The Singapore Borders and the Power of Books

Around 1996, Borders opened a bookstore in Singapore. With about 50,000 books, it was much larger than any existing bookstore on the island. Freight cost about $1/book, a big improvement over the shipping costs if you bought a book online. Singapore, of course, is a very crowded place. Space was precious. You couldn’t own a lot of books because you didn’t have much space. One result was books were sold shrink-wrapped. The Borders books, however, were not shrink-wrapped. A great bookstore is like a great library — but only if the books aren’t shrink-wrapped. The first customers in the Singapore Borders would bring a book to the front desk and ask for the shrink-wrapped copy. But there was no shrink-wrapped copy.

Singapore newspapers started editorializing about how to behave in the new bookstore: Careful with the books. Handle them gently. They were trying to acclimate their readers to non-shrink-wrapped books. Why did editorial writers throw their weight behind a new business? Bruce Quinnell, the head of Borders at the time, thinks it is because they thought the new bookstore was such a wonderful thing. Thousands and thousands of books that had never before been on that island. Books are a commercial product but no other commercial product would inspire such a response.

The Singapore Borders was a huge success, at one point leading the entire chain in sales, and as far as I know is still thriving.

Uncharitable

Uncharitable: How Restraints on Nonprofits Undermine Their Potential by Dan Pallotta is more a howl than a book. I enjoyed opening it at random, reading a few pages, agreeing with the author that the current situation is idiotic, and then going back to whatever I was doing. It is too repetitive to read sequentially but read in bits it makes a lot of sense. His big point is that nonprofits are forced to operate under weird moralistic constraints that do no one any good — and I’m sure he’s right. The main benefit of those moralistic constraints — no one must profit from charity! for example — is that the moralizers feel good. The charities are badly damaged. And the charities are self-destructive, too. After Pallotta’s company ran highly successful 3-day Breast Cancer walks for several years, the Avon Products Foundation, which benefited from these walks, decided they could do better themselves. After a year (2002) in which Pallott’s company raised $140 million, Avon themselves ran a similar event for four years (2003-2006) during which they raised about $60 million/year.

Interview with Leonard Mlodinow (part 15)

ROBERTSÂ How is it possible that Cal Tech’s basketball team was considered better than UCLA’s basketball team in the 1950s? That was the part I was amazed at.

MLODINOW At least the early part of the decade. That was harder to understand than the Girl Named Florida Problem. I think in those days basketball was nothing–imagine saying that the Cal Tech curling team is better than the UCLA curling team. Since nobody really cares about curling it’s just a quaint fact that someone at Cal Tech, probably in the faculty, would care about curling well enough to organize a team. Maybe I’m exaggerating a little bit, but in the 50s I think it was a much different sport and a much different sports world. Not to belittle their team; I think they had some really good players from the looks of it and maybe Cal Tech cared more about recruiting players for sports than they do today. Maybe our world in general is a little looser about things and you could invest the time to play sports more even if you were at a high-powered place like Cal Tech; not to be as pressured–to just study. I guess it was just a different world in some ways–a nice world–back then that could happen. Now college basketball is just a huge and money generating industry that no one would allow a school like Cal Tech–by allow it I don’t mean that there’s some individual disallowing it but the world will not allow, it’s not loose enough to allow, a school that’s not completely focused on that sport to have a good team in that sport. Everything is too high-powered today.

ROBERTS Yes. Of all the things in your book, that was the most staggering.

MLODINOW You should see the movie Quantum Hoops; it’s a documentary about the Cal Tech basketball team. I recommend it.

ROBERTS I didn’t know there was such a movie.

MLODINOW It’s on DVD; I’m thinking it must be available from NetFlix.

ROBERTS Yes, I’ll get it.

MLODINOW It’s very amusing–it is for me because of my connection to Cal Tech–but I think for the general public, it’s a very amusing film.

ROBERTS We were talking about unexpected things. If you looked at the Cal Tech basketball team, if you just looked at basketball in the 1950s, you would think, ’Well, Cal Tech–that’s as it should be.’ But then all of the sudden, 20 years later, it’s so very different.

MLODINOW I think in those days it was more like a club, like a sport, like what you think of as a kids’ fun activity and now the athletes for basketball are heavily recruited and bribed in one way or another, and the huge amounts of money at stake for the school for them. It’s a totally different calculus and it’s sad in a way, isn’t it? I think everything is like that today.

