Lacoste shows us how to do campaign

For the Save Our Species campaign, Lacoste replaced its crocodile by ten threatened species, to bring attention to animal rights and biodiversity.


Advertising agency: BETC Paris. They know that the devil is in the details.

  1. Replacing Lacoste’s very logo shows how important the case is for the brand, and that they are fully invested in our environment. Call that “togetherness”.
  2. They’ve kept the colour and overall styling of the crocodile, so the campaign can only ever belong to this one brand. Good luck copying it, anyone else!
  3. It’s all just a limited series T-shirt – 1,775 pieces, so you had to be quick to get one. Scarcity effect is at full speed.

More info on Save Our Species here, and video on Youtube.

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Reading list in 2017

This year I’ve read 31 books, most of which were awesome. Collecting here the bits to remember them by; the two favourite books on top, then in no particular order:

Player Piano by Kurt Vonnegut

“The First Industrial Revolution devalued muscle work, then the second one devalued routine mental work. […] That would be the third revolution, I guess: machines that devaluate human thinking.” In Player Piano’s world people either work in factories, or be social outcasts.

Surely you’re joking Mr. Feynman? by Richard Feynman

The importance of deeply understanding things: “I can’t understand anything in general unless I’m carrying along in my mind a specific example and watching it go. Some people think in the beginning that I’m kind of slow and I don’t understand the problem, because I ask a lot of these “dumb” questions: “Is a cathode plus or minus? Is an an-ion this way, or that way?” But later, when the guy’s in the middle of a bunch of equations, he’ll say something and I’ll say, “Wait a minute! There’s an error! That can’t be right!”
About burning out: “Physics disgusts me a little bit now, but I used to enjoy doing physics. Why did I enjoy it? I used to play with it. I used to do whatever I felt like doing—it didn’t have to do with whether it was important for the development of nuclear physics, but whether it was interesting and amusing for me to play with.”

Lean in by Sheryl Sandberg

Job opportunities are a jungle gym, not a ladder. Only one criterion matters when picking a job: fast growth. When companies grow quickly, there are more tings to do than there are people to do them. “If you’re offered a seat on a rocket ship, you don’t ask what seat. You just get on.”
About work & having children: right before having a child can actually be a great time to take a new job. If she found her new role challenging and rewarding, she’d be more excited to return to it after giving birth. The time to scale back is when a break is needed or when a child arrives – not before and certainly not years in advance. If you have a good carrier with children, there’s less of a void when the children leave the house and you can get back to work.

Norwegian Wood by Haruki Murakami

Another awesome novel from Haruki Murakami. This one is quite like reading a bishōjo game, a coming-to-age story set in the 60s’ Tokyo – university times and life’s big questions. Surely not the last time I’ve read this book.

The 100 Dollar Startup by Chris Guillebeau

Highlights were: (1) get to your first sale as fast as possible, and (2) oftentimes it’s not required to jump full-time into a new business, evening hours & weekends is an option. The book is way longer than it should be, but is useful in inspiring to create info products.

The Alchemy of Finance by George Soros

Common sense dictates that a company is eventually worth whatever amount of money that company is capable of making, and the market’s expectations can’t do much beyond influencing today’s price. Soros argues that quite the contrary, market participants’ bias can shape the course of events, can change the future making of a company, which then can feed back to the bias and shape today’s expectation in return. Notice that this two-way connection between perception and the actual course of events interact in a shoelace-fashion. Makes a fun read.

Meditations by Marcus Aurelius

“Occupy yourself with few things, says the philosopher, if you would be tranquil. But consider if it would be better to say, Do what is necessary, and whatever the reason of a social animal naturally requires, and as it requires. For this brings not only the tranquility that comes from doing well, but also that which comes from doing few things. Since the greatest part of what we say and do is unnecessary, dispensing with such activities affords a man more leisure and less uneasiness. Accordingly on every occasion a man should ask himself, Is this one of the unnecessary things? Now a man should take away not only unnecessary acts, but also unnecessary thoughts so that superfluous acts will not follow after.”

