Good Stuff! 2 Sauces You Don’t Want to Miss

ByJohn Brown

What have the Dutch got that we ain’t got?

Well, besides signs like this.

geenhondenpoepopdestoep

Which is frequently accompanied by the words “Geen Honden Poep Op De Stoep”(no dog poop on the sidewalk).

I’ll tell you what they have—easy access to sambal oelek (SAHM-bal OO-lek). Sambal oelek is Indonesian for “dang good chili paste.”


 SambalOelek

And why I started this post with the dog sign, I don’t know. Probably not the best lead in for food. But put that out of your mind now.

You have avoided the dog, and are now sitting down to a delicious meal. And it’s been made even more delicious because you used sambal oelek. “Sambal” means something like “condiment” or “sauce.” There are a lot of different sambals, of course.  Oelek refers to a type of Indonesian stone mortar and pestle used to grind things. So a rough translation is ground sauce.

And this sauce/paste is awesome. Now, I’m not a spicy foods guy. In fact, whenever we eat out, and I’m asked how spicy I want my food, I always choose mild. I hate super spicy food. But sometimes a little spice can transform a dish.

You want to perk up your stir fry? Sambal oelek.

You want to refresh your scrambled eggs? Sambal oelek.

You want to try a new kind of PBJ? Sambal oelek.

A spicy PBJ? Oh, baby.

I was introduced to this BPJ when I was on my mission in the Netherlands. BTW, it’s not by accident I became of fan of Indonesian food while on my mission. Indonesia used to be a Dutch colony, and so there are tons of Indonesians there. For almost a year, I lived in rooms rented out of the houses of Indonesian landladies who cooked our lunches or dinners for us.

So one day I watched one of my fellow missionaries spread sambal onto a piece of bread, then follow with peanut butter and a touch of jelly. At the time, I was grossed out. Then I tried it.

Have you ever had satay? It’s the Thai and Indonesian version of BBQ. It usually comes with this marvelous spicy-sweet peanut butter sauce. If you have, you know you love it. And this, well, this is what you call the sambal PBJ variation of satay.

If you like Thai, you’ll love this stuff.

So where did I find it?

World Market.

And if you don’t have one close, you can get it on Amazon. Yeah.

But, wait. There’s another mild hot sauce that you don’t want to miss.

My two daughters just returned from their missions. One went to Kentucky. At the end of her mission, she was teamed up with one Sister Barajas from Mexico and assigned to work Spanish-speaking folks. And Sister Barajas introduced her to Cholula.

Cholula

Heavenly Cholula. Not too spicy. No weird taste like Tobasco.

You want to perk up your stir fry? Cholula.

You want to refresh your scrambled eggs? More Cholula.

You want to try a new kind of PBJ? I don’t know. I haven’t tried that yet. But it’s good on steamed veggies. Good just about anywhere you want a fine little zing.

Where can you find it?

Walmart.

How easy is that.

If you like mild spice, the little bottle with a wooden top is going to become your friend.

Okay, so what if you don’t like sauces?

cafe_zupas

How about a great soup and sandwich. Here’s the freebie recommendation. If you live close to a Cafe Zupas (Arizona, Idaho, Nevada, Utah), try to new Roasted Veggie and Quinoa soup along with a sandwich. I had the California Turkey. It was delicious. It comes with a little bit of French bread and a chocolate dipped strawberry.

Life is good.

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  • Good Stuff! StoryBrand

    ByJohn Brown

    Folks running for office, especially our wonderful citizens running for local county offices, business owners, and any of the rest of us who what to persuade people to listen, I’ve got something for you.

    I will bet that most of you aren’t aware that you’re muddling your message and losing votes, sales, and converts to your causes.

    Of course, maybe you’re way ahead of me. I thought I knew what I was doing. I have a master’s degree in business, spent a few years in business consulting, have created a few small startups, and currently am a product manager for large software company. Despite all of that, I had somehow missed something vital. Something simple and powerful. Something that has a dramatic effect on sales, votes, and converts. On getting people to even listen to what I had to say.

