An investigation of the factors that affect photosynthesis.

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An investigation of the factors that affect photosynthesis.

Photosynthesis

sunlight

CARBON DIOXIDE + WATER GLUCOSE + OXYGEN

Order Custom Essay on An investigation of the factors that affect photosynthesis.

chlorophyll

6CO + 6HO C6H106 + 6O

What is Photosynthesis?

Photosynthesis is a chemical reaction occurring in the leaves of green plants. Photosynthesis is the process by which plants use the energy from light, normally sunlight to produce glucose/sugar.

Photosynthesis needs chlorophyll, carbon dioxide (from the air), water (from the soil),

Sunlight energy (any light except green light.)

Diagram of a typical plant showing the inputs and outputs of photosynthesis

Carbon Dioxide

A plant cannot photosynthesis if there is an absence of CO. The concentration of CO affects the rate of photosynthesis, i.e. the more CO in the air the more can diffuse into the leaf.

Water

Is linked to the carbon dioxide factor because, when a plant lacks water their stomata close to prevent further water loss, at the same time, closing the stomata cells does not allow CO to diffuse into the leaf.

Temperature

The rate of photosynthesis will differ if the conditions are either too hot or too cold for the enzymes to work properly.

I will investigate the affect light intensity has on the rate of photosynthesis. I plan to measure the rate of photosynthesis by counting the amount of oxygen bubbles produced in a minute when the light intensity differs.

Aim

To investigate the affect light intensity has on the rate of photosynthesis.

Prediction

I predict that the further away the lamp i.e. the lower the light intensity the slower the

rate of photosynthesis i.e. the few bubbles produced. In photosynthesis sunlight provides energy, therefore the brighter the sunlight the more energy is trapped by chlorophyll in the leaves. This helps the build up process where carbon dioxide and hydrogen (in the water molecule) convert into glucose and oxygen. I also predict that light intensity will increase the rate of photosynthesis at a proportional rate where LI (light intensity) is inversely proportional to 1/d . d = distance (from light source to plant.) This is true to a certain point until another factor is limiting the rate of photosynthesis (Law of Limiting Factors.)

Possible methods

There are main separate methods that could be used to conduct this experiment. You could place a piece of elodea inside an inverted conical flask that is submerged in water, then on top you place an inverted measuring cylinder also full of water. After some time it is possible to record the volume of oxygen produced. However this experiment takes a very long time and is also quite complicated. After preliminary work I have decided to place a piece of elodea in a boiling tube filled with water, then place the boiling tube in a beaker of water and record the number of bubbles that are produced. From carrying out this experiment in a trial run I noticed that there are some improvements that can be noted to improve the accuracy of the results. Many bubbles were trapped on the side of the boiling tube so it is therefore necessary to clamp the boiling tube straight into the beaker. It is essential that the elodea leaves are cupped upwards. By cutting the top of the elodea and shaving a few millimeters of leaves one is able to standardise the bubbles. It is also sometimes necessary to weight the end of the elodea so it is always completely submerged by the water to do this clip a paper clip on the bottom of the elodea.

Factors to vary and to keep constant.

As we are investigating the affect of light intensity on photosynthesis it is necessary to ONLY vary the distance of the lamp i.e. the light intensity. All other factors

Ø Temperature

Ø Type of Plant will always be elodea. Different species of plants have different photosynthetic rates due to the different leaf structures of the plants.

Ø Size of elodea will be kept at 7 cm as an increase of size also increases the surface area for gas exchange.

Ø Amount of water will always be the same in the beaker.

Ø Amount of Carbon dioxide is kept constant by adding a fixed amount of sodium hydrogen carbonate to the beaker and plant. The experiment should be completed in one session and under hours so the plant does no use up a significant percentage of the CO.

Ø Light Wavelength (colour) is kept constant by always using the same lamp.

Will be kept constant.

