The 2.5% (small group – big influence) introduces a ground-breaking model for cool’s cyclical reinvention, which explains how idiosyncratic ideas become the norm. A fresh interpretation of Everett Rogers’ widely applied 'innovations diffusion', the novelty is its focus on the Innovator (the first type on the innovations diffusion curve, preceding the Early Adopter). Innovators only constitute 2.5% of the population but this globally scattered minority of rule breakers is influential. They are the creators of new trends and new consumption patterns that will shape the mainstream. Based on insider knowledge of cutting-edge cultures, academic rigour and marketing agility, this robust model is designed to inspire future-proof ideas for market research, innovation and communications professionals but also anyone interested in where trends come from and how and why people adopt them. Very insightful, sure to be a success - Marcelo Amstalden Möller (formerly Global Director, International Brands & Craft Portfolio, HEINEKEN Group B. V; Vice President, Global Brand & Corporate Marketing Communications · Wolters Kluwer) ​Extraordinarily engaging - Peter Nash (Chair of Programme Committee, inaugural ESOMAR FUSION Conference) ​A fantastic new analytical narrative […] fun, thought-provoking [and] well worth a read Dr Nick Baker, Chief Research Officer, SAVANTA; Non-exec Chair of the MARKET RESEARCH SOCIETY (MRS) Very inspiring [and] groundbreaking - Akiko Hoshi (Head of Qualitative Research Advancement, INTAGE QUALIS, Japan) Fully illustrated with original images (not stock photography!), the story features truly inspiring characters and connects the dots between the seemingly unconnected. Readers will be globe trotting: from Detroit, where fascinating communities of makers have taken matters into their own hands (following the city’s bankruptcy), to London’s uber gentrified neighbourhood of Shoreditch where generations of artists and creative types have acted as its advance troops, from underground market gardeners using left over coffee beans to grow mushrooms in Paris to roof top urban farmers in Hong Kong, from raves in St Petersburg to citizenship protests in New York City, from fashion parties to fashionable clubs and many more. What all the protagonists have in common is their vision to generate (economic) value whilst also creating value for society and their ability to influence brands and corporate businesses to follow suit. This generation of Innovators drove the climate and social inclusivity that started to dominate the corporate and societal agenda in the years following the COVID pandemic. The ideas for the model were developed over three decades, which we call 'cool cycles of reinvention'. The first two decades (1987 – 2007) were presented in The First to Know (how hipsters and mavericks shape the zeitgeist - see here: www.thefirsttoknow.info). Ideas were then put to test in real time over a third (2007 – 2017). The cultural framework proved reliable and The 2.5% was born, introducing the-first-to-know innovation diffusion model. Like the visionary characters it celebrates, The 2.5% is breaking new grounds. It doesn’t fit categories. It doesn’t lend itself to ticking boxes. The story goes on...It doesn't stop with the book! #the2point5percent https://www.tftk.info/the-2-5

Collaboration in business allows for equitable opportunities and inclusive growth as the economy rises while also permitting partnering organizations to adopt and utilize the latest successful practices and management. However, a market in stasis may require a displacement in order to allow businesses to grow and create new alliances and partnerships toward a shared economy. There is a need for studies that seek to understand the necessity of market disruption and the best supervisory methods for remaining relevant and profitable in a time of change. The Handbook of Research on Managerial Practices and Disruptive Innovation in Asia is an essential reference source that explores successful executive behavior and business operations striving toward a more inclusive economy. Featuring research on topics such as employee welfare, brand orientation, and entrepreneurship, this publication is ideally designed for human resources developers, policymakers, IT specialists, economists, executives, managers, corporate directors, information technologists, and academicians seeking current research focusing on innovative business factors and sustainable economies in Asia.

