Thursday, February 28, 2013

Long Exposure HDR Captures From Around The World

Long Exposure HDR Captures From Around The World:

The Megapolis Hong Kong – What Happens Around Dusk

Austin blogger and photographer Trey Ratcliff focuses his pictures on travel and adventure themes that feature picturesque landscapes across the world.

His specialty in HDR photography has produced brilliant effects among many scenic locations.

According to Ratcliff, being born blind in his right eye likely shaped his interest in photography.

Ratcliff launched a travel blog in 2005, titled ‘Stuck In Customs’, and after refining and developing his techniques for HDR photography, he has captured the world’s attention with his effective skills and talent.

Hong Kong from the Peak on a Summer’s Night

Glittering stars over Queenstown, New Zealand

Time Lasts Forever in Paris

Bustling Beijing

Crossing the Bridge into Old Lyon

Darkness in the City

Moonlight Clouds – Queenstown at 7:30 AM

The Chinese Technopolis


One Night in Bangkok

The Great Wall Stretches Across the Sunset

Reflections on the Eiffel Tower

Aurora Australis – Landing on the River – Queenstown – New Zealand

Our Galaxy over Queenstown

Sunset at the UFO Landing Zone

Trey Ratcliff “selfie”

[via Dashburst]

The Price Of A Grande Latte From Starbucks Across Different Countries

The Price Of A Grande Latte From Starbucks Across Different Countries: When the most expensive Starbucks drink is priced at US$47.30, does it sound really expensive in your country?

According to Wall Street Journal(WSJ), a grande latte could cost $9.83 in Oslo, Norway—while it costs only $2.83 in New Delhi, India.

How then would we define an expensive cup of coffee?

In WSJ’s data, we find out the value of a grande latte across different countries; where the luxury of Starbucks can be broadly defined by various prices.

Click to view enlarged version

Click to view enlarged version

[via Wall Street Journal]

How the Coop Movement Can Help Us Win Together

How the Coop Movement Can Help Us Win Together:
Workers at the former Republic Windows & Doors have been much celebrated in the press for their victory over Bank of America. Their story is an inspiration, and a precious victory that we will continue to cheer. True to the cooperative movement, their transition to become New Era Windows was supported by a network of allies who propelled the workers into the limelight and helped them overcome those banks that were deemed too big to fail. Theirs is a story of sharing ideas and making a joint effort at movement building, with co-op developers, unions, and the workers themselves as players.
Republic’s workers were unionized, and as members of Local 1110 of the United Electrical, Radio and Machine Workers of America, they had a sneaking suspicion that layoffs were coming. In late 2008, Bank of America cancelled the company’s line of credit, driving Republic into bankruptcy, the workers were set to be laid off without their dued severance pay or other benefits. Mark Meinster, one of the ambitious union organizers from Local 111, suggested that the embattled workers occupy the factory. Their suggestion was met with some skepticism—even other union organizers thought for sure they’d be arrested—but their risk paid off, and the workers won back what the bank had threatened to take away.
However, in 2012, after this momentous win, Serious Energy, the company that eventually bought out Republic, attempted to oust the workers a second time, precipitating another factory occupation. The forward-thinking organizers who won the first time around mobilized again, and after a second victory, began thinking about forming a worker cooperative. It was a hard-fought and ultimately successful showdown, but the union needed more support to make the transition to the co-op model. Those same workers who twice occupied Republic have since decided to take permanent control of the company and turn it into a cooperative called New Era Windows.
Enter the Cooperators
One of the key members of this cooperative team is the Center for Workplace Democracy (CWD). Based in Chicago, CWD was founded in October of 2011 as a “worker-ownership development center.” A four-person organization, CWD knew their business hinged on their ability to work with and learn from their allies. They drew on the experiences of Cooperation Texas and Green Worker Cooperatives, and reached out to the groups that had helped germinate the ideas that made those organizations successful.
CWD is a young organization that mixes public education and advocacy with professional training and technical assistance. These skills have enabled them to assist with Republic’s transition, and they prepared organizational documents for the company that addressed its new business structure, incorporation details, and so on. CWD also provided guidance with regard to cooperation—how to work collaboratively within the new framework—and hard administrative skills for the new worker-owners, who had no prior managerial experience.
Taking control of Republic was primarily a political struggle, and its organizers used economic means to solidify their victory. True to their mission to provide investment capital for worker cooperatives, a nonprofit organization called The Working World extended their help to negotiate the purchase of the factory, and find a new space for the company.
Funding a Worker Takeover
When, in 2012, Serious Energy dragged their feet and delayed the buyout, preferring instead a plan to scrap the machinery and sell the recycled metal, The Working World shined a light on their malfeasance, publicly shaming the owners of Serious while actively fundraising on the workers’ behalf. Donations streamed in, amounting to nearly $9,000 in additional start up funds, which was added to the buy-in capital that workers contributed when they elected to become a cooperative. The Working World then went a step further and became New Era’s sole backer, providing $500,000 in seed money.
In order to move to the next stage, the worker-owners of New Era and CWD worked on crafting their business plan, and obtaining the skills they’d need to make it in the long run. The beacon that New Era lit shined light on a number of other potential avenues for broadening the co-op movement in Chicago, and CWD took up this charge, forming a Co-op Academy to help develop similar aspiring worker co-ops. Based on hands-on, democratic, and experiential learning.
Our own organization, the Toolbox for Education and Social Action, is developing curriculum for CWD’s Academy. We are collaborating with the Academy students on creating program components, and creating other resources to connect the participants with practitioners in the field.
Together, we will work within Chicago’s emerging co-op movement, developing curriculum that is sensitive to the students’ context and responsive to their needs. The curriculum will be put to use in CWD’s 12-week long Cooperative Business Academy, launching in fall of 2013, which includes the full scope of co-op development.
The contributions of these organizations and their ongoing collaborations shows that Republic Windows & Doors struggle was more than just a flash point. It energized those involved and brought about new partnerships that continue to give shape to the new economy, and we can use these partnerships as a model for other struggles. The workers who initiated and sustained New Era’s efforts bring out the best of the cooperative movement: that empowered workers can create profound, fundamental change.

