#1

Prologue
The main point of the chapter was to discuss the ways in which businesses utilize the way in which the human mind processes data and information that is put in front of them. The author uses the example of a Staples prototype store to describe the way in which customers "wayfind" their way throughout the store to buy a multitude of different products they may, or may not, need.
"We learn by watching our customers' eyeballs," Medill says. Customers enter the store and move nine to twelve feet in, and they "stand and scan." (2)
"In physical space, some things are nearer than others...Physical objects can be in only one spot at any one time...Physical space is shared...Human physical abilities are limited...The organization of the store needs to be orderly and neat." (5)
Reading about the prototype Staples store reminded me of how easy it is to typically find what you need in most office supply stores, and how most items are conveninetly placed next to similar items to go with them - regardless if it is their correct 'home' or not.

Chapter 1
This chapter discusses the way in which "miscellaneous" has actually become "ordered" or is at least on its way to becoming more organized. The author shows this phenomenon by discussing Apple iTunes, our home lives (sorting mail, groceries, etc.) digital camera files, and photographic archives.
"The two processes by which new things are introduced into our homes are typical of how we handle information: We go through new arrivals and put them away." (11)
"The digital revolution in organization sweeps beyond how we find odd photos and beyond how we organize our business' information assets. In fact, the third order practices make a company's existing assets more profitable, increase customer loyalty, and seriously reduce costs..." (22)
Furthering the author's discussion of iTunes, it reminded me of the recent addition of "genius" to the program. It allows us to not only organize what we already own, but now their database suggests us new songs, movies, or other media to purchase or at least sample.

Chapter 2
This chapter discussed the alphabet, the idea of a universal alphabet, as well as how the alphabet and its current organizational structure was actually "controversial." In addition, the author discusses the planets, their organization, and what defines a planet and the controversy surrounding Pluto.
"In fact, a universal alphabet is suc a good idea that we have it about once a generation." (24)
"Alphabetization had trouble taking root not just because its conceptually confusing. SPace, time, and atoms conspire to make it hard to alphabetize information that is not yet complete." (27)
This chapter made me remember we even have hard copies of encyclopedias - which is really sad that I honestly don't think I have seen/used one since I was in middle school. However in regards to their organizational structure, I thought Coleridge's idea was interesting, but also flawed in the sense that by making fewer categories, it would in turn make the books that much larger, which in turn makes the texts more difficult to market/sell for home use.