It’s time for another article about Artificial Intelligence (AI). I get asked more about AI and analytics than just about any topic – so here’s an update. Looking back, it’s hard to believe it’s been a year since I wrote my first article about Artificial Intelligence (AI), detailing how we were using AI as a force multiplier for my business. At that time, in the fall of 2023, we were nearly one year into the new era of generative AI with the launch of OpenAI’s ChatGPT. Generative AI like ChatGPT seemed to come out of nowhere for most people and quickly became one of the hottest topics of the year.
The ability of generative AI to create new content, such as text and images, by learning patterns from existing data continues to amaze (and concern) people. Although my original article wasn’t necessarily earth-shattering, it did get the attention of many, and I was asked to give some interviews and presentations about the topic. Six months later in April 2024, I wrote a follow-up article since so many people were asking for my opinion about AI for small businesses. That brings us to today’s article, which logically follows from the previous two newspaper articles.
Yours truly holding a copy of the excellent book “Why Machines Learn The Elegant Math Behind Modern AI” by Anil Ananthaswamy. Purchased at a local bookstore — Scholar & Scribe in Fayetteville/Trilith. Photo/Joe Domaleski
First, a bit of personal history
Before diving into my top AI book picks, I think a personal update is in order since it will provide some context for my book selections. If you’re a regular reader of my column, feel free to skip this section since you’ve read about my background in math and computer science before. If not, the following may help establish my interest and background in AI.
Like most people, I have been amazed at what generative AI can do astonishingly well, but also at what it can’t do very well. Most generative AI models are based on artificial neural networks — something that was relatively new back in the early ’90s when I first encountered them (technical note: neural nets are based on earlier concepts like Rosenblatt’s perceptron, which dates back to 1958, and McCulloch & Pitts’ artificial neuron from 1943). I dabbled in some early neural network algorithms applied to financial markets while in graduate school at Georgia State University 30+ years ago.
Over the past year, I’ve become interested in AI once again, but this time in how it is applied to digital marketing. In order to break out of the hype and get up to speed on what’s new in AI, I took some online courses through Harvard University’s excellent CS50 program, with additional courses through Wharton Business School. I’ve been so intrigued by the subject that after talking to some colleagues in academia, I decided to apply for — and was accepted to — Georgia Tech to pursue another Master’s degree, this time in analytics. I’m having a great time so far, and right off the bat, we’re already studying AI, particularly machine learning algorithms. All of my undergraduate courses in statistics, linear algebra, probability, and calculus are finally being put to the test.
Reviewing basic concepts about neural networks as part of Dr. Kartik Hosanagar’s AI for Business course through UPENN’s Wharton Business School. Photo/Joe Domaleski
That brings me to my book picks for the year. I love to read, and I think it’s important to keep the mind sharp, not only with problem-solving but also with general reading. Once ChatGPT was out in the wild, bookshelves filled up with AI books — particularly digital bookshelves, where the barrier is low to publish something. There’s a lot of “junk” out there, some of it written 100% by AI, mostly to make a quick buck. One of the most popular AI books on Amazon right now is about how someone can become a “ChatGPT Millionaire.” Yeah, consider me skeptical.
My 2024 AI book picks were purposely selected from known academics who had a reputation before the current surge of interest in AI. Each of the authors is active in research, teaching, and communicating about AI. I’m aware there are some good books out there about AI that haven’t come from academia, but they are few and far between. Most of the authors whose books I picked don’t appear to be writing solely for financial reasons. Each of these books is available in both digital and print editions by respected publishers. All of the authors on my list are actively promoting their work, so it’s easy to find follow-up information from their research and writing.
My picks for top AI books in 2024
Co-Intelligence: The Surprising Power of Combining Human and Artificial Intelligence by Ethan Mollick (2024) Portfolio Books.
Dr. Stefano Puntoni interviews Dr. Ethan Mollick about Mollick’s new book Co-Intelligence, my top AI book pick for 2024. This was a screen shot of the online presentation that took place on 7/10/24. Photo/Joe Domaleski
My overall top AI book pick for 2024 is Co-Intelligence by Dr. Ethan Mollick. In this book, Mollick proposes four key principles for using AI as a virtual co-worker — what he calls “co-intelligence.” These principles include always inviting AI to the table, staying human in the loop, treating AI like a person (with clear roles), and assuming today’s AI is the worst version you’ll ever use. Mollick brings these concepts to life in a way that is both practical and engaging, making this a must-read for anyone integrating AI into their work. Mollick’s blog, One Useful Thing, is also a great resource that complements the ideas from the book. This is not a technical book, although he mentions some of the underlying concepts that make AI work. If you can only read one AI book this year — this is the one.
