Books in the 101 Things I Learned series

An informative, illustrated guide to food, cooking, and the culinary profession by a former White House chef-now in a revised second edition featuring 50% new material "This book is all meat with no fat. . . . Sure to surprise and enlighten even the most informed gourmands."-Publishers Weekly (starred review), on the first edition of 101 Things I Learned in Culinary School A chef must master countless techniques, memorize a mountain of information, and maintain a Zen master's calm. This book illuminates the path to becoming a culinary professional by sharing important kitchen fundamentals and indispensable advice, including • practical how-tos, from holding a knife to calibrating a thermometer to creating a compost pile• ways to emphasize, accent, deepen, and counterpoint flavors• why we prefer a crisp outside and tender inside in most foods• understanding wine labels and beer basics• how to narrow innumerable culinary options to a manageable few, whether selecting knives, oils, thickeners, flours, potatoes, rice, or salad greens• how a professional kitchen is organized and managed to maintain its mission Written by a culinary professor and former White House chef, 101 Things I Learned in Culinary School is a concise, highly readable resource for culinary students, home chefs, casual foodies, and anyone else trying to find their way around-or simply into-the kitchen.

Providing unique, accessible lessons on advertising, this title in the bestselling 101 Things I Learned® series is a perfect resource for students, recent graduates, general readers, and even seasoned professionals. The advertising industry is fast paced and confusing, and so is advertising school. This installment in the 101 Things I Learned® series is for the student lost in a sea of jargon, data, and creative dead-ends. One hundred and one illustrated lessons offer thoughtful, entertaining insights into consumer psychology, media, audience targeting, creativity, and design, illuminating a range of provocative questions: Why is half of advertising bound to fail? Why should a mug in an ad be displayed with its handle to the right? How did the ban on cigarette advertising create more smokers? Why do people fall for propaganda? When doesn't sex sell? Written by an experienced advertising executive and instructor, 101 Things I Learned® in Advertising School is sure to appeal to students, to seasoned professionals seeking new ways to craft an ad campaign, and to small-business owners looking to increase awareness of their brand.