Reviewer: Emmanuel Tete Darko MVP - BONSAASO ghlolam@yahoo.

com

Introduction Benjamin Bloom (1956) suggested that the same information can be handled in more and less demanding ways-students can be asked to recall facts, to analyze those facts, to synthesize or discover new information based on the facts, or to evaluate knowledge. Observations suggest that there is an even greater range of challenging questions than Bloom's familiar taxonomy indicates.

Does a person need to perform in order for learning to have happened? Are there other factors that may cause behaviour to change? What is reality? Who sees what?

Questions such as these have led to qualification. Some have looked to identifying relatively permanent changes in behaviour (or potential for change) as a result of experiences. However, not all changes in behaviour resulting from experience involve learning. It would seem fair to expect that if we are to say that learning has taken place, experience should have been used in some way. Conditioning may result in a change in behaviour, but the change may not involved drawing upon experience to generate new knowledge. Combining over 25 years of filmmaking experience, William Arntz, Betsy Chasse, and Mark Vicente have embarked on their most important project to date: Delivering to the world through the combined mediums of film, documentary, animation and visual effects the answers to the most asked question in the universe. What is it? Where do we fit in? And, why do we do what we do? (www.whatthebleep.com/makers/) This paper will review and evaluates the book authored by William Arntz, Betsy Chasse, and Mark Vicente. What The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality (2005). The overarching purpose of this essay is to assess the works of William Arntz, Betsy Chasse, and Mark Vicente, What The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality (2005). The focal point of the text will be on the introduction and the biography of the authors, objectives and development of the book including the theme of the book, matters arising from the book, reviewers critique, how well the book has achieved its goals, how the book has affected the life and surroundings of the reviewers and finally conclusion Biography of Authors William Arntz a producer, director, screen writer, research physicist and spiritual seeker graduated Summa cum laude in 1972 from Penn State University with a degree in Engineering Science and accepted employment as a research physicist with Pratt and Whitney Aircraft. There he worked on developing the first wave optics simulator for highenergy gas dynamic laser weapons. After two years of corporate life, he retired. He later re-united with a longtime friend who was enrolled in the Masters Degree film program at Boston University. Together they created, Beat the Deva, a one-hour animated film noir, which won a cine Eagle, the Kenyon Film Festival, and received distribution on the art house circuit. Upon completion of the film in 1980, William moved to Califonia to pursue a film career, but found the process of moving up through the ranks daunting and less than ideal. So he moved to San Francisco, retired, and became a Buddhist. By the late 80s his Buddishist teacher assigned him the task using his medtation/visualization skills to create a software product and company, which was to become a huge success. Lacking 2

the common sense to realize what he was up against, he took $ 100,000 in savings, no business experience, and sat down and in 5 months wrote AutoSYS- A DISTRIBUTED JOB SCHEDULAR. The skills must have worked, for AutoSys went on to be one of the most widely used pieces of system management software ever written, with clients as diverse as Merrill Lynch, NASA, ILM, Sun Microsystems, Ciso, and Boeing. In 1995 William Arntz sold his company and took a year off. He then devised a second successful software company, which he sold nine months after creating it. After retiring for the third time he became interested in uniting his four great interests: (1) leading edge science, (2) Spiritual inquiry, (3) filmmaking, and (4) computers. After realizing that with the success of his two software companies he had succeeded in bypassing the onerous task of rising through the ranks, he happily (despite still lacking common sense embarked upon the creation of What the #$ Do We Know? *! (www.whatthebleep.com/makers/) Betsy Chasse, a producer, director and screenwriter, was part of the creative team behind the sleeper hit in 2004. She is credited as the Writer, Director and Producer of the movie What The Bleep Do We Know?!, along with William Arntz and Mark Vicente. To date The Bleep is one of the highest grossing documentaries of all time and has shipped over 1 million DVDs in the first six months of its DVD release. She was listed in varietys top 50 independent producers of 2004. Betsy began her film production career as a production Assistant on a low, low, low budget action picture where on her first day, she promptly totaled her car. Fortunately, the producer was in the car with her and could think of no other way to assist her except by promoting her to Production Coordinator (she did not need a car for that). After that, Betsy served as Production Coordinator on several films including, Best of the Best 2, and Robert Altmans, The Player. Her first outing as a Production manager came with the independent film, public access, directed by Bryan Singer, which won the 1995 Sundance Film Festival. Since then she has freelanced as a production manager and line producer on over 30 feature films. 1996 Betsy started her own production company, Rampant Feline Films, which has produced several features, cables specials and music videos.In 2006 Betsy started her own media and publishing company, Elora Media www.eloramedia.com, which offers spirituality, and marketing to the cultural creative demographic.Betsy lives in the Pacific Northwest with her husband Gordie, and their daughter Elorathea. When not producing, directing, writing, marketing or traveling, she can found happily at work in her organic vegetable and flower garden. (www.intentionmediainc.com) Mark Vicente was born in Johannesburg, South Africa in 1965. With a father in Radio and a mother in the Diplomatic Service, he rarely stayed in one place for very long. As a child he traveled the world and lived in such diverse places as Portugal, Brazil, Canada, and the US. When it came to his passion, he took his cue from his Grandfather who owned an ads agency. Taking his photograph at age 4 he soon developed a keen eye for visual storytelling. This led to his professional decision at age 13 that he wanted to make movies. After finishing high school in South Africa (where he learnt that white men discovered Africa) he enrolled in Wits Drama School. There he studied Cinematography, Stage and 3