Apparatus

Apparatus used

Ø Large beaker

Ø Boiling tube

Ø Lamp

Ø Elodea

Ø Thermometer

Ø Clamp stand

Ø Ruler

Ø Stop clock

Ø Paper clip

Ø Razor blade

Ø Sodium hydrogen carbonate

Fair Test

To ensure the investigation is made a fair test I will make sure the constant factors are kept constant throughout the experiment. I will record the number of bubbles produced at each position times in order to generate an average, and gain accurate results so accurate conclusions may be drawn. I will only start the stop clock when the first bubble has been produced i.e. so the elodea will acclimatise.

Safety

There are many safety precautions that must be obeyed whilst carrying out the experiment.

Ø Do not touch the electrical mains at any time

Ø Do not touch the light bulb

Ø Take extreme care when cutting the elodea with the razor blade

Ø Ensure all cuts are covered

Ø Wash hands after handling the elodea and pond water.

Method

1. Filled the beaker with 400ml of water.

. Filled the boiling tube with 40 ml of water.

. Clamped boiling tube over the beaker but it was covered with the water in beaker.

4. Cut a piece of elodea 7cm long with a razor blade.

5. Shaved the top of the elodea, exposing a clean cut, this standardises the bubble size.

6. Attach a paper clip to the end (that hasn't been shaved) of the elodea.

7. Place lamp 5cm away from beaker and switch on.

8. Place elodea into the boiling tube and add a small spatula of sodium hydrogen carbonate (NaHCO.)

. Start stopwatch as soon as the first bubble is observed.

10. Timed for 1 minute.

11. Recorded number of bubbles produced in the first minute.

1. Move lamp 5cm away.

1. Timed for another minute and recorded amount of bubbles.

14. Moved lamp a further 5cm away.

15. Carried on timing for a minute, recording bubbles and moving lamp 5cm away until the lamp was 5cm away.

16. Repeated steps 10-15 twice.

17. Recorded all results in a table (see below)

18. Plot a graph which allows you to analyse the data.

Distance of Lamp (cm) No. bubbles of O produced (per min) in exp. 1 No. bubbles of O produced (per min) in exp. No. bubbles of O produced (per min) in exp. Average No. of bubbles of O produced (per min)

5 41 41 40 40.6'

10 1 1 1.6'

15 4 .'

0 16 18 18 17.'

5 1 14 1 1

Although I dismissed the other possible method of the inverted conical flask because it took a long time I set up the experiment and recorded it over a period of 48 hours. The results also back up the results obtained from the other method. This experiment although it takes a long time is more and accurate and scientific.

Distance from lamp (cm) Volume of O given off after 4 hours (cm) Volume of O given off after 48 hours (cm)

5 7

10 4.

15 1

0 0. 0.7

Analysis

From the results I have obtained. I can confidently say that an increase in light intensity increases the rate of photosynthesis. The results prove my initial prediction to be correct. However my prediction that light intensity is inversely proportional to 1/d where d=distance was not completely true. The rule did exist as proven by the curved line but there was often quite a large margin of error.

Light energy is absorbed by pigments in the leaf known as chlorophyll. Chlorophyll easily absorbs blue light, in the 400-450nm range, and also easily absorbs red light in the 650-700 nm range. Chlorophyll does not absorb green or yellow light effectively but tends to reflect them, decreasing the amount of light absorbed and consequentially decreases the rate of photosynthesis. Why the rate of photosynthesis increased and decreased from the amount of light energy absorbed was investigated in the experiments.

When measuring light intensity in terms of distance the greater the distance the slower the rate of photosynthesis. When the lamp was 5cm from the elodea the average number of bubbles of oxygen produced was 40.6' and when the lamp was 5cm away form the elodea the average number of bubbles of oxygen produced was 1. While the rate of photosynthesis was decreasing, the rate at which it was decreasing at was also decelerating. This is shown in both graphs, in graph one where the line curves off at 15cm and in graph two where it curves off from the reciprocal at 1. The points at which the line curves off is due to the fact that there are other factors that limit the rate of photosynthesis. These factors do not immediately limit the rate of photosynthesis but gradually have an affect. As light intensity increases the photosynthetic rate is being limited by certain factors such as carbon dioxide and temperature. As light intensity increases further, these factors limit the rate of photosynthesis even more until photosynthesis is completely limited and the graphed line would become horizontal. This is when photosynthesis is being carried out at a constant rate, (this is known as the Law of Limiting Factors.)