The Worlds I See: Journeying Through AI, Humanity, and the Future of Technology by Fei-Fei Li (December 2023) Flatiron Books.
The Worlds I See by Fei-Fei Li is one of the best non-fiction books I’ve read in years. This book could easily be read for pure enjoyment — even if one isn’t particularly interested in AI. Dr. Li does an excellent job of telling personal stories with a broad view of AI’s current and future impact. Her journey from childhood to becoming a leader in the AI world is inspiring, especially for someone like me who left academia during the so-called “AI winter” of the early ’90s and is now witnessing AI’s resurgence. This book offers a behind-the-scenes tour into the key technologies of AI and, more importantly, the people involved in them. Much like the book Chaos: The Making of a New Science did for me in the ’80s, The Worlds I See reawakens that sense of wonder about the future of AI. Dr. Li, often called the “Godmother of AI” for her ground-breaking work in image recognition, remains active in the field — particularly with ethics in AI.
The AI-Savvy Leader: Nine Ways to Take Back Control and Make AI Work for You by David De Cremer (2024) Harvard Business Review Press.
Dr. David De Cremer speaks about his new book The AI-Savvy Leader. This screen shot was taken during his online presentation which took place on 6/7/24. Photo/Joe Domaleski
Professor David De Cremer’s The AI-Savvy Leader offers a much-needed human-centric perspective on AI. While many books focus solely on the technology, De Cremer shifts the spotlight to the leaders responsible for steering AI implementation. He outlines nine actionable strategies to help leaders maintain control over AI’s integration into their businesses, with an emphasis on ethical considerations and fostering a learning culture. As a business owner, I appreciated how the book reinforces the importance of strong leadership in the AI era. AI can’t replace vision, integrity, or adaptability — it enhances them. This non-technical book is a must-read for any executive looking to leverage AI while staying true to core values.
Teaching with AI: Humanizing Learning in the Age of Artificial Intelligence by Jose A. Bowen & C. Edward Watson (2024) Johns Hopkins University Press.
Teaching with AI is a timely read, especially for educators looking to integrate AI into their classrooms. I appreciated the practical examples, sample prompts, and activities tailored for both teachers and students. Bowen’s and Watson’s intent is to make it easier to use AI in meaningful and accessible ways in the classroom. While some sections were a bit redundant (which may have been intentional, since that’s one way to learn), the overall content is highly valuable. As both an instructor and a student, I found this book personally relevant. For educators who still ban AI in classrooms, it’s time to reconsider. AI offers opportunities for mutual benefit to both teachers and students. Though the world of AI is rapidly evolving, Bowen and Watson do a great job of incorporating the latest research and technologies. Ironically, just after this book’s publication, Google released its NotebookLM AI offering for learning. Keep in mind that innovations are going to happen, and books will have a hard time keeping up. Consider following the authors on this list via social media and blogs to stay updated on their perspectives as new technologies emerge.
Why Machines Learn: Exploring the Boundaries of Artificial Intelligence by Anil Ananthaswamy (2024) Penguin Random House.
I’m still reading this excellent book that explores the math behind AI. Photo/Joe Domaleski
I’m still reading Why Machines Learn, but so far, it’s one of the best books I’ve read on the subject of AI. This book is likely to become my new favorite about AI once I finish it. Ananthaswamy’s book combines both the history of AI and the underlying math that makes it work. I’m a math nerd at heart, so this book speaks my language. Ironically, Ananthaswamy is the only author on my list who doesn’t have a PhD, but his book is the most academic and technically detailed of the bunch. He explores key mathematical and scientific concepts — like linear algebra, statistics, and calculus — that are the backbone of AI, and does so in a way that’s both accessible and thorough. This book is highly recommended for those with a technical background or a strong interest in STEM. In fact, it’s so comprehensive I think it could easily serve as an introductory undergraduate textbook on AI. I purchased this book as a print edition from my local bookstore, Scholar & Scribe in Fayetteville/Trilith.
Please support local bookstores when you can, even if they have to order THE books for you.