Discover a scientifically supported method to reduce chronic pain! Autogenic Training: A Mind-Body Approach to the Treatment of Fibromyalgia and Chronic Pain Syndrome is the most comprehensive book ever written on autogenic training and its uses in the treatment of chronic pain, fibromyalgia, CFS, and other chronic conditions. Autogenic training is one of the most well-established, well-researched methods of enhancing the body's natural, self-recuperative mechanisms. It is the only mind-body technique with an origin in sound medical research, and as a result, it benefits from a solid theoretical foundation that explains how and why it works. This unique book effectively combines research, theory, and practice perspectives so that practitioners, instructors, and students can benefit from its content without having to rely on other texts and treatment manuals for clarification and guidance. Autogenic Training: A Mind-Body Approach to the Treatment of Fibromyalgia and Chronic Pain Syndrome is divided into three sections. The first brings you: an exploration of the connection between stress and chronic pain a comprehensive overview of the literature on fibromyalgia scientifically supported stress management techniques The second section: reviews the history of autogenic training discusses the requirements that must be fulfilled for the effective use of autogenic techniques in clinical practice The third section of Autogenic Training: A Mind-Body Approach to the Treatment of Fibromyalgia and Chronic Pain Syndrome consists of a detailed, step-by-step manual for autogenic training. Each “training session” concludes with an actual case presentation that illustrates the use of autogenic training in the treatment of a variety of psychophysiological (mind-body) conditions. This section also features a chapter dedicated to the most commonly asked questions about autogenic training and their answers. In addition to providing excellent reading material for clinical treatment, Autogenic Training: A Mind-Body Approach to the Treatment of Fibromyalgia and Chronic Pain Syndrome can be effectively used as a textbook for teaching graduate and undergraduate courses in psychology, nursing, and medicine.

It’s a contraption that makes the lists of “Greatest Inventions Ever”; at the same time, it’s accused of causing global disaster. It has changed everything from architecture to people’s food habits to their voting patterns, to even the way big business washes its windows. It has saved countless lives . . . while causing countless deaths. Most of us are glad it’s there. But we don’t know how, or when, it got there. It’s air conditioning. For thousands of years, humankind attempted to do something about the slow torture of hot weather. Everything was tried: water power, slave power, electric power, ice made from steam engines and cold air made from deadly chemicals, “zephyrifers,” refrigerated beds, ventilation amateurs and professional air-sniffers. It wasn’t until 1902 when an engineer barely out of college developed the “Apparatus for Treating Air”—a machine that could actually cool the indoors—and everyone assumed it would instantly change the world. That wasn’t the case. There was a time when people “ignored” hot weather while reading each day’s list of heat-related deaths, women wore furs in the summertime, heatstroke victims were treated with bloodletting . . . and the notion of a machine to cool the air was considered preposterous, even sinful. The story of air conditioning is actually two stories: the struggle to perfect a cooling device, and the effort to convince people that they actually needed such a thing. With a cast of characters ranging from Leonardo da Vinci and Richard Nixon to Felix the Cat, Cool showcases the myriad reactions to air conditioning— some of them dramatic, many others comical and wonderfully inconsistent—as it was developed and presented to the world. Here is a unique perspective on air conditioning’s fascinating history: how we rely so completely on it today, and how it might change radically tomorrow.

Natural heating and cooling of buildings helps to improve energy efficiency in the built environment. This book considers the principles of roof design and specific systems and cooling techniques. The authors explain the fundamental principles of roof cooling and describe in detail the relevant components, applications, built precedents, recent experimental work and key design considerations. Specific systems and techniques are examined, including the main advantages and disadvantages of each strategy. Environmental functions are considered in terms of protective strategies and selective strategies. Protective strategies include solar control, thermal insulation, heat storage and thermal inertia. Selective strategies include radiative, evaporative and convective cooling and planting of roofs. Traditional and current roof construction practices are described, exemplified by case studies from across Europe. Including a free CD-ROM with software that enables readers to evaluate their own designs, this book will be invaluable for architects and engineers who wish to create buildings that are more energy-efficient.

“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.” —From Good Is the New Cool Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands—while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool—but now they need to be good, too. It’s a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won’t be long before the old, advertising-based marketing model goes the way of the major label. If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life? With seven revolutionary new principles—from “Treat People as Citizens, Not Consumers,” to “Lead with the Cool”—and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book won’t just change your business—it will change the world.