Yield Management Tour Operators

in life and to maximize the prospects for a successful old age. This is not a textbook but a personal treatment of the nature of aging for the interested layperson. Most textbooks are filled with the findings of scholarly research. They often fail to yield a useful portrait of getting old for reasons we hope will become obvious to the reader as we proceed. By this we mean that they do not provide a clear idea about what it means to an individual person to be old or to be getting old and what it often

business as well as you can. Bill Bernbach said, “The magic is in the product. . . . You’ve got to live with your product. You’ve got to get steeped in it. You’ve got to get saturated with it.” The moral for writers and art directors is: Do the factory tour. I’m serious. Go if you get the chance. Ask a million questions. How is the product made? What ingredients does it have? What are their quality control criteria? Read every brochure. Read every memo you can get your hands on. You may find ideas waiting