The Sundiner–A Groovy 1960s Era Solar Cooker

The Sundiner–A Groovy 1960s Era Solar Cooker:
Sundiner solar cooker
Backywards beekeeper Dennis of The Buzz in the Dale, was nice enough to gift me his vintage Sundiner solar cooker that he found at a garage sale a few years ago.
Sundiner solar cooker
Resembling a cross between a portable 1960s record player and a satellite, the Sundiner is compact, light and easy to carry.
Sundiner solar cooker built in thermometer
A built in thermometer lets you know when you have hit cooking temperatures. The unit is so efficient, that when I set it up at noon it hit 350° F within minutes (in February!).
Interior of Sundiner solar cooker
The Sundiner has one big disadvantage. There’s only enough space in the business end to fit a 9 inch square shallow baking tin. And that tin, depending on the time of day and year, may be at a steep angle. Thus the Sundiner is more of a solar grill–anything liquid will ooze downwards and make a mess of the difficult to clean, unidentifiable space age insulation material. Grilling is really not the best application of solar energy–you lose the smoky flavor and grill marks you get with fire–which is probably why the Sundiner never caught on. More recent solar box ovens that I’ve seen, both commercial and homebrew, have shelves with adjustable angles, making it easier to use them as crock pots.
Nevertheless, I admire the efficiency of the design–the legs also double as a handle and the panels unfold and snap together in seconds. It’s easy to aim. The instructions are even printed on the back of the panel that covers the reflectors.
Sundiner solar cooker instructions
More info via the April 1963 issue of Desert Magazine:
Here’s a new product that suits desert living as few others can—it collects and concentrates the heat of the sun and allows outdoor cooking without fuel or fire. They call it the Sundiner. The technical description is “Solar Energy Grill.” Sundiner is a compact unit, 17-inches square and 6inches tall. Fold-out mirrors are metalized Mylar plastic, supported by polypropylene holders. The mirrors focus the sun’s heat on the lower section of the cabinet, where heat slowly builds up to a maximum of about 450 degrees—plenty to cook with. Directly below the apex of the mirrors is an oven enclosure. Plastic foam insulation and a pair of glass plates prevent excessive heat loss. The solar energy grill works in this simple way: point the mirrors toward the sun for a few minutes until the right temperature is reached (built-in heat indicator dial) and pop a tray of food into the oven. There is no fire or fuel to handle. Sole source of cooking stems from the collected, concentrated rays of the sun. Here is a sample of how long various meats take to cook: Hamburgers, franks, and fish, 15 to 20 minutes. Steaks and fillets, 20 to 25 minutes. Quartered chicken, 25 to 30 minutes. Temperature variations are possible by turning the Sundiner toward or away from the sun. The advantage of the Sundiner is that it can be used as a safe substitute for a fuel-fired stove on beaches, parks, decks of boats, and other restricted areas. Carrying handles are standard. The price is $29.95. From Sundiner. Carmer Industries. Inc., 1319 West Pico Blvd.. Los Angeles 15. Calif.

