A few months ago, Coca-Cola introduced a new line of bottled water in Japan called I LOHAS, that uses 40% less plastic than most PET bottles.

The image of the bottle crushing down into a vase for a little sprig of green is branding genius, memorable and communicative. But why did Coca-Cola make a single product, rather than bottling ALL of its drinks in the lighter bottles? The whole endeavor is either a cynical greenwashing or a gutless baby step.

They’re Coke. What’s stopping them from taking making a bolder move?

p.s. I LOHAS’s tagline, “Delicious + Good for the environment” is a less illegal but no less ugly lie than if Phillip Morris still claimed low tar cigarettes are good for the body.

As seen on Flickr:

Ever since The 4-Hour Workweek, I’ve been hearing a lot about the wisdom in working smart rather than working hard. I work quite a lot, smart enough I think, but with plenty of mistakes as well. What bothers me about the “work smart, not hard” mantra is that it implies that hard work is necessarily an undesirable weakness to be overcome or cured.

I have a few responses.

1. Sometimes you need to work hard, even when you are working smart.

Creative work rarely goes from good to great without some hard work. This doesn’t mean that every job needs to take 500 hours, but some just do. And the ones that only take 5 minutes often take only 5 minutes because you’ve worked hard at similar tasks years ago and now they come easy.

There are plenty of other legitimate reasons to work hard, even when you’re working smart: your partner is out sick, you made a mistake, someone else made a mistake, you’re on a roll, etc.

2. Who wants a 4-hour work week?

I have no interest in a 4-hour work week, I love my job. I work in a comfortable office with people I respect and care about, doing projects which are enjoyable.

If the idea of a 4-hour work week is attractive to you, you’ll probably have better luck at happiness by looking for a better job or looking to make your current job more enjoyable than by searching for a way to get rich quick, get other people to do your work for you, or whatever other snake oil this book is selling.

(It seems like the easiest way to achieve the 4-hour work week is to write a book about the 4-hour work week. Except that someone already did that.)

3. Working smart is not a bad idea.

Of course it’s not. But it does mean different things to different people and professions. For me?

• Regularly asking myself if I’m going in the right direction and knowing when to start over and when it’s time to push further
• Knowing when good enough is good enough and when it isn’t. (* story on inside of box)
• Knowing when shortcuts are going to end up taking me longer to fix than doing things the right way from the beginning
• Knowing when asking others for help will save time and when it will cost time
• Knowing when doing something today will take half the effort it will take tomorrow, and when it will take twice

I learned (and am learning) most of this stuff through experience gained while working hard, as most people probably do.

Hard work is not necessarily a virtue and certainly not for everyone, but some people (myself included) enjoy it. We may change our mind someday, but in the meantime, skip the lecture and let us get back to work!

—

* In my college summers, I used to work light construction with my father and uncle. One morning my uncle gave me a tiny closet to paint, and left me be.

He came back a few hours later to check up, shocked to find me still in the closet, sweatily struggling to get the paint strokes to all go in the same direction. He boasted about how he and my dad used to compete for who could get more apartments painted before lunchtime, and then he told me my closet was fine as is.

I protested and pointed to the uneven brush marks, when he smiled as his eyebrows arched upwards.

“I have just the thing to fix that.”

Then he reached up and pulled the little string hanging from the light bulb in the ceiling and the closet went dark.

Since it might be a while before we get to a full writeup of the ASICS EU redesign, I thought I might share a few little points of happiness we found along the way:

A Problem:
We decide to bring the country selector down to the bottom of the page, to save valuable real estate up top. If you have a long list of countries, the typical dropdown list will make the page get longer, and when the user scrolls to find their country, the dropdown closes back up again, essentially making it unusable.

A Solution:
Make the drop down drop up, with a little bit of Craig’s Javascript magic. Page doesn’t get longer or scroll, and the entire list is visible and clickable.

Try it out!

Don’t worry, I won’t make this a habit.