Evaluation.

I feel that the experiment conducted was extremely successful since my initial predictions

were supported by my results. However this photosynthesis investigation was not performed very accurately, this was mainly due to the apparatus available and some controllable and uncontrollable. A large factor in determining data accuracy is the amount of human error during the experiments. I found that the rate of oxygen bubbles produced was sometimes so high it was hard to accurately record the number of oxygen bubbles produced. To limit this error and to improve accuracy I repeated the experiment times however to improve the accuracy further one would have to take further readings. The photosynthetic rate of the elodea would eventually decrease over time so further readings may not be completely accurate.

While performing the experiment some of the oxygen produced could have either dissolved in the water or been taken up by micro-organisms in the pond weed and water. Although the amount of oxygen that could have been used is probably insignificant to my results. Some oxygen is also used during the respiration of the elodea. The second experiment that measured the volume of oxygen produced, revealed more accurate results because many bubbles in the first experiment hit the side and were therefore lost. This experiment was only carried out to back up the results because at first it was going to be too time consuming.

During the high light intensities i.e. the nearer the lamp to the elodea, I experienced counting difficulties. During the lower intensities there were also factors which affected the accuracy, for example, the elodea received some more light energy from the background as sunlight could penetrate through the blinds and from the lamps of the other students. Therefore to eliminate the background light the experiment should be conducted in a totally dark room but even then some light could reflect off the table but this would probably be insignificant. The lamp used also controlled the temperature. The lamp should have been placed behind a glass block that would hopefully decrease the affect of temperature.

The method of the experiment could probably be improved to obtain more reliable results, due to the high rate of photosynthesis readings should be taken in a shorter period of time.

Due to the convenience of this experiment it could easily be modified to investigate other factors that affect the rate of photosynthesis. Varying the amount of sodium hydrogen carbonate would vary the levels of carbon dioxide. The plant would be kept at a constant distance form the lamp and a constant amount of water would be added to the sodium hydrogen carbonate. Another experiment using almost exactly the same apparatus would be to vary the colour of the light the plant absorbs. Using translucent colour filters in front of the lamps would vary this. I have already stated that light wave length/colour is a variable that affects the rate of photosynthesis. However there are no means to define/measure the colour of the light. Measuring the wave length is an option but the apparatus is not available. One could also investigate the temperature of water and determine what affect temperature has on the rate of photosynthesis. The lamps that we used were not the best as they projected the light rays over a large area, the distance from the lamp to the elodea was not always accurate, one way to minimise the human error would be to use lamps with dimmer switches. If this was a possible solution it would increase the accuracy of the light intensity.

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Bum

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movement as well as other actions.

Education was greatly influenced by Christianity during 1788 through to 100. Settlers concerned to leave religious divisions in Britain believed that ties between church and state should be eradicated and that churches be supported by their own followers. Subsequently, with numerous denominations supporting this idea, concerns were partly met by the granting of financial aid to the major religious groups, including the Church of England. Individuals churches used this aid to maximise its religious and educational influence. Governor Bourke later extended the state financial aid and attempted to introduce government schools based on the national system in his native Ireland. However, non-Anglican Protestants, who had formed in 185 a society for promoting schools where the Bible would be a basis for general education, insisted on its wider use in the proposed national schools than was permitted in the Irish system. Catholics supported the Governors proposal which further angered the Protestants. The successive alliance between the Anglicans and the Protestant denominations favourably brought about an anti-Catholic move to condemn concessions to a religious minority at the expense of national school systems based on the religious teachings of the Bible.