Set design, Theater Lighting Design, Radio, Television Production and Music. But much to his horror he found himself also having to Dance, Act, and make strange primal noises in voice Class. At the time, he stalwartly announced, I just want to be a cinematographer! (he was wearing tights at the time) little did he realize that all this diverse training would serve him well in the future as a director. After mastering the Steadicam and working as a news-cameraman in Apartheid South Africa, he went on to shoot music videos and commercials. He got his big break as Director of Photograph on the musical, SARAFINA staring Whoopi Goldberg. In 1992 he got the opportunity to go to Hollywood and shoot a picture for Disney entitled, FATHERHOOD staring Patrick Swayze. Excited and nervous, he found himself at the age of 26 as one of the youngest Cinematographers to shoot a big budget studio picture. He never left the US and over the next 8 years, amassed experience shooting another 14 feature films. As exciting as it was ti visually interpret stories presented to him by other directors, he found that the subject matter was sorely lacking. Driven by the conviction that tales of greatness could be as exciting and financially successful as the subjects of rape, pillage, plunder and scandal so beloved by the industry, he decided that no one else was telling the stories that deeply cared about. In 2000, driven by creative desperation, he decided it was time to embrace his inevitable destiny as a director. He began directing and shooting commercials and documentaries that gave voice to his rebelliousness and politically incorrect sense of humor. The Rockumentary, WHERE ANGELS FEAR TO TREAD, produced by Linda Evans, takes to task organized religion and the lengths to which human beings will go to abuse minorities and specifically woman, in the name of God. (www.intentionmediainc.com) The Author's Approach And The Book's Set-up The method employed by the authors was interviewing people from diverse background and presenting the findings. It is of utmost importance to surmise that the book is partly informational, somewhat documentary, and fairly fictional and partly reflection on peoples perceptions. There are lots of images, diagrams and pictures in the book that illustrates wide range of viewpoints This action-packed book, What The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality (2005). Published by Health Communications Inc. 3201 S.W. 15th Street. The book was designed by Larissa Hise Henoch whereas inside book formatting was done by Lawna Patterson. Gloria Naylor crafted the original artwork in chapter 11and the book Contains 366 pages. The content of the book include: Introduction; The Great Question; Science and Religion: The Great Divorce; Paradigm Shift; What is reality; Sight and Perception; Quantum Physics; Observer; Consciousness; Mind Over Matter; Consciousness Creates Reality; I Create My Reality; Why Arent We Magicians?; Quantum Brain; Brain 101; Emotions; Addictions; Desire Choice Intent Change; Betsys Interlude; Paradigms: The Other Side; Entanglement; The Final Superposition; Epilogue: A Quantum Feast; The Making of What The Bleep Do We Know?; Contributors and Further Suggestions. Significantly, there were lots of quotations, sketches, illustrations and scenarios to buttress the authors argument and these were adequately acknowledged. Coupled with 4