ROBERTS I guess what I’m saying is that there was something–you’re in the 1950s, it’s 1956–very few people saw that there was something hidden in basketball that could lead to what it became.

MLODINOW And if you were the superstar of that time you also didn’t get the rewards of what became today and it’s a little bit late for you now, right? I know in the bathroom in the Cal Tech cafeteria there was a framed article about him, I can’t remember his name, one of the superstars of the 50s who was one of the best basketball players to ever live–I think they claim that even today–who basically probably never even made a living from it, or not a good living.

ROBERTS Yes, that kind of brings us back to the very beginning. I feel like somehow the times have changed and people are smarter. Now you can make a living from what you’re doing. You’re writing this very entertaining intellectual history; finally there’s a market for it. Finally people are smart enough to be at your level so that you can write a book that you respect but you can get a wide enough audience.

MLODINOW Are you saying that in the 50s that couldn’t have been done? I don’t know.

ROBERTS Well, nobody did it; let’s put it that way.

MLODINOW No, nobody did it. I don’t know why.

ROBERTS As I said before we started recording, you’re the first person to ever do this. Will you be the last? I don’t know but you’re the first. You’re the first person to write intellectual histories that actually are popular and that people want to read, that they’re not forced to read by their teachers. It’s not just a tiny group of people reading them. Professors of course write them but they’re not well written and it’s just their job to write them; they get a salary from the government to write those books. You’re not getting any salary. You’re an entrepreneur and it’s just so different. Your books have to be popular or your job goes away. It’s just a different level of competence; your books are just infinitely more accessible, infinitely better than a professor would normally write. A professor is subsidized and that’s what is basically comes down to. Practically everybody who writes about science is subsidized but you’re not.

When the TV show The Simpson came along I would talk about IQ scores in my class and I talk about the fact that they had been rising and so forth. And I say, ’Well you know there is evidence that people are getting smarter and one example is The Simpsons; this is at a higher level than other TV shows that came before it.’ Now maybe that’s not so important, how intelligent is an animated show, but I think what you’re doing is very important and I think it may be a sign of increased intelligence. There’s enough of a market now for what you’re doing. There wasn’t before.

MLODINOW I’m certainly glad that there is and that people appreciate the way I put things.

ROBERTS I’m glad because that means you can do so much more of it.

MLODINOW Yes, and I look forward to that. It’s a great privilege to be able to do that.

ROBERTS When I was a freshman at Cal Tech I was always looking for books like yours but they just didn’t exist. So I ended up reading The New Yorker for my intellectual history. That was very narrow; they never did a good job of covering science. They never talked about geometry or DeMoivre, Laplace, or Gauss. They didn’t cover those people. But those people are important. But you do; finally we have someone. It’s great.

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Interview with Leonard Mlodinow (part 14)

MLODINOW As I start talking about events in the world around us and looking at the psychological components–and I dealt with that, I greatly expanded that part–they were fascinating studies and I was just so interested I just kept putting more and more into the book.

ROBERTS Yes, that’s when you decided to ask me for help. “Oh, I wasn’t planning on this.” How did you learn about the lottery winner who won twice–the Canadian?

MLODINOW It was in a book somewhere, an academic book. A lot of those interesting stories came from academic papers or books.

ROBERTS That’s interesting.

MLODINOW Sometimes I’ll find something in the newspaper that was really interesting and I would track it down but a lot of it was in academic research. I don’t know why they found it.

ROBERTS Yes, who knows where they got it, but that’s where you got it. How did you learn about the Girl Named Florida stuff? Some professor told you?

MLODINOW My friend Mark Hillery that I mentioned from Berkeley.

ROBERTS A physics professor.

MLODINOW He heard it somewhere… It wasn’t quite this problem but then I kind of tweaked it and made it the Girl Named Florida Problem. That’s a great problem for the book.

ROBERTS Yes, I loved that. So he got it from some physicist . . .

MLODINOW I’m not sure; probably. I took a few days to figure out how to make it into this problem; I don’t remember exactly the problem he told me but I tweaked it into this problem. Just to show you how much work goes into the book, I even spent a whole afternoon deciding on the name Florida. I went back into the records–I needed a rare name–and I looked up different names and tried to find one that would be colorful, interesting, but that was rarely used, and I wanted to know the percentage that it was used; I dug up percentages of names. Everything in the book . . . if you read it, it might just sound like, ’Oh, you know’ . . .