In 18, when Bishop Broughtons agenda was completely revealed, it was brought public that he intended to include the teachings of Anglican evangelists. This was revealed when Governor Gipps attempted to enforce a Bible-based national system and separate Catholic schools. Broughton successfully organised a commotion against this plan in favour of the continuation of state support for Anglican schools. Using this success, Protestants called for government aid for their own educational programs. When an elite committee of the New south Wales Legislative Council proposed the Irish system in1846, Catholics, concerned that the schools could become completely empowered by Protestants, joined Anglicans and other denominations, especially Wesleys, in opposing it. A compromise in 1848 agreed to separate denominational and Irish-type national schools.

Although this view was strongly supported, some influential colonists wanted the financial aid to end in order to eliminate duplication and ensure that public instruction was controlled and financed by each colonial government. Christians and secularists combined with politicians to bring an end to this form of state aid.

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This was a major knock back to the influence of the Protestant churches. Even though secondary schools and universities were to be strong influences on colonial powers, the Roman Catholic Church showed that a strong cultural and religious influence could be provided by their schools.

By the end of the nineteenth century an influential Catholic school system was in place in every colony, continuing the work of religious orders like the Australian-founded Josephites, the Marist and Christian Brothers who came to Australia at the invitation of bishops such as Polding and Moran. Lutherans also had their own school system, but in comparison to the Catholic system, was quite small. Many Protestants argued that such denominational schools were sectarian, but Catholics insisted that it was a matter of conscience to have schools based on religious principles in every part of the curriculum. They claimed that they were denied justice by the Protestant majority because they paid taxes for public schools that they could not in conscience send their children to, while at the same time having to finance their own schools.

This shows the influence Christianity had on education during 1788-100 and how at times caused conflict between Christian denominations who were adamant to have ultimate control in Australian society and to enforce their own Christian teachings.

From this it is seen that Christian authority and influence was decreasing when it came to public morality. Towards the late 1800s public morality was becoming of less importance in comparison to the early 1800s. Despite this, Christianity still had a major influence on morality because Christian leaders had gained high status and power and therefore could exert pressure on people and enforce rules and regulations that all must abide by.

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Smoking

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Have you ever gone to a movie that had huge ads with rave reviews, only to find that it was a waste of time and money? But by then it was too late - youd already spent the bucks on a ticket and popcorn.

Advertising hype can make almost anything look attractive. Thats what tobacco companies and their advertisers have done with smoking. Theyve taken a habit thats a turnoff - smelly, expensive, and unhealthy - and tried to convince you that its glamorous and exciting.

Tobacco companies use advertising to manipulate both teens and adults. They present images that are hard to shake, even when you know the truth. Have you ever seen a cigarette ad where people are wrinkled, middle-aged, and coughing or in the hospital dying of lung cancer? Of course not! In most ads, smokers are shown the way that teens would like to be attractive and hip, sophisticated and elegant, or rebellious and cool.

What they dont tell you in cigarette ads is that they want you to become addicted. Tobacco companies keep close tabs on the number of teens who are smoking. They worry when those numbers decline because they need new smokers to replace the ones who die each day from smoking-related illnesses.

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Many teens start smoking because they have friends or older siblings who smoke. Some teens look at smoking as a way to get through parties, dates, or other difficult social situations. Smoking gives them something to do with their hands and makes them feel older or more sophisticated. Some teens smoke because they feel they look too young and that smoking may make them appear more like an adult.

Some teens - especially girls - think smoking is a way to keep their weight under control. A person might think that if she has cigarettes in her hands, shes a lot less likely to eat. Others believe that a cigarette helps them relax when theyre stressed out because of schoolwork, dating problems, or family pressures.

Teens often start smoking because one or both parents smoke or because another close relative is a smoker. They get the message that smoking is an acceptable habit. Others smoke because it isnt acceptable in their families. These teens may think that smoking shows that they are old enough to make their own decisions.

