1. Chapter 4
1.1. FIRST COMES SURVIVAL: The Codes for Health and Youth
1.1.1. 3 Brains
1.1.1.1. Cortex
1.1.1.1.1. Learning, abstract thought and imagination
1.1.1.2. Limbic System
1.1.1.2.1. Hypothalamus, hippocampus, amygdala
1.1.1.3. Reptilian
1.1.1.3.1. Brain stem, cerebellum
1.1.2. Survival is more important than feeling good (emotion) or making sense (logic)
1.1.3. Reptilian brain ALWAYS rules the day
1.1.4. You can trace the distintive evolution of each culture on the planet to the survival needs of that culture
1.1.5. Codes most related to SURVIVAL are HEALTH and YOUTH
1.1.5.1. Health and Wellness
1.1.5.1.1. Being able to complete your mission (US)
1.1.5.1.2. Harmony with nature = TCM (China)
1.1.5.1.3. Obligation to be able to contribute to your community and family (Japan)
1.1.5.2. HEALTH = MOVEMENT
1.1.5.3. DOCTOR = HERO
1.1.5.4. NURSE = MOTHER
1.1.5.5. HOSPITAL = PROCESSING PLANT
1.1.5.6. YOUTH = MASK
1.1.5.6.1. Hindu Indians
1.1.5.6.2. UK regards youth as boring, inexperienced and prone to mistake (to be toleraged)
1.1.6. Products that promote MOVEMENT, mobility or action = on code!
2. Chapter 5
2.1. MOVING BEYOND BIOLOGICAL SCHEME: The Codes for Home and Dinner
2.1.1. HOME = Prefix RE
2.1.1.1. REturn, REunite, REconnect, REconfirm, REnew
2.1.1.2. Repeated routines where you know the outcome
2.1.2. Coming home = experience life again, close to loved ones
2.1.3. KITCHEN
2.1.3.1. Is the center room, where family gathers
2.1.3.2. Is the HEART of the American home because of the preparation of the evening meal
2.1.3.2.1. Repetition of a ritual for replenishment
2.1.3.3. Making dinner is ON CODE for home in America
2.1.3.3.1. Offering family rituals and REUNION
2.1.3.4. In Japan, dinner is eaten separately = no circle (no word for intimacy)
2.1.3.4.1. No shoes
2.1.3.4.2. Multifunctional rooms
2.1.4. DINNER = CIRCLE
2.1.4.1. Family style
2.1.4.2. Circle of the day
2.1.4.2.1. The circle is the important part of the dinner
2.1.4.2.2. Pizza is the perfect ON CODE food = circular and made to share
3. Chapter 6
3.1. WORKING FOR A LIVING: The Codes for Work and Money
3.1.1. What Do You Do?
3.1.1.1. WORK = WHO YOU ARE
3.1.1.2. MONEY = PROOF
4. Chapter 7
4.1. LEARNING TO LIVE WITH IT: The Codes for Quality and Perfection
4.1.1. QUALITY = IT WORKS
4.1.2. PERFECTION = DEATH
4.1.3. No expection for perfection but problems MUST be solved quickly and with minimal disruption
4.1.3.1. Americans more responsive to GOOD service than perfection
4.1.4. Crisis is a great opportunity to create LOYALTY
5. Chapter 8
5.1. MORE IS MORE: The Codes for Food and Alcohol
5.1.1. We eat as though we were still poor
5.1.1.1. Food is SAFE SEX
5.1.1.2. Eating is an act that requires efficiency
5.1.2. FOOD = FUEL
5.1.3. France = PLEASURE
5.1.4. Japan = PERFECTION
5.1.5. ALCOHOL = GUN (shot)
6. Chapter 9
6.1. JUST PUT THAT ALIBI ON MY GOLD CARD: The codes for Shopping and Luxury
6.1.1. Alibis give rational reasons for doing the things we do
6.1.1.1. Casual Sex vs. Reputation
6.1.1.1.1. Fear of STDs (cortex)
6.1.1.1.2. Fear of VIOLENCE (reptilian)
6.1.1.2. Getting Fat vs. Love of Food
6.1.1.2.1. Schedule does not allow healthful living (cortex)
6.1.1.2.2. Checking out (reptilian)
6.1.2. ALIBIS makes us feel better about what we do because it feels LOGICAL and socially ACCEPTABLE
6.1.2.1. Marketing = Address the ALIBIS while addressing the CODE
6.1.2.2. Always consider CODE and ALIBIS!
6.1.3. SHOPPING = RECONNECTING WITH LIFE
6.1.4. France = SCHOOL OF THE CULTURE
6.1.5. LUXURY = MILITARY STRIPES
6.1.5.1. Functional = cars, diamond rings, kitchens, vacations
6.1.5.2. No knighthood, so money shows your RANK in the world
6.1.5.3. Military Stripes are a form or PROOF (notion of levels)
