1. Introduction
1.1. LEARNING AND EMOTION
1.1.1. "Without the latter, the former is impossible"
1.1.2. The stronger the emotion, the more clearly an experience is learned
1.1.3. IMPRINT = experience + accompanying emotion
1.1.3.1. Shapes our thought processes and future actions
1.1.3.2. Combination of imprints define us
1.1.4. Example
1.1.4.1. Le Soleil (Louis XIV = the Sun) vs. La Lune
1.1.4.2. Die Sonne vs Der Mund
2. Chapter 1
2.1. THE BIRTH OF A NOTION
2.1.1. 1. Principle One = You Can't Believe What People Say
2.1.1.1. Answers to DIRECT questions are given with their CORTEXES (intelligence), not the part of the brain that is responsible for EMOTION or INSTINCT
2.1.1.2. Access to the REPTILIAN brain occurs when we are relaxed, almost in a sleepy state
2.1.2. 2. Principle Two = EMOTION is the energy required to learn ANYTHING
2.1.3. 3. Principle Three = The STRUCTURE, not the content is the message
2.1.3.1. The BIOLOGICAL Structure
2.1.3.1.1. DNA
2.1.3.2. The CULTURE
2.1.3.2.1. Language, history
2.1.3.3. The INDIVIDUAL
2.1.3.3.1. Unique relationships
2.1.4. 4. Principle Four = There is a WINDOW in TIME for IMPRINTING and the MEANING of the imprint varies from one CULTURE to another
2.1.4.1. Most Imprints Most Essential to Our Lives = 7 Years Old
2.1.4.1.1. EMOTION is a central force for children under 7
2.1.4.1.2. After that, they are guided by LOGIC
2.1.4.2. Never get a second chance to have a FIRST experience
2.1.5. 5. Principle Five = To access the meaning of an imprint in any culture, you must learn the CODE for that imprint
