Children’s Book Preaches Cryonics
April 25th, 2007 by Roderick Russell
Cryonics – the act of cryopreserving human remains for possible future resuscitation – is the subject of a new …wait for it… children’s book.
Though the practice of cryonics has been going strong for forty years now and has seen treatment – however scientifically unsound those treatments have been – in several Hollywood movies and many books, never has it been featured as a central part of a children’s storybook with an eye towards being both engaging from a story-standpoint as well as accurate scientifically.
Nonetheless, this is precisely what author Shannon Vyff attempts with her new children’s book 21st Century Kids. As a cryonicist and Alcor member herself, Ms. Vyff may be uniquely positioned to write an accurate portrayal of the scientific basis of cryonic suspension for an audience of young readers, but one question remains – should she?
As an extremely fringe science – despite the amazing progress that has been made over the years – members of the cryonics community always get excited when a new publication is released featuring the science in a positive light. Ettinger’s The Prospect of Immortality was of course the text that arguably started it all, but several works of fiction have caused quite a positive stir as well, including Halperin’s The First Immortal (which I was pleased to consult on) and Nagata’s Tech-Heaven, both engaging works of science fiction. And why wouldn’t cryonicists be excited about positive media? Constantly struggling against the current of mainstream medicine, those involved in the cryonics community have shown remarkable willpower in maintaining their efforts in the face of constant obstacles – positive feedback and representations should be celebrated.
But one cannot help wondering if a children’s book is really something that is needed in the industry. Such “education” smacks of religious indoctrination – and Ms. Vyff’s ties to not only Alcor but also the Methuselah Foundation and the Immortality Institute as well as her adherence to a calorie-restricted lifestyle make her seem more of a fanatical extremist than a well-intentioned, innocent children’s author.
Don’t get me wrong, I’m not saying that Ms. Vyff is a fanatical extremist. In fact, I applaud her involvement in the life extension community, and right now, caloric restriction is genuinely the only demonstrated method of life extension – despite what vitamin, cosmetic and biotech companies would like us to believe (and buy). Goodness knows that I myself have a strong history of involvement in the cryonics industry and I too have been intimately connected with many of the organizations surrounding the community (transhumanist, extropian, etc…).
I am by no means condemning her involvement with the wider life extension community. But beyond the scientific obstacles facing cryonics, there is the fundamental problem of selling the idea. What the public face of cryonics needs is an effective sales and marketing team behind it, and unfortunately this new book falls prey to the same marketing mistakes that most previous attempts to popularize the science have.
The announcement for the book landed in my inbox in the form of a press release from Rachel Damien at Event Management Services, Inc. in Clearwater, Florida. The subject line itself was enough to turn my stomach: Is Cryogenics The Answer To Living Longer
Anyone even remotely connected to the industry knows the ages-old struggle with the popular media over the use of the correct term – cryonics – and not the more popular misnomer cryogenics. Perhaps this use of the wrong term was calculated specifically to appeal to a more general consumer – but there’s absolutely no sense in perpetuating this error any longer. Any reader that would be hooked by the term cryogenics would be equally hooked by cryonics. The least that the PR team could do is to use the proper term.
Never one to dismiss a solid argument for lack of aesthetic appeal, I am nevertheless extraordinarily appalled at the overwhelmingly amateur design of the book cover and the accompanying website. The important aspect of this work is indeed its content, but for it to be a success in both sales as well as market penetration of the idea itself, it needs to appeal to the popular market. I wish it were not the case, but sales are significantly driven by first impressions – packaging, marketing, and appearance.
As I mentioned above, Ms. Vyff’s associations – whether I endorse them or not – radically alter the perception and acceptance of her work and make it comparable to books filled with bible stories by devoutly religious authors. If you’re not already devoutly religious (or in this case, staunchly logical and accepting of cryonics) you’re never going to bring these books home to your children. Compounding the perception problem is the amateur design, making the work seem even more untrustworthy.