No matter what age people start smoking - and nearly 0% of adult smokers start while they are still teens - they never intend to get hooked. They may start by taking a cigarette or two from a friend at a party, and then go on to buying an occasional pack. Soon they realize that they cant go without that pack. Theyve gotten used to reaching for a cigarette first thing in the morning, after meals, or during any stressful time. They are addicted, both physically and psychologically.

Its not easy to stop smoking even if you want to. According to many experts, the nicotine in tobacco is more addictive than cocaine and heroin. One survey of high school students who were daily smokers showed that only 5% of them intended to be smoking in 5 years. But after 5 years 75% of them were still smoking. Smokers are also more likely to abuse other substances, such as alcohol and marijuana.

Even if becoming addicted doesnt bother you, the side effects of smoking may. For instance, smokers stink. Literally. The smell of tobacco lingers for a long time on your hair, your clothes, and your breath. Sniff a dirty ashtray to see what a smoker smells like to non-smokers. Smokers dont look good - not at all like the attractive people you see in ads. Their teeth become yellow, and its hard to get the stains removed. Smokers also get many more wrinkles than non-smokers and this is only to name a few effects.

Smoking is expensive. Think of all the CDs, movies, and clothes you could buy with $1,500 each year. Thats about 100 CDs if you are spending $15.00 a CD! Thats whats going up in smoke if youre buying just one pack of cigarettes a day at $4.00 a pack. (And theyre much more expensive than that in many places.) If you live in an area where cigarettes are $6.00 a pack, then smoking a pack a day will cost you about $,00 a year!

Sports are an important part of many teens lives. Smokers find it hard to compete because of the physical effects of smoking rapid heartbeat, decreased circulation, and shortness of breath. Smokers are also more likely to miss a big game because they get more colds and flu.

Its often difficult to think several years ahead The reality is that each time you smoke a cigarette, it is costing you 5 to 0 minutes of your life. It puts you at much greater risk for heart disease and cancer. In fact, one out of every three smokers will die a smoking-related death.

If youve made the decision to avoid smoking, it may help you to have an excuse ready for the times youre feeling the pressure. If a friend offers you a cigarette, you dont have to argue - you can simply say something like I just dont like it, or I want to stay in shape for soccer (or football or basketball or whatever).

Dont feel alone. In spite of what the tobacco companies would like you to believe, only about 8% of high school students smoke. That means about three out of every four dont smoke. Everyone doesnt do it.

You can also have some fun reading between the lines of cigarette advertising. Take a look at how unrealistic the ads are. Are those climbers likely to be climbing a mountain with cigarettes in their backpacks? How long will that woman have beautiful skin and gorgeous teeth if she keeps smoking? The more you think about it, the more ridiculous it is - and the less likely you are to be manipulated by these images.

If youre already a smoker and you want to stop, there is hope. Quitting is tough, but not impossible. Think about all the reasons you want to quit, and try to stay focused on them (such as better performance in sports or saving up for a car). Seek support from your family and your friends.Find a new activity - something that will fill the time (and your hands) during the times that you used to smoke a cigarette. Exercise is a good choice, and it also helps you avoid weight gain.For some people, quitting straight away is best. Others find that a slower approach works for them. There is always an excuse to start smoking, and in fact there will always be an excuse to quit.

Finally, dont get discouraged. When it gets tough, try to remember that being a nonsmoker will give you a whole lot more - more energy, more money in your pocket, and in the long run, more life to live while being healthy.

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What if the Overlords had never come to Earth?

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Somewhere far away from Earth there is a planet, and on this planet there is a species, which have wings, are very tall, and have achieved a high level of civilization. This civilization is very old, and can travel between stars. On the same planet, there is a part of the Overmind, the Overmind is a super power that can produce unlimited forces, and solve any problem without any sort of technology. The Overmind can see the future place where a new part of the super mind will be developed. In this case it was the Earth.

