Authority can be given to a person. Leadership cannot. People with authority often have no followers. People with followers often have no authority. Leaders require no authority. They say, ‘This is what I’ve decided to do.’ And then they do it. Others see them doing it and decide to follow. On Tuesday I was on […]
We shall operate on the heart, but we shall not use a scalpel and it will not pump blood better when we are done. We have no interest in that muscle in the center of the chest. We will use magic words to operate on the center of emotions. We will change how people act, […]
The pain of loss is psychologically twice as powerful as the pleasure of gain. When Daniel Kahneman and Amos Tversky published Prospect Theory in 1979, a generation of advertisers mistakenly began to speak to Pain, and to the fear of Loss. If you frame a choice as “Loss versus Gain,” most people will choose loss avoidance […]
A person unconsciously frames a statement when they choose a perspective, a point of view, or an angle of approach. Verbal counterpunching is nothing more than the reframing of a statement made by someone else. Citizens of Britain said for centuries, “The Sun Never Sets on the British Empire,” to which a citizen of India […]
There are four basic steps in every good story. Bad storytellers can do steps one and two, but recoil at step three. Good storytellers are willing to do step three. Brilliant Storytellers do steps three and four again and again. 1. Create a character that people like, believe in, and can relate to. 2. Launch […]
If life is a journey on water, with our conscious mind above the waterline and our deep unconscious beneath, and if all the people in the world are drifting, surfing, drowning and sailing on that surface, shouldn’t there be a person on a wooden chair in the sky above the beach watching over it all? […]
Dr. Nick Grant, a psychologist, Dr. Mike Metzger of Clapham Institute, and Ray Bard my publisher, each taught me about water. Life is a journey on water. Your conscious mind is above the waterline. Your unconscious is beneath. That weightless, magical world below the waterline is fundamentally different from the world of facts, figures and […]
People in museums stop to look at paintings that have people in them, but walk past paintings that have no people. Ninety percent of the books sold each year are fiction. Ninety percent of the books written each year are non-fiction. The same is true in movies and television: fiction beats non-fiction 10 to 1. […]
I have seen friends walk away from relationships, jobs, and promising careers when all they really needed was some time and space to gather their thoughts, slow their heart rate, and rediscover their joy. I’m not saying you should always, “hang on one more day at a time and wait for things to get better.” […]
Ten different factors will determine how quickly your ads pay off. Do your ads capture attention or are they easy to ignore? Do your ads speak to a felt need, or are you answering a question no one was asking? Are you a known, trusted, and respected seller? Is the brand you sell known, trusted, […]
Every good story – and every good ad – begins with a statement that triggers more questions than it answers. “I do not like to turn left when leaving my neighborhood…” “I was a 10-year-old boy holding a flashlight for my father…” “You are sitting in a candlelit restaurant when you hear a strange noise…” […]
I hope you are not prone to regrets. The next time you make the wrong decision, I want you to look back and remember that it seemed like a good idea at the time. You were given incomplete information. The future was unknowable. What is there to regret? Nevertheless, the dull ache of regret came […]
Eighty-eight percent of the Fortune 500 companies that existed in 1955 are gone. Poof. Half of them withered because they had a manager in the role of CEO when they desperately needed a leader. The other half were destroyed by a leader when a manager could have held the company together and grown it incrementally. […]
Anne Lamott wrote Bird by Bird, a marvelous book about writing. In it, she says, “Becoming a writer is about becoming conscious. When you’re conscious and writing from a place of insight and simplicity and real caring about the truth, you have the ability to throw the lights on for your reader. He or she will […]
My friend is forever shouting about his Freedom. It is the only song he sings. Freedom is a good thing, but our love of freedom is why family sizes are shrinking. Children are a responsibility. Freedom and Responsibility are paired opposites, a duality. The more you have of one, the less you have of the other. […]
I was the new kid in a new town, getting ready to start the third grade. We had moved into a rented house beyond the outer perimeter of Skiatook, Oklahoma. There were no other houses within sight, so there were no neighbors to visit, no new friends to meet, nothing to do except walk in […]
You’ve heard it said, and might even have said it yourself, “Knowing what I know now, if I had it all to do over again, I would…” Let’s play a game. Let’s pretend that you, “have it all to do over again.” You can return to any day in your past to begin reliving your […]
