How Viennese psychologist Ernest Dichter transformed advertising:

What makes soap interesting? Why choose one brand over another? Dichter’s first contract was with the Compton Advertising Agency, to help them sell Ivory soap. Market research typically involved asking shoppers questions like “Why do you use this brand of soap?” Or, more provocatively, “Why don’t you use this brand of soap?” Regarding such lines of inquiry as useless, Dichter instead conducted a hundred so-called “depth interviews”, or open-ended conversations, about his subjects’ most recent scrubbing experiences. The approach was not unlike therapy, with Dichter mining the responses for encoded, unconscious motives and desires. In the case of soap, he found that bathing was a ritual that afforded rare moments of personal indulgence, particularly before a romantic date (“You never can tell,” explained one woman). He discerned an erotic element to bathing, observing that “one of the few occasions when the puritanical American [is] allowed to caress himself or herself [is] while applying soap.” As for why customers picked a particular brand, Dichter concluded that it wasn’t exactly the smell or price or look or feel of the soap, but all that and something else besides—that is, the gestalt or “personality” of the soap.

The Republican candidate works a room, as excerpted from Richard Ben Cramer’s biography of the senator:

No one can do that day after day, week after week, for years ... without some rock-hard certainty that can't be milled away by nonsense and stress. He has to know: Why him? And: Why now? ... He has to know that he is The One. And if he's strong enough to keep going-if he's able, smart, and lucky-then, he'll get to the final twist in the road, when things catch fire, he can see how his words make the people feel, he can feel how those words now matter to him. He can make all the difference just by walking into a room. There are thousands of people -- and they want him. He and his campaign fill the lives of people who are almost strangers, and he takes over the life of everyone dear to him. He has to, it's all right -- because it's that important. Now, he knows: Not only should I be President, I am going to be President!

A visit to the Museum of Broken Relationships.

Olinka and Drazen are artists, and after some time passed, they did what artists often do: they put their feelings on display. They became investigators into the plane wreck of love, bagging and tagging individual pieces of evidence. Their collection of breakup mementos was accepted into a local art festival. It was a smash hit. Soon they were putting up installations in Berlin, San Francisco, and Istanbul, showing the concept to the world. Everywhere they went, from Bloomington to Belgrade, people packed the halls and delivered their own relics of extinguished love: “The Silver Watch” with the pin pulled out at the moment he first said, “I love you.” The wood-handled “Ex Axe” that a woman used to chop her cheating lover’s furniture into tiny bits. Trinkets that had meaning to only two souls found resonance with a worldwide audience that seemed to recognize the same heartache all too well.

On the closing of New York’s Fulton Fish Market.

It smells of truck exhaust and fish guts. Of glistening skipjacks and smoldering cigarettes; fluke, salmon and Joe Tuna's cigar. Of Canada, Florida, and the squid-ink East River. Of funny fish-talk riffs that end with profanities spat onto the mucky pavement, there to mix with coffee spills, beer blessings, and the flowing melt of sea-scented ice. This fragrance of fish and man pinpoints one place in the New York vastness: a small stretch of South Street where peddlers have sung the song of the catch since at least 1831, while all around them, change. They were hawking fish here when an ale house called McSorley's opened up; when a presidential aspirant named Lincoln spoke at Cooper Union; when the building of a bridge to Brooklyn ruined their upriver view.

On the American way of death, burial, and mourning, from war heroes to Elvis:

At the scene of his mother’s funeral, Elvis Presley — invincible sex symbol, cocksure performer, the man who changed the world and music forever — was reduced to a pathetic, blubbering mama’s boy. “Mama, I’d give up every dime I own and go back to digging ditches, just to have you back,” he told her body while it lay in repose the night before the funeral. At the service, according to biographer Peter Guralnick, "Elvis himself maintained his composure a little better until, towards the end, he burst into uncontrollable tears and, with the service completed, leaned over the casket, crying out, 'Good-bye darling, good-bye. I love you so much. You know how much I lived my whole life just for you.' Four friends half-dragged him into the limousine. 'Oh God,' he declared, 'everything I have is gone.'"

The author comments on the medium of the graduation cliché while still advancing it:

Of course the main requirement of speeches like this is that I'm supposed to talk about your liberal arts education's meaning, to try to explain why the degree you are about to receive has actual human value instead of just a material payoff. So let's talk about the single most pervasive cliché in the commencement speech genre, which is that a liberal arts education is not so much about filling you up with knowledge as it is about "teaching you how to think". If you're like me as a student, you've never liked hearing this, and you tend to feel a bit insulted by the claim that you needed anybody to teach you how to think, since the fact that you even got admitted to a college this good seems like proof that you already know how to think.