    And I’m not alone. I saw another company struggling with it this weekend.

    On Saturday I went and watched the latest Marvel movie at a theater in Logan. One of the pre-movie video ads was for a local company called Conservice. I don’t know how many thousands of dollars they spent on the ad they played. Or how much they spent on the many other ads we’ve seen over the years. But when it finished, I turned to Nellie and said, “I still don’t know what that company does or why I should care.”

    “I know,” she said. “I know.”

    We were both baffled. After years of seeing their ads, we still have no idea what they do, how it would make our lives better, or what action we should take to use their service.

    They have wasted thousands and thousands of dollars on their marketing.

    There’s another local company that advertises during those pre-movie slots. It’s called ARS. I saw one of their ads this weekend as well. But it only reminded me of what I already know. I know exactly what they do, how it would make my life better, and what action to take.

    If you have a flood, fire, or plumbing backup—whatever—they clean it up. “Got a mess? Call ARS.” That’s their one-liner.

    If I ever have a mess, I will call ARS. I will never call Conservice. I have no idea what they do.

    What’s the difference here?

    Clarity.

    And what generates that clarity?

    A complete focus on the customer. The ARS ads are all about the customer and their problems and needs.

    The Conservice ads, on the other hand, are all about Conservice. We’ve been in business for x years. Here’s what our building looks like. Here’s a worker planting a bush. Blah, blah, blah.

    The ARS ads are all about me, the guy in the theater seat, the thing I want and the problem I have. ARS features me as the hero in my own story. They present themselves as the helper—the Yoda or Gandalf or Haymitch who helps the hero get what they want. You got a mess? We’ll help you.

    The difference in the power of the two ads is night and day.

    Of course this means it’s been verified that I’m a dolt. After all the years in business and education, I should have known this. But the surprising truth is that I’m not alone.

    I look at the marketing we do at the billion-dollar company I work for and see this same issue everywhere. Millions of dollars spent on muddles. I look at company websites on the internet and see more muddles. I recently listened to pitches by many of our local citizens running for office and saw the same thing. It seems this communication muddle afflicts a lot of us.

    About five years ago, when I began investigating an idea for a new company, I came across the Lean Startup method pioneered by a guy at Stanford and began to see the light. But a few months ago, the curtains were completely pulled aside to let in the sunshine. And wow! What a revelation.

    If you want to get people to listen, you have got to hear what Donald Miller has to say. He’s consulted with thousands of companies on how to clarify their message so people will listen. His framework and method make clarifying your message so easy.

    He calls it the StoryBrand framework, and it’s brilliant. What it does is help you clarify your message so that a customer or voter or whoever will know within three seconds:

    1. What you offer
    2. How it will make their life better
    3. And what action they should take if they are interested

    But it goes beyond that. It helps you actually define what you should be offering in the first place. It’s a powerful product development tool. I’ve started using this in all my business efforts. And in my training and presentations.

    For example, I just used it to develop a presentation I delivered at a huge writer’s conference last week. The results were that after the presentation, I had a line of people wanting to thank me. I had people telling me I made them cry. Others wanted to give me a hug. They were grateful. I had people tell me it was the best presentation of the conference.

    This was not because I’m brilliant. I’m a dolt, remember. It’s because I used the StoryBrand framework to focus on those people. Their needs. Their problems. Their aspirations.

    If you’re running for office, if you have a business, if you want to persuade anyone to do anything, then let me recommend you listen to this guy and learn about this framework.

    Get the revelation. Get out of the muddle. And get people to listen.

    And when you’ve finished the Miller stuff above, read How to Write Copy That Sells by Ray Edwards, the guy who has partnered with Miller. It’s all about clarifying your message as well.