Honorable mentions
The following two books were published before 2024 but have aged quite well and are still worth reading.
Artificial Intelligence: A Guide for Thinking Humans by Melanie Mitchell (2019) Farrar, Straus and Giroux.
Dr. Mitchell is a Professor with the Santa Fe Institute and Originator of the Complexity Explorer platform, where I took some online courses about complexity science back in 2015 and 2016. Mitchell is an excellent communicator, both in class and in this fine book about AI. Her book was one of the first mainstream works to get really popular — and it did so well before ChatGPT came out. The book provides a great history of AI and explores topics that are still very relevant today. Mitchell has a healthy skepticism about some of AI’s purported capabilities, and her doubts are grounded in real-world research and experience. Much has happened since this book came out, and I understand it may be in the process of being updated. Also highly recommended is her award-winning book Complexity: A Guided Tour (2009) Oxford University Press.
A Human’s Guide to Machine Intelligence: How Algorithms Are Shaping Our Lives and How We Can Stay in Control by Kartik Hosanagar(2019) Viking.
Reading Professor Hosanagar’s book on my Kindle in downtown Fayetteville. Photo/Joe Domaleski
Earlier this year, I took Professor Hosanagar’s online course, Artificial Intelligence in Business, through Wharton Business School. It’s an outstanding course, and I highly recommend it to all business leaders. I enjoyed the course so much that I was inspired to read Hosanagar’s book. Although it was written before ChatGPT’s release, the material has aged very well, and the points made are still relevant — perhaps even more so today. Hosanagar has an easy-going writing style with a good sense of humor — something you don’t often find in books on AI. I’m hoping he writes another book soon, and I’ll definitely buy it if he does.
On my future reading list
I have three more books about AI that have been recommended to me and are on my list to read next. Now that I’m back in graduate school, I might have to slow down the rate at which I read these books, but I do intend to get to them in the next few months.
AI & I: An Intellectual History of Artificial Intelligence by Eugene Charniak (2024) MIT Press.
How to Teach AI: Weaving Strategies and Activities Into Any Content Area by Rachelle D. Poth (2024) International Society for Technology in Education (ISTE).
Nexus: A Brief History of Information Networks from the Stone Age to AI by Yuval Noah Harari (2024) Penguin Random House.
Summary
Read more books! It’s not lost on me that there are plenty of online articles, YouTube videos, and free courses about AI. I’d like to make the case that you supplement your AI diet with some longer-form content by reading good books on the subject. Avoid books that only appear in online form or have an author who doesn’t seem to have an online presence before 2023 (one of the many ways to spot a “fake” book).
Each of my book recommendations is highly readable, comes from a respected authority, and explores different aspects of AI — history, algorithms, applications, ethics, learning, and even math. You’ll notice that some of the authors seem to be “pro-AI,” while others are a little less enthusiastic. It’s good to have a variety of perspectives on things — including AI. None of the authors think AI is going to take over the world, and neither do I — but we are in for some interesting times.
Have you read any good books on AI this year that you think I should add to the list? I’d love to hear your feedback below or on my goodreads page.
NOTE – A slightly different version of this article was published on my personal blog as My Top Picks of Books about AI for 2024 (https://blog.marketingdatascience.ai)
[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year. Joe is a husband, father of three grown children, and proud Army veteran. He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn or follow his new blog Marketing Data Science for more insights and updates.]
It’s no secret that I’m not a die-hard football fan, just ask my family. Go ahead and take away my “man card,” but I didn’t grow up really paying much attention to football. I was a runner in high school, and the football guys were several notches above me in the social pecking order. As I’ve gotten older, I’ve paid a little bit more attention to football, especially the thrill of live sports—when the team on the field is one I care about. My son started playing football in middle school, and that carried over to high school when he played for Whitewater High School. As the team treasurer for the Whitewater Touchdown Club (booster club) and part-time game announcer, I started to develop more interest in football. I think most parents take an interest in their kids’ sports.
With our family at a GSU football game. (LR) Son Stephen, daughter Alex, son-in-law Connor, Mary Catherine, and me. Photo/Joe Domaleski
As an undergrad in the 1980s, I attended North Georgia College, as it was known back then. It was a much smaller school compared to the University of North Georgia today, and while we didn’t have a college football team, we enjoyed intramural football. In the early 90s I was a grad student at Georgia State University (GSU), which also didn’t have a football team at the time. That changed in 2010 when GSU launched its football program, and they now play in a new stadium that was once the Olympic Stadium and later home to the Atlanta Braves. I’ve been to a few GSU games since then, and they’re always a lot of fun.
