（Jonah Berger 著）
Introduction: Why Things Catch On
By the time Howard Wein moved to Philadelphia in March 2004, he already had lots of experience in the hospitality industry. He had earned an MBA in hotel management, helped Starwood Hotels launch its W brand, and managed billions of dollars in revenue as Starwood’s corporate director of food and beverage. But he was done with “big.” He yearned for a smaller, more restaurant-focused environment. So he moved to Philly to help design and launch a new luxury boutique steakhouse called Barclay Prime.
The concept was simple. Barclay Prime was going to deliver the best steakhouse experience imaginable. The restaurant is located in the toniest part of downtown Philadelphia, its dimly lit entry paved with marble. Instead of traditional dining chairs, patrons rest on plush sofas clustered around small marble tables. They feast from an extensive raw bar, including East and West Coast oysters and Russian caviar. And the menu offers delicacies like truffle-whipped potatoes and line-caught halibut FedExed overnight directly from Alaska.
『Eyes Wide Open: How to Make Smart Decisions in a Confusing World』
（Noreena Hertz 著）
二冊目はNoreena Hertzの「Eyes Wide Open: How to Make Smart Decisions in a Confusing World」。こちらは『情報を捨てるセンス 選ぶ技術』として講談社から出ています。意志決定に関する本ね。
It’s Monday morning.
In Washington, the President of the United States is sitting in the Oval Office assessing whether or not to order a military strike on Iran.
In Idaho, Warren Buffett is deciding whether to sell his Coca-Cola shares or buy more.
In Madrid, Maria Gonzalez, a mother, is trying to work out whether to let her baby continue crying until he falls asleep, or pick him up and soothe him.
I am sitting by my father’s bedside in hospital, trying to decide whether I should let the doctor operate, or wait another twenty-four hours.
We face momentous decisions with important consequences throughout our lives. Difficult and challenging problems that we are given the sole responsibility to solve.
『Start With Why: How Great Leaders Inspire Everyone To Take Action』
（Simon Sinek 著）
3冊目はSimon Sinekの「Start With Why: How Great Leaders Inspire Everyone To Take Action」。こちらは『WHYから始めよ！－インスパイア型リーダーはここが違う』というタイトルで日本経済新聞出版社から翻訳が出てます。こちらはリーダーシップに関する本。
This book is about a naturally occurring pattern, a way of thinking, acting and communicating that gives some leaders the ability to inspire those around them. Although these “natural-born leaders” may have come into the world with a predisposition to inspire, the ability is not reserved for them exclusively. We can all learn this pattern. With a little discipline, any leader or organization can inspire others, both inside and outside their organization, to help advance their ideas and their vision. We can all learn to lead.
The goal of this book is not simply to try to fix the things that aren’t working. Rather, I wrote this book as a guide to focus on and amplify the things that do work. I do not aim to upset the solutions offered by others. most of the answers we get, when based on sound evidence, are perfectly valid. However, if we’re starting with the wrong questions, if we don’t understand the cause, then even the right answers will always steer us wrong…eventually. The truth, you see, is always revealed…eventually.
『Life at the Speed of Light』
（J. Craig Venter 著）
4冊目。これは翻訳が出ていません。でも経済書でもありません。J. Craig Venterの「Life at the Speed of Light」。これはヒトゲノムの配列解読で知られる学者さんが書いた、「生命とは何か」についての本です。
“What is life?” Only three simple words, and yet out of them spins a universe of questions that are no less challenging. What precisely is it that separates the animate from the inanimate? What are the basic ingredients of life? What did life first stir? How did the first organisms evolve? Is there life everywhere? To what extent is life scattered across the cosmos? If other kinds of creatures do exist on exoplanets, are they as intelligent as we are, or even more so?
Today these questions about the nature and origins of life remain the biggest and most hotly debated in all of biology. The entire discipline depends on it, and though we are still groping for all the answers, we have made huge progress in the past decades toward addressing them. In fact, we have advanced this quest further in living memory than during the ten thousand or so generations that modern humans have walked on the planet. We have now entered what I call “the digital age of biology,” in which the once distinct domains of computer codes and those that program life are beginning to merge, where new synergies are emerging that will drive evolution in radical directions.
（Barry Lancet 著）
Two shades of red darkened the Japantown concourse by the time I arrived. One belonged to a little girl’s scarlet party dress. The other was liquid and far too human. City officials would evince a third shade once reports of the carnage hit the airwaves.
But long before the news jockeys began grappling with the Japantown slaughter, the problem landed on my doorstep.
Minutes after receiving an urgent summons, I was charging down Fillmore in a classic maroon Cutlass convertible. Before the midnight call had interrupted my evening’s work, I’d been repairing an eighteenth-century Japanese tea bowl, a skill I’d picked up in the pottery town of Shigaraki, an hour outside of Kyoto. Now, even with the top down on the Cutlass, I could still smell the stringent lacquer used to fix the thumbnail-size chip on the bowl’s rim. Once the lacquer dried I’d apply the final flourish — a trail of liquid gold powder. A repair was still a repair, but if done right, it restored a piece’s dignity.
I swung left on Post hard enough to leave rubber and cut off two gangbangers tooling uphill in a flame-red Mazda Miata. A crisp night breeze swirled around my face and hair and wiped away every last trace of drowsiness. The gangbangers had their top down, too, apparently the better to scope out a clear shot.