The species that live on Earth are called humans, and they have the ability to be part of the Overmind, but they don't know about their destiny. The Overmind has hired the winged species to create an environment in which human civilization will help humans come to their destiny. The supervisor of Earth will be the Overlord Karellen.

The Overlords have brought peace to Earth, Eliminated disease, poverty, crime and fear. The future of Mankind was changed indefinitely from their coming to Earth. The Overmind sent the Overlords to bring peace to Earth, and gave the Overlords specific instructions of how to take care of the human race.

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The Overlords were sent to make certain conditions on Earth that would free the inner forces of Humans. Karellen and his people aligned the human civilization back to its destined path. If Karellen had not come to Earth, Mankind would still have diseases, still be fighting wars against one another, and there would still be poverty, fear and crime.

Even though the Overlords led to the destruction of Earth, They led Mankind to its final transition to pure brainpower. The children of Earth become pieces of the Overmind like they were supposed to. The Humans were given a chance to be part of something amazing, something wonderful. The Overlords, however where not, and were meant to only serve the Overmind, but not to become part of it. Planet after Planet they guided the people through this stage of change. If Mankind would not have listened to Karellen, it would have died out, at least with the Overlords help, some parts of humanity remained within the Overmind.

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Issue Proposal of Cell Phone Usage

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Eliminating Cell Phone Usage while Driving

There are many wrecks each year. There are many distractions that can cause a wreck at any moment. Cell phones are one of them. According to a study done by the New England Journal of Medicine, the risk of having a vehicle collision is four times higher if one of the drivers is talking on a cell phone while driving. There are two aspects of this issue the hazard itself and the many ways companies are trying to lessen the effects of the product in use with a vehicle.

Some countries and states have started ticketing drivers that talk on a cell phone while in route. These places are making the right decision, because while a person is driving their vehicle they need to be aware of their environment. Most people that are talking on a cell phone are concentrating on the conversation they are having instead of their car and the other cars on the road. If these people were ticketed for talking on their cell phone while driving it would hinder their decision much more.

Many companies have come out with hands-free units. A hands-free unit is exactly what it says; it holds the phone on the dash board so that the driver does not have to hold it. Many people believe that ivehicle collisions caused by cell phone distractions would be lessened by the hands-free unit. Nevertheless, in the study done by the New England Journal of Medicine, Donald A. Redelmeier, M.D., and Robert J. Tibshirani, Ph.D., found that using a hands-free unit did not limit your risk at all. Actually, the risk is exactly the same with or without the hands-free unit.

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So, in conclusion, cell phones while driving are not the best idea. This common practice, which I admit, I sometimes do, should be outlawed. This would solve the problem and cause there to be much less collisions and confusion. Also, the hands-free units should no longer be considered a solution to the problem, but a crutch for the offenders to be able to talk on their cell phone when they want. Works Cited

Redelmeier Donald. M.D., Robert J. Tibshirani, Ph.D. "Association between Cellular-Telephone Calls and Motor Vehicle Collisions." New England Journal of Medicine 7 February 1, 17 45-458.

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I never thought that I would end up delivering my speech on this topic. In fact, it was far from my mind. I deliberated on talking about several topics, beginning from Harry Potter vs. Christianity to Pre-school children with behavioral problems. But nothing really appealed to me because I am not an expert on any of those topics. It would be dangerous for me to deliver a speech without truly having an expertise on any matter related to those. I know that I would be facing learned people, and you would right away know if what I'm saying is empty. So, I reflected for a long time about what am I an expert of and it came to me… I am an expert on "How to Deal". "How to deal with what" you might say. I am an expert on how to deal with my weight problem.

You heard me right; I would be talking about my weight. I am not blind… people. Everyday I wake up and see myself in the mirror. I see that the person right staring back at me does not have the vital statistics, 8-4-6. But I have gotten used to it. Or perhaps, I just accepted the fact that I would never win any "Body Beautiful" Contest.