Suppressed Scientific Evidence Proves Free Energy Source Dating Back 25,000 Years

Suppressed Scientific Evidence Proves Free Energy Source Dating Back 25,000 Years: A monumental discovery with four years of comprehensive geo-archaeological research has failed to reach mainstream audiences for some reason. The most active pyramid site in the world dating the pyramid complex back 25,000 years has also released scientific evidence supporting the theory that the pyramids were used as an energy source. The recent study reveals energy beams transmitting electromagnetic signals unexplainable by our science in what is now documented as the largest Pyramid complex in the world. Overwhelming evidence, supported by scientific research from all over the archaeological community proves that our recorded history is wrong concerning ancient cultures, which in turn changes religion, science and academics.

Dr. Osmanagich has investigated pyramids all over the world, however his recent discovery of the Bosnian pyramids in Visoko, are nothing more than remarkable. What may be more remarkable is how he has been attacked in the media, by scientists and researchers for his incredible find. - See more at:

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Say Goodbye To Video Stores, Mailmen, Pennies…

Say Goodbye To Video Stores, Mailmen, Pennies…:

Portion of the cover of the February 1989 issue of Life magazine [Source: Novak Archive]

The February 1989 issue of Life magazine predicted that, by the year 2000, many staples of modern American life might find themselves on the scrapheap of history. Life predicted that by the year 2000 people would need to say goodbye to everything from film (pretty much) to all-male clergy in the Catholic church (not so much).
Bid ta-ta to LPs, fur coats and sugar. Toodle-oo to checkbooks, oil and swimming in the ocean. Happy trails to privacy, porno theaters and who knows, maybe even Democrats. It’s not just animals and vegetation that are departing the planet (currently one species every 15 minutes). With them goes, for better or worse, any number of the tangibles and intangibles now taken for granted. Gathered here are the contents of an as-yet-unburied time capsule dedicated to impending obsolescence. So should auld acquaintance be forgot…
The predictions are especially interesting in that they were made shortly before the birth of the modern web and the mid-1990s flood of non-tech types getting online. What then will bring about the decline of the mailman? The magazine insists that it’s not email, but the fax machine.
A few of the things that Life said you’d “Say goodbye to…”
The Red Cent
“The extinction of penny candy along with the high cost of copper have made the life expectancy of this coin not worth a plugged nickel.”
On February 4, Canada stopped putting their penny into circulation. They joined the likes of Australia, Norway and Sweden among others, but there’s no indication that Americans will be rid of Lincoln’s copper face anytime soon.
Water from faucets
“Play taps for this kind of H2O, which pollution will make unfit to drink.”
Bottled water is a $22 billion industry, with many people believing that it’s safer than tap water. But given the 1.5 million tons of plastic used to make those disposable bottles, it’s taking quite a toll on the environment.
“Using microchips, proud grandparents threaten to store thousands of images on portable show-and-tell miniscreens.”
Life‘s prediction about the death of film was pretty spot-on. The interesting detail that they missed: those “portable show-and-tell miniscreens” would also be know as phones.
Canned Food
“Fed up with C rations, Americans want fresh food. No word yet from the nation’s pampered pets.”
Here in the 21st century, farmer’s markets and fresh produce are more in vogue than meal pills and canned food. But what are we supposed to stock our zombie apocalypse bunkers with?
Video Stores
“A database owned by the phone company will feed every home with 5,000-plus movies — some worth watching — via optical fibers.”
Sure, your local video store may be shuttered, and you may even watch movies on your phone, but it’s not just the phone company that’s controlling the vast database of content you’re watching. Netflix, Redbox and iTunes have been absolutely devastating the business of Blockbusters everywhere.
Disposable diapers
“Invest your money in diaper services because the environment is crying for a change.”
The disposable diaper industry has shown no signs of slowing down in the 21st century, with about 3.6 million tons of diapers dumped into American landfills each year, making up about 2.1% of municipal waste.
“Not snow nor rain nor sleet stays these couriers, but the fax will.”
With the end of Saturday postal service coming this August, there’s no question that the USPS is struggling. But it certainly wasn’t the fax machine that made deadtree letters an endangered species. The people who knew what electronic mail was in 1989 were few and far between.