How to Stop Worrying and Start Living by Dale Carnegie

Today’s problems are the anxiety of tomorrow and the fear of yesterday. If the issue you need to deal with is something for today, let’s get busy and get it out of the way. If it’s a big problem facing: Look at what’s the worst that can happen? Try to accept it mentally, concentrate on the problem & try to improve on the worst. If it’s something you can’t change, just accept it.

Antifragile by Nassim Nicholas Taleb

Opinionated and quick to judge, Nassim is hardly the best writer to read. A lot of his statements are simply false, and the only thing I’ve learned from the first half of the book is that the writer thinks highly of himself and puts everyone else down. Two takeaways from the second half of the book are: you don’t have to understand proper mathematics in order to use it successfully as a trader, and, I also liked the idea to be ’flexible’ enough to gain from downsides.

Made to Stick by Chip Heath & Dan Heath

Essentially a howto for building ideas that have the potential to go viral. The six principles are (1) keep it simple: strip the idea down to its core (2) find the controversial, surprising, unexpected element of the message (3) being concrete is better than being abstract; other people don’t know what we know. (4) make it more credible (details in #3 also make it more believable) (5) emotional: why is the idea important for others? (6) stories: empower people to use an idea through narrative.

Quiet power by Susan Cain

Gaming all systems. For example, if your teacher’s job is to call out each student to talk in front of the class and you’re an introvert, then make sure to participate early when you can prepare ahead of time. Play for your strengths: know whether you like to be the person who gives ideas, plays devils advocate etc. (and again, prepare for those). Another important take-away from the book as a manager of any team: make sure that every single person has to share their opinion, to give room for introvert voices.

The Talented Mr Ripley by Patricia Highsmith

Naples and Rome and dolce vita, creepy manipulation, self-loathing, billionaires moving about. Can’t help to think that it would be super-easy to catch Tom in 2017 with so many traces left behind, but a very enjoyable read nonetheless.

Creativity, Inc. by Ed Catmull

Candid feedback is the most important thing in creative processes. Creatives have to unlink themselves and the idea: the film and not the filmmaker is under the microscope. People shouldn’t be afraid of messing things up, erase all things from the company culture like “whose fault was this”, make it safe for others to be open about problems. Run experiments: short films in the beginning of the feature films are good for trying out directors and techniques. About solving problems: sometimes focusing on a problem one’s close to won’t help. Focus instead on the space around the problem to get closer to a solution.

Start with Why by Simon Sinek

Have people show up for themselves: inspiration is the only sustainable way to lead people. Our why is the American Dream: American culture values entrepreneurship, independence and self-reliance. French culture values group-reliance and “Joy of Life”. It’s not better or worse, only different. The entrepreneur-type immigrants are drawn to America. It has less to do with the US and more to do with them.

What the dog saw by Malcolm Gladwell

Short stories by Malcolm Gladwell. Nothing specific to remember, but great writing style to learn from.

Dubliners by James Joyce

I was listening to the audiobook version read by Tadhg Hynes, and oh did his voice do justice to the book! Listening to the urban short stories with a nice Irish accent, it’s a time-travel right back to the 1900s Ireland. Dubliners doesn’t get any better than this.

Post Office by Charles Bukowski

Made me laugh and made me not to take life too seriously for a sec. As always, a twisted, dirty old man drinking booze and going about with women, this time with a postal bag.

So Good They Can’t Ignore You by Cal Newport

Passion mindset: what can the world offer you vs Craftsman mindset: what can you offer to the world? This one thought, many, many times over.

Man’s Search for Meaning by Viktor E Frankl

Holocaust with a psychiatrist’s eye. Who is a going to survive the concentration camp? Only the people who can identify a life’s purpose that’s worth living for. Prisoners got used to everything, but the way they imagined their future affected their longevity greatly.