• For now, it’s keeping up nicely, only ever feels sluggish when Parallels is booting up or shutting down.
• Runs Photoshop like a dream. I now know that the remaining annoyance, chokes on “Save for Web”, are CS’s fault and not my Mac’s.
• I was on 10.4 on my last machine, so I’m happy to have a version of spotlight that works.
• The keyboard is nice, but the key’s, especially the space bar, are less firm and noisier than the Apple keyboard.
• The no-button takes too much pressure for a click. For the first time, I moved to tapping, which is error prone, but less tiresome.
• The screen is nice and bright, maybe too much so. Slight differences in very light greys are lost. Maybe this is more in line with other laptops and will keep me away from design nuances that will be lost for most users, but even that unintended benefit is probably a job for CS color profiles.
• The NVIDIA 9600M GT graphics processor (the lesser of the two) is a P.O.S. When it’s running, I get random flickers of black, and YouTube videos choke, usually at the moment of truth. Also, when you dim the screen down to the last few bars, it flickers like a dying florescent. If running this processor gave the machine 15 hours of battery life then fine, but it doesn’t, why would you install something so crappy in something called “Pro”?
• The screen hinge is already too loose after 3 months.
• The nasty key prints are even more of an eyesore on the glossy screen. This seems like something that should have been easy to avoid.

Mankind seems royally f**ked these days. . . how is this headline even possible among rational beings?

Israel halts firing to allow aid into parts of Gaza

“Israel is halting its military operations in Gaza for three hours today to allow residents of the Hamas-ruled Palestinian territory to obtain supplies. The truce is scheduled to take place every other day. “This is in order to enable replenishing of supplies and allow aid activities,” Israeli Defense Ministry spokesman Peter Lerner told CNN.”

Indeed, Indeed.

A few days ago I received an email from Twitter, informing me that I was being followed by Betty Draper. I followed back, and a few minutes later, Betty sent me a message, “You can’t sleep either? Thanks for keeping me company ;)”.

I’ve never been much interested in fan fiction or the fiction that inspires it, but there’s something about these characters moving in this medium that’s startlingly powerful. Both Mad Men and Twitter derive their stories and interest mostly from small revelations between carefully or carelessly controlled public and private personas (be it through multiple accounts or stolen dog tags). Like all fan fiction, the Mad Men on Twitter extend and bend the story beyond what’s possible in the stingy one-hour-a-week, one-way format of a TV show. But because Tweets are text and Twitter is a social space, @trudy_campbell and @harrycrane are able to avoid the visual dissonances that can befall a fat Batman at a comic book convention or a kitschy dinner theater performance at Disney’s MGM studios.

Within hours of @bettydraper’s email, I was following a dozen Twitterers in her orbit, including her daughter, her rival, her husband, his coworker, and his past. I followed as they converse with each other and us from 1963 – flirting, skirting, throwing dinner parties, and pouring gimlets, all using a technology that wouldn’t be invented for over forty years and whose only purpose is to capture “what people are doing right now”. @_PeteCampbell effortlessly closes the gap between his now and ours, simply by ignoring it.

Some of my favorite tweets:

“@ken_cosgrove I’ve got a stiff one for anyone who needs it. The Prosecco’s almost gone anyway. @Paul_Kinsey? @_PeteCampbell? Who’s ready?” - Sal_Romano

“Mrs. Draper is a cold, cold princess. Not much better than mom. I’m all alone.” - glen_bishop

Some articles:

• i am @bettydraper (Including dirt on her rivalry with @betty_draper
• Confessions Of A (Fake) Mad Man by @don_draper
• A Marketing Move the ‘Mad Men’ Would Love
• AMC decides to allow fans’ ‘Mad Men’ Twittering
• There’s Alka Seltzer in my Scotch (In which I trash Mad Men and AMC. What can I say, in retrospect, Season One was a necessary mess ;)

Tokyo Metro has been making “subway manners” posters since 1974 to promote a harmonious riding experience. These posters have focused on just a handful of rules: don’t apply cosmetics on the train, don’t take up too much space, don’t play loud music. But they always seem to avoid the subject of this guy or for that matter this fella, or this chap.

So when the latest round of clever posters came out, this time with a creepy little salaryman silently passing judgment on all, us gaijin couldn’t help ourselves

Spot-on illustration by Office of Mesker

Today, a few hours after an unsatisfying lunch at around 3 o’clock, I left the office for a nearby convenience store, to pick up a snack for me and one for Eiko.

I ate my entire snack before arriving back at the office. Upon my return, I immediately went to the kitchen and threw away my plastic wrappers, then returned to the work room to give Eiko a carmelized custard.

So then how, with no clues from me visual or otherwise, did she, on our way home, correctly guess that among the hundreds of edible choices available at the convenience store, I ate one onigiri and one cream puff?

I have no regular pattern of buying choux cremes or onigiri from the convenience store, and in fact buy nothing but chocolate 80% of the time.