Not a thing is just tossed out there. Or very little; there’s an amazing amount of thought and work that goes behind every little detail.

ROBERTS That’s a very memorable detail I must say. I like it better than the Monty Hall Problem.

MLODINOW I do, too. I think it’s interesting; I found in the reactions to the book that the Monty Hall Problem has gotten more press and in some ways more reactions, which I found interesting given that it has been talked about before and this problem was completely new. I think this problem is in some ways even more striking than the Monty Hall Problem, more counterintuitive and more difficult to believe and certainly closer to something you might actually encounter. And yet I’ve gotten a lot more response based on the Monty Hall Problem and a few places have said that I gave the best explanation they’ve seen. I think the New York Times review said that, too. The New York Times did mention the Girl Named Florida Problem and said that they still find it hard to believe even though they followed the explanation.

ROBERTS I thought your explanation of the Girl Named Florida problem was very clear.

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Interview with Leonard Mlodinow (part 13)

ROBERTS Did the psychology stuff grow and grow? Did you add more and more than you expected?

MLODINOW Yes. As I was putting a lot of it in the end I would find other studies that really belonged earlier that I would discover, so I would go back and rewrite the earlier parts to incorporate those studies; that became a very fun part of the book, though. That was maybe the most fun, all the psychology studies that I dug out at the end.

ROBERTS How did it happen? You knew that you wanted to include some psychology and then it turned out to be more interesting than you expected?

MLODINOW In the second half of the book when I was talking more and more about viewing life as a random process that we’re going through and applying the concepts of randomness to what we’re seeing in life, I would just naturally come upon these psychology studies.

ROBERTS What fraction of the psychology you read was in the book? I was impressed that you talked about psychology studies that were really good, whereas most of them aren’t. You did a good job of selection and from teaching I know that you have to read a lot of stuff that isn’t good in order to find the good stuff.

MLODINOW What you see in the book is probably a quarter of the stuff that I read or that I thought of putting in the book. In the psychology studies maybe half of them made it into the book and I think I was good at filtering before I even read by following trails of one study leading to other studies and using either textbooks or compilation conference reports to figure out what would be good and what wouldn’t be so good.

I’m talking about half of the studies where I actually bothered to copy the papers; there are other ones, countless studies, where I would get to the abstract and dismiss it after reading the abstract or one page. That I have no way of counting, that’s just constant; maybe ten times as many. But the ones that I actually got to where I made copies . . . if I like something I will print it out because I just can’t read dozens of pages on the screen and plus I like to sit in cafés and carry it around. I guess I could bring my laptop but I tend to print them out. About half of the ones I bothered to print out I put in the book and then there were countless ones that I just dismissed.

ROBERTS Yes, I see what you mean. How did the book’s structure differ from your original proposal? Did the structure change very much?

MLODINOW Yes; I don’t remember exactly, but it did. The first chapter was not there in the proposal; the proposal started with chapter two. Then I realized that I needed an introductory chapter to really set the stage for why we’re interested in these things so for introductory chapter, which is applications to life, I start by analyzing certain situations in life that I think are surprising that people misinterpret; I thought that was a good lead-in as to why we care about this. Then I went into other chapters about developing the ideas of randomness and a lot of that was similar to the proposal although I put in less about Brownian motion and the actual drunkard’s walk itself than I think it had in there. The last several chapters, I extended the discussion about life; I think the middle part of the book is fairly similar to the proposal but the beginning and the end I expanded greatly on discussions of the everyday world and applications; the psychology was not in the original proposal nearly at the level that it was in the final book.

ROBERTS Yes, I see what you mean.

MLODINOW . . . again, as I start talking about events in the world around us and looking at the psychological components–and I dealt with that, I greatly expanded that part–they were fascinating studies and I was just so interested I just kept putting more and more into the book.

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The Power of Amateur Content

Clay Shirky writes:

Publishers have been telling each other for years that eventually people will tire of being able to produce and share amateur content, rather than just consuming professional content, but the users don’t seem to have gotten that memo.