I was writing about third gravitating bodies and I needed to know the year that Henri Poincaré wrote The Third Body Problem and won that huge cash prize from King Oscar II of Sweden. I typed “third gravitating bodies” into the Google search block. At the top of the results page was a featured snippet and […]
Before Gandhi, there was Tolstoy. When Leo Tolstoy was 54, he wrote a book about the ethical teachings1 of Jesus as revealed in the Sermon on the Mount. For the rest of his life, Tolstoy advocated the use of peaceful, non-violent forms of resistance in the struggle for social change. Gandhi – the person we associate […]
Predictability is the silent assassin of persuasion. When static electricity saturates the sky, lift the lightning rod of the new, the surprising, and the different and let the concert begin. The booming of the big bass drum will make the draperies tremble as the lasers light up the night. Give that anxious electricity something to […]
Rugged individualism is the essence of America. It is also the reason that we, as a people, feel isolated and lonely. Our focus on personal, individual success is the reason we feel disconnected from one another. This is happening even in our marriages according to Ian Kerner, author of the book, So Tell Me About […]
I’m telling you up front that I’m not sharing anything valuable or useful today, but don’t let that keep you from continuing. Today we’re going to talk about 7 guys named Francis. Alan Lightman is not one of those 7 guys. Lightman is a past professor at Harvard and a current professor at MIT and […]
Gerald was an unwanted third son to his father, so his mother took Gerald on long walks each Saturday night so they would not be available when his father came home drunk. To avoid a beating, Gerald and his mother would wait outside in all weathers until his father fell asleep. Gerald was 16 when […]
The long-ago Greeks had two words for time: Kronos (χρόνος) and Kairos (καιρός). Kronos is chronological time, sequential time, the metered time of the regimented left hemisphere of the brain. Kairos is an inflection point, a time-window of indeterminate length during which something consequential happens. On the other side of the Kairos, things are forever […]
If you win the heart, the mind will follow. The mind will always create logic to justify what the heart has already decided. In 1981, Dr. Roger Sperry won the Nobel Prize for his documentation of brain lateralization, which basically says that we don’t have 1 brain divided into 2 hemispheres as much as we have […]
It’s impossible not to like someone who likes you. This is why the secret of success is to just keep showing up. My friend Brett was studying theater in college until the day a professor told him to lie on his back, close his eyes, and “breathe blue.” Brett did his best, gave up, got […]
My partner Kyle started a non-profit called “Neighbor in Need” after a developer made a comment that caused Kyle to become concerned about all the elderly people in his neighborhood who didn’t have the money to repair their homes, buy hot water heaters, replace air conditioners, or fix roof leaks. So Kyle decided to do […]
The ancient Greeks understood psychology a lot better than they understood science. Hippocrates, the father of the Hippocratic Oath, believed that our information-gathering and decision-making processes are determined by an imbalance of 4 bodily fluids – red blood, yellow bile, black bile, and phlegm – two of which have never existed in the form that […]
I made you a promise on November 22 in a Monday Morning Memo called “Time Travel”. This was how that memo began: “My friend Don has a time machine. He takes me with him sometimes. You should come, too! Every person who rides in Don’s time machine is changed by it.” “The United States Department of […]
A successful cluster manager was one of 36 people in a class I taught 2 months ago. When we went into Q & A, he asked for suggestions about what to do with a poorly performing radio station in his cluster. He expected me to suggest a format change, or a clever promotional campaign using […]
What you do today is important, because you are exchanging a day of your life for it. What will you do today? “If your life’s work can be accomplished in your lifetime, you’re not thinking big enough.” – Wes Jackson I knew a man who used to say, “I don’t ever get my hopes up. […]
I write advertising because I’m good at math. According to my calculations at age 18, the odds of making a living as an ad writer were 117,682% higher than the likelihood that I could make a living as a poet. But really, poems and ads are the same thing. Good poems promote a new perspective […]
In his 3,000-year-old book, Ecclesiastes, King Solomon tells us of the stages and phases of his life, his fads and fancies, his regrets and realizations. Then he gives us his final conclusions and advice. Next to the Good News of John, Ecclesiastes is probably my favorite book in the Bible. Oscar Wilde wrote a similar […]
If relationships matter to you at all, don’t put your negative emotions in writing. Spoken words land softly on their feet like a cat that has fallen from a tree. But written words often land with a thud, and the crack of a fractured relationship. My son Jacob taught me an African proverb last week, “The […]