6.1.6. Italy = ART
6.1.6.1. France = DO NOTHING
7. Chapter 10
7.1. WHO DO THESE UPSTARTS THINK THEY ARE? The codes for America in Other Cultures
7.1.1. France = SPACE TRAVELERS
7.1.2. Germany = JOHN WAYNE
7.1.3. UK = UNASHAMEDLY ABUNDANT
7.1.4. France on France = IDEA
7.1.5. UK on UK = CLASS
7.1.6. Germany on Germany = ORDER
8. Chapter 11
8.1. PARTING OF THE RED SEA OPTIONAL: The codes for the American Presidency
8.1.1. US President = MOSES
8.1.2. Canada = TO KEEP
8.1.3. France = CHALLENGE THE IDEAS
9. Chapter 12
9.1. NEVER GROWING UP, NEVER GIVING UP: The code for America
9.1.1. America on America = DREAM
10. Introduction
10.1. LEARNING AND EMOTION
10.1.1. "Without the latter, the former is impossible"
10.1.2. The stronger the emotion, the more clearly an experience is learned
10.1.3. IMPRINT = experience + accompanying emotion
10.1.3.1. Shapes our thought processes and future actions
10.1.3.2. Combination of imprints define us
10.1.4. Example
10.1.4.1. Le Soleil (Louis XIV = the Sun) vs. La Lune
10.1.4.2. Die Sonne vs Der Mund
11. Chapter 1
11.1. THE BIRTH OF A NOTION
11.1.1. 1. Principle One = You Can't Believe What People Say
11.1.1.1. Answers to DIRECT questions are given with their CORTEXES (intelligence), not the part of the brain that is responsible for EMOTION or INSTINCT
11.1.1.2. Access to the REPTILIAN brain occurs when we are relaxed, almost in a sleepy state
11.1.2. 2. Principle Two = EMOTION is the energy required to learn ANYTHING
11.1.3. 3. Principle Three = The STRUCTURE, not the content is the message
11.1.3.1. The BIOLOGICAL Structure
11.1.3.1.1. DNA
11.1.3.2. The CULTURE
11.1.3.2.1. Language, history
11.1.3.3. The INDIVIDUAL
11.1.3.3.1. Unique relationships
11.1.4. 4. Principle Four = There is a WINDOW in TIME for IMPRINTING and the MEANING of the imprint varies from one CULTURE to another
11.1.4.1. Most Imprints Most Essential to Our Lives = 7 Years Old
11.1.4.1.1. EMOTION is a central force for children under 7
11.1.4.1.2. After that, they are guided by LOGIC
11.1.4.2. Never get a second chance to have a FIRST experience
11.1.5. 5. Principle Five = To access the meaning of an imprint in any culture, you must learn the CODE for that imprint
11.1.5.1. Cheese
11.1.5.1.1. Alive (France) = raw, room temperature
11.1.5.1.2. Dead (USA) = pasteurized, refrigerator
11.1.5.2. Food Safety (USA) vs. Flavor (France)
11.1.5.3. Cars
11.1.5.3.1. Identity (USA)
11.1.5.3.2. Engineering (German)
12. Chapter 2:
12.1. THE GROWING PAINS OF AN ADOLESCENT CULTURE: The Codes for Love, Seduction, and Sex
12.1.1. Americans never had to kill their king to become adults
12.1.1.1. Freedom vs. Prohibition = US
12.1.1.2. Freedom vs. Aristocracy = France
12.1.2. Rebellious period never ended
12.1.3. Welcomed immigrants
12.1.3.1. Immigration is a huge act of rebellion against own country
12.1.3.2. Keeping culture adolescent
12.1.4. Signs of Adolescence
12.1.4.1. Nike, Coke, fast food, blue jeans, violent movies
12.1.4.2. No classical composer vs. rock, hip hop, R&B
12.1.4.3. Wacko Culture
12.1.4.3.1. Mike Tyson, MJ, Tom Cruise, Venus Williams, Bill Clinton
12.1.5. Adolescent Culture
12.1.5.1. Intensive focus on the NOW
12.1.5.2. Dramatic mood swings
12.1.5.3. Constant need for exploration and challenge for authority
12.1.5.4. Fascination with extremes
12.1.5.5. Openbess to change and reinvention
12.1.5.6. Mistakes born second chances
12.1.5.7. Preoccupied with love, seduction, sex
12.1.6. LOVE = FALSE EXPECTATIONS
13. Chapter 3
13.1. LIVING ON THE AXIS: The codes for Beauty and Fat
13.1.1. What's Love Got to Do With It?
13.1.1.1. Beauty vs. Provocativeness
13.1.1.2. BEAUTY = MEN'S SALVATION
13.1.1.3. Fat vs. Connection/Purpose
13.1.1.4. FAT = CHECKING OUT