I wasn't always fat, or horizontally challenged, to be politically correct. In fact, I used to have the vital statistics 8-4-6 and weigh a waify 110 lbs. But during my college years, I have gradually gained more than 50 pounds. I would not tell you the exact pounds because I might be revealing too much (wink! Wink!). I didn't notice it at first. Because I was with somebody who was naïve enough to see me as a person and not "see" me physically. Stupid boy! Who in his right mind does that any way? For him, I look good no matter how much I weigh. I only noticed that I wasn't a "Diosa" anymore when my ex and I broke up. Suddenly, reality came crashing to me. "What? I have gotten this big?" That was when my nightmare began.

I finally realized that I couldn't just jump to another relationship because nobody is asking me out. Then, I started to panic. No way am I going to spend my life as a spinster. So, I first thought about dieting. I mean, how hard could it be? But, 6 hours after my diet I gave up…it was too darn hard! So, I said, "to hell with diet" and thought that being "horizontally challenged" could not be all that bad.

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And so, I faced life head on with only breasts for padding and true enough, I was battered and beaten before I could really immerse myself into it. Some people are nasty when it comes to us; they think that since we weigh more than them, they have the right to say hurtful things to us. Perhaps, when they say it to other horizontally challenged people, they do not receive any response. But when I face people like that, they have another thing coming to them. I trade insult for an insult and mine hurts more. My manners and my catholic schooling go out the window when I hear spiteful things about my weight.

For example, there was this time a jeepney driver said "Taba!" and laughed obnoxiously together with his other driver friends. I stopped, sized him up from head to foot, and said "driver" with one eyebrow raised and spite in my voice. You should have seen the driver blush. No offense people, I have nothing against drivers but I have to him where it hurts. Another time, there were these girls who again made fun of my weight. I stopped again and went to where they were sitting. I approached them with my sweetest smile and asked if any of them had a mirror. With their mouths wide open they shook their heads then I rummaged through my bag and produced a pocket mirror. I gave it to one of them and told them to look at the mirror and I said, "gusto ko kasing Makita n'yo 'yong nakikita ko, limang kili-kili, nag sasalita, amazing…right?" and with that I left wearing the same sweet smile.

It was because of those incidents when I started to gain confidence. I thought that it really doesn't matter; everybody has his or her own defects. So, if somebody points mine out to me, I point to theirs as well. Then, I started to enjoy the life of the vertically challenged people. I still have my face, my charm and my wit. So, I should not fear. There's bound to be one guy who would love me even with my "excess baggage". And you know what, there's one…two…three guys who loved me, all of me.

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THE HAPPIEST JOB ON EARTH

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While J.J. Buettgen

was the Senior Vice

President of Marketing

at Darden, there was a

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story that had become

legend at the company's

Olive Garden restaurants.

One day, a tall,

heavyset man had sat

down at a table to order

but he looked terribly

uncomfortable he

was having trouble

squeezing into his chair.

Committed to serving

the needs of each and

every customer, the

manager raced to the

kitchen and came up

with an innovative solution.

He quickly sawed

off the arms of one of

the chairs and returned

to offer the man a newly

improved place to sit

what would be known

from that day forward

as a "Larry-chair,"

named for the man who

had inspired the first

one.

According to Buettgen,

who has been recognized

by Advertising

Age as one of the country's

top 100 marketers,

the story is an example

of what happens when a

company "gets it right,"

when an organization's

advertising concept

meshes with its culture

and the actual customer

experience. Long before

Olive Garden's ads were

promoting "hospitaliano,"

a warm and welcoming

Italian-style

hospitality, the employees

were reinforcing this

idea in the restaurants.

"In order to create

lasting brand equity, employees

have to express

the same values that we

communicate in our

ads," explains Buettgen.

"The HR executive has

to communicate the

same message that marketing

is expressing."

Yet even Buettgen notes

how challenging this

task can be. He admits

that in many companies

there is often a dichotomy

between what is

going on at the unit

level and corporate, and

he stresses the need for

an effective "communications

pipeline manager"

to act as a gobetween.