An affinity group is composed of people who share an identity marker. Backpackers are an affinity group. Corvette drivers are an affinity group. If you like to sew, you are part of an affinity group. Every sports team has “fans,” an affinity group. If you like wine, you are in that affinity group. People who […]
Thirty-five years ago, he patrolled a stretch of beach as long as two football fields on a Caribbean Island whose name I cannot remember. He pushed a wheelbarrow full of ice as he pranced from one end of his empire to the other, the music of his voice rising and falling over the sound of […]
It is easier to increase sales than it is to cut expenses. In the words of Adrian Van Zelfden, “You cannot shrink your way to profit.” Cost-cutting CEO’s are hailed as geniuses by Wall Street and lauded as saviors by private equity firms because cost-cutting always works in the short-term. But that’s not how you […]
The choice between a good thing and a bad thing is never a hard choice. The only hard choice is between two good things. Science is a good thing. And so are the Arts. Why choose? Rube Goldberg became wildly famous 100 years ago because his elegantly absurd inventions combined Science with Art. Elegant absurdity surprises […]
The great game of BUSINESS does not come with an instruction manual. The assumption of most players is that Customer Acquisition – lead generation – sales opportunities – is how you win the game. But the understanding of a Highly Skilled Player goes 2 levels deeper: Customer Acquisition (lead gen) Conversion (closing the sale) Remove […]
Gordon Atkinson’s Land of La Mancha is the finest literary work of loneliness that has been chronicled since Henry David Thoreau spent 2 years on Walden Pond. Here is how Thoreau opens that most iconic of early American books: “When I wrote the following pages, or rather the bulk of them, I lived alone, in the woods, a […]
In 2011, the attention of our nation was consumed by the economic problems caused by the sub-prime mortgage debacle of 2008. That’s why everyone thought I was crazy when I wrote these words… “Western Society is in danger of becoming self-righteous, sanctimonious and insufferably judgmental. If history is to be our guide, the next 20 years […]
Johnny Molson sent me a video of an elderly Ukrainian woman walking up to a heavily armed Russian soldier, the point man of a force that was occupying her town. Looking him in the face, she said, “Put sunflower seeds in your pocket so flowers will grow when you die.” * The note that came […]
Motivational speakers often tell their followers to visualize accomplishing their desired outcomes; to mentally go into the future and feel the joy of that not-yet-happened moment. Visualization is the mental rehearsal of possible future events. When the word “rehearse” was invented more than 700 years ago, it meant to hear again; to re-hear. I am […]
The goal of branding is to build a relationship with future customers. When a relationship has finally been established, you become who these people think of immediately – and feel the best about – when they, or any of their friends, need what you sell. Direct marketers often disdain mass media because it doesn’t allow […]
There are four kinds of thought. Verbal Thought is hearing a voice in your mind. Analytical Thought is deductive reasoning that seeks to forecast a result. Abstract Thought embraces fantasy and all things intangible. Symbolic Thought relates the unknown to the known. The pattern-recognition power of the right brain connects new ideas [abstract thought] with known information [analytical thought] in […]
Storm is a character in my mind. No, not so much a character as a caricature, an icon, an archetype. I occasionally meet Storm in the real world. Storm is sometimes male, sometimes female. You’ve met Storm, too. Storm is easily infatuated. Storm is in love with Love. Storm talks a lot about passion. But […]
You and I spoke last week about shadows being “holes in the light” that speak of past actions and their consequences. We are not the first to make that observation. The ancient Egyptians believed your shadow was the spent energy coming off you and dying in this world. Your shadow was separate from you but […]
Your actions cast a shadow across space and time, affecting people directly – or indirectly – for generations. You already know this. The rest of what I’m about to tell you is speculative, but I believe I am right: Visually, a shadow is a hole in the light. A shadow carries the distorted shape of […]
I learned about advertising from listening to my eighth-grade football coaches. “Every play is a touchdown play if everyone on the team does their assignment properly.” That was one of the two things they bellowed at us every day. The other one was this: “If you succeed in football, you will succeed in life.” I […]
Twenty-three years ago, roving reporter Rotbart said to me, “You are three different people. 1. There is the person you see when you look in the mirror. 2. There is the person other people see when they look at you. 3. There is the real you, the person no one can see but God.” Objective […]