The Virgin Way by Richard Branson

Short and snappy wins every time: life’s to short, get to the point, will you?! If you do start a company, you might as well start something that you enjoy doing.
About listening: “No one has learned anything from listening themselves speak.”, “Listen more: it makes you sound smarter.”, and “Listening is accompanied by note taking, which also helps to keep from law suits”.

The Tipping Point by Malcolm Gladwell

Some ideas can go ’viral’ and become unstoppable – think of the broken windows phenomenon. Children are better off in a good neighbourhood & bad family than the other way around. A list of tightly related short stories in Gladwell-style.

The Industries of the Future by Alec Ross

Putting tech and trends into global perspective. I took notes like school boy, as an example: “There’s value leaving local hubs and heading to Silicon Valley. But the drain is mitigated by a few factors. First, there is the near-inevitable fact that the large platforms in Silicon Valley will be going public. Their ownership will be much more distributed than those locally owned cab companies, and many of the beneficiaries of those early investors.”.

Influence by Robert Cialdini

Take time to structure the request. The 6 principles are: (1) Reciprocation: people are more willing to comply with requests from those who have provided such things first; (2) commitment: people are more willing to be moved in a particular direction if they see it as consistent with an existing or recent commitment; (3) authority: in a study, 3 times as many pedestrians were willing to follow a man into traffic against the red light when he was merely dressed as an authority in a business suit and tie; (4) social validation: researcher who went door-to-door collecting for charity and carrying a list of others in the area who had already contributed; (5) scarcity; (6) liking: people prefer to say yes to those they know and like.

A Wild Sheep Chase by Haruki Murakami

Another brilliant one from Haruki Murikami, this one is a bit of a supernatural detective story intertwined with spies from the Cold War, mind-reading and afterlife.

Rework by 37 Signals

Start small, build only what’s absolutely necessary for launch and build everything else later. Don’t worry about nice-to-haves. Sell byproducts. De-commoditise the product by making yourself part of the process (like Zappos where customer service makes the shoes different).

Remote by 37 Signals

Feels like a collection of badly written blog posts. No, instead, feels like a BA homework assignment. Either way, after the first half I got annoyed and only skimmed through. It’s only in this list to make sure I don’t accidentally try to read it again.

The Character of Physical Law by Richard Feynman

Reading this book kind-of-feels-like being in Feynman’s introduction to physics class. Plus a chance to think about basic physics and feel good about oneself for still being able to understand it all.

Blink by Malcolm Gladwell

“The key to good decision making is not knowledge. It is understanding. We have, as human beings, a storytelling problem. We’re a bit too quick to come up with explanations for things we don’t really have an explanation for.” And immediately contrasts that with: “We live in a world that assumes that the quality of a decision is directly related to the time and effort that went into making. […] But there are moments, particularly in times of stress, when haste does not make waste, when our snap judgments and first impressions can offer a much better means of making sense of the world.”

The Hard Thing About Hard Things by Ben Horowitz

“Technology businesses tend to be extremely complex. The underlying technology moves, the competition moves, the market moves, the people move. As a result, like playing three-dimensional chess on Star Trek, there is a always a move.”
Note to self, read this again when hiring for C-level; the only way to have experience running a large organisation is to run one – in absence, no-one can tell whether you’re able to do such things.

Circularity by Ron Aharoni

Limits of formal logic, circular arguments, Cantor theorem etc. Playing around rather than sweaty work, and playing around with math is always fun.

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Missing dollar riddle

One of my favourite puzzles is this one, from the 1930s:

Three people check into a hotel room. The clerk says the bill is $30, so each guest pays $10. Later the clerk realises the bill should only be $25.

To rectify this, he gives the bellhop $5 to return to the guests. On the way to the room, the bellhop realises that he cannot divide the money equally. As the guests didn’t know the total of the revised bill, the bellhop decides to just give each guest $1 and keep $2 as a tip for himself.

Each guest got $1 back, so now each guest only paid $9, bringing the total paid to $27. The bellhop has $2. And $27 + $2 = $29 so, if the guests originally handed over $30, what happened to the remaining $1?