While we’re on the subject of GSU Football, something quite interesting has recently happened in college football that has Dawg fans scratching their heads. In an unexpected twist, GSU beat Vanderbilt, who then went on to beat Alabama, who, as we all know, recently defeated UGA. So, in this strange world of college football upsets, you could say that Georgia State has, in a roundabout way, edged closer to the Bulldogs than anyone might have expected. It’s these kinds of twists that keep college football interesting. Pro football? Not so much (sorry Falcons fans).
Don’t show this to my new Georgia Tech family. Pictured here with Colin Martin, friend and former CEO of the Fayette Chamber. Photo/Joe Domaleski
Speaking of UGA, I’ve been known to root for the Dawgs over the years. After all, they’ve consistently fielded competitive teams and have earned their place among college football’s elite. My younger brother Chris attended UGA, many of my friends went to UGA, and one of my Fraternity brothers is currently a Dean at UGA. I’ve attended several UGA games, and there’s nothing quite like the excitement of a packed Sanford Stadium on game day. From the Redcoat Marching Band hyping up the crowd to the chants of “Go Dawgs,” the atmosphere is a lot of fun. Having 90,000-plus fans take over Athens, GA on game day and cheering their Dawgs is an experience you can’t replicate on TV. Even if you’re not a die-hard fan, being part of that sea of red and black is something special. Over the years, I’ve taken in some unforgettable moments at those games, and even though I’m not glued to the TV every Saturday, I always keep up with how the Dawgs are doing. And let’s face it, in Georgia, it’s hard not to get swept up in the excitement of UGA football season.
But now, as a middle-aged graduate student, I’m back in school at Georgia Tech, working toward another Master’s degree. Returning to a college campus at this stage in life has been quite an experience, and I’ve made it a point to take in all that Georgia Tech has to offer. I’ve cheered on UGA in the past, but now it’s time to embrace my new school – Georgia Tech. As a student, I joined the Yellow Jacket Club to get season tickets, but I wasn’t quite sure about sitting in the student section—didn’t want to be mistaken for someone’s parent (or grandparent!). So, I upgraded to some premium tickets on the 50-yard line to attend my first-ever home game last Saturday with my wife, Mary Catherine.
Georgia Tech football pre-game Helluva Block Party in front of Tech Tower. Photo/Joe Domaleski
Since it was a night game—and well past our usual bedtime—we debated whether to go, but ultimately decided to go to the game. We arrived at Georgia Tech a few hours early to soak in the pre-game atmosphere. The Helluva Block Party was in full swing, giving us the perfect opportunity to walk around campus and enjoy the festivities. There was a concert going on with country music star Lauren Alaina, a Georgia native. After taking that in, we walked by Tech Tower on our way to the student center and the lawn at Tech Green. Near the Kessler Campanile fountain, we listened to the alumni marching band play. Part of their repertoire included a rendition of the Budweiser Song, which I was told is a Georgia Tech tradition. Soon, the student marching band joined in, adding to the fun.
About an hour before kickoff, the bands marched toward the stadium, and naturally, we followed. The crowds weren’t as large as what you’d see at UGA games, which made it much easier to get around. We were able to enter the stadium with no wait, which was a nice change of pace. Bobby Dodd Stadium, one of the oldest college football stadiums, has undergone renovations over the years, but you can still feel the history and tradition embedded in the place. It’s smaller than UGA’s Sanford Stadium, but that’s something we actually liked. Even when we headed to the concessions, there were no lines, so we grabbed refreshments and made our way to our seats on the 50-yard line.
Joe and Mary Catherine Domaleski on the 50-yard line at the Georgia Tech vs. Duke home game on 10/5/24. Photo/Joe Domaleski
We got to our seats and started chatting with the folks around us, which was really enjoyable. As I had been told from other Tech alumni, most of the people in our section were around our age, so we fit right in. The student section, though, was a whole different story—it’s over on the north end, packed with the energy of college undergrads. Had I sat over there with my student ticket, I’m not sure I could have kept up with the energy level! We were on the west side, facing east toward the Atlanta skyline, which made for a pretty cool view. As I looked out over the stadium, with the skyline shining behind it, I couldn’t help but feel like I was part of something special. It was one of those perfect fall nights in Atlanta, where the weather, the company, and the excitement of the crowd all came together seamlessly.