“Say ahh. Fluoridation and good oral hygiene will root out cavities.”
While oral hygiene has improved over the course of the last century, you’d be mistaken if you think it’s because fewer people are going to the dentist.
“The handwriting is on the wall. For security, we’ll no longer sign checks and documents. Instead fingerprints, read by an electronic eye, will serve as ID.”
We certainly seem to be moving in this direction, but you’re likely still scribbling your John Hancock on everything from credit card receipts to digital FedEx package scanners.
Plugs and Switches
“Voice-activated appliances and electronics with self-contained energy sources will be set to play from the word go.”
Nothing says late 20th century futurism quite like voice-activated control of everything. But until Siri and her robot friends work out the bugs (and maybe we feel less stupid shouting at our machines), it has quite a ways to go before it becomes a ubiquitous technology.
“Competition from cable and entertainment systems catering to highly individual tastes may deliver a TKO to television’s Big Three.”
The Big Three television networks have seen a decreasing market share since 1989, but they’re certainly alive and kicking here in the 21st century as they still have some of the largest budget shows and still host many of the live events (Academy Awards, Super Bowl) that are impervious to time shifting.
“As capitalist tools shore up the state, the U.S.S.R. will retire Lenin.”
The fall of the Berlin Wall wouldn’t happen until November of that year, though it’d be hard to call Communism in the 21st century completely dead. But even China’s Communist Party—though still 80 million members strong—has embraced its own version of quasi-capitalism.
“The lagoon city may be going, going, gondola as water and air pollution erode its functions.”
Venice is still a city, but with scary weather like the flooding this past November there’s no telling how much longer that may be the case.
“Now is the time for all good men and women to come to the aid of this vanishing species.”
Life may not have seen the internet revolution that was just over the horizon, but at least they understood that typewriters were on their way out.
“Plastic cards that open electronic locks (although they work only erratically in today’s hotels) will also show up at the front doors of homes and offices.”
With all the attention being paid recently to the vulnerability of hotel keycards, it’s unlikely many of us will be trusting our front doors to those magnetic strips anytime soon.
All-Male Clergy
“For heaven’s sake, anything can happen, even at the Vatican.”
Pope Benedict XVI delivered his final public address as Pope today, but despite a change of leadership, it’s unlikely the Catholic church will be ordaining women as priests in the near future.

Life had a few hits, and more than a few misses. But in a cruelly ironic twist Life didn’t predict yet another event of the year 2000… its own demise as a monthly magazine.

Hanford; Leaking Radioactive Fluids Into Columbia River Since 2002

Hanford; Leaking Radioactive Fluids Into Columbia River Since 2002:

There are 177 tanks full of the most toxic, most highly radioactive waste products in the world, all of them concentrated at the Hanford Site. 

These 177 tanks were built in 1943, and are made of concrete and metal. A few have double carbon steel liners. The Dept. of Energy knew back in 2001 that at least 67 of these tanks had leaked at least 3.8 million liters of waste up to that point. The only question left is how much has leaked since then and where did these leaking toxics go?

PNNL reports that toxic and radioactive fluids from these 67 leaking tanks ended up in the Columbia River starting in 2002. PNNL "measured both radiological and nonradiological constituents in Columbia River water during 2002 as part of a continuing environmental monitoring program (Poston et al. 2003). Cumulative water samples are collected at Priest Rapids Dam and at the Richland pumphouse (Figure 4.4-4). Additional samples were taken at transects of the river and at near-shore locations at the Vernita Bridge, 100-F Area, 100-N Area, the Hanford Townsite, and the 300 Area. These water samples were collected at frequencies varying from quarterly to annually. Results are presented in Bisping (2003) and summarized in Poston et al. (2003). These data show a statistical increase in tritium, nitrate, uranium, and iodine-129 along the Hanford Reach. All these constituents are known to be entering the river from contaminated groundwater beneath the Hanford Site (Section 4.4.3). Measurements of strontium-90 at the Richland pumphouse were not statistically higher than those at the Vernita Bridge even though strontium-90 is known to enter the river through groundwater inflow at 100 N Area. Measurements of tritium along transects showed higher concentrations near the shoreline relative to mid-river for samples from the 100-N Area, the Hanford Townsite, the 300 Area, and the Richland pumphouse.