True. I have never heard a book publisher or editor notice that almost all important books have been written by amateurs. Charles Darwin didn’t write books for a living. Nor did Thomas Paine. Nor did Betty Friedan. I think this is why books have been so influential.

Interview with Leonard Mlodinow (part 12)

ROBERTS I have some questions about details of the book. What was the hardest part of writing the book? . . . there were no hard parts?

MLODINOW Well, I’m thinking about it and also thinking about how I interpret the word ’hard.’ Usually ’hard’ would mean that you’re struggling with it and I’m not sure I exactly struggled with any particular part, in a sense of . . . with all the negative connotations of the word ’struggle,’ where I’m unsure of victory and battling and becoming exhausted and fear for my life.

I guess the part that comes to mind that I had the most doubts about whether I could get through it was the structure of the book because it weaves together three areas that are historically not that smoothly tied together–probability, statistics and the random processes. Or one united subject, like geometry, that you can see the fairly linear development and here it was more intertwined strands. I did have some trouble at first seeing the segue both in concept and tone of the book, from probability to statistics and at the end when I’m talking more about random processes and very specifically about peoples’ lives. To make that a smooth transition so it doesn’t seem like two books, a book on the concepts and another book on peoples’ lives. There was a lot about peoples’ lives in the earlier parts, too, but in the latter parts of the book, I had less and less actual mathematical concepts and almost solely psychology and sociology and discussion of peoples’ lives. Figuring out exactly how to do that–I do remember struggling with that part–I guess that was the hardest part, I would say.

One other difficult thing was that I went back–when I was talking about the Central Limit Theorem and the Law of Large Numbers–I went back and looked at the very specific work that was done by DeMoivre, Laplace, Gauss etc. That was difficult because what they actually did is not in the form that is often attributed to them today. I went back and tried to disentangle what they actually showed and tried to figure out what they were thinking, rather than just talking about the modern form of the theorem in textbooks and attributing it to them.

ROBERTS I see.

MLODINOW That took a lot of effort to figure out. I actually went back and found some of the original calculations.

ROBERTS In a library somewhere? In a manuscript?

MLODINOW They’re in academic books–there are several academic books, so I found some academic books (academic press books, I mean) that presented their actual calculations. I went through those in order to figure out and explain the differences between what they actually did and what the offshoot of their work looks like today.

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Interview with Leonard Mlodinow (part 6)

ROBERTS Did you write in high school or in college?

MLODINOW I started writing in third grade for my school librarian. All I remember about that was they were short stories about dinosaurs and she claimed to love them and that gave me lots of encouragement. I used to love writing little stories; I didn’t do that in college very much, I do believe I did in high school. In college I was just too busy– I had three majors and also got my master’s degree, and I was only there three and a half years.

ROBERTS I didn’t know that. Where did you go to college?

MLODINOW To Brandeis University.

ROBERTS What were your three majors and master’s degrees?

MLODINOW Chemistry, physics and math.

ROBERTS What was the master’s degree?

MLODINOW In physics.

ROBERTS In three and a half years you got a master’s degree?

MLODINOW Yes. I took about double the normal course load. I had to get special permission for that. In the end I was one course short; I had to choose between the master’s and the chemistry. I think I made the wrong choice, I chose the master’s, so I ended up with a double major but I did every chemistry course for a major except one.

ROBERTS Why did you do this?

MLODINOW I didn’t do this to try and break records; I was tremendously interested in things and if I saw a course I liked I wanted to take it. I was like the cliché of a kid in a candy store stuffing his face. I was stuffing my face with knowledge.

ROBERTS Why didn’t you stay longer? Why three and a half years? Why not four and a half years?

MLODINOW Normal is four years and I took a semester off to live in to Israel during the Yom Kippur war, so that made it three and a half. I didn’t think about staying an extra year. I went on to graduate school next so I didn’t leave school. And I’m still doing that–that’s what I do by writing books is just learn things and then write about them.

ROBERTS Yes, I know what you mean. Why did you choose physics rather than math or chemistry?

