we shall appreciate the grandeur of this achievement the more when we remember that it escaped the genius of Archimedes and Apollonius, two of the greatest men produced by antiquity.”
    • Number Lore
    • The Last Number
    • Symbols
    • The Unutterable
    • This Flowing World
    • The Act of Becoming
    • Filling the Gaps
    • The Domain of Number
    • The Anatomy of the Infinite
    • The Two Realities
  • allen carr, packing it in the easyway
    • hard way
      • perfectly legal addiction
      • feelings of personal worthlessness
      • drycleaning came from a guy who knocked-over paraffin onto a grubby table cloth– he wasn’t the first to do it but he turned it into something
      • “When we first arrived at the school we received an extended introduction detailing what a wonderful place it was and how lucky we were to be there. But no one explained exactly why we were to be there. Yes, we understood the general objective was to accumulate knowledge, although learning Shakespeare and algebra did not strike us as particularly helpful to our future lives. I’ve yet to meet a single person who found a use for algebra in later life. The excuse proffered was that it developed intelligence. It struck me as extremely unintelligent not to give us the opportunity to study subjects that would be of practical use as well as develop our intelligence. I learned Boyle’s law and Ohm’s law parrot fashion without having a clue as to their meaning, yet left the school five years later incapable of changing a fuse or wiring a three-pin plug. Understandably, we formed the general impression that we were there for the same reason we were sent to Sunday school – to keep us out of mischief until we were old enough to work.”
    • easyway
  • the mechanical mind. tim crane
      • “Crane is one of that sane band of representationalists who are not physicalists.”
    • review:
  • flesh and machines rodney brooks
  • terror inc
    • “economy of terror”
    • dirty money
    • trafficking in drugs, arms, gems, people
    • oil, banking, gum arabic
    • terror the ultimate product of the global free market
    • “yes I am a terrorist and I am proud of it. And I support terrorism as long as it was against the United States govt and against Israel, because you are more than terrorists, you are the ones who invented terrorism and are using it every day. You are butchers, liars and hypocrites.” – Ramzi Yousef, trial for 1993 WTC bombing
    • counter-insurgency = state-sponsored terrorism
    • Mongoose – 400 americans + 200 cubans + $50m annual budget + speedboats to undermine castro
  • 20 greatest philosophy books
    • 1. Plato’s Republic
    • 2. Aristotle’s Nicomachean Ethics
    • 3. Thomas Aquinas’s Summa Theologiae
    • 4. Descartes’s Meditations on First Philosophy
    • 5. Hobbes’s Leviathan
    • 6. Locke’s Essay Concerning Human Understanding
    • 7. Berkeley’s Principles of Human Knowledge
    • 8. Hume’s Enquiry Concerning Human Understanding
    • 9. Rousseau’s Social Contract
    • 10. Kant’s Critique of Pure Reason
    • 11. Hegel’s Phenomenology of Spirit
    • 12. Schopenhauer’s The World as Will and Representation
    • 13. Marx’s Communist Manifesto
    • 14. Mill’s Utilitarianism
    • 15. Nietzsche’s Thus Spoke Zarathustra
    • 16. Popper’s The Logic of Scientific Discovery
    • 17. Ayer’s Language, Truth and Logic
    • 18. Sartre’s Being and Nothingness
    • 19. de Beauvoir’s The Second Sex
    • 20. Wittgenstein’s Philosophical Investigations
  • dangerous company, james o shea
  • politics and the novel irving howe
      • Where shall a contemporary novel begin? Perhaps unavoidably: with the busted hero reeling from a messy divorce and moaning in a malodorous furnished room; picking at his psyche’s wounds like a boy at knee scabs; rehearsing the mighty shambles of ambition (“how I rose from humble origins to complete disaster”); cursing the heart-and-ball breakers, both wives and volunteers, who have, he claims, laid him low; snarling contempt at his own self-pity with a Johnsonian epigram, “Grief, Sir, is a species of idleness”; and yet, amidst all this woe, bubbling with intellectual hope, as also with intellectual gas, and consoling himself with the truth that indeed “there were worse cripples around.”