The above report makes sense when one looks at the area in which these tanks were placed. One would think that the 'experts' in charge back then would think about leaks, and would locate these tanks in an area that was mainly clay, which is good at limiting fluid movement and absorbing toxic radiation. 

However, quite the opposite happened. The nuclear 'experts' at Hanford located all tanks in an area that is full of sand and gravel, which is ideal for quick movement of any liquids and no filtration of radioactivity. These tanks were built on top of 200 feet of sand and gravel, which is just about the WORST possible thing to do with metal tanks full of liquid radioactive wastes.

Even without the above official report that shows radiation leaking into the Hanford River since 2002, we can logically compute what happens, given the fact that leaks have been happening in these tanks since the 1960's. 

Let us assume that the radioactive liquids ONLY traveled 2 feet per day through this porous sand and gravel. We know, that sounds hard to believe, give the porosity of sand and gravel but let us stay conservative for now. 

If the liquids traveled 2 feet per day towards the river, which is 5 miles away, it would take 13,200 days to get there. By extension, this means the radiation would reach the river in 36 years, from the day the leaks started in 1960. From 1960 to 2013, totals 53 years. Is it any wonder that reports keep surfacing of radiation from Hanford entering the Columbia river?

Meanwhile, the government and agency in charge of cleaning up the site downplays the dangers of radiation, as seen in the video above. They all consistently claim that only 1 to possibly 5 tanks started leaking recently, but that they pose no hazard to health. This news report is consistent with the nuclear industry strategy of denial, minimization, and outright coverup of what is really going on with radioactive substances.

Even the state governor standing up and asking for action at Hanford is way off the mark as far as knowing or admitting to what is REALLY going on.

Hanford; Leaking Radioactive Fluids Into Columbia River Since 2002; via A Green Road
More articles on this subject; 


Thorium Reactor Fort St. Vrain Power Station Experiment Failed; via A Green Road

Windscale: Biggest Covered Up UK Nuclear Disaster? via A Green Road

Ozyorsk - Kyshtym - Mayak Nuclear Waste Reprocessing Center Disaster And Coverup; via A Green Road

La Hague; France's Nuclear Waste Nightmare; via A Green Road

UK Sellafield Nuclear Reprocessing Plant Loses $1.2 Billion Pounds, Then Closes; via A Green Road

Pu-239, The Half Life of Timofey Berezin; via A Green Road

Hanford; Lethal And Leaking; A Race To Armageddon? via A Green Road

Savannah River Site; Most Severely Radiation Polluted Place on Earth? via A Green Road

Tokai And Rokkasho Reprocessing Plants History, Accidents And Dangers; via A Green Road

Dr. Ivan Oelrich; Nuclear Spent Fuel Reprocessing Greenwashing; via A Green Road

Karen Silkwood, An Anti Nuclear Industry Matyr; via A Green Road Blog

A Green Road Beyond Nuclear Library; access all videos and articles by clicking on the Pages link at;

Thank you to the Geocache Hiders Video – Celebrating the 2 Millionth Active Geocache

Thank you to the Geocache Hiders Video – Celebrating the 2 Millionth Active Geocache:

Geocachers around the world can join in the celebrating the 2 millionth active geocache. Share this video with your favorite geocache hider to say a big ol’ “Thank you” for the adventure. And a big thank you from the entire geocaching community to all those who hide geocaches, creating memories for thousands of people everyday.

Don’t forget to spread the word about geocaching by checking out and sharing the Celebrating 2 Million Infograph, and the videos 2 Million Geocaches in 1 Minute and Travel Bug® Travels.