this is the fact that there was extensive credit to the various scholars and institutions whose works he used as well as extensively acknowledging all those in diverse ways that offered stirring and animated supports the authors in crafting this book. The authors presentation was commonsensical and demonstrate knack in fashion on the subject matter that they dealt with and this certainly was fresh. Objectives of The Authors (Book) The objective(s) of William Arntz, Betsy Chasse, and Mark Vicente. What The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality (2005), is not to provide classic answers but to offer mind broadening questions and the infinitive possibilities. The book partly informs and partly a reflection on how individuals perception and attitude affects our experiences and reality. The book was also written owing to the fact that it jazzed film crews who participated in the project wondered what the possibilities were, but more importantly lots of people had shown interest in the subjects and concepts raised. This book in fact was authored because of incessant request from people for the full text of interviews conducted by the authors made published and crucially to have 100 million people to read it. The Theme of The Book The theme of William Arntz, Betsy Chasse, and Mark Vicente. What The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality (2005). Matters Arising From The Book William Arntz and Betsy Chasse conceived that questioning will lead you to knowing since it is the precursor of a voyage or adventure of discovery. But they were quick to add that the result or the answer could be unpleasant and may lead one to discomfort. And in all this if that question is able to revolutionize the bearing of your life then it is a great question. In view of this, the authors blatantly posit that until one assumes the condition of not knowing, knowledge will elude you William et. al. (2005), surmised in page 172 that as one thinks less and less of an issue (roommate) the neuronets connection lessens, until there is no connection at all; and more imperatively the brain learns in two major, first through factual, intellectual data that we must and second, via experience. This contention is corroborated in cognitive and behavioural learning theories in consumer/buyer behaviour . Equally critical issue raised by the authors in page 178 of their book was that much of people behavior consists of conditioned, learned or automatic responses to stimuli. Another verity that the authors elucidated in page 266 was the epic of science in our endeavors. These they purported included scientific method being a revolutionary advance to reality and that science removes the prejudice from observers and offer truer scenario. The authors illuminate in page 146 of the book that people should move out of their comfort zone and try doing what society would consider as insane. Reviewers Critique One immense strength of this book is its ability to demonstrate the importance of questioning in our daily endeavours. Posing questions enables one to seek for 5

clarification, obtain additional information, and unearth issues that have been overlooked, shows interest of people, among others. This William Arntz et.al. (2005), emphasized by stating that questions are precursor in every branch of human knowledge and that it opens up to what we previously did not know; a journey of discovery and an invitation to an adventure. To contextualize this in our professional endeavour, as managers we should make it a point to ask questions regularly especially probing ones indeed, since that could prove to be the most appropriate way to get solutions. The Whys? Whats? Whens? Wheres? Whom? Whos? Hows? Etc should be the toolkit for us as managers to get timely but relevant feedbacks from employees and serve as an input in decision making in a timely fashion. According to Kenichi (2005, Pg XVIII) Even in the days of internet and global cable news, walking, .and asking a question is still the best way to learn. Nevertheless, the techniques of posing a great question were not highlighted by the authors. The acquiescence of the authors that one can vehemently subscribe to is that is seeing forgetting as a failure of the retrieval system and this contention scored by the authors provides marketers with a key lesson by linking ads messages with product benefits and attributes since that make consumers to easily recall such product at the point of decision making. Aside this it is worth noting to illumine that the authors were correct in asserting that, the brain learns in two major ways, first through factual, intellectual data that we must and second, via experience. This contention is one can subscribe to since an appreciable amount of learning occurs as a result of consumer thinking and problem solving, that is learning based on mental activity (cognitive learning). And also observational learning where consumers learn by observing the behavior of others and imitating them Nevertheless, it is ironic that the authors blatantly repudiate to admit that memory as a process of acquiring information and storing over time is related to the individuals cognitive abilities and the complexity of the information to be processed. And more momentously individuals also differ in imagery, that is their ability to form mental images and these differences influence their ability to recall information. All these contribute to forgetting and not only ones inability to rehearse result in faded information or forgetting. The enunciation made by the authors with regards to people behaving in a conditioned manner and offering automatic responses to stimuli is consistent to Pavlovian theory on classical conditioning. This theory argues that conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same results when used alone. There are three basic concepts from classical conditioning, notably; repetition, stimulus generalization and stimulus discrimination. Repetition works by increasing the strength of the association and slowing the process of forgetting; learning depends not only on repetition but also the on the ability of the individual to generalized; individuals select from stimulus from among other stimuli. Notwithstanding this, it is imperative to opine that there is a limit to the amount of repetition that will promote retention, exposure beyond a certain point, an individual can become satiated and attention and retention will decline.