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  • Two Jillian Workouts & Gottman’s Seven Marriage Principles

    ByJohn Brown

    Jillian Michaels is, in the words of my brother-in-law, “the woman who chases the fat people around.” And indeed, as one of the main trainers on the TV series Biggest Loser, she gets those folks moving. But I didn’t know anything about her or the show earlier this year when a friend recommended her 30-Day Shred DVD workout (thank you, Mr. Dayton).

    I’m a cave dweller. I sit in my little basement office and do my thing. And I have to make sure I get some type of exercise lest I turn into a great jelly. So I’m always on the lookout for a good workout. But it’s got to meet certain standards. I don’t want anything that’s Mickey Mouse. And I don’t want any froo-froo.

    So I asked this friend if these workouts featured a bunch of women dancing around in fruity outfits, because I can tell you right now, as open to new experiences as I am, I wasn’t going to buy a leotard and tip toe through the tulips with them. My friend assured me it was froo-froo free. And boy was he right.

    Jillian shows up with two other gals, gives you a two-minute warm up, and then proceeds to bust your hiney with three circuits of strength, aerobic calisthenics, and ab exercises. The strength exercises include things like push-ups and squats with dumbbell military presses or curls. The aerobic segments have you doing jumping jacks and jump rope. The ab portions run you through all manner of crunches and lower ab exercises. The three circuits take twenty minutes to complete. And there are three different levels of workouts on the DVD.

    I walk or hike three miles a day four days a week, and so I thought I was in reasonably okay condition. Jillian disabused me of that silly notion. I couldn’t keep up. Heck, the first dozen times through the workout I think I spent half the time either catching my breath or trying not to faint.

    But I kept with it and got stronger. And then I found Jillian’s No More Trouble Zones. This is a forty-minute workout. And I defy any of you he-men out there to try it and tell me you can keep up with this broad in this DVD. I still pant like a dog and have to take breaks when I do the workout. My only consolation is that Jillian and her two smiling evil pals work out with three-pound dumbbells while I work out with seven, fifteen, and twenty-five pounders.

    Like the shred workout, this forty-minute workout is comprised of circuits. But in the trouble zones workout there is no jumping about. It all double-whammy exercises that have you working both your upper and lower body at the same time or doing some killer ab maneuver. You’ll do pushups, squats, curls, a vicious plank circuit, and a dozen other exercises. You’ll work your triceps, biceps, shoulders, back, abs, and legs multiple times. This workout is no joke. 

    If you’re looking for an intense workout that doesn’t waste your time, I think you’ll enjoy either of these Jillian DVDs. All you need are a few dumbbells, a mat if you’re working on a hard surface, and prayer beads for those moments when you suspect you’re about to give up the ghost in a muscle-burning cardiac arrest.

    *

    Back in April of this year, Dr. Liz Hale, a licensed clinical psychologist, started her remarks to a local audience of more than 100 mental health professionals by saying, “Dear fellow colleagues, you are in danger of having an affair.”

    Her point was that every marriage, even those of the marriage gurus, is vulnerable to infidelity–be it sexual or emotional. Individuals have to actively curb all the subtle and often innocent beginnings that lead to unfaithfulness.

    “We make the mistake of thinking (marital) vows will keep us safe; and they don’t,” she said. She went on to say that couples cannot depend on love or similarities to keep their marriage intact. It’s not enough.

    Emotional or sexual infidelity isn’t as rare as we might think. But even if we don’t stray into some type of unfaithfulness, that doesn’t mean a marriage will stay together. Like anything worth having, a good relationship takes work.

    But what kind of work? What are the key principles for making a marriage last?

    For many years the prescriptions of marriage gurus were based on anecdotal evidence and rules of thumb—on opinion. Because the opinions weren’t tested, they led to all sorts of errors. For example, many yet believe that the road to marital bliss is through communication, specifically through successful conflict resolution. According to this idea, happy couples are those that have learned to resolve all their conflicts in a nice manner. The problem is that when conflict resolution was put to the test, the studies showed it didn’t work. Marriage therapies based on conflict resolution share a very low success rate—over the long haul they only work about 20% of the time.