      • For Howe it was precisely by remaining between politics and literature that one became an intellectual.
      • “When intellectuals can do nothing else,” Howe wrote in the first issue, “they start a magazine.”
  • braudel – a history of civilizations
  • Linked barbasi
    • christianity – renegade jewish sect
      • paul reducd barriers to becoming a christian
    • jorge luis borges – everything touches everything
    • Euler
    • Konigsberg problem
    • graph theory
      • graphs/networks have properties
  • microtrends penn
  • on the shoulders of giants, malcolm lines
  • carl jung aspects of the feminine
  • how mumbo jumbo conquered the world
  • Land of no buddha
  • book of five rings
  • the just prince
  • natan sharansky case for democracy
  • anatomy of power

Abandoned Books


  • far from the madding crowd, thomas hardy – can ebook this if i really want it
  • last of the mohicans, james cooper
  • the science of self-realization – baghavad gita stuff – swami prabupada
  • mathematical sorcery, clawson
  • the commissariat of enlightenment
  • wuthering heights
  • great expectations
  • pride and prejudice
  • the law is an ass, gyles brandreth
  • number, the language of science – tobias dantzig
  • 39 microlectures in proximity of performance, matthew goulish
  • say you’re one of them ,uwem akpan
  • rushdie – shalimar the clown
  • traffic, tom vanderbilt
  • skimming the gumbo nuclear, mf korn
  • philosophy and technology, roger fellows
  • swift – gullivier’s travels
  • bill bryson notes from a big country
  • jihad vs mword – benjamin barker
  • the art of figure drawing – clem robins
  • the clearing – tim gautreaux, about louisiana pre WW1
  • sing to the dawn, minfong ho
  • one no, many yeses – paul kingsnorth, political / anti-capitalist stuff
  • mrs eintstein – anna mcgrail


  • Bu-shi-do: military-knight-ways
  • Author
    • Nitobe (1862-1993) married a white woman, Mary. Was Under-secretary General of the League of Nations.
    • Born into a high-ranking samurai family
    • joined the Society of Friends (Quakers)
    • He visited a Belgian scholar who asked “how do Japanese teach moral education to young people if there’s no religious instruction”
      • he couldn’t answer, but the question lingered… after many years he realized it was Bushido
    • Russo-Japanese war in 1904-1905
  • Introduction
    • “Chivalry itself is the poetry of life”
    • sunbeams of unrecorded time
    • gradual cumulation and slow attainment of harmony is the law
    • bushido not an embalmed mummy but a living soul
  • Ethical system
    • stars still shine on us though they are not; light of chivalry is a child of feudalism
    • long period of constant warfare
    • fair play in fair fight
  • sources
    • buddhism – quiet submission to the inevitable (vv: vs do not go quietly into that good night?)
    • Zen, Dyana – attempt to attain through meditation zones of thought beyond normal verbal expression
    • delphi – know thyself
    • Shintoism teaches samurai to be balanced and passive rather than arrogant
      • no original sin– innate goodness and godline purity of the human soul
    • confucious
      • master/servant (governing/governed)
      • father/son
      • husband/wife
      • older/younger brother
      • friend/friend
    • knowledge becomes really such only when it is assimilated into the mind of the learner and shows in his character/behavior. an intellectual specialist = machine. intellect itself subordinate to ethical emotion. (counter of Huxley’s idea that the cosmic process was unmoral)
    • ample food for their spirit from a sheaf of commonplace and fragmentary teachings, gleaned as it were on the highways and byways of ancient thought, stimulated by the demands of the age
    • french savant: towards the middle of sixteenth centure, all is confusion in japan, govt, society, church. civil wars, barbarism, necessity for each man to execute justice for himself– formed men comparable to 16thcentury italians (??)… grand capacity to do and to suffer. militant and resistant. uhhhh
  • Rectitude/justice
    • decision. deciding upon a certain course of conduct in accordance with reason, without wavering– to die when it is right to die, strike when to strike is right.