MLODINOW Chemistry was my love; chemistry and math since I was little and I had the clichéd chemistry set in the basement–blew up myself, burned myself, burned down the house (well, caught the house on fire) and all sorts of things and I thought ’I will be a chemist’ from the age of, I don’t know, ten. When I got to college what happened was more and more I realized there wasn’t enough math in the chemistry for me so I started out with a math and a chemistry major and I thought the math was so Mickey Mouse in chemistry that I added . . . I learned about physics while I was in Israel in the kibbutz–I talked about that experience in Feynman’s Rainbow–and came back and added the physics and ended up in physics. I’ve always loved math but was not excited by pure math where you’re just exploring mathematics or its own sake. I always liked the applications. When I started learning about curved space it was not because the idea that Euclidian geometry isn’t the only one that excited me. It was the idea that physical space might not satisfy Euclidean axioms that really excited me. That was my proclivity in that direction.

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Interview with Leonard Mlodinow (part 5)

ROBERTS I liked your line in The Drunkard’s Walk about lotteries: “What would you think of a system where one person wins a million dollars; for hundreds of thousands of people nothing happens; and one person dies a violent death.”

MLODINOW Would you participate?

ROBERTS Yes, would you participate? That was great.

MLODINOW Most people would, it turns out. But you can’t quite phrase it that way.

ROBERTS I thought, ’Well, you’re not going to read that line in many descriptions of lotteries.’ That’s just not the way the average professor of statistics would describe a lottery. But it’s so much more interesting than the average way a lottery is described. I thought, ’This is brilliant science writing. This person isn’t just copying or popularizing.’

MLODINOW That’s a creativity that comes into writing as well as science. Science research takes a lot of creativity and the ability to look at things from a different angle and I think writing does, too. I think one of the things that sets this book apart from other books on probability is that sort of thing; I looked at a lottery and didn’t just say ’Here are your chances of winning and look how small they are,’ but I think I looked at it from a unique, somewhat amusing, surprising angle. That’s where the work comes in writing the book, is to find those angles rather than just explaining things.

ROBERTS I think the average science writer would grasp that if you’re going to write about the lottery, you’re going to have to find some interesting stories, but I don’t think they’re going to be bold enough or creative enough to think of the way that I just said–the part I quoted. That’s kind of a writer who’s more sure of himself. You should be sure of yourself–you have all these credentials–you did all this stuff in science but I don’t think the average writer is that confident. You know, Malcolm Gladwell tries to do this sort of thing. He does these slightly counter-intuitive ideas but it’s less successful, I think.

MLODINOW An idea like that would have been hard for someone who isn’t trained in the field; someone who is trained in the field I think would have confidence, if they thought of that idea, to use it. Also, that’s the two areas of confidence you need. You need confidence in the field, and you also need confidence as a writer. You build the latter by writing. Sometimes I’ll write sections of the book or I’ll go on for a while in a somewhat absurd–I’m thinking–direction and I know enough now to know that it sometimes works and sometimes doesn’t work. I think I know enough now to tell the difference.

When I was first writing, I was being a bit more hesitant about getting a wild idea and going there, thinking it was going to be silly and I’m going to embarrass myself. Then I learned, well, it’s good to just do that and don’t worry if you waste a day or two in that direction; you can just cut it and keep going but it’s a good investment because sometimes it works and you get something really interesting. I also learned with time that I can tell the difference. If it really is silly and not working, I won’t embarrass myself by leaving it in the manuscript; I will notice it and cut it and not fret over the lost day or two and I’ll go on and write something else to take its place. Those are all lessons that you have to learn but it is interesting that you brought up the notion of confidence because I think that’s something that you do learn as you write. It’s really a dual lesson of confidence–that it’s okay to go ahead and take chances with the writing–and the letting go of the possible wasted time you’re going to have. So the confidence to know that you won’t embarrass yourself because if it’s really stupid, in the end you’ll cut it and also that you’re not going to fret over the wasted time are two lessons that I think you might not know your first time you’re writing a book. In letting go, you have to be naked and just let yourself go and not worry about what you’re saying and how it comes off.

ROBERTS And you know that you understand the subject. You know that there’s not going to be some other person out there who’s going to say, ’This is all wrong.’ That’s just not going to happen.

MLODINOW Right. You can make mistakes in details–everybody makes misstatements sometimes. There’s so much in a book that it’s hard not to have anything come about wrong. Even Stephen Hawking’s A Brief History of Time, the original, gave the wrong relation at one point between wave length and energy for photons. He knows the difference, but unless you’re a computer you do make errors, so another lesson you have to learn is not be too embarrassed if something does come out that is a detail that you get wrong. Obviously not an important concept you get wrong.

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