2.1.5.1. Cheese
2.1.5.1.1. Alive (France) = raw, room temperature
2.1.5.1.2. Dead (USA) = pasteurized, refrigerator
2.1.5.2. Food Safety (USA) vs. Flavor (France)
2.1.5.3. Cars
2.1.5.3.1. Identity (USA)
2.1.5.3.2. Engineering (German)
3. Chapter 2:
3.1. THE GROWING PAINS OF AN ADOLESCENT CULTURE: The Codes for Love, Seduction, and Sex
3.1.1. Americans never had to kill their king to become adults
3.1.1.1. Freedom vs. Prohibition = US
3.1.1.2. Freedom vs. Aristocracy = France
3.1.2. Rebellious period never ended
3.1.3. Welcomed immigrants
3.1.3.1. Immigration is a huge act of rebellion against own country
3.1.3.2. Keeping culture adolescent
3.1.4. Signs of Adolescence
3.1.4.1. Nike, Coke, fast food, blue jeans, violent movies
3.1.4.2. No classical composer vs. rock, hip hop, R&B
3.1.4.3. Wacko Culture
3.1.4.3.1. Mike Tyson, MJ, Tom Cruise, Venus Williams, Bill Clinton
3.1.5. Adolescent Culture
3.1.5.1. Intensive focus on the NOW
3.1.5.2. Dramatic mood swings
3.1.5.3. Constant need for exploration and challenge for authority
3.1.5.4. Fascination with extremes
3.1.5.5. Openbess to change and reinvention
3.1.5.6. Mistakes born second chances
3.1.5.7. Preoccupied with love, seduction, sex
3.1.6. LOVE = FALSE EXPECTATIONS
4. Chapter 3
4.1. LIVING ON THE AXIS: The codes for Beauty and Fat
4.1.1. What's Love Got to Do With It?
4.1.1.1. Beauty vs. Provocativeness
4.1.1.2. BEAUTY = MEN'S SALVATION
4.1.1.3. Fat vs. Connection/Purpose
4.1.1.4. FAT = CHECKING OUT
5. Chapter 4
5.1. FIRST COMES SURVIVAL: The Codes for Health and Youth
5.1.1. 3 Brains
5.1.1.1. Cortex
5.1.1.1.1. Learning, abstract thought and imagination
5.1.1.2. Limbic System
5.1.1.2.1. Hypothalamus, hippocampus, amygdala
5.1.1.3. Reptilian
5.1.1.3.1. Brain stem, cerebellum
5.1.2. Survival is more important than feeling good (emotion) or making sense (logic)
5.1.3. Reptilian brain ALWAYS rules the day
5.1.4. You can trace the distintive evolution of each culture on the planet to the survival needs of that culture
5.1.5. Codes most related to SURVIVAL are HEALTH and YOUTH
5.1.5.1. Health and Wellness
5.1.5.1.1. Being able to complete your mission (US)
5.1.5.1.2. Harmony with nature = TCM (China)
5.1.5.1.3. Obligation to be able to contribute to your community and family (Japan)
5.1.5.2. HEALTH = MOVEMENT
5.1.5.3. DOCTOR = HERO
5.1.5.4. NURSE = MOTHER
5.1.5.5. HOSPITAL = PROCESSING PLANT
5.1.5.6. YOUTH = MASK
5.1.5.6.1. Hindu Indians
5.1.5.6.2. UK regards youth as boring, inexperienced and prone to mistake (to be toleraged)
5.1.6. Products that promote MOVEMENT, mobility or action = on code!
6. Chapter 5
6.1. MOVING BEYOND BIOLOGICAL SCHEME: The Codes for Home and Dinner
6.1.1. HOME = Prefix RE
6.1.1.1. REturn, REunite, REconnect, REconfirm, REnew
6.1.1.2. Repeated routines where you know the outcome
6.1.2. Coming home = experience life again, close to loved ones
6.1.3. KITCHEN
6.1.3.1. Is the center room, where family gathers
6.1.3.2. Is the HEART of the American home because of the preparation of the evening meal
6.1.3.2.1. Repetition of a ritual for replenishment
6.1.3.3. Making dinner is ON CODE for home in America
6.1.3.3.1. Offering family rituals and REUNION
6.1.3.4. In Japan, dinner is eaten separately = no circle (no word for intimacy)
6.1.3.4.1. No shoes
6.1.3.4.2. Multifunctional rooms
6.1.4. DINNER = CIRCLE
6.1.4.1. Family style
6.1.4.2. Circle of the day
6.1.4.2.1. The circle is the important part of the dinner
6.1.4.2.2. Pizza is the perfect ON CODE food = circular and made to share
7. Chapter 6
7.1. WORKING FOR A LIVING: The Codes for Work and Money
7.1.1. What Do You Do?
7.1.1.1. WORK = WHO YOU ARE
7.1.1.2. MONEY = PROOF
8. Chapter 7
8.1. LEARNING TO LIVE WITH IT: The Codes for Quality and Perfection
8.1.1. QUALITY = IT WORKS
8.1.2. PERFECTION = DEATH
8.1.3. No expection for perfection but problems MUST be solved quickly and with minimal disruption
8.1.3.1. Americans more responsive to GOOD service than perfection
8.1.4. Crisis is a great opportunity to create LOYALTY
9. Chapter 8
9.1. MORE IS MORE: The Codes for Food and Alcohol
9.1.1. We eat as though we were still poor
9.1.1.1. Food is SAFE SEX
9.1.1.2. Eating is an act that requires efficiency
9.1.2. FOOD = FUEL
9.1.3. France = PLEASURE
9.1.4. Japan = PERFECTION
9.1.5. ALCOHOL = GUN (shot)
10. Chapter 9
10.1. JUST PUT THAT ALIBI ON MY GOLD CARD: The codes for Shopping and Luxury
10.1.1. Alibis give rational reasons for doing the things we do
10.1.1.1. Casual Sex vs. Reputation
10.1.1.1.1. Fear of STDs (cortex)
10.1.1.1.2. Fear of VIOLENCE (reptilian)
10.1.1.2. Getting Fat vs. Love of Food
10.1.1.2.1. Schedule does not allow healthful living (cortex)
10.1.1.2.2. Checking out (reptilian)
10.1.2. ALIBIS makes us feel better about what we do because it feels LOGICAL and socially ACCEPTABLE
10.1.2.1. Marketing = Address the ALIBIS while addressing the CODE
10.1.2.2. Always consider CODE and ALIBIS!
10.1.3. SHOPPING = RECONNECTING WITH LIFE
10.1.4. France = SCHOOL OF THE CULTURE
10.1.5. LUXURY = MILITARY STRIPES
10.1.5.1. Functional = cars, diamond rings, kitchens, vacations
10.1.5.2. No knighthood, so money shows your RANK in the world
10.1.5.3. Military Stripes are a form or PROOF (notion of levels)
10.1.6. Italy = ART
10.1.6.1. France = DO NOTHING
11. Chapter 10
11.1. WHO DO THESE UPSTARTS THINK THEY ARE? The codes for America in Other Cultures
11.1.1. France = SPACE TRAVELERS
11.1.2. Germany = JOHN WAYNE
11.1.3. UK = UNASHAMEDLY ABUNDANT
11.1.4. France on France = IDEA
11.1.5. UK on UK = CLASS
11.1.6. Germany on Germany = ORDER
12. Chapter 11
12.1. PARTING OF THE RED SEA OPTIONAL: The codes for the American Presidency
12.1.1. US President = MOSES
12.1.2. Canada = TO KEEP
12.1.3. France = CHALLENGE THE IDEAS
13. Chapter 12
13.1. NEVER GROWING UP, NEVER GIVING UP: The code for America
13.1.1. America on America = DREAM