“Hoare writes with the license of the nonexpert; you can feel the delight he takes in being unbound by anything but his enthusiasms.” John Williams was describing Philip Hoare when he wrote that line, but he could easily have been describing me. As a nonexpert, I am free to speculate and arrive at my own […]
The limiting factors that will challenge business owners in 2022 are inflation, Covid, and the recruitment of good employees. The bad news is that I can give you the solution to only 1 of these 3 problems. The good news is that it’s the big one: the recruitment of good employees. Ivan Pavlov won the […]
Matthew McConaughey writes in his book, Green Lights, “Cool is a natural law. If it was cool for THAT time, then it is cool for ALL time. A fad is just a branch on Cool’s trunk; a fashionable fling whose 15 minutes can never abide, no matter how long she trends to try. Cool stands […]
When your intuitive mind senses a pattern and begins to search for the completion of that pattern, we call this, “curiosity”. But sometimes our searching for the completion of a pattern goes sideways, takes a shortcut, gets it wrong. The false logic that springs to mind as a result of this wrong turn is so […]
I’ve been saying for 20 years that I’m going to write a buddy movie about Jesus and the 12. I’ve got the whole thing in my head. But who am I to put words in the mouth of Jesus? The idea of creating a fictional Jesus who does and says things that are not in […]
“Hope is not a lottery ticket you can sit on the sofa and clutch, feeling lucky. It is an axe you break down doors with.” – Rebecca Solnit In just 25 words, Rebecca gave “hope” a new identity, introduced a new purpose for it, and caused us to imagine the beginning of a new adventure. She […]
My friend Don has a time machine. He takes me with him sometimes. You should come, too! Every person who rides in Don’s time machine is changed by it. The United States Department of Justice has booked passage on Don’s time machine for countless prison inmates. State and local governments and hundreds of rehab centers […]
Creativity is counterintuitive. You hate it when you are handcuffed and expected to do your best work, but the secret of doing your best work is to be handcuffed. Creative restraints bring out the best in you. When Sean Jones sold controlling interest in Spence Diamonds a number of years ago, I left that company […]
When Pennie and I were preparing to move away from the town of our childhood, I told my friend Phil that I felt I was holding onto the end of a rope in the half-light of limbo, and I had no idea where the other end of the rope was tied. I have never forgotten […]
“Unless your goal is to go backwards, you cannot make progress while staring into the rear-view mirror.” An opening statement like that would usually indicate a motivational message, but I’m doing something different today. I’m not backing up and I’m not moving forward. I’m pausing to look at the long road behind me and the […]
King Edward of England inherited control of Gascony in France from his mother, Eleanor of Provence, a French noble. But when the 27-year-old King of France decided in 1295 not to let the King of England control part of his country, Edward asked his English nobles to raise an army so that he could regain […]
His father called him Bunny because he was born on Easter Sunday. Bunny’s younger brother got a scholarship to Harvard. I’ve had both of Bunny’s phone numbers memorized for the past 48 years and I mention his name at least once a week. “Don’t make me say Loren L. Lewis” has been a private joke […]
In America, “generosity” implies an openhanded sharing of material resources. A restaurant can serve generous portions. A donor can be generous with their money. A friend can be generous with their pickup truck, their lawnmower, or their cabin at the lake. While some people are generous with their money; others are generous with their time. […]
Did you know that mood and mode share the same root word?1 I point this out because you cannot take your customer where you want them to go until you first meet them where they are. And where they are is in one of two different moods, or modes of shopping: transactional mode and relational […]
“I did all the right things. I touched all the bases in exactly the right order and I was highly rewarded for it. If you had done what I did, you would have been rewarded, too.” Abel didn’t say it, but Cain heard it. And in his rage, Cain sent his brother to the other […]
When you list “features and benefits” in your ads, you are speaking to the customer who is currently, consciously in the market for your product. What percentage of the public do you suppose that might be? One percent? I doubt it. In most categories, it is only a tiny fraction of one percent. But what […]
Jeffrey Eisenberg and I had lunch in a Japanese restaurant on April 28, 2007. I know this because he said something I quickly wrote down and later added to my Random Quotes database: “Marketers are paid to make promises that businesses have no intention of keeping.” Jeffrey wasn’t talking about marketing; he was talking about […]