Lastly, every endorsement on the book is by an industry-related name, not popular names. Though I and all others in the industry will recognize the names of Robert Ettinger, Aubrey deGrey and Nick Bostrom, virtually nobody else in popular society will. Whether Ms. Vyff is appearing in the popular media or not (perhaps especially because she is), she needs to display endorsements from household names on her book. This is the only way in which the popular culture will take her seriously. It’s unfortunate, but it’s true. As it stands, I predict that until the marketing changes, 21st Century Kids will never meet a significant audience beyond those already closely related to the industry.
I certainly wish Ms. Vyff the best of luck in her endeavors. I have no ill-will towards her nor do I disapprove of what she’s done. There remains the question of whether or not it was truly needed and moreover, whether it will truly help to popularize cryonics and reverse the many misconceptions about it - which she stated as one of her goals. But like most cryonics PR efforts, it suffers from a terrible salesmanship issue that, until resolved, will continuously keep cryonics on the fringe.
Cryonics represents the only stopgap measure in the fight for extended life for individuals facing death today while we vigorously pursue viable active life extension technologies. It is a crazy idea, but it’s also our only chance while we wait, and much crazier ideas have become mainstream with minimal effort. What the cryonics industry faces is a problem with marketing. Solve that problem and we’ll see that research will become largely unencumbered.
tags: 21st century kids, 21st century medicine, alcor, alcor life extension foundation, biotechnology, cryonics institute, event management services, fred chamberlain, immortalism, immortality, immortality institute, james halperin, linda chamberlain, linda nagata, methuselah foundation, mike darwin, nick bostrom, pr, prospect of immortality, robert ettinger, shannon vyff, tech heaven, the first immortal, anti-aging, caloric restriction, calorie restriction, children’s books, cryogenics, cryonics, cryopreservation, death, dewer, dying, extropianism, extropy, freezing, life extension, marketing, neuropreservation, sales, science, science fiction, transhuman, transhumanism
April 30th, 2007 at Apr 30, 07 | 10:29 pm
very cool, thanks for writing it– I liked it–all true, so very true…
I’ve told the PR before not to use cryogenics ;-)
The website I did, well, lets just say I think what is up at ImmInst is better. I don’t have the money to put into a better one…
but alas, I must get picked up with a large publisher to get the popular culture endorsements/promotion etc. ….
Once upon a time Madelien L’Engle, liked me ;-) (when I won an award from her for Science Fiction writing as a teen) if I could only get her to endorse..
But I really need ‘real’ cred first–to win some award, sell enough books, or something so a large publisher could take me on… I suppose I could try shopping it to them–I self published because it was a time issue (and I know the cover sucks, but it is a kids book, and the story is what counts)
On preaching–I don’t preach–but I did write this for my kids, to make them think–and other kids– but I think it is an engaging fun story too… (I put all the main religions that we have now–still there in 2189, I’m a Unitarian Universalist, got that is the book too ;-) there are many societal issues I address that I think are more important than just the possible medium of cryonics as a way to get to the future– it may or may not work, yet the future will still come, and we should think of how it may be based on all our fields of current science.
Some 8 year olds have read the whole thing–one adult liked it enough they are writing the screenplay! A woman in the U.K. who is from China, is translating it to Chinese :-) .
The ‘old’ people that have read it– one 80 year old, and one 69 year old who know nothing of life extension in general– said it was very interesting and gave them new ideas–and they ‘couldn’t put it down’
so– for know it IS just for a small community– who knows if someday it will break to a larger one?
Thanks for the write up! — Shannon
May 1st, 2007 at May 01, 07 | 12:09 am
Shannon,
My thanks go to you for finding the article and taking the time to respond. I’m extremely pleased with your comments and you clearly understood my intentions well. I can very easily imagine a scenario in which – finding anything less than a stellar review – an author could interpret my words as harsh, negative or dismissive. It’s obvious that you read with an open, measured mind and are an amazing listener as well as communicator. I need not reiterate that I have every respect for your effort and applaud you for all that you’ve done (but I do so nevertheless, it seems ;)
I should make it perfectly clear to all the readers of this blog that I have not read 21st Century Kids. My response instead addresses the idea of writing such a book, the imperative to do so, and the many ways in which it can and will continue to be received by the public-at-large. I don’t question the content and in fact have little doubt that it is anything but an entertaining, engaging book – for children or adults.