US Marines and San Diego Surfers Duke It Out Over Strip of Coastline

US Marines and San Diego Surfers Duke It Out Over Strip of Coastline: At the urging of President Nixon (who owned a house in nearby San Clemente), the land was released by the Marines and used to form San Onofre State Beach. However, since 1933, before Trestles was open to the public, surfers would ...
The Bottom Line (UCSB)

Forgotten #Fukushima Japan Two Years After the Daiichi Accident

Forgotten Fukushima-Japan Two Years After the Daiichi Accident:
Fairewinds Energy Education

Dr. Caldicott details the impressive credentials of the international scientists who will be presenting their evidence at an important Scientific Symposium at the The New York Academy of Medicine in New York City. Entitled: the Medical and Ecological Consequences of the Fukushima Nuclear Accident, the symposium is being held on March 11th and 12th on the second anniversary of the Fukushima Daiichi accident.
For details of the symposium, sponsored by the Helen Caldicott Foundation, please visit
Can’t make it to NY City for this event? Then listen to the symposium via a live stream at:

The Forgotten History Of A Canadian Town’s Experiment With Guaranteed Income

The Forgotten History Of A Canadian Town’s Experiment With Guaranteed Income:
A town in Canada tried the simplest method to end the ills associated with poverty: give everyone a minimum sum of money. Via the Dominion:
Try to imagine a town where the government paid each of the residents a living income, regardless of who they were and what they did. For a four-year period in the ’70s, the poorest families in Dauphin, Manitoba, were granted a guaranteed minimum income by the federal and provincial governments.
Until now little has been known about what unfolded over those years in the small rural town, since the government locked away the data that had been collected and prevented it from being analyzed.
But after a five year struggle, Evelyn Forget, a professor of health sciences at the University of Manitoba, secured access to those boxes in 2009. Forget has begun to piece together the story by using the census, health records, and the testimony of the program’s participants. What is now emerging reveals that the program could have counted many successes.
Unlike welfare, which only certain individuals qualified for, the guaranteed minimum income project—called “Mincome”—was open to everyone. It was the first—and to this day, only—time that Canada has ever experimented with such an open-door social assistance program. The program came to a quick halt in 1978 when an economic recession hit Canada.
Initially, the Mincome program was conceived as a labor market experiment. The government wanted to know what would happen if everybody in town received a guaranteed income, and specifically, they wanted to know whether people would still work. It turns out they did.
Only two segments of Dauphin’s labor force worked less as a result of Mincome—new mothers and teenagers. Mothers with newborns stopped working because they wanted to stay at home longer with their babies. And teenagers worked less because they weren’t under as much pressure to support their families.
In the period that Mincome was administered, hospital visits dropped 8.5 per cent. Fewer people went to the hospital with work-related injuries and there were fewer emergency room visits from car accidents and domestic abuse. There were also far fewer mental health visits. In today’s terms, an 8.5 per cent decrease in hospital visits across Canada would save the government $4 billion annually.
If a guaranteed income program can target more people and is more efficient than other social assistance programs, then why doesn’t Canada have such a program in place already? Perhaps the biggest barrier is the prevalence of negative stereotypes about poor people. “There’s very strong feelings out there that we shouldn’t give people money for nothing.”

You can't change everything or everyone, but you can change the people who matter

You can't change everything or everyone, but you can change the people who matter:
Marketing is about change--changing people's actions, perceptions or the conversation. Successful change is almost always specific, not general. You don't have a chance to make mass change, but you can make focused change.
The challenge of mass media was how to run ads that would be seen by just about everyone and have those ads pay off. That problem is gone, because you can no longer run an ad that reaches everyone. What a blessing. Now, instead of yelling at the masses, the marketer has no choice but to choose her audience. Perhaps not even with an ad, but with a letter, or a website or with a product that speaks for itself. And yet, our temptation is to put on a show for everyone, to dream of bestseller lists and the big PR win.
So the first, most important question is, "who do we want to change?"
If you can't answer this specifically, do not proceed to the rest. By who, I mean, "give me a name." Or, if you can't give me a name, then a persona, a tribe, a spot in the hierarchy, a set of people who share particular worldviews. People outside this group should think you're crazy, or at the very least, ignore you.
Then, be really clear about:
What does he already believe?
What is he afraid of?
What does he think he wants?
What does he actually want?
What stories have resonated with him in the past?
Who does he follow and emulate and look up to?
What is his relationship with money?
What channel has his permission? Where do messages that resonate with him come from? Who does he trust and who does he pay attention to?
What is the source of his urgency—why will he change now rather than later?
After he has changed, what will he tell his friends?
Now that you know these things, go make a product and a service and a story that works. No fair changing the answers to the questions to match the thing you've already made (you can change the desired audience, but you can't change the truth of what they want and believe).