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.

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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I’d Rather Be Wrong Than Be Corrected

Some time ago I heard the story of an eminent scientist (I don’t remember the discipline) who had developed a controversial ground-breaking idea, which had been under attack for several years. Each time it was attacked, he had been able to successfully repel the criticisms.

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The Natural: Extraordinary Ordinary Things

“It’s only natural.” This common expression is often used by modest people to minimize the perception of their contribution to an important task, and it contains a hidden danger. Suggesting that some things are “natural” implies that some things are “unnatural.” However, the natural and the unnatural are fuzzy concepts that may lead to illogical and contemptuous discourse.

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