Don’t be ashamed at having self-published! It is in keeping with the forward thinking philosophies and technologies with which you are so intimately associated. More than that, book publishing as an industry is rapidly changing and working with established houses is not always the best avenue to pursue. Certainly, having the support of such large organizations has its advantages – marketing and publicity is one that we’ve touched on – but like the state of music industry today, being independent can often be more advantageous in the long-run and assure your success, financial stability and control over your career. I’m not advising you refuse any offers that may come your way without due consideration, but you’ve certainly taken the most direct and efficient approach to delivering your work into the hands of the consumer by self-publishing. Another nod to you! (BTW – You know that James Halperin was originally self-published, right? He of course got picked up by Random House. Thought you’d like the cryonics connection…)
My apologies for having used the term “preaching” in the title of my post. I wrongly implied that you were pushing cryonics in an obtrusive, bull-headed way and this is clearly not the case. As I covered in the body of the post, the marketing of the text alongside your industry affiliations does give the impression that the work is that of a devout individual (devoted to the life extension view – not a bad one, I’m right there with you), but also possibly of one fanatically taking a position – the term “preaching” is highly associated with such fanaticism in my mind. It was premature (and entirely unnecessary, it seems) for me to have used the term.
Publicists are notorious for not listening, so I am not surprised that your request to not use the term cryogenics went unheard. We’ll all just have to continue on undaunted, shouting it from the rooftops. ;)
You mention Madeleine L’Engle almost as if it would be wild and unheard of to get an endorsement from a popular name! Nonsense, I say! You never know until you ask, and there are many well-known authors that would be willing endorse your work, I am certain! Confidence, charisma and a genuine belief in your work will get you the attention of many well-known names. The worse that can be said is “no”.
Never underestimate the power of person-to-person, direct networking. Get your hands a little grubby and start making contact. Ever attended any of the big book fairs? Be an exhibitor or visit and carry the book and your card – don’t even worry about making a profit at the event – and use it as a networking opportunity. I am so certain that you could secure at least three solid endorsements at such an event that I’d be willing to put money on it. Check out BookExpo in NYC (only a month away!) for some mingling with the heavy hitters, or go for more targeted penetration with things like DragonCon in Atlanta or the SciFi events in LA or San Francisco. Be a shameless self-promoter.
In terms of sprucing up the cover design and website, you have many options. Volunteers abound – in the form of college students and newly-minted graphic design graduates looking for something to add to their portfolio. Shop around, put the word out and be creative. Find the right person and you may just wind up with an award-winning design for both projects that will sell books through sheer visual appeal!
Consider your brand, present a consistent face and make the message extremely clear, provocative and exciting and then network, network, network! It can be tough work but it will also skyrocket you to the top if you play your cards right.
I’m glad that we’ve had the opportunity to connect, and I truly hope to see 21st Century Kids at my local bookseller soon. (okay, so I don’t get to the children’s section often, but it’s the sentiment, right!?!? ;)
Feel free to leave more comments or write via email if you’d like to continue a dialogue.
All my best,
-Roderick
May 3rd, 2007 at May 03, 07 | 1:59 pm
There has been some discussion of this post over on the Alcor forum Alcor United. Oddly enough, the author of the book under discussion seems to be one of the few who read this post and had a rational response - oddly ironic that other cryonicists didn’t respond more reasonably.
One post by Brian Wowk seemed to invite response, so I did and I post it here as well.
—
Brian and Company,
My thanks for taking the time to read and respond to the blog post over on noumenon.roderickrussell.com
As I had responded to Shannon in great length over on the website itself, I didn’t feel that it was necessary to post any response here, but alas, Brian’s reference to the ridiculousness of Omni’s policies and his comparison to my post deserved at least a bit of a response.