The disputations avowed by the authors on the substance of science, as a subject matter based on scientific method; and this scientific approach nature of science revolt the advancement of reality as well as eradicating chauvinism from observers and offer accurate situations. Great progress in science has brought about many changes in mans life and its environment; it has filled in the gaps between scattered countries into a global village through various telecommunications, the most recent one being the internet. Aside this, according to the authors, science tells us what is possible. It should however be pointed out that in page 266 the authors divulged that science is not the only approach to life and that there is art and others. One can strongly subscribe to this submission, since scientific methods might shed some light on issues. However, there are other ways of obtaining new insights; such as via experience, observation, intuition, philosophizing, fantasizing among others. Science and the scientific method do not play the same role and are not accorded the value, in all societies. Science and scientist are held in high esteem and scientific inquiry is believed to be the most fruitful way of obtaining new knowledge. Notwithstanding, this the authors were reserved in highlighting that science brings pollution, destroys fauna and flora, degrading morale standards (test tube baby, abortion), makes human indolent and too materialistic. The impact of science as a threat falls on mans environment which doubtlessly has an effect on the people. Due to the increase in industrial activities, pollution occurs. The incessant release of more dust, smoke and other toxic substances makes breathing very difficult and if a person continues to live in such a polluted atmosphere, he or she will contract. respiratory diseases or can even end up with lung cancer. Water pollution is also a threatening problem to mankind. Dyes and soap when discharged continuously in rivers, lakes or ponds cause the water to become undrinkable. The living organisms like the fish, toads, and algae all get poisoned. In some regions, uneducated fishermen collect the infected fish on the banks of the river. The fish is cooked and eaten. As a result, the consumer gets contaminated. Similarly, the whole countrys people are put in danger. Another negative effect of science is the destruction of the protective ozone layer. Because of the highly toxic and harmful smoke released by the several chimneys of industries: Chemical ones mainly; and the CF Cs in the air, a hole near the North Pole can now be seen. Greenhouse effect is occurring. The ultra-violet rays of the sun reach us easily and this leads to skin problems due to sun radiation. Radiation also increases the risk of cataract It is insightful to assert that, William Arntz et. al (2005) credited the works of scholars used in the book. A shining example is the credit the authors gave to contributors such as: Dr. David Albert; director of Philosophical Foundations of Physics, Columbia University. He has published many articles on quantum mechanics; the works of another contributor in the person of Dr. Joe Dispenza; further, Dr. Masaru Emotos works were also credited; again, the works of Dr. Amit Goswami, Dr. John Hagelin, Dr. Stuart Hameroff, Dr, Ervin Laszlo, Dr. Miceal Ledwith, Dr. Daniel Monti, Dr. Fred Alan Wolf, and Lynne McTaggart. In addition to this, all materials used were credited accordingly and that is greatly phenomenal.

One contention made by the authors that one can strongly subscribe to is the verity that, we need to move out of our comfort zone, and try things of fewer guarantees of success. This is rhapsody to managers since that is an effective way of scanning and gaining a fair understanding of the business environment in which one operates. It is earth-shattering to purport that one striking effect of this book is its translation into multiple languages including Korean, Hebrew, Dutch, Danish, Norwegian, Swedish, German, Italian, Russian, Greek, Spanish, French, Turkish, Croat, Romanian, Catalan and Hungarian. This is a blatant indication of the scale of the reading public. Essentially, this book enlightens one on the need to ask striking questions constantly, since asking questions provide and equip one with the toolkit to take strategic steps with the view to transforming ones future dramatically. Additionally, it is momentous to elucidate that great questioning re-shapes and redefines ones thoughts and ambitions, offers one broader and richer perspectives in life, opportunities for growth, achievements and happiness; in sum it is the doorway to reality. The book assures us that in all human endeavours a section of the public may like or hate you but that is the opportune time to deal with all negativities and positivities How Well Has The Book Achieved Its Goal? It is significant to illuminate that, once the book was published to provide insightful and vivid account of viewpoints on concepts and some subjects from people of diverse background, which meet the interest of its audience/readers, then it achieves the goal of the authors. Again, the question of what is reality?, is reality a democratic process?, what is consciousness and where does it happen?, why arent we magicians?, what the problem with emotions? To a greater extent all these questions do not provide classic answers but rather offer mind broadening questions and the infinitive possibilities which meet the objectives of the authors. It is stimulating to accentuate with the extensive delivery of the book to over 35 countries globally and translated into over 17 languages is sufficient testimony of the attainment of the goal of getting about 100 million people to read this fascinating book. Impact of The Book Imperatively, the appraisal of this fascinating book has spectacularly redefined my values, perceptions and ways of relating to environmental stimulus. Presently, am ever ready more than before to unlock my lens to fresh possibilities with the view to broadening my horizon. This is probable via asking fantastic and insightful questions . The skill of assessing this book has offered me revelation and approach towards a subject matter and towards people and built my self-assurance. This academic tour had set a new pedestal for enduring scholarship which will be very constructive in the reviewers desirable line of work. Now the reviewer is more conscious of all experiences at in and at of work/profession as part of the learning curve. The hard work and profound challenges met in the review journey had forged a novel disposition in the reviewer. The reviewer has gained from this book evaluation since it has enabled him build original and pertinent dexterities of unraveling strategic issues and view issues now more from scientific perspective than before.

