Youngme Moon Livres

What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

Why trying to be the best ... competing like crazy ... makes you mediocreEvery few years a book-through a combination of the author's unique voice, storytelling ability, wit, and insight-simply breaks the mold. Bill Bryson's A Walk in the Woods is one example. Richard Feynman's "Surely You're Joking, Mr. Feynman!" is another. Now comes Youngme Moon's Different, a book for "people who don't read business books." Actually, it's more like a personal conversation with a friend who has thought deeply about how the world works ... and who gets you to see that world in a completely new light. If there is.

This book presents a brief introduction to the quantum field theory of the Standard Model for quarks and leptons. With minimal use of mathematics, it covers the basics of quantum field theory, local gauge field theory, spontaneous symmetry breaking mechanism, the Higgs mechanism and quantum chromodynamics. From the time when the first edition was published until today, the field of particle physics has seen some major break-through with the possible discovery of Higgs particle, also known as the Higgs boson. In the second edition, the famous Higgs mechanism is included to explain the symmetry breaking in the Standard Model and the origin of mass, and all of this is explained in high-school level algebra. Aimed at both scientists and non-specialists, it requires only some rudimentary knowledge of the Lagrangian and Hamiltonian formulation of Newtonian mechanics as well as a basic understanding of the special theory of relativity and quantum mechanics to enjoy this book.