About 30 minutes before kickoff, the bands kicked things up again, and you could feel the excitement building. Here’s a short video I took before the start of the game, featuring the band, cheerleaders, and, of course, the Ramblin’ Wreck—a 1930 Ford Model A that’s been Tech’s mascot for ages—making their grand entrance with the team onto the field. Seeing that old car roll out, with the crowd going wild and the music blasting, was one of those cool moments that made me feel right at home at Georgia Tech.
[su_youtube url=”https://www.youtube.com/watch?v=Xb9jd-HlJxU?si=6PA4O_YFOXvCXxka” title=”Georgia Tech vs. Duke game opening on 10/5/24 at Bobby Dodd Stadium.”]
The game was a blast—two pretty evenly matched teams making it fun to watch from start to finish. Georgia Tech and Duke kept things close, which kept the game that much more interesting to watch. The band put on a great halftime show, and during the break, I had a chance to catch up with some old friends from North Georgia – Jim and Lee Glover. It was great seeing them again. Their son had just graduated from Georgia Tech. We spent some time swapping stories about the good ol’ days and talking about how much things have changed since we were in college at North Georgia.
Joe & Mary Catherine Domaleski catch up with Lee & Jim Glover. Joe went to North Georgia College (UNG) with them back in the 80’s. Photo/Joe Domaleski
Once the second half got going, the intensity really ramped up. Both teams were giving it everything they had, and for a while, it felt like the game could go either way. The crowd stayed engaged, and you could feel the energy building as we headed into the fourth quarter. Tech’s defense came through when it mattered most, making some big plays to help secure the win. When the final whistle blew, the stadium erupted, and it felt great to be a part of that moment—even if we’re not your typical football fans.
Will we be back? Absolutely.
The whole night was so much fun that we’re already looking forward to the next game. There’s something special about live football—the camaraderie, the excitement, and the way it brings people together. As a middle-aged grad student, I’m proud to be part of my new Tech family, and it’s impossible not to get swept up in the excitement.
Mary Catherine and Joe enjoy a perfect fall evening in Atlanta at the Georgia Tech game on 10/5/24. Photo/Joe Domaleski
So now I have to ask—how many Georgia Tech fans are out there? If you haven’t been to a Tech football game yet, I highly recommend it. And if you have, well, you know exactly what I’m talking about.
Go Georgia Tech Yellow Jackets. Sting ’em. 🐝
[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year. Joe is a husband, father of three grown children, and proud Army veteran. He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn or follow his new blog Marketing Data Science for more insights and updates.]
We were spared, but many of our friends were not. You know what I’m talking about—Hurricane Helene. Last week, Helene ravaged Florida, Georgia, Tennessee, North Carolina, and South Carolina. It’s hard to see the images and videos of the devastation. Many areas will never be the same. There’s a good chance many of you have friends in the affected areas. As I write this article, recovery efforts are underway.
Before the storm came ashore on Thursday, September 26, we double-checked our preparations here at home in Fayette County. Based on the stock levels at local stores, it looks like many of you made preparations ahead of time, and that’s good. Two months ago, I shared my thoughts about emergency preparations, and it’s worth a read (or re-read). It’s important to have the essentials covered ahead of time.
During the night of 9/26 and the early morning hours of 9/27, I was running a radio net for Georgia Emergency Management and Homeland Security Agency (GEMA/HS) as a volunteer with the Georgia AuxComm program. Part of my job was to take field reports that came in over the radio. As I worked my radio, I also monitored two systems designed for emergency response personnel—WebEOC, which is used for coordination between emergency management agencies in Georgia, and NWSChat, which is used by the National Weather Service to communicate with various partner organizations. Both systems are restricted “back channel” methods of communication and coordination. I experienced two emotions as I watched the reports come in.