Try to solve this without any further hints.

Obviously, there’s a trick.

The misdirection in this riddle is at the end of the description, where a bunch of unrelated numbers are added together – only to misguide the listener.

There’s no reason to add these random totals, and even less reason for the sum to add 30. If you wanted to sum up the cash total, you have to look at the $25 in the register, the 3*$1 in the guests’ pocket, and the $2 with the bellhop. That’s, as expected $30.

More missing dollars on Wikipedia.

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The Pleasures and Pains of Coffee

The state coffee puts one in when it is drunk on an empty stomach under these magisterial conditions produces a kind of animation that looks like anger: one’s voice rises, one’s gestures suggest unhealthy impatience: one wants everything to proceed with the speed of ideas; one becomes brusque, ill-tempered about nothing. One actually becomes that fickle character, The Poet, condemned by grocers and their like. One assumes that everyone is equally lucid.

A man of spirit must therefore avoid going out in public. I discovered this singular state through a series of accidents that made me lose, without any effort, the ecstasy I had been feeling. Some friends, with whom I had gone out to the country, witnessed me arguing about everything, haranguing with monumental bad faith. The following day I recognized my wrongdoing and we searched the cause. My friends were wise men of the first rank, and we found the problem soon enough: coffee wanted its victim.

— Honore de Balzac: The Pleasures and Pains of Coffee

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One happy vagina

On this photograph below, yours truly is smiling.


The picture was taken somewhere in Shoreditch, the “Making Vaginas Happy” sign belongs to some organic feminine care creme that women apply, you know, on their private parts mostly.

Anyways, I don’t share much stuff on social media, but I thought: this is a great picture. I’m proud of this one. I smile and everyone can see that I still have all my teeth.

I will share this.

And then, a few hours later I realised that my girlfriend’s dad is a friend of mine on Facebook. I realised this because he commented on the photo.


Oh boy.

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One team I’m working with is 100% proper nerds. Imagine a transportation consultancy where people work with massive data models and advise governments, mayor’s offices or public events. To illustrate, one project we’ve worked on is the Champions League’s finals in Cardiff.

Definitely real nerds then. Not completely unlike Big Bang Theory but not exactly the same either. You definitely see more white ironed shirts than Google hoodies, but people are surely very much interested in what they do.

Trainspotters - Frederique comics

There’s a new project coming up, and on the kickoff meeting in the Bankside office I see consultants I haven’t met before. They are just as well: nerds, but you know, I too have studied maths for over 20 years. I can relate.

The meeting goes well, and I’m leaving the room with a friend who’s with the company for a longer time.

“Wait till you know these guys better”, he says. “They are nerds.”

“What do you mean they are nerds? You guys all are!”

“No, they are proper nerds. They are going-train-spotting-together level of nerds. They do actually: go out, watch trains, knowing exactly which service those are.”

Can’t wait for this project to get started!

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Diversity is strength

My girlfriend introduced me Taqanu founder Balazs Nemethi, because, well first, she knows that I’m best kept around fellow entrepreneurs and Balazs is great fun, and second, their bank-for-refugees startup is a great fit for our magazine Yakuzuzu. This post is excerpt from the interview that followed.

YZ: How was life in Norway? What did you learn there?

Norwegians are great at keeping a healthy work-life balance. They would work hard for eight hours, but then they would go home and hang out in front of the fireplace for the evening. This is something I try to take with me from those days: I try to keep one day a week when I do absolutely no work at all. It’s great for new ideas.

I’m not so great at this, sometimes I get stuck in work-mode for ways too long, but then my friends intervene: if I’m not responding for a few days, they would start writing me texts like “hey, it’s Tuesday night, stop working!”

YZ: How did you stumble upon the Taqanu idea?

The point with finding any project in Norway was to be distracted from reality. I was on the market for something with the promise of keeping me excited during the evenings: a project that’s bigger than you are.

