Word: labs
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Dates: during 2000-2009
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...taking on outsize tasks, reflected best in his controversial vow to "end suffering and death due to cancer" by 2015. In a letter to the heads of major U.S. cancer centers, he talked up the virtue of having the FDA and NCI "work together" to smooth the path from lab bench to bedside...
...developed to produce electronic sounds. Besides serving as an 'orchestra' for works by avant-garde composers, the Moog (rhymes with vogue) produced the bing-bong theme that for years preceded all CBS-TV color shows ... Composer John Eaton says of Moog: 'He has brought electronic music out of the lab and into our lives.' The basic elements of Moog's machine are amplifiers, mixers, filters and voltage-controlled oscillators ... Because its voltage controls can precisely 'shape' tones as they are being produced, the Moog affords more spontaneous variations of sounds than other comparable synthesizers, and far more subtlety and musicality...
There is one final--much larger--constituency that must stand by the lab: the public. Like any going enterprise, J.P.L. must sell its product, and one way it does that is with pictures. Out in the regions where J.P.L.'s ships fly, the sun is reduced to little more than a very bright candle. The color of planets and moons can be inferred by their chemistry, but even the most sharp-eyed cameras can't see the palette for real. J.P.L. has never been shy about photographing the bodies in grays and pastels and then adding a little colorizing--always...
Just where J.P.L.'s westward-ho push will take it next is not yet set. More missions to Mars are certain. Others to Pluto and Jupiter's moon Europa are possible. The still vague nature of these plans does not bother the veterans who know the lab best. "What we do here is try to figure out how impossible a task is and then we take it on," says Lee, a 30-year J.P.L. veteran. "The result is that we add to human knowledge. Now, can you have a better life...
...trend that is gaining momentum as competition stiffens. Nokia, T-Mobile and Nextel already use brand-specific ringtones. Hotel chains Westin and Hyatt Place are developing custom scents to diffuse in their facilities. Some industries have long used sensory elements in their marketing. Cadillac, for instance, has infused a lab-developed, focus-group-tested "Cadillac aroma" in all of its car seats for years. Branding experts know that, to be effective, olfactory and acoustic assaults must be subtle. "If you make these things feel like advertising, that you're doing this to affect behavior, you've failed," says Peter Dixon...