I’d like to remind Brian first and foremost that I didn’t review the book. I wrote about the fundamental act of writing such a book and the perception that it would, could and has received in the wider community based upon its presentation and marketing. I’m all for the book. But as with many, many cryonics-related PR efforts, I have to wonder if it will do harm, good or nothing at all for the industry.
You’re correct, I have not read the book – good thing for me that I’m not addressing the content. But I do know something of the book, and that is what has been marketed to me and what has landed in my inbox from the publicist. This is the same connection that is made with the wider public – they receive press releases, see the cover and are exposed to other cursory acts of persuasion in an effort to get them to explore the content.
I was turned off by the presentation and said so. Did I do this to be mean or inflammatory? Certainly not, and Shannon seems to have taken it in exactly the way that it was intended and is the one in the best position to positively change the perception and acceptance of her work. If I were not concerned that this book would have no impact at all or, more seriously, actually stand a chance of tarnishing an image, I would not have been so critical. Instead, Shannon is now receiving actual, genuine feedback – which has been echoed now by others, as is evidenced above in Patrice’s post – rather than the congratulatory pat on the back that industry friends are likely to give, all the while overlooking the problems.
Do I think that authors should only write books on subjects that they know nothing about? Don’t be ridiculous. Again, and as was stated in the post, Shannon may be in a uniquely positive position to write the book. But I turn your attention again to the fact that I addressed the marketing and perception of the work – which is what we all receive prior to actually opening the cover – and not the content. As one so deeply entrenched in the industry, readers would have to expect that she would be nothing but sympathetic and put forward a positive image of cryonics – some might even say biased.
Imagine for a moment a new text about to be published:
Sounds pretty intriguing, right? (at least go with it for a moment). I’m not a heroin addict, but I’d certainly be fascinated by any book that puts forward a cogent, solid reason why we need such a drug. I for one can’t think of any such reasons, yet I would be excited by the prospect of hearing something entirely new, solid and unexpected. Perhaps it would open my mind to possibilities I hadn’t considered.
But then imagine that you read the “about the author” on the inside flap and it said this:
Think that the text might have an agenda? Still think it’s worth reading, or is it the work of someone pushing an issue? I for one wouldn’t pick it up after discovering who the author is.
Sorry Shannon for the extreme example. And as I mentioned directly to you, I don’t think that you have an agenda, are biased or present anything but a great, fun story. However, the public may not see it like that.
Perhaps an industry-related example would be more appropriate?
Why has 21st Century Medicine – the very company you work for Brian – historically kept knowledge of its involvement with the cryonics industry - both professionally and personally on the part of its employees – to an absolute minimum? Years ago when I visited you it was an absolute no-no to publicly discuss the relationship, and I see that even now the public knowledge of the relationship is tenuous at best, relegated to a single mention of the term “suspended animation” on the “Unlimited Potential” page of the website.
Greg F has (or had, at the time) to the best of my knowledge been extremely careful to steer very far away from a professional affiliation with cryonics – yes, he gives talks and sits on panels and so forth – but he as well as the rest of the 21CM team keeps the public emphasis on cryobiology.
I don’t need to ask why, and again, I’m on your side and endorse the move. But why would you do such a thing? Because you want to be taken seriously, and perhaps be successful as a company. It’s a manipulative move. A marketing move. The same move that Shannon may need to make if she wants her book to receive a wider acceptance and exposure.
We as a group have some wild, crazy ideas. They are not necessarily wrong ideas, and hot damn, they might just work! But if we want the ideas to be taken seriously, public perception of the people presenting the ideas must be positive. We can’t expect our fringe ideas to be accepted unless we as people are first accepted and taken seriously. Meet the majority where they are and then lead them where you want to go. It’s simply basic rapport skills. Mirror then lead. Exactly what 21CM is doing, and what all in the industry should do. Let’s stop setting ourselves apart and expecting people to follow and instead start meeting the majority where they are and then lead them.
