Deb's Reviews > What the Dog Saw and Other Adventures

What the Dog Saw and Other Adventures by Malcolm Gladwell
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Feb 25, 12

Read in January, 2010

*The Heinz of Non-fiction*

In "The Ketchup Conundrum" essay of this book, Malcom Gladwell deconstructs ketchup in an attempt to fathom why its composition--unlike that of its mustard condiment counterpart--has stayed the same the throughout the years. The secret behind ketchup's success rests in its precise combination of ingredients which together hit all of the "primal buttons" of the tongue, producing a high amplitude, full sensory experience.

Malcom Gladwell's writing in _What the Dog Saw_produces the literary equivalent of the ketchup experience. Each of his individual delicious words gracefully complements and feeds off each other, inevitably resulting in a completely satisfying literary creation that hits all of the right buttons. His ability to seamlessly mix together seemingly disparate ideas and concepts is nothing short of genius, and his talent for transforming the ordinary into the extraordinary is beyond words. Whether he's investigating the uncanny success of infomercial king Ron Popeil, proposing why the homelessness issue may be easier to solve than to manage, telling the story of postwar America through hair dye, or showing how the Enron scandal was actually a case of too much information, Gladwell delivers an incredibly satisfying literary masterpiece. Once again, Gladwell's journey through the familiar becomes a surprising and unforgettable voyage.
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