Paul's Book Column from The Carmel Voice

New, from November's Carmel Voice Column!

Thomas Jefferson was a renaissance man. Biographer James Parton said he could calculate an eclipse, survey an estate, tie an artery, plan an edifice, break a horse, dance a minuet, and play the violin. Besides serving two terms as president, Jefferson served as vice-president, secretary of state, minister to France, congressman, governor of Virginia; he also founded the University of Virginia. He is best remembered as a champion of human rights and the lead draftsman of the Declaration of Independence.

These days another truly renaissance man and champion of the people that stands out of the pack is Thom Hartmann. If you haven’t heard of him, you probably will. He a Jeffersonian scholar (he wrote a book about him) and he has quite a list of other accomplishments as well. He was a psychotherapist, guest faculty member of Goddard College; he was also CEO of an advertising agency and a marketing consultant to corporations and governments on five continents. He is a three-time Project Censored-award winning, New York Times best selling author of 20 books in print in 14 languages. He is currently the host of a nationally syndicated Air America radio program heard by millions which you can hear locally on KRXA 540 AM.

As an example of his breadth and scope, his books span the spectrum of learning disabilities, American history, corporate dominance and power, natural health, erosion of the middle class, and the fate of the natural world.

His latest book is called Cracking the Code: How to Win Hearts, Change Minds, and Restore America’s Original Vision (Berrett-Koehler Publishers, $24.95.) It’s basically about the art and science of political persuasion--the use of language and how politicians sway people over to their line. For example, it’s not an escalation in Iraq, it’s a surge; it’s not the inheritance tax, it’s the death tax; it’s not drilling for oil, it’s exploring for energy.

He claims that too many Americans are acting against their own best interests, buying into a right-wing line whose practical effect is to leave them marginalized and struggling. So this book provides the tools for us to learn the language, the wording, the techniques of communication so we can recognize the tactics and actually become better communicators ourselves. Power to the people!

He also explains the research and science behind how people actually perceive information and shows how to use this knowledge to truly connect with others. He shows us the three ways people absorb information and how to appeal to each to get your message across.

This is a great book with great tools, by a man more and more people are listening to, well worth looking at.

As a side note, The Pilgrim’s Way will be hosting Thom on November 17th at 5:30 for a talk and booksigning—RSVP required.

Paul Fridlund and his wife, Cynthia own and run the Pilgrim’s Way Bookstore and Secret Garden in Carmel-By-The-Sea.