The illustration at the top of today’s Monday Morning Memo features Indy Beagle wearing a yarmulke as he says, “The FBI just released its hate crime statistics for 2020. Are you ready? 36% of victims were attacked for being black, 10% were attacked for being white, and 9% were attacked for being Jewish. Of all […]
Did anyone besides me grow up reading the King James Bible? Shakespeare was 40 years old when King James commissioned a new translation of the Hebrew/Aramaic/Greek Bible into English, and he was 47 when it was published in 1611. During those 7 years, Shakespeare wrote a dozen plays including Othello, All’s Well That Ends Well, […]
A snapshot is a message in a bottle floating on the ocean of time. We had “picture day” at school when I was growing up. Is that still a thing? Our 8th grade yearbooks were delivered to Sequoyah Junior High the following summer, just before we started the 9th grade. There was no internet, no […]
You are too young to remember when there were no search engines. Sit. Relax. I’ll tell you about it. In the days before the dawning of the internet and the Age of Aquarius, every household was given a fat telephone book, and in the White Pages of that book, the names of companies and individuals […]
A branded keyword is one in which the name of your company appears. When a customer types the name of your company into a search string, they are looking for you, they believe in you. A friend might have recommended you, but usually it was your advertising that won them over. Either way, you have […]
A verb avalanche is a highly engaging description that causes you to see, hear, and feel action all around you. You dodge each tumbling word-boulder only to leap, jump, roll and scramble to dodge the mountainside of word-boulders that follow close behind it. causes, see, hear, feel, dodge, tumbling, leap, jump, roll, scramble, dodge, follow […]
Isaac Newton discovered that force – impact – is the result of mass x acceleration. This is why the impact of any statement you make = the size of the idea x the speed of successfully transferring it from your mind to the mind of your customer. Newton also discovered, “For every action there is […]
Edwin Twitmyer failed to close a loophole and it cost him the Nobel Prize. Twitmyer was working on his doctorate in Psychology at the University of Pennsylvania. His dissertation was on The Effect of Emotions on the Patellar Reflex, or Knee Jerk. To make his research possible, Twitmyer built an elevated chair with a remote-controlled […]
My friend Brian Scudamore shared a story with me last week. Today I’m sharing it with you. Ted Leonsis was on a little commuter airplane that lost the ability to use its wing flaps and landing gear. Face-to-face with the possibility of imminent death, Ted wrote a list of 101 things that he promised himself […]
Bad marketing is about you, your company, your product, your service. “I, me, my, we, our…” Good marketing is about the customer, and how your product or service can elevate their happiness. “You, you, you, you, your…” With every purchase we make, we shout to the world who we are. We are attracted to products […]
Peter Raible was born in 1929 and he died in 2004. Of all the interesting things he said, this is perhaps my favorite: “We build on foundations we did not lay. We warm ourselves by fires we did not light. We sit in the shade of trees we did not plant. We drink from wells we did not […]
It is 3AM on a Thursday morning and I haven’t yet written the MondayMorningMemo. In fact, I haven’t even started it. The fact that you are reading it right now means that I did, in the end, get it done, such as it is. Reading is a form of transportation that takes you to a […]
You choose a frame every time you look through the lens of a camera, sketch an image with a pencil, or write words with a pen. But today you’re going to start choosing your frames consciously, rather than unconsciously. The job of the ad writer is to introduce a new perspective and trigger a new […]
A small chapel was built in Spain in the year 1150. Its name translates into English as, “Our Lady of the High Grasses,” because a religious icon was lost and then found in the high grasses or “tocha” nearby. For nearly 1,000 years, this chapel of Nuestra Señora de Atocha has been standing in the center […]
Your ability to speak and understand words is a function of the logical, rational, sequential, deductive-reasoning left hemisphere of your brain. Your left-brain hungers for accuracy and seeks to forecast a result.1 But the other half of your brain – the wordless right hemisphere – is wired for pattern recognition.2 The right hemisphere has no morals, […]
My friend Brian Scudamore said something so insightful that Starbucks printed it on 10 million coffee cups: “It’s difficult for people to get rid of junk. They get attached to things and let them define who they are. If there’s one thing I’ve learned in this business, it’s that you are what you can’t let […]
You lead the world in client attraction, client acquisition, and client retention. A prospective client has made an appointment with you. I am invited to watch and take notes. These are those notes: In your first meeting with a prospective client, always have a white board or a pad of those giant “stickie notes” to […]
