p.xi
Einstein put it this way: E = MC2. We call it, “Action!”
E = MC2. In layman’s terms that equation means you can get a whole lot of energy out of a small amount of matter. Einstein was talking about cosmic matter, of course—the stuff of suns, galaxies, planets, atoms and all the other mysterious building blocks of our universe. In this book, we’ll be talking about brain matter. Or, more specifically, the brains of corporate writers, producers and directors.
If we wanted to use Einstein’s equation as an analogy “relative” to corporate media, we could put it this way:
E = the energy created by a writer, producer or director.
MC = the “matter” that goes on the pages of a script; the directions given to an actor on a corporate shoot; ...
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