Lesson #11
Dubious Notions Seduce
Even the Brightest Minds
The
The federal government
dabbled in paranormal espionage for decades, using clairvoyants for
everything from spotting enemy subs to “reading” documents on Nikita
Khrushchev’s desk. And for fun, they bent spoons.
Lesson #12
Understand
the Market
The 1967 Monkees-Jimi Hendrix Concert Tour
He was perhaps the greatest rock guitarist ever. But to the pre-pubescent fans of a fictional TV pop group, he was boh-ring!
Lesson #13
Desperation
is the Cradle of Bad Ideas
The Cleveland Indians' Ten-Cent Beer Night
Lagging attendance.
Latent hostility. Limitless lager. Add them up, and you get the most
ill-conceived sports promotion in American history ? and a pivot point
in the new temperance movement.
Lesson #14
Sweat the Details
The
60-Story John Hancock Guillotine
If you’re going to build a masterpiece
of modern architecture, make sure the windows don’t fall
out during windstorms.
Lesson #15
Cultural Norms Resist Radical
Change
Male Fashion’s Fabulous Faux Pas
The leisure suit is reviled
as the ultimate icon of 1970s-era bad taste. But what was hyped as
a harbinger of a male fashion revolution actually turned out to be
just that, in a flammable, double-knit way.
Lesson #16
Think Long
Term
The Abbreviated Reign of ‘Neon’ Leon Spinks
The tragicomic heavyweight
boxing champ wasn't the first American hero to mismanage fame and
fortune. But by rising higher and falling faster than most, he brought
schadenfreude to the masses.
Lesson #17
Know ‘Helpful’ From ‘Annoying’
“Clippy”
? Microsoft’s Relentless Software Irritant
The bizarre, bug-eyed anthropomorphic
paperclip was supposed to make Microsoft software easier to use. Instead,
Clippy became such an unpopular pest that even its creator ended up
mocking it.
Lesson #18
Beware the Profiting Prophet
The Y2K Scare
To nervous Americans on the eve of the 21st century,
a couple of missing digits in a computer program foretold a looming
techno-apocalypse. So a few entrepreneurs did what they do best: turned
fear into cash.
Lesson #19
Don’t Mess With Success
The XFL’s Quick
Takedown
In a single season of televised T&A, backstage buffoonery,
and second-rate football, the league launched by wrestling impresario
Vince McMahon and NBC recorded the lowest prime-time ratings in network
history.
Lesson #20
Occasionally Look Up From Your Workbench
The
Quixotic Quest for the Flying Car
As they have for generations, aviation
wonks and Popular Mechanics subscribers continue working toward the
Holy Grail of private transportation: the flying car. Never mind that
nobody needs one anymore.