    • bone that gives firmness and stature. without bones the head cannot rest atop the spind, without rectitude neither talent nor learning can make a samurai of a human frame.
    • giri = duty. love should be the only motive. moral obligation. giri is a severe task master, birch-rod in hand to make sluggards perform their part. secondary power in ethics, as a motive it is infinitely inferior to love, which should be THE law (… Watts =?)
    • “i help you because I love you” is superior to “i help you because i’m obligated because it is my duty and i wish to avoid shame for not doing my duty”
  • courage, daring, bearing
    • doing what is right. Heart. “death for a cause unworthy of dying for = dog’s death”.
    • Stories of military exploits were repeated almost before boys left their mother’s breast.
    • “What a coward to cry for a trifiling pain! What will you do when your arm is cut off in battle? What when you are called upon to commit hara-kiri?”
    • “For a samurai, when his stomach is empty, it is a disgrace to feel hungry.”
    • Children of tender age sent amount utter strangers with some message to deliver, made to rise before the sun, attend to their reading exercises before breakfast, walk to teaches with bare feet in the cold of winter, once or twice a month spend the night without sleep, reading aloud. Pilgrimages to execution grounds, graveyards, haunted houses, etc. Small boys sent to witness public decapitations,and sent to visit alone at night to leave a mark of their visit on the head.
    • Spiritual aspect of valour – composure – presence
    • true brave man is ever serene, never taken by surprise, nothing ruffles the equuanimity of his spirit
    • heat of battle he remains cool, level mind. smiles in earthquakes and storms.
    • poetry in death. assassin: “ah, how in moments like these, our heart doth grudge the light of life”, victim “had not in hours of peace, it learned to lightly look on life.”
    • what a game.
  • benevolence, distress
    • virtue is the root, wealth is the outcome
    • kings are the first servant of the state – frederick
    • difference between a despotic and paternal government is this: in one the people obey reluctantly, in the other they do so with proud submission, dignified obedience, subordination of heard which kept alive, even in servitude itself, the spirit of exalted freedom
    • the bravest are the tenderest, the loving are the daring. bushi no nasake– tenderness of a warrior.
    • mercy where mercy was not a blind impulse, but recognized due regard to justice, backed with power to save or kill. effectual. power of acting for the good or detriment of recipient.
    • sad and tender melodies
  • politeness
    • genuine concern and affection for others
    • approaches love
    • adherence to everchanging fashions of the West – ceaseless search of the human bind for the beautiful
    • grace is the most economical manner of motion
    • most economical use of force
    • most graceful
    • the end of all etiquette is to cultivate your mind that even when you are quietly seated, not the roughest ruffian can dare make onset on your person
    • fine manners -> power in repose
  • veracity/sincerity
    • veritas
    • measure the worth of your words
    • is sincerity subjective?
      • the end eand beginnings of all things
    • “call one a thief and he will steal”
    • “the merchant was placed lowest in the category of vocations – the knight, the tiller of the soil, the mechanic, the merchant. “
    • Montesquieu – the debarring of the nobility from mercantile pursuits was an admirable social poliy, prevented wealth from accumulating in the hands of the powerful. seperation of power and riches
  • honour
    • most valuable in small, tightly knit communities where veryone knows everyone
    • othello
    • “in losing the solidarity of families”, says balzac, “society has lost the fundamental force which montesquieu named Honour”
    • “shame is the soil of all virtue, of good manners and good morals”
  • duty of loyalty
  • education & training of samurai
    • chivalry is uneconomical
    • ‘it is by riches that wisdom is hindered’
    • ‘luxury was thought the greatest menace to manhood
    • severest simplicity of living was required of the warrior class
    • it is the parent who has born me, the teacher who has made me a man
  • self-countrol
    • regret nothing ~ accept everything ≠ feel nothing
    • pre-empt criticism and manage it artfully
  • suicide & redress
    • socrates / hemlock
    • apologize for errors, escape disgrace, redeem friends, prove sincerity
    • refinement of self-destruction, cool and composed
    • “an honorable death”
  • sword & soul
    • It insults the sword to draw it to appease one’s wounded ego, but it is equally insulting to leave it sheathed in the face of injustice. Defiance and anger is justified when it for a cause greater than yourself. (Does this justify terrorism? Not in the suicide-bomber sense. It would be the equivalent of drawing your sword to slaughter your enemy’s children. Dishonourable.)