    So what does work?

    John Gottman is a marriage counselor who took a different approach and started to collect rigorous scientific evidence on over 650 couples, tracking the fate of their marriages for up to fourteen years. The results of his work are startling.

    He uncovered a number of relationship myths, including the one about communication. He found that happy marriages were never perfect unions. These satisfied couples often had differences in temperament, interests, and family values. They argued over money, kids, and housekeeping, just like unhappy couples did. They had problems and faced issues. However, all these satisfied couples also practiced seven principles, even if they didn’t know it, which helped them navigate their way through all the difficulties and keep their marriages happy and stable.

    And it’s not just opinion. The success rate for the type of marital therapy based on his research is 80%. He knows what makes marriages work and has written it up in a fabulous book called The Seven Principles For Making A Marriage Work.

    Every marriage is vulnerable to failure. It takes work to enjoy a satisfying relationship with a spouse. But it’s so much easier to improve and maintain a relationship when you’re working on the things that actually make a difference. If you want to improve your marriage, give Gottman’s book a read.

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    Writing Update: Curse, trebuchets, CONduit, book industry, & Robinson Wells

    ByJohn Brown

    As of 5 PM this last Saturday I have finished 15,000 words of the climax of Curse of a Dark God. I think I have another 10,000 to go and the book will be done. I’m so close to the end of this draft! So don’t let the progress bars fool you. The ending is coming together fabulously–lots of spectacle, big reveals, and major heroics. At least, I think so.

    While working on this, I had to spend a number of hours finding out how strong a wind must be to pick up humans and stones. I also needed to know the destructive forces of various classes of tornados and hurricanes. Why would I need to know such things? I write fantasy, for Leroy’s sake!

    (Yes, that’s good English; I’m a writer, and one of my prerogatives is to make up silly versions of common expletives using the names of friends and enemies.)

    Here’s why: I just can’t write if I don’t believe in what I’m writing. And when I’ve got monsters (skir) that can generate winds that will be used in a siege, well, I had to know the terminal velocities of what these creatures could throw, and what that might mean for fortress defense. I had to know the limitations and ramifications.

    I won’t rehearse all the fascinating details (and it WAS fascinating), but all that research did lead me to a wonderful documentary. It’s called Secrets of Lost Empires 2: Medieval Siege and was produced by Nova in 2000. You can get it on Netflix or Amazon.  In the film, fifty carpenters worked day and night to create and test what they dubbed “the fourteenth century version of the atom bomb”–the trebuchet (tre-byou-SHAY). The trebuchet as the most popular throwing machine in Europe during the middle ages. If you love the history of medieval war, you’ll love this film. You might want to add to it a reading of the excellent Ancient and Medieval Siege Weapons by Konstantin Nossov, which you can get via the inter-library loan program.

    I’ll share two cool factoids for you history fans. “Catapult” means “shield-breaker,” “cata” meaning break or penetrate and “pelta” being the name of the shield used by the Greek light infantry. The original catapults were NOT big spoons–they sped arrows and balls along a track like a crossbow. However, instead of using the spring force of a bow, they used torsion-springs, which is what you get when you twist fibers that want to be straight. In the case of catapults the fibers were ropes made out of animal sinews or hair (horse or human, a woman’s hair being considered the best) and soaked in oil. Click on the image to see a larger picture. 

    A modern example of a torsion-spring are those balsa wood airplanes with propellers attached to a rubber band that’s hooked to the belly of the plane. To fly them, you rotate the propeller round and round, twisting the rubber band. Then you let the propeller go. Because the rubber wants to be straight, it reverses the twist, spinning the propeller the opposite way you twisted it. 

    You might think these torsion-spring engines were weak. But one catapult was reported as being powerful enough that an arrow shot from it broke through a shield, and the armored warrior standing behind it, at a distance of 400 yards! Hence, the name.

