All posts by Philip Yaffe

Philip Yaffe was born in Boston, Massachusetts, in 1942 and grew up in Los Angeles, where he graduated from the University of California with a degree in mathematics and physics. In his senior year, he was also editor-in-chief of the Daily Bruin, UCLA's daily student newspaper. He has more than 40 years of experience in journalism and international marketing communication. At various points in his career, he has been a teacher of journalism, a reporter/feature writer with The Wall Street Journal, an account executive with a major international press relations agency, European marketing communication director with two major international companies, and a founding partner of a specialized marketing communication agency in Brussels, Belgium, where he has lived since 1974. He is author of 14 books, which can be found easily in Amazon Kindle.

The Whistle—Extraordinary Ordinary Things

Some of the most famous lines in cinema history were uttered by Lauren Bacall to Humphry Bogart in the 1944 Film “To Have and To Have Not.” The scene has Bogart’s character Harry “Steve” Morgan, a fishing captain in Nazi-occupied France refusing to smuggle members of the resistance on to his boat. Bacall, playing Marie “Slim” Browning, flirtatiously tries to change his mind. Just before exiting the scene, she passionately kisses him and says, “You don’t have to act with me, Steve. You don’t have to say anything and you don’t have to do anything. Not a thing. Oh, maybe just whistle. You know how to whistle, don’t you Steve? You just put your lips together, and blow.”

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SCISSORS: Extraordinary Ordinary Things

Have you ever needed a pair of scissors and couldn’t find one? No doubt you were extremely frustrated. Although scissors are one of mankind’s most low-tech inventions (two strips of metal joined at a pivot point), their uses are manifold and there seems to be no substitute. Imagine trying to cut a piece of paper without a pair of scissors, cutting out an article from a newspaper or magazine without scissors, opening a package tied up with string without scissors, etc.

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Soap: Extraordinary Ordinary Things

I remember as a child my parents always insisted I wash my hands with soap before sitting down to eat. I have never forgotten this, and sometimes get odd looks because of it.

In a restaurant, I always go wash my hands before the food is delivered even though no one else at the table does. Worse, when I visit friends in their homes, I do the same thing. I imagine they must think I have some kind of mania about cleanliness on a par with Lady Macbeth: “Out, out, damned spot!” While the good lady does not explicitly mention soap, there is a Lady Macbeth soap on the market anyhow. I don’t have a cleanliness mania. But I do have due consideration for the advice I received from my parents—and continue to receive from the medical community.

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Coronavirus: Psychological Pain, Psychological Gain

It is no secret that for many people, the “stay at home” policies that have been adopted by many countries to combat the spread of the coronavirus is causing considerable psychological pain. However, there may also be a psychological benefit to be gleaned from this otherwise bleak situation. And that is a fundamental readjustment of our expectations, particularly in so-called “first world countries.”

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