Well, outside of our cookbooks and Setting the Table , which is the most gift I give because someone’s got to give it, I love marketing. I just love marketing because marketing is understanding the other person. Marketing is a dialogue. It’s a lot like hospitality. And I love Seth Godin’s books. And I would say that I’ve given many of his books, but probably the one that I’ve given the most is This Is Marketing . And it comes down to one simple express — He’s just so brilliant at getting to the essence of what something really is. And he thinks marketing is when you can convey that people like us do things like this. And that sounds so simple, and yet it’s so deep actually. He understands that people want to feel — I believe that the biggest longing people have is to belong. And so great marketing actually doesn’t just sell you something. It makes you feel like you belong to a tribe. So anyway, long answer to your question, but that would be the one.

In Ge Hong's A Handbook of Prescriptions for Emergencies (肘后备急方), I noticed one sentence "A handful of Qinghao immersed in two liters of water, wring out the juice and drink it all" (青蒿一握, 以水二升渍, 绞取汁, 尽服之) when Qinghao was mentioned for alleviating malaria fevers. Most herbs were typically boiled in water and made into a decoction before taken by the patients. This unique way of using Qinghao gave me the idea that heating during extraction might have destroyed the active components and the high temperature might need to be avoided in order to preserve the herb's activity.

That’s sort of pushed Mistakes Were Made (But Not by Me) into the now number three spot, just ahead probably of Surely You’re Joking, Mr. Feynman! It’s weird, isn’t it? It says something about us, the books we like to give people, doesn’t it? You thanked Michael Pollan at the end of your interview or maybe it was somewhere in the midst of it, but I thought it was at the end of the interview for writing the book that he did because you said it was the book you wanted to read and that you wish you could have written, but you’re no slouch yourself when it comes to writing books. Is there anything that if Michael hadn’t had done that and you would have been writing that book in addition to all the stuff we’ve talked about today, is there anything else that you would have included in that book that wasn’t included? He’s a tough act to follow.

Well, we give a lot of books as presents because we’re always evangelizing and proselytizing for plant-based nutrition, for the environment and sustainability and things like that. Suzy, every year, makes up a gift bag on a theme. But usually, the theme is around sustainability. And there are always some books in there. So we give out a lot of books.