  • training and position of woman
    • surrender
    • “self-renunciation, without which no life enigma can be solved”
    • “until we learn to discriminate between differences and inequalities, there will always be misunderstandings about this subject”
    • japanese men speak poorly of their families because they are being humble…?
  • influence of bushido
    • virtues are no less contagious than vices
    • bushido not just the flower of the nation but the root as well
    • “men have divided the world into heathen and Christian, without considering how much good may have been hidden in the one or how much evil may have been mingled with the other. They have compared the best part of themselves with the worst of their neighbours, the ideal of Christianity with the corruption of Greeece or of the East. They have not aimed at impartiality, but have been contented to accumulate all that could be said in praise of their own, and in dispraise of other forms of religion.”
  • is it still alive?
  • future
    • decay of chivalry
    • shintoism is supperannuated
    • “the decay of the ceremonial code… the vulgarization of life… among the industrial classes… chief enormities of latter-day civilization”
    • “If history an teach us anything, the state built on martial virtues– be it a city like Sparta or an Empire like Rome– can never make a “continuing city”. Universeal and natural as is the fighting instinct in man, fruitful as it has proved to be of noble sentiments and manly virtues, it does not comprehend the whole man. Beneath the instinct to fight there lurks a diviner instinct – to love. (Warrior King Magician Lover)
    • The Kingdom Of God Is within you
    • “The domineering, self-assertive, so-called master-morality of Nietsche”

The Universe Of Experience, LL White

The Universe of Experience, LL White

  • Intro
    • “order-generating tendency”
    • “new synthesis” – humanity needs to transcend current configuration in order to survive/thrive
      • Power of Now
      • Alan Watts
      • Innovating to Zero
      • Overview Effect
      • Bitcoin…?
    • “Moralizing for others is hypocritical and empty. Only silent example unaware of itself, is effective.”
    • “a paean to unity, sung by a skeptic”
    • “radical metamorphosis of the psyche, particularly in the west”
    • “a possibility of a worldwide consensus emerging soon, and rapidly, concerning what it should mean to be a human being”
    • understanding and managing shame and humiliation – Donald Nathanson
  • key terms
    • morphic (vs entropic) – tendency towards organic coordination – leaves a memory of particular events + how it was made, entropic doesn’t.
    • joy – vitality without discord
    • vital surplus – humans cursed and blessed with a restlessness springing from yet unrealized potentialities, far in excess of the degree of vitality that would be biologically appropriate or adaptively most advantegous– it shapes new forms of behavior which may or may not prove advantageous, and it does this BEFORE the evolutionary proess tests them out
    • imagination – primary capacity of the human mind, te fafculty for forming new unities. can be defined and understood without the intellect. in contrast, any understanding of the intellect must assume some ordering generated by the imagination
    • understanding – ‘thinking’ means more than analytical intellectual reasoning. to experience and to act in organically appropriate manner, man must be in possession of complete aesthetic, intuitive, philosophical and scientific understanding of the basic features of this universe, such as matter, life and mind. includes understanding his own potentialities, general and abstract affective energies that motivate all meanings and behaviors as well as the cognitive functions that transform those energies into action and direction. such coordinated understanding based on unified knowledge is the criterion of biological maturity and viability for humans.
  • foreword
    • “my role of conscience in writing this book: to write as honestly as I know how, as if it were my last word, my testament. to be recklessly honest– to consider no reader, friend or foe… so bequeath my best.”
