"Startling insights and perspectives for anyone who wants to be successful now or in the future." - Tony Hsieh, New York limes b<."Slsclling au1hor of Otli\wing H11ppincu and CEO of Z.ppos.com PENDULUM ROYH. WILLIAMS & MICHAELR. DREW How PAST GENERATIONS SHAPE OUR PRESENT AND PREDICT OUR FUTURE Praise for Pendulum “How do you predict what kind of society we’re in? How do you know when’s the right time to make a difference? In Pendulum, Roy H. Williams and Michael R. Drew have combed through history’s ups and downs and the cultural shifts that ripple through every generation. They’ve written a unique guidebook that has an interest- ing perspective for marketers, entrepreneurs, and anyone who is thinking about how to live in the now—and in the future.” —Tony Hsieh, New York Times Best-selling Author of Delivering Happiness, and CEO of Zappos.com “The Pendulum offers fascinating insights into the sur- prises and revelations of shifting social trends throughout 3/505 history. Roy H. Williams and Michael R. Drew answer the age-old question: What makes us tick?” —Harvey Mackay, Author of the #1 New York Times Best Seller, Swim With The Sharks Without Being Eaten Alive How about the following. “Understanding how civilization shifts its mindset on a decadal level is critical to business and governance. In Pendulum, Michael R. Drew and Roy H. Williams have synthesized several thousand years of history and figured out why we’ve acted the way we do. Better yet, they’ve also given us a road map of what it means going forward. This is a great tool to understand and even predict busi- ness and social trends.” —Peter H. Diamandis, Founder and Chair- man of the X PRIZE Foundation, Executive Chairman of Singularity University, New York Times Best-selling Author of Abundance “We’re bombarded by so much information that some- times we don’t know which way is up. And when it comes to the world around us, it’s tough to see how civil- ization works. But Pendulum shows you how to take ad- vantage of cultural moods, societal shifts and generational swings—all thanks to the research that Michael R. Drew 4/505 and Roy H. Williams have done. They’ve combed through 3,000 years of history and found the key to what makes us tick. What’s more, they show how you can be- nefit from it, whether you’re a financial analyst, a market- ing whiz or a consumer who wants to understand the world a little better.” —David L. Bach, Founder of FinishRich.com and Author of The Automatic Millionaire, Smart Women Finish Rich, and many other best sellers “Of the many people with whom I’ve worked, I’ve met few as authentic and brilliant as Michael R. Drew and Roy H. Williams. Now, after reading Pendulum, I’ve come to see why people think the way they do and how they’ll think in the future. Thanks to the behavioral in- sights Pendulum showed me, I’ve discovered how the av- erage person thinks, and I’ve learned why my old ways of speaking weren’t getting through. I’ve made changes in my presentations as a speaker and comedian, and everything has changed. Once you see how Pendulum works, you can adjust to everything. If you, like me, are the type of person who needs proof of everything, you’ll find it with Pendulum.” —Kyle Cease, Voted #1 Comedian on Comedy Central for 2009 5/505 “In Pendulum, Roy H. Williams and Michael R. Drew take us through a revealing inquiry that challenges our as- sumptions about the potential of patterns in life and busi- ness. This is a thought-provoking book you will be glad you read; it stretches your thinking regardless of your generation or professional expertise. Pendulum is a powerful, out-of-the-box message that will forever shift your perspective and dramatically inform your influence. Read it before your competition does.” —Greg Link, Co-founder of CoveyLink and Co-author of Smart Trust: Creating, Prosperity, Energy, and Joy in a Low-Trust World “My thoughts about this book are swinging like a pendu- lum—from stunningly visionary to intensely practical, from wildly theoretical to staggeringly personal. Read Pendulum to find out why you became who you are today . and why you’ll become the person you’ll become to- morrow. Kudos to Williams and Drew!” —Robert G. Allen, Author of the New York Times Best Sellers, Creating Wealth, Multiple Streams of Income and The One Minute Millionaire “In today’s business environment, you need to anticipate and understand consumers as never before. You need to 6/505 drive change and create step-and-repeat processes. Roy H. Williams and Michael R. Drew nail it in Pendulum. They’ve