I’m sure that Shannon wrote a great book. Wouldn’t it be great if the world knew about it?
-Roderick
May 3rd, 2007 at May 03, 07 | 10:20 pm
More updates for those who are not following this thread on the Alcor United forum…
Steve Van Sickle, Executive Director of Alcor, says:
The counter argument, of course, is to set up a strawman or two of my own:
The Health Benefits of Running
by
Sedentary Tubolard
or
The Promise of Modern Medicine
by
A. Christian Scientist
Wouldn’t you suspect them of not taking their subject seriously? Or even making it all up just to sell books? Look at all those self help gurus who don’t follow their own advice. Doesn’t that, when the truth comes out, all but destroy their messages?
Your criticism is based on the implicit assumption that the only effective writing is coldly unbiased and impartial. Not only isn’t this so, I’m not even sure it is possible. I for one immediately become suspicious of anyone who even makes the claim of attempting impartiality. I’m actually more comfortable with preferences and biases right out in the open.
To which I respond:
Steve,
Thanks for weighing in.
Unfortunately your counter argument isn’t a counter at all, and only serves to prove the point.
In all likelihood I would not pick up the texts by our friends Sedentary Tubolard and A. Christian Scientist, and that is precisely the problem with Shannon Vyff’s work (though certainly not to such an extreme extent as our examples) – people may not pick up her book (or buy it for their child) for the same reasons that we wouldn’t invest in Needleuser, Tubolard or A.C. Scientist.
Am I suggesting that she hide her affiliations? No, but I’m also not suggesting she advertise them on her book, website or marketing material.
Martin Heidegger was a brilliant thinker – yet many people refuse to read him because of his Nazi affiliations (come on, a Hitler reference had to go in somewhere!)
I’ve enjoyed the work of Osho, but had I known that he was a purported “cult” leader, I may never have picked up his work or taken it as seriously.
As much as we hate to admit it, the salesmanship comes first. You can have the best product out there, but if people don’t know about it or are turned off by the presentation it’s never going to make a difference in anyone’s life.
> Doesn’t that, when the truth comes out, all but destroy their messages?
This assumes that you’ve read the work and know the message. If you question the author from the get-go, you may never even read their work. You’re confusing a dispute over the message with dispute over the marketing. The message needs to be received before it can be destroyed or abandoned.
> Your criticism is based on the implicit assumption that the only effective
> writing is coldly unbiased and impartial.
I’m sorry Steve, but I’ve stated time and again that my criticism isn’t even based on writing, let alone implicit assumptions about writing. Once more, the writing is not in question here. Please reread my posts.
> I for one immediately become suspicious of anyone who even makes the
> claim of attempting impartiality. I’m actually more comfortable with
> preferences and biases right out in the open.
You do realize that we’re on the same side here, right? Here and everywhere else, in fact. I hope that the book succeeds. I’ve never railed against the quality of the content. I’m not entirely certain why you seem to want to argue.
What Shannon Vyff needs are references to the LA Times, Washington Post and the New York Times. She needs to get reviews from known children’s authors. She needs to reference Oprah , Good Morning America and organizations like the Children’s Literature Assembly and the American Library Association. Her bio needs to talk about the Society of Children’s Book Writers and Illustrators and the Children’s Book Council, not ImmInst and the Methuselah Foundation. Her bio does contain some great references, but they need to reworked and reworded. It shouldn’t read:
It should be more akin to:
Need she deny her involvement with the organizations? Again, no. But see how a “wholesome” family that may just need a bit of a wake-up call – the precise wake-up call that the book is prepared to deliver – might be more inclined to pick up a “wholesome” author like our second Shannon, rather than the weird, out-there, freaky, fringe Shannon that talks about death and lifestyles and strange diets?
Of course, we need not discuss this in abstract or theoretical terms at all! We can simply watch and see how successful Shannon is with her book without changing the marketing, presentation and targeted markets. My money is on not very. Or, we could offer her our support and assistance to make this project of hers wildly successful - which includes honest critiques of how the work is being presented and received, along with actual advice from experience in the marketplace.
