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Bookshelf #020: The Spiral of Silence, Adobe's Assistance to Government, & Copywriting

Hey friends, we're back with The Bookshelf's 20th Edition! It's been exciting to keep this momentum g
Bookshelf #020: The Spiral of Silence, Adobe's Assistance to Government, & Copywriting
By Dalton Mabery • Issue #20 • View online
Hey friends, we’re back with The Bookshelf’s 20th Edition! It’s been exciting to keep this momentum going each week and I can’t thank you enough for your support and encouragement.
As I mentioned last week, I’m changing the format of the newsletter a little bit and introducing a new section I’m calling, “Learn from the Legends”. Each week, I’ll share short life advice, tactics, habits, or routines from world class performers sourced from Tim Ferris’ Tools of Titans and Tribe of Mentors.
I’ve been looking for a way to differentiate The Bookshelf from all the other newsletters on the market and I think this will be a fun way to do it. Hope you enjoy!
Now, on to The Bookshelf.

Learn from the Legends - Kelly Starrett
Kelly Starrett has trained CrossFit athletes for more than 150,000 hours and started San Fransisco CrossFit in 2005. Here are a few things he says you should do every single day.
  1. Spend as much time in a lunge as you can.
  2. Roll on your gut for down-regulation with a medicine ball before bed to ease back pain.
  3. Burgener warmup
Quotes from Kelly
If you can’t breathe, you don’t know thy position.”
“Throwing compression socks on [post workout] is a game-changing experience.”
On Technology
Adobe is helping governments modernize their tech. Finally, no more Blackberries.
From social services to the 2020 Census, the government has a lot on their plate and the COVID-19 pandemic really showed the gaps in their technology. However, Adobe came to help.
First, Adobe helped revamp the Los Angeles Department of Public Social Services and brought a whopping 600 pages down to just 200. Adobe helped tighten things up internally as well, making it much easier to publish new content and improve analytics. The future is looking bright.
What else?
  • ShareChat, an Indian social network backed by Twitter raised $40 million in funding.
  • While the world is getting more skeptical of technology, Amazon is doubling down. Partnered with Ring, they’re launching an indoor flying camera to help patrol the homestead while you’re out and about.
On Opinions
It’s 2020 and everyone seems to have an opinion, but have you noticed most of the time one opinion rules them all?
Whether it’s championing Apple’s superior products, buying one car over another, or certain cliques voting for a president, most social situations seem to be ruled by one opinion - the majority. This is a phenomenon Farnam Street has penned “The Spiral of Silence”.
In its most recent article, The Spiral of Silence is defined by societies tendency to form collective opinions around loaded topics. If we think our opinion is popular, we have no problem voicing that opinion. If, however, we feel our opinion will be unpopular, we’re less likely to voice that opinion. We’ve all experienced that one person who goes against the grain with their ideas or thoughts and how they’ve become an outlier in society - the “weird” kid.
This doesn’t apply to all opinions though, only unpopular, controversial ones. If an opinion is unpopular and uncontroversial, like someone thinking pecan ice cream is the best flavor, then most people will voice that opinion. What people have a hard time discussing is the unpopular, controversial opinions such as those surrounding gun violence, abortion, or racism.
The spiral starts by never voicing the minority opinion, no matter how many people truly believe it. This can start small, until the majority opinion a group of people seem to believe in isn’t the actual opinion anyone agrees with. People are just too scared or unwilling to voice the minority one, even if that’s what everyone truly believes.
The Spiral of Silence
The Spiral of Silence
On Copywriting
The longtime philosophy around marketing has been to always talk about the benefits of the product and not the features.
Benefits: Save 5 hours/day on email
Features: Batch deliver emails to your inbox once a day
This worked for awhile, but Slack found another way. It’s not just talking about the benefits over the features, but knowing when to talk about the features instead of the benefits.
In Version 1 of their landing page, they specify the benefits that using Slack as a team can bring such as less time spent in your email and more effective team collaboration. This worked for a little bit, but they felt like switching it up.
In version 3 of their landing page, they took a wildly different approach with a header describing, “A Messaging App for Teams”
Did it work? Take a deep dive into Slack’s Copywriting here.
On Podcasting
Two of the best podcasters in the world, Tim Ferris and Guy Raz, came together last week to bring a reflective episode on the history of How I Built This, Guy’s struggle with depression and anxiety, and a plea to find what you’re passionate about and pursue it.
End Note
If you’ve enjoyed this newsletter, mind sending it to a friend? You can send them here to sign up. I try to make it the most informative and witty email you receive each week.
If you want to support The Bookshelf and some of my other content, you can do that here.
As always, if you stumble across any interesting books, articles, or podcasts this week, send them my way. I love discovering new resources I wouldn’t have typically come across.
Have a productive week,
P.S. Interested in sponsoring The Bookshelf? Reply to this email and let me know.
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Dalton Mabery

I'm Dalton, a 21-year-old on a journey to find the intersection between Church and technology. I'm an avid reader and every week I send out a newsletter about what I learned in the world of technology, productivity, books, articles, or podcasts.

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