looked in the mirror of history, and found a re- flective pattern. And while every businessperson is run- ning the gauntlet of business, they can use the book to be- come more competitive, nimble and ready to drive change and grow! Every generation thinks a bit differently than the previous one—and Pendulum tells you why. Saddle up for an insightful read, and an essential tool.” —Jeffrey Hayzlett, Former CMO Kodak, Global Business & Marketing Authority, and Best-selling Author of The Mirror Test and Running the Gauntlet “Hindsight gives you 20/20 vision. What if you had 20/20 foresight vision? What if you knew exactly what people were thinking and what they wanted to buy? Would that help you make more money? Then read Pendulum . be- fore your competition does.” —Darren Hardy, Publisher, SUCCESS magazine and New York Times Best-selling Author of The Compound Effect “If you want to better understand the world we live in, then read Pendulum. Roy H. Williams and Michael R. Drew have uncovered the secrets to how society shifts 7/505 from generation to generation—and why that matters to all of us. I’ve devoted my career to helping people experi- ence greater happiness, and this book has given me more tools that support personal breakthroughs.” —Ivan Misner, Ph.D., New York Times Best- selling Author and Founder of BNI® “In Pendulum, Roy H. Williams and Michael R. Drew show us that society rises and falls not only on the strength of its leaders, but also through the generational context in which they find themselves.” —Geoff Smart and Randy Street, New York Times Best-selling Authors of Who: The A Method for Hiring “Everyone wants to predict the future, but Michael R. Drew and Roy H. Williams have actually done it by ana- lyzing the past. Pendulum explores the generational shifts of the last 3,000 years to help us understand what’s in store for us. Using cultural milestones, historical events and even biblical stories, they show how society shifts every 40 years or so, and how marketers today can be much more effective. For anyone who wants a business to survive and grow in the next decades, it’s essential to un- derstand the swings of history. Pendulum does just that. It’s enlightening, insightful and just a little scary.” 8/505 —Marshall Goldsmith, Million-selling Author of New York Times Best Sellers MOJO and What Got You Here Won’t Get You There “Most of us want to find patterns in our lives and to glimpse into the future. Pendulum offers an innovative and creative way to do both. Societies clearly shift over time from a focus on Me to We and back again. When we recognize societal trends, we can make better business and personal choices to respond to these shifts.” —Dave Ulrich, New York Times Best-selling author of The Why of Work, Professor, Ross School of Business, University of Michigan, Partner, the RBL Group (www.rbl.net) “Reading Pendulum is like having a master class in social theory, cultural history and target marketing. Roy H. Wil- liams and Michael R. Drew have given us a blueprint for speaking to today’s consumer and tomorrow’s customer. You’ll be amazed by what you can learn from these guys, and how you can use what they’ve discovered about what makes us all tick.” —Loral Langemeier, Four-time New York Times Best-selling Author 9/505 “Roy H. Williams and Michael R. Drew have gone through almost all of western history and found out how each of us looks at the world—and how it changes over time. So much of today’s marketing doesn’t work because people don’t know why we make the decisions we do, or what appeals to us. Roy and Michael know. They dis- covered the reasons we work together at one point while at others we act on our own. And why knowing that is in- dispensable for anyone in business. I’ve told everyone about these remarkable concepts, but now you can ex- plore them yourself. Pendulum is enlightening, entertain- ing, essential reading.” —Marci Shimoff, New York Times Best-selling Author, Happy for No Reason “If you’ve ever wondered why people did what they did, why cultural change happened and even what led to some of mankind’s greatest discoveries, then Pendulum has the answers. Roy H. Williams and Michael R. Drew take you through three millennia on an astounding roller-coaster ride of shifts in society to get at the heart of why we do what we do—and how we can understand not only where we are, but where we’re going.” —Greg S. Reid, Co-author of Think and Grow Rich: Three Feet from Gold 10/505 “In business, fortunes are made from predicting and rid- ing trends in the marketplace.