At The Disneyland

Resort, where Buettgen

served as the company's

Senior Vice President of

Marketing and Sales, it

was the Disneyland

name and the values

that the brand represents

that attracted the

right cast members in

the first place.

"Disneyland is an

American icon, and people

feel good about

working for a company

with such a rich heritage,"

says Buettgen.

Creating "the happiest

place on earth"

comes about because

cast members are constantly

kept up to date

with every detail going

on at the park. They get

the opportunity to preview

new shows and

attractions before they

open to the public,

which ensures that cast

members remain excited

and educated about the

latest offerings.

There are also events

that encourage employees

to experience the

park through the eyes of

a guest. Three nights a

year, cast members

(many of whom dress

up as Disney characters

and interact with visitors)

get together for

holiday parties. The

park is closed to visitors,

and employees get the

chance to hop aboard

the rides and enjoy all

the shows and attractions

without even

having to wait in line.

"Date night" is a similar

occurrence. Disneyland

closes its gates to customers

and invites employees

to bring a

spouse or significant

other to enjoy an evening

in the park. If there's one thing

that Michael Tam has

demonstrated in his extensive

marketing career,

it's that sound

business judgment is

applicable across cultures,

across industries

and across brands. Having

worked both in the

U.S. and abroad for

some of the world's

best-known companies,

he has put the same

principles to use with

incredible results at

McDonald's, Starbucks

and Nordstrom.

As the Senior Vice

President and Chief

Marketing Officer of

McDonald's Japan, he

was tasked with the

challenge of turning

around a business that

had a three-year history

of double-digit negative

comp figures. Even

though he was unfamiliar

with the culture, he

was armed with a solid

understanding of why

the McDonald's image

was suffering among the

Japanese and set out to

reposition the company.

The restaurant chain

was offering a menu

heavy in Japanese staples

such as sushi,

ramen and gyoza

(known as pot stickers

in the U.S.), and to consumers

McDonald's was

seen as just another

sushi shop.

"For any business to

succeed, you have to

leverage an organization's

core competencies,"

Tam explains. "In

the case of McDonald's,

we knew that hand-held

sandwiches were what

the company did best."

Working to incorporate

tastes that would appeal

to Japanese diners, Tam

helped in the creation of

an entirely new menu

with offerings such as a

ginger soy sandwich

with cabbage and pork

sandwiches that satisfied

the Asian palate.

This menu change,

combined with ads that

emphasized a restaurant

atmosphere dedicated to

kutsurogi (which Tam

explains as "being as

comfortable and relaxing

as an old pair of

shoes or an easy chair"),

had a powerful effect.

The company reported a

5 percent increase in

comp store sales in the

first year and 16 percent

in the year that followed.

Tam performed a

similar feat at Starbucks.

When he signed on as

the company's Vice

President of Retail Marketing,

he wanted to

make the stores more

productive throughout

the day (60 percent of

sales were being made

before 10 a.m.) as well

as reach out to the 50

percent of Americans

who don't drink coffee.

His solution? Change

the image of coffee as a

morning-only drink and

add lunch, dessert and

tea-based drinks to the

menu.

"Once again it was

the principle of leveraging

the company's key

competencies in this

case, coffee and creating

products that were

appropriate," he explains.

As examples, he

lists the creation of a

Frappuccino cheesecake

and Tazo teas.

Of course, what

makes the Starbucks

success story so unique

is the fact that the company

has created an entire

culture around the

activity of drinking coffee.

According to Tam,

much of this success is

due to the brand equity

that was created through

employees.

"You need to share

your vision with employees,"

he says. "You

have to communicate

the mission statement to them, and most importantly,

make sure they

buy into it. Dedication

to the company begins

with something intrinsic

and psychological as

opposed to monetary

compensation."

His final suggestion

hire the best and give

them the opportunity to

demonstrate what they

know from experience.

"Bring on the most capable

talent with the

best backgrounds. Then

stand back allow employees

the latitude to

make their own decisions."

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