She has all the tools necessary to get the endorsements, improve the design and truly transform this into a book that appeals to a wide, diverse group – and thereby stand a chance of making a difference in more people’s lives. As it stands, I’m afraid that it seems a bit, well, “weird” to the average consumer. And to Shannon directly, who expressed frustration at having to have "real cred" before getting picked up by a publisher or getting the really great reviewers, let me just say this: I have absolute confidence that with hard work and creativity you can get some truly stellar endorsements without having won any awards, without having sold millions of books or without having been picked up by a publisher. You can get a killer design for the book, for the website and for the marketing campaign all for free. You just need to go about it creatively and relentlessly.
I do not know whether she has any intention of expanding the book’s readership. Perhaps she’s simply not invested enough into the project to make the changes, put in the time or effort. If she isn’t, it’s no reflection on her. It’s simply not what she wants to do – perhaps it was never her intent to distribute this widely (though given the fact that I know third parties who have never even heard of cryonics but received the press release directly, I doubt that). Maybe she has her hands full with plenty of other worthwhile things in her life.
But, if this book is to be accepted more widely, changes need to be made to the marketing and presentation. Shannon understands that, and she’s okay with it. Why is everyone else up in arms?
-Roderick
May 4th, 2007 at May 04, 07 | 11:14 am
I appreciate the comments/insights/support.
Like I’ve said before, I knew that the issues of my ‘preachiness’ would be called into question. I unabashedly am proud of how I live, and feel I’ve stumbled onto some of the best ways of living–with all the searching/researching/reading/living I’ve done. Our society is has all sorts of facets to intrigue young children, and after becoming a mother…
I wanted to explain to my own what ‘might’ happen to them if they died. Also, an explanation of some of the reasons why I live the way I do (breastfeeding, healthy eating, Unitarian Universalism–respecting all religions, pushing education, futurism etc.) In this process of writing a book a friend who works high up in Simon and Schuster said many of the same things you’ve said here, but she was the the main impetus in me self-publishing. She is unfailingly honest and said she’d lost friends before by telling what she though of their manuscript. She liked my story, natural dialog, emotionally gripping intro… and thought that if I work at promoting I can get picked up by a large publisher. I didn’t go with Simon and Schuster as it would have taken 2 years and I would have lost a lot of the artistic control.
I will use some of the ideas you’ve given here. A second printing can certainly be presented better bio-wise and all– my husband wrote that one–he even pointed out some of the things you did. I wanted to present this to the transhumanist/cryonics/life extension community first, for their kids, nieces, nephew, grandchildren etc. I guess my plan was to sell enough possibly to get picked up, or to garner enough support–that others would help too–some connections.
The cover can be re-worked on a re-print too, but kids do seem to like the one that I have now. (I’d love something with some images of the characters/action)
I have to get going to volunteer at my kid’s school Field Day. (then preparing organic chicken dinner, and finally off to Spidey 3 ;-) ) I run up into being very busy, and not being able to do all the things I want to–such as contacting some of the organizations you list.
Can I send you a book–so you can review the story?
I need more honest feedback on the story–and you don’t seem to be a pessimistic type–but genuinely honest. You may even have other ideas after reading the book…
Thanks :-) Shannon
As you posted on Alcor United if you PM an address, I’ll get a book in the mail to you.
May 10th, 2007 at May 10, 07 | 8:12 pm
Ok, I’ve sent you a book.. (can’t wait to hear about your take on the story) I’m looking into going to the Book Expo and DragonCon, or at least having my book presented there as a new title, if I do not have the funds to travel. Thank You for your framing of the societal situation “21st Century Kids” has entered into, and your valuable suggestions, I assure you I’ll be working on promotion all this year…. :-)
May 10th, 2007 at May 10, 07 | 8:14 pm
PS. if you don’t mind, I’ve copied your revised version of my bio, and will start using it when I send out book promotion material. Thank You.