William Rosen

If all measures of human advancement in the last hundred centuries were plotted on a graph, they would show an almost perfectly flat line—until the eighteenth century, when the Industrial Revolution would cause the line to shoot straight up, beginning an almost uninterrupted march of progress. In The Most Powerful Idea in the World , William Rosen tells the story of the men responsible for the Industrial Revolution and the machine that drove it—the steam engine. In the process he tackles the question that has obsessed historians ever What made eighteenth-century Britain such fertile soil for inventors? Rosen’s answer focuses on a simple notion that had become enshrined in British law the century that people had the right to own and profit from their ideas. The result was a period of frantic innovation revolving particularly around the promise of steam power. Rosen traces the steam engine’s history from its early days as a clumsy but sturdy machine, to its coming-of-age driving the wheels of mills and factories, to its maturity as a transporter for people and freight by rail and by sea. Along the way we enter the minds of such inventors as Thomas Newcomen and James Watt, scientists including Robert Boyle and Joseph Black, and philosophers John Locke and Adam Smith—all of whose insights, tenacity, and ideas transformed first a nation and then the world. William Rosen is a masterly storyteller with a keen eye for the “aha!” moments of invention and a gift for clear and entertaining explanations of science. The Most Powerful Idea in the World will appeal to readers fascinated with history, science, and the hows and whys of innovation itself.

The Emperor Justinian reunified Romes fractured empire by defeating the Goths and Vandals who had separated Italy, Spain, and North Africa from imperial rule. In his capital at Constantinople he built the world's most beautiful building, married its most powerful empress, and wrote its most enduring legal code, seemingly restoring Rome's fortunes for the next five hundred years. Then, in the summer of 542, he encountered a flea. The ensuing outbreak of bubonic plague killed five thousand people a day in Constantinople and nearly killed Justinian himself.In Justinian's Flea , William Rosen tells the story of history's first pandemic plague seven centuries before the Black Death that killed tens of millions, devastated the empires of Persia and Rome, left a path of victims from Ireland to Iraq, and opened the way for the armies of Islam. Weaving together evolutionary microbiology, economics, military strategy, ecology, and ancient and modern medicine, Rosen offers a sweeping narrative of one of the great hinge moments in history, one that will appeal to readers of John Kelly's The Great Mortality , John Barry's The Great Influenza , and Jared Diamond's Collapse .

How a seven-year cycle of rain, cold, disease, and warfare created the worst famine in European history In May 1315, it started to rain. It didn’t stop anywhere in north Europe until August. Next came the four coldest winters in a millennium. Two separate animal epidemics killed nearly 80 percent of northern Europe’s livestock. Wars between Scotland and England, France and Flanders, and two rival claimants to the Holy Roman Empire destroyed all remaining farmland. After seven years, the combination of lost harvests, warfare, and pestilence would claim six million lives—one eighth of Europe’s total population. William Rosen draws on a wide array of disciplines, from military history to feudal law to agricultural economics and climatology, to trace the succession of traumas that caused the Great Famine. With dramatic appearances by Scotland’s William Wallace, and the luckless Edward II and his treacherous Queen Isabella, history’s best documented episode of catastrophic climate change comes alive, with powerful implications for future calamities.

The epic history of how antibiotics were born, saving millions of lives and creating a vast new industry known as Big Pharma.As late as the 1930s, virtually no drug intended for sickness did any good; doctors could set bones, deliver babies, and offer palliative care. That all changed in less than a generation with the discovery and development of a new category of medicine known as antibiotics. By 1955, the age-old evolutionary relationship between humans and microbes had been transformed, trivializing once-deadly infections. William Rosen captures this revolution with all its false starts, lucky surprises, and eccentric characters. He explains why, given the complex nature of bacteria—and their ability to rapidly evolve into new forms—the only way to locate and test potential antibiotic strains is by large-scale, systematic, trial-and-error experimentation. Organizing that research needs large, well-funded organizations and businesses, and so our entire scientific-industrial complex, built around the pharmaceutical company, was born. Timely, engrossing, and eye-opening, Miracle Cure is a must-read science narrative—a drama of enormous range, combining science, technology, politics, and economics to illuminate the reasons behind one of the most dramatic changes in humanity’s relationship with nature since the invention of agriculture ten thousand years ago.

How can marketers navigate the growing array of marketing specialties, media options, and data sources? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results?In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction.Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more efficiently build their brands and their business.