  • who has written this and why
    • the more personal the enthusiasm than an idea evokes in a person who believes he is its creator, the more likely it is that the idea is corrupted by mistaken unconscious assumptions
      • this pervasive irony haunts all human thought, including these pages– they contain unassailable convictions and frail personal judgements
    • this awareness does not lessen either the earnestness of these pages or the author’s daring– he has no choice but to discard false humility and to declare his purpose, which is not modest.
    • we are sick today for lack of simple ideas which can help us to be what we want to be
    • the basic challenge to mankind is not population, poverty, war, technology, pollution, religious or racial intolerance, or blind nationalis, but an underlying nihilism promoting violence and frustrating sane policies on these issues. in 1870 nietzsche knew that nihilism stood at the door, now it is with us. despair for mankind is nearly universal.
    • the author’s view is that the only hope lies in the emergence of a potentially worldwide consensus of heart, mind and will, appealing to all sane men and women everywhere, because it looks deeper into the nature of man than Marxism or any past doctrine
    • “history is a sequence of surprises”
    • “this book is mainly philosophical and PREscientific– to understand the ideas he presents, one must also identify his impulse and its source, and to do that we must first take a look at the source of transcendental religion, which here means Christianity
      • without any conscious preoccupation with this issue, for the mock battle of the transcendental divinity with aggressive atheism never interested him, the author has allowed this question to work itself out unconsciously within himself throughout his life.
      • “Perhaps man will rise higher when he stops projecting himself into a God” – Nietzsche, Joyful Wisdom
      • “We are unable to distinguish whether God and the unconscious are two different entities” – Jung
      • A naturalistic reinterpretation renders all that is authentic in the Christian doctrine greater not less, for it makes it part of a new and stronger man, not of some fancied “superman”, but simply man as he is but less distorted by a dissociating tradition
      • “In the struggle for spiritual/ethical good good, teachers of religion must have the stature to give up the doctrine of a personal God, that is, give up that source of fear and hope” and cultivate the “Good, the True, and the Beautiful in humanity itself.” – Einstein
    • “postreligious and prescientific”
  • Science
    • “science originally grew out of the religious and intellectual search for order and unity in experience”
      • (Hmm. That’s one way of looking at it.)
    • “one should be fearful of an incomplete science which deceives itself” – poincare, 1913
    • After nearly 4 centuries of quantitative research no exact science has yet attained basic theoretical clarity! this is remarkable and merits attention. We can send men to the moon and back without fundamental intellectual understanding of any realm of nature!
    • What does it signify that science has reached a stage where scientist can know beyond any doubt that all existing theories are merely incomplete and faulty approximations?
    • Nearly all scientific specialists exaggerate what is known
    • “a physics research student is apt to overestimate his understanding of things in general… this unconscious arrogance is not confined to research students”
    • young skeptical students tend to become dogmatic professors
    • it seems you cannot earn your living by teaching a validity-restricted theory without unconsciously becoming identified with its dogmas.
    • What would happen if every teacher of science sought only to promote truth and spent the first 5 minutes of every hour saying, as he should, “what I am going to tell you this morning must be wrong, since we do not yet possess a unified theory of this realm. there must exist unconscious, redundant and faulty assumptions somewhere, but no one yet know where””
      • the first step is to know that they must exist. if you are honest with yourself, and really believe it, the battle is half won. (contrast with feynman– you are the easiest person to fool)
      • next, pretend you have an adversary if you haven’t one already. ask yourself, what more general assumptions would HE make if he wanted to displace your theory?
        • identify the limiting flaw before he does. contemplate the problem every day for months until one morning, snap, you have the answer. this nearly always works. properly nursed and teased, the unconscious levels can be very helpful.
    • seek simplicity, and distrust it.
    • “how science managed to advance in spite of the bizzare behavior of so many scientists.”
    • the reverence for great names has gone too far and damages science
  • Disorder