It took some corners to arrive at Taqanu. I was interested in blockchain and banking, and explored ideas in that area. Plus, I was in Norway and I’m Hungarian, and then, in the Summer of 2015 Hungary built the wall to keep refugees out. All the people I’ve met in Norway asked about this one thing: how is it with Hungary and the wall? I tried to explain that it’s not like everyone in Hungary would want to keep the refugees out, most of us are in fact nice people.

These chats around the topic helped a lot to discover the utility in a digital fingerprint, and so the idea was born. I started to work on Taqanu.

It all started as project to offer banking services for refugees. Now it’s been developing into a global solution for decentralised identification and an answer to the lack of access to financial services for the estimated two billion people without financial opportunities.

YZ: What’s the next step after the idea is born? How did you get started?

I went to blockchain meetups in Oslo to pitch the idea. I had great experience there, the success started to knock on the door pretty early.

Taqanu was one of the few selected startups in the first Nexuslab programme. In cooperation with the London startup accelerator Startupbootcamp Fintech, Nexuslab gave us mentorship and coaching sessions for three months. There was only a small glitch: the final month of the programme was held in Zurich. I didn’t think twice, quit my architect job in Norway, and started to pack my bags.

The programme was great, Taqanu was taking shape, and I was talking to people who previously seemed to be way out of my league. I was invited to be a panelist on the “Proof of Identity for Refugees and Beyond” discussion on the European Identity & Cloud Conference in Munich, talking about blockchain based supranational identity infrastructure with people like Kim Cameron, Chief Architect of Identity at Microsoft or Mia Harbitz, advisor at the World Bank Group.

The story continues on Yakuzuzu.

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What’s next to my bed?

I woke up for someone standing next to my bed. For real.

It’s an Airbnb with two rooms rented out: us in one, another couple in the next. The guy from the next room got confused when returning from a nightly toilet run, took the wrong turn and somehow ended up standing next to me when I was asleep.

If you’ve never had to wake up for a stranger standing next to you and trying to recognise your shape in the dark, well, it doesn’t feel very good.

Those nightmares when aliens gather around your bed while you’re asleep and paralysed, and then all sorts of shit happens.

The all sorts of shit in this case was mostly, someone with an Italian accent saying “Fuck I’m sorry I’m so sorry sorry I’m sorry” and rushing out of the room.

Which is all my girlfriend could remember of the next morning: some weird mumbled Italian swearing.

It might very well have been me.

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Compare it with being dead

I’ve overheard someone comparing washable diapers with the non-reusable ones. One supposed to be environment friendly and the other less so.

In the comparison the washable diapers were almost free from all environmental damage. Which would obviously only be true if you skipped the washing bit of the reuse.

If you haven’t heard of the Penny lick ice cream glasses: in the 1800s London, one happy customer would get their ice cream, lick the glass clean and return it to the vendor, who would refill it and give it to the next customer. Apart from being yuuuck, this is perhaps the best way to spread tuberculosis, which the Penny lick did very well on until it was banned in 1899.

Don’t skip the washing bit when reusing a diaper, it’s super-ill-advised.

However, washing a reusable diaper makes the whole thing very unfriendly to the environment. When you compare the two options, apples-to-apples, you’re only choosing between the lesser of two evils.

This was a cafe chat that I’ve overheard and this is a Friday morning, so clearly we are not expecting scientific evidence. Also, I love when something is environment friendly and I’m on the same side: I too want the reusable stuff to win. But, for a mathematician, it’s nice to have the facts straight.

People don’t cheat when comparing stuff on purpose, and I’m certainly no exception. Humans are generally not good at rational reasoning.

Like now, I want to think that all this cappuccino will disappear if I swim for an hour. Sports are a great way to burn a gazillion calories.

Do you know how many calories would I burn simply standing still instead of swimming? Surprisingly, still quite a lot. Simply living-and-breathing consumes almost the same amount of calories as swimming for the same period, the difference is only some 20%.

Turns out that people mostly compare calorie consumption during sports with: being dead.

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