Thermal Delight in Architecture A Book by Lisa Heschong Our thermal environment is as rich in cultural associations as our visual, acoustic, olfactory, and tactile environments. This book explores the potential for using thermal qualities as an expressive element in building design. Until quite recently, building technology and design has favored high-energy-consuming mechanical methods of neutralizing the thermal environment. It has not responded to the various ways that people use, remember, and care about the thermal environment and how they associate their thermal sense with their other senses. Not only is thermal symbolism now obsolete but the modern emphasis on central heating systems and air conditioning and hermetically sealed buildings has actually damaged our thermal coping and sensing mechanisms. The Cinderella of architectureTwo thermal archetypesSonorisms IIIAnasazi dwellingsMigration within buildings+21 More The fire of oak logsInglenookThe Eyes of the Skin: Architecture and the SensesPredicted Mean VoteThermal DelightThe spirits' bath house
The Apple Marketing Philosophy Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company." The second was focus: "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities." The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO just a book by its cover," he wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities." Walter Isaacson, Steve Jobs A ritual of unpacking