Camouflage has moved to the next level.
Israel has developed material that looks like the rest of the landscape - a collection of unevenly distributed rocks, for example.
In the photograph, they had to indicate there were soldiers below those 'rocks' waiting in complete readiness.
Camouflage patterns have taken over as fashion statements - with the mottled and distinctive designs that signify 'military' gear.
The actual requirement goes much deeper - because heat-seeking devices could pick out hidden soldiers.
That had to be masked.
The light sheets are made from a combination of polymers and other materials.
Heat signals are damped down, so there's no warning of soldiers lying in wait.
However, armies still have to use combinations of other devices when they are watching an area - everything from binoculars to radio equipment.
So, expect tracking to happen when radio bursts and the glint of light from a rock face hints at other activity.
It's a constant cat and mouse game
Except that the consequences are serious. Blending with the scenery in a natural environment is easier - but in an urban setting, they may not be feasible.
War games are an oxymoron - the play is deadly.
Not all calories are created equal
We're fixated on easy-to-understand things
2000 calories a day. 10,000 steps. 8 hours of sleep.
The assumption is that the body is a machine and what works for one person works perfectly for all of us.
Giles Yeo has written a book that explains everything in the title
Calories don't count.
He makes a simple assertion. Not all calories can be treated the same because the way the body metabolizes them is different.
Proteins are harder to digest than fats.
So, what the body gets out of it is different.
Institutions and guidelines simplify things to the point where they become prescriptions for everyone.
Nuance is lost completely.
And using devices to measure body rhythms and conditions lulls us into the belief that we're being taken care of as long as we follow what our devices instruct us to do.
Try this simple experiment.
Eat only when you feel hungry.
Sleep when you feel sleepy. Not at a time when you're supposed to 'go to bed'
The body has its own rhythms.
A million things are going on inside at the same time.
And when we start listening to it, we'll hear more.
The frequency to tune into to is what you own body clock is telling you.
None of us is primed to eat breakfast at 8 am, lunch at 1.00 pm and dinner at 7.30.
That may be more out of habit than health.
Listen to what your body tries so hard to tell you. But you have to learn how to.
A page is not what you think it is
When you're reading a real book or magazine, you know.
But on a Kindle, what is a page?
Try finding out. Especially if you have the Kindle app on your smartphone and the desktop cloud reader.
It will smartly bring you to the point at which you were on each of the devices but there's no way to determine the page you're on.
That's because of several fluid points. The size of the screen.
The preferred gap you have set between lines for your reading comfort.
Even the size of the type makes a difference to the number of words that can be displayed on a 'page'.
So, Kindle now shows different measurement points to help you understand - by telling you how long the chapter will take to read, depending on the speed at which you read.
Or the percentage of the chapter covered.
We talk of web pages as if they were exact equivalents of real sheets.
But that's nowhere close.
The way the web 'page' is assembled is different for websites, for smartphones and for iPads.
And in apps. That's another ball game altogether.
We've imported several terms from the world we knew.
However, it is obvious that many of these may not be relevant going forward.
The 'page' may soon be another relic among several other terms that have fallen into disuse.
Or mean something else altogether.
Every week, I'll plant a few ideas in your mind on branding, behavior and markets. Triggers for your thoughts. Spread the word to your friends. All you have to do is click the link and enter an email address.
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