Grippingly, the reviewer has profited with an affluent supply of knowledge, priceless learning opportunities for the reviewers professional and private development. And is now risk loving, robust to encounter new challenges and not at the very least scared to move out of his comfort zone to try things of no guarantee of success. The practical evaluation of the book has presented the reviewer immerse prospect to widen and leverage his inquiring skills, critical skills, research skills, information management skills, communication skills, management skills, organization skills to construct synergy in problem solving activities. Eventually this book appraisal is an intangible dividing line and has gravely prepared me to take advantage of the gargantuan display of resources from the global environment to help exterminate the current scale of scarcity and limitations. It is astute to reveal that the Book has primarily, in most cases armored and in fewer cases altered my judgment on some concepts the authors discussed, a spotless example is imperatively the brain learns in two major, first through factual, intellectual data that we must and second, via experience. It is against this milieu that I sturdily urge to all and sundry to gravely study this Book. Reading and reviewing this book has offered me the needed weapon to reexamine my life, improve my savvy and gain new thoughtful of the world to the extent that the reviewer does not consider questioning to be monstrous; since the inexorable of questioning will lead you to knowing. And it is the precursor of a voyage or adventure of discovery Conclusion From the above foregoing submission, the following could be deduced from the review of the book: As managers and professionals William et. al.(2005), shows us to be sober and be prepared to learn new business ideas and concepts from people of diverse background via asking great questions. By asking great and relevant questions we could easily get business solutions to meet the changing needs of our customers It is instructive to note that your ability to challenge the status quo and to ask probing questions could easily transform your life for higher enhancement, and it takes one with tremendous gut to do that. Doing this, calls for thinking out of the box and playing the devils advocate all the time. Imperatively, one tenacious conclusion is that not all learning takes place as a result of repeated trials. A considerable amount of learning takes place as a result of consumer thinking and problem solving. Sudden learning is also possible. It has been noted in an exquisite manner that science has brought about many changes in mans life and its environment; it has filled in the gaps between scattered countries into a global village through various telecommunications, the most recent one being the internet. Science and the scientific method do not play the same role and are not accorded the value, in all societies. Notwithstanding, science brings pollution, destroys fauna and flora, degrading morale standards (test tube baby, abortion), makes human indolent and too materialistic. The impact of science as a threat falls on mans environment which doubtlessly has an effect on the people. Due to the increase in industrial activities, pollution occurs. The incessant release of more dust, smoke and other toxic substances makes breathing very difficult and if a person continues to live in such a polluted atmosphere, he or she 9

will contract respiratory diseases or can even end up with lung cancer. Water pollution is also a threatening problem to mankind This book acknowledges through findings from its numerous interviews that, there are differential thoughts due to individual differences and that one always benefits from varied ideas in making decision, notwithstanding this, the pressure and burden of making decisions lies solely on the decision maker. As the authors of the book put it Asking questions could change the direction of your life so ask, but note that asking questions could lead to embarrassment. Footnotes Benjamin Bloom, (1984). Taxonomy of Educational Objectives Book 1: Cognitive Domain. 2nd edition Edition Addison Wesley Publishing Company. Kenichi Ohmae, (March 27th, 2005).The Next Global Stage: Challenges and Opportunities in Our Borderless World, 1st Edition. Pearson Prentice Hall Pavlov I. P. (2003).Conditioned Reflexes. Dover Publications William Arnt et al. (2005).The Bleep Do W (K) ow!? (TM): Discovering The Endless Possibilities For Altering Your Everyday Reality. Health Communications Inc. 3201 S.W. 15th Street. www.eloramedia.com www.intentionmedianinc.com www.whatthebleep.com/makers

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