    The other factoid is that “trebuchet” comes from the French term meaning to overthrow. If you saw Return of the King, you’ll recognize them as the engines used on the towers of Minas Tirith. Trebuchets are simply an evolution of the staff sling. When it came to breaking castle walls, there was nothing more effective until the cannon appeared. Of course, in my book I use them a bit differently. You’ll see.

    One funny thing. I watched the movie with my oldest who was just as fascinated with the engines as I was. When she was telling my wife about the film, she kept referring to trech-uh-butts. Which, I guess, is as fair an attempt at “trebuchet” as any. However, my wife kept picturing buttocks and couldn’t figure out what the heck my daughter was talking about–“You were watching what with your father?!”

    The French make things so hard . . .

    ***

    The Monday after CONduit I left for work in Mexico and then Vegas. I didn’t get back until this week. So I just wanted to say I had a great time at the con. Loved chatting with all the folks there.

    It was great to see the Larry Correia, Paul Genesse, Jessica Day George, Isaac Stewart (and his brother Dan), Mette Harrison, Eric James Stone, Darren Egget, Julie Frost, Sandra Tayler, LE Modesitt, Josh Perkey, Nicole (whose husband is an Orem cop and I lost his number), Daniel Who-I-Sacrificed-to-My-Editor, and the Dungeon Crawlers Radio guys.

    It was also nice to speak with Julie Wright who was one of the initial judges for the Whitney Awards. She’s always nice to chat with, but this time it was especially nice since she said reading Servant of a Dark God was like eating chocolate. I’ll take chocolate praise any day.

    I also met new author Janci Patterson who just sold a YA with a great premise. It’s called SKIP and is about a young girl whose parents are divorced. The girl has to go stay with her dad who lives in a trailer and is a bounty hunter. I’m a sucker for bounty hunter stories. Especially this one, because she goes out with him and falls in love with one of the guys her dad has to haul in. I’ve slaughtered the pitch, but I got that good old writer’s envy when she told me about it. Can’t wait to read it.

    I also got to see Barbara Hambly. I was at LTUE when she was there like 20 years ago. We loved her stuff. She suddenly dropped out of the writing scene in the early 90’s and now I know why–it appears Del Rey dropped all their midlist authors except for Anne McCaffery and someone else. Hambly was one of the causalities.

    ***

    After Hambly’s main address, I sat with a few authors and had a brief discussion about the book industry where it was suggested the industry was shrinking–fewer readers, fewer sales, doom, doom, doom. But that is exactly opposite all the data I’ve seen.

    1. Book sales have an annual average growth over the last seven years of 1.1%, adult paperbacks are growing 2.9% http://www.publishers.org/main/IndustryStats/indStats_02.htm or http://www.publishers.org/main/IndustryStats/documents/S12009Final.pdf . Now, this doesn’t show units sold. So it could be that they sold fewer units for more money per unit. Still, it shows at the very least that $$$ aren’t shrinking.
    2. The New Book Titles report here shows an increase in the number of titles: http://www.bowker.com/index.php/book-industry-statistics — 80% increase from 2002 to 2009.
    3. Reading rates are actually on the rise: http://johndbrown.com/2009/03/literary-reading-rates-on-the-rise/
    4. Finally, I contacted Bookscan for their numbers for an ALA conference I did last summer. This is just juvenile fiction, but the numbers are in units. Now, I don’t know if they added more sources to their database and so that caused a rise, but I explained to them what I was trying to do—see trends over time—and this is the data they provided. According to their numbers, more juvenile books are being sold now than in 2004. Click on the graphic below. This means we have more and more readers rising up through the ranks! One author asked how much of that was Rowling and Meyer. During that period books by those authors accounted for an average of 7-10% of all juvenile fiction. Bookscan categorizes “juvenile” as everything for kids. That means from Go, Dog Go up through what we consider Young Adult. R&M accounted for an average of 33-36% of what Bookscan categorizes as science fiction, fantasy, or magic within the juvenile mega-category. What all that means is the growth is across the whole category, not just with their books.