At the bottom of last week’s Monday Morning Memo, I asked, “Does it surprise you that the multibillion-dollar investment funds that used to buy manufacturing companies and mortgages are now bidding to buy successful home service companies at record-setting prices?” Immediately following my publishing of that comment, a client of my partner Ryan Chute asked […]
Have you noticed that 2-day deliveries are taking 4 to 5 days to arrive? Shipping companies can’t hire enough warehouse workers and delivery drivers. Have you noticed how long it takes to get the food you ordered? Restaurants can’t hire enough kitchen workers and wait-staff to serve their customers. Service companies nationwide are seeing just […]
An overwhelming force enters the marketplace. A train is coming. You wish it wasn’t. 1. Will you stand on the track with your back to the train and deny its existence? This business owner is saying, “Their customer is not our customer. They will not affect us.” He is doomed by his delusion. 2. Will you denounce […]
Information can be objectively true but have no relevance to you personally. This is the difference between objective reality and perceptual reality. The opposite is true, as well. You can perceive a person to be beautiful when that person is objectively average. You can also perceive information to be important when in truth, it is […]
“Don’t look where you don’t want to go.” Every mountain climber knows this rule, and I want you to know it, too. Your mind has conscious and unconscious power over your actions. When you imagine something, you begin bringing it to pass. What is the mountain you’re trying to climb? If you want a happy […]
Your assumptions about the intelligence of your customer will colorize and slant your ad writing in ways of which you are not even aware. Is the customer stupid? The writer of the 139th Psalm did not believe that customers are stupid. He said to God, “I will praise you; for I am fearfully and wonderfully […]
When a person assumes they have superior wisdom, they will offer you their advice. This is an unmistakable sign they think you are an idiot. I smile when a person says to me, “Can I offer you some friendly advice?” They instinctively use the word “friendly” as a qualifier because, deep in their guts, they […]
Bad ads waddle like a porcupine and make lots of little points. Good ads charge like a rhinoceros and make a single point powerfully. This is true regardless of your choice of media. Ad budgets are like that, too. When universities ask me to address their Advertising & Marketing majors just prior to graduation, I […]
Brian, good thoughts! The Neuroscience of Behavior Change link you sent was a great explanation of what Dr. Alan Baddeley calls “Procedural Memory.” You will recall this from The Magical Worlds Communications Workshop at Wizard Academy. Working Memory is consciousness, imagination, the thought you are thinking NOW. Semantic Declarative Memory contains things you can remember, but you cannot remember […]
1492: An Italian, funded by the Queen of Spain, sailed west to find the east, discovered a small island in the Caribbean, decided it was India, and sailed home to share the happy news. Ponce de León, Balboa, Cordoba, Cortés, Coronado and 24 other conquistadors were sent from Spain to bring home whatever they could find. […]
Hollywood has been feeding us romanticized history ever since Birth of a Nation splattered across the silver screen in 1915. Romanticized history is a lie. People will always believe lies that reinforce their worldview. Hollywood feeds us romanticized history because we love it, and the fictions we love best are those heroic stories of pioneers and […]
They did not do it because they thought it would be funny. Four members of the Jamaica Defense Force did it as a statement of pride and determination. Dudley Stokes, Devon Harris, Michael White and Caswell Allen traveled from their tropical island to snowy Canada hoping to make it into the 1988 Winter Olympics. Miraculously, they qualified. When […]
“Giving a microphone to every human being is the worst mistake we have made in human history.” ME: Are you saying social media was a mistake? “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion, creatures bristling with prejudice and motivated by pride and vanity.” – Dale […]
We were sitting in my backyard sharing a $600 bottle of wine he had brought. He said, “I got all 250 of my employees together on a Zoom call and told them, ‘You can disagree passionately and share your opinion while we are in the discussion phase, but when a decision has been made, you […]
If one were to assume that a blank sheet of paper – complete freedom – is the best way to coax maximum creativity from the human mind, one would be wrong. The highest levels of creativity are launched from the tightest constraints. Consider this request made a couple of weeks ago by a student in […]
I have long been fascinated by twilight. In fact, I often use that word to describe flavors that are complex and muted. But what is twilight, really? “Twilight is the illumination of the lower atmosphere when the Sun is not directly visible because it is below the horizon. Twilight is produced by sunlight scattering in the upper atmosphere, illuminating the lower atmosphere so that Earth’s […]
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