    So I’m very sanguine about the book industry’s prospects. Today’s youth seem to be able to play computer games AND read in great quantities.

    ***

    Finally, one last bit of news. Robinson Wells was the one of the main ones to start the Whitney Academy and the Whitney Awards. Well, he just got some fabulous news. Here’s the announcement from Publishers Marketplace: “Robison Wells’ YA debut dystopian thriller VARIANT, a modern-day LORD OF THE FLIES, set at a boarding school where not everything is as it seems and every day is a fight for survival, in a significant deal, in a three-book deal, to Erica Sussman at Harper Children’s.”

    For those of you who don’t know, here are the PM deal categories.

    • “nice deal” $1 – $49,000
    • “very nice deal” $50,000 – $99,000
    • “good deal” $100,000 – $250,000
    • “significant deal” $251,000 – $499,000
    • “major deal” $500,000 and up

    Oh, baby. Someday. Someday. Of course, I’m nothing but happy for Mr. Wells!

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    Update and The Shape-Changer’s Wife

    ByJohn Brown

    Assassin is moving along. I’m heading into the last quarter of the book, which is where the fireworks start. I appreciate all of you who have been so patient. My goal is to end this arc of the series with a bang. 

    In the meantime, I’d like to recommend a fantasy novel. I enjoyed it many years ago and recently reread it, finding myself swept away with as much intrigue and delight as the first time. 

    It’s The Shape-Changer’s Wife by Sharon Shinn. 

    The story follows an aspiring wizard named Aubrey who is nearing the end of his training. He asks his mentor, the wizard Cyril, to teach him transmogrification—the art of changing form—but Cyril refuses. Aubrey protests. Cyril knows the spells. He has cast them himself. Still, he refuses. 

    Eventually, however, Cyril’s conscience gets the better of him. A well-rounded wizard should know every branch of magic, even the ones Cyril dislikes. So he writes to another wizard, a shape-changer named Glyrenden, and asks if he will take Aubrey as a student. Glyrenden agrees. 

    As Aubrey sets off, Cyril gives him a warning: “Learn everything he teaches you so well you can cast his own spells back at him. Glyrenden respects only those stronger than he is, and those he hates. If you cannot beat him, he will destroy you.” 

    And so begins the tale. 

    There’s mystery, wonder, betrayal, loss, battle, and even love. Best of all, it’s a complete stand-alone novel, a rarity these days. 

    If you’re hankering for a fantasy adventure that can be read in one volume, I think you’ll be very pleased with this one. 

    Happy reading,  

    John 

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    “How It All Came Crashing Down” by Peter B. Gardner

    ByJohn Brown

    Everybody knows that we got into this recession because banks began lending money to people who had terrible credit ratings, right? People who didn’t have to prove they even had a job. I mean, how long are you going to stay in business when you keep handing out dough to people you never hear from again?

    But is that all there is to it? And was it really just the fault of congress because they told Freddie Mac and Fannie May (the organizations that purchased loans) that they had to start purchasing these highly risky things? Or was it all those greedy Wall Streeters?

    In this must-read article, “How it All Came Crashing Down,” BYU econ professors explain how we got into this mess—and what we can learn from it.

    But that’s not the end of the story. Ira Glass and the folks at This American Life uncover deeper causes of the problem in their must-listen show “The Watchmen” (no, not the movie). I mean, come on, we were told these high-risk loans were as dangerous as milkshakes. Shouldn’t SOMEBODY have seen it?

    President Obama keeps saying that the root of the problem was that there wasn’t enough government oversight. Sounds good, doesn’t it?  We’ll get disinterested Uncle Sam to protect us from all these investment bullies. But if we dig a bit deeper, it appears that Uncle Sam was one of the major players at the root of the mess.

    Ouch.

    Read. Listen. They are two fabulous pieces.

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