Watching the storm track of Hurricane Helen in the very early morning hours of Thursday, 9/27/24. Notice how the storm was starting to track more towards the east heading straight for Augusta. Photo/Joe Domaleski
First, there was a sense of relief. Around 3 a.m., I noticed on the NWS system that the storm was tracking more toward the east than originally forecasted. Although it was raining heavily here in Fayette County, it became obvious that our immediate area would be largely spared. Unfortunately, that sense of relief was offset by a sense of growing dread. Around the same time, over on the GEMA/HS system, field reports were coming in that were shocking—entire counties were going dark—no power, internet, or cell service. Many 911 systems went down, and a few radio towers collapsed. I’m not allowed to divulge specifics, but many of the situations have now been reported by the news media. It’s simply shocking that in 2024, a city as large as Augusta and a county like Richmond, adjacent to the state-of-the-art Fort Eisenhower, could go dark with very few routes to get in or out of the area.
Things are so bad, that some of my ham radio friends from AuxComm were airlifted into affected areas over the weekend. They were flown in Georgia State Patrol helicopters for speed and safety, since many roads are still blocked. Their mission is to help restore communications around the state. Just before I started typing up this article, I was on a conference call with our team and they’ve completed one round of restorations and are flying to new areas tonight . You can watch a video of it below. The ham radio volunteers are the ones not wearing flight suits. The boxes they’re handling contain communications equipment.
What would you do if our grid went down and you were unable to travel out of this area?
Although food, water, and shelter are of paramount importance, so is communication. How would you let loved ones know you’re okay? If you weren’t in the affected area but wanted to check on loved ones who were, how would you do that? In this article, I’m going to share some specific ways you could communicate when the grid goes down. By “grid,” I mean phone lines, cellular service, internet, and power. When one or more of those fail, that’s a “grid down” situation.
You already know I’m a fan of amateur (ham) radio communications. Simply stated, it just works when everything else fails. It’s still a viable means of communication and is very resilient to infrastructure outages. Earlier this year, I wrote an article about it entitled – “If the grid goes down, amateur (ham) radio works when all else fails“. Ironically, on Saturday, I was teaching a pre-planned “ham cram” class for Fayette County Parks & Rec to help people get licensed. The timing of the class and its relevance couldn’t be better. We’ll explore some ways ham radio can be used, but we’ll also consider other methods. Here’s a short video of our class.
Ham Radio: The Ultimate Backup
As I mentioned earlier, I’m a big advocate for amateur (ham) radio, and it’s not just because I enjoy the hobby. During Hurricane Helene, ham radio operators played a critical role in coordinating communications services and relaying vital information when all other systems failed. Ham radio doesn’t rely on the grid—no internet, cell towers, or phone lines required. With basic equipment and a license, you can communicate over long distances when everything else is down. For those of you who want to ensure you’re never completely cut off, learning ham radio and getting licensed is one of the best investments you can make. I always have a radio with me and have personally used it when I was out of cell phone range during a car breakdown in the mountains. If you want more information, leave me a comment below. Even if you aren’t a ham radio operator, you probably know one who might be able to help. It’s one reason I’m so vocal about it—I want people to know I’m here to help if I can.
FRS and GMRS: Short-Range Solutions
While ham radio is the go-to for both long-range and short-range communications, Family Radio Service (FRS) and General Mobile Radio Service (GMRS) radios are excellent for short-range, local communication. These radios don’t require any special skills, and FRS radios, in particular, are unlicensed and easy to use. GMRS radios have a longer range but do require a license. If you’re looking for an easy way to stay in touch with neighbors or within a small area during a crisis, having a set of these radios on hand is a smart move. You can buy them at many local stores. Be sure to buy extra batteries and test them out BEFORE you actually need to use them in an emergency situation.
Text and Email: Limited but Reliable
Even when the grid is down, there’s a chance that text messaging might still work. Texts require less bandwidth than voice calls, meaning they often get through, even with weak signals. If you find yourself in a disaster zone with poor service, try sending a text first. It may be delayed, but it could still go through eventually.
Similarly, email can work if you find a way to access the internet. If you have a data connection on a cell network, that’s ideal, but oftentimes, that’s one of the first things to fail. You might be able to locate a public Wi-Fi location that’s still active. We’ll talk about that below. Another way to send/receive email is Winlink, which uses ham radio as a type of modem (remember those?) for email delivery over radio. APRS is another amateur radio technology that can be used to send “text messages” over the airwaves.
Finding Wi-Fi Hotspots: Your Connection to the Outside World
When cell service is down, finding a public Wi-Fi hotspot could be your lifeline. Libraries, coffee shops, hospitals, schools, and public buildings with backup generators often have Wi-Fi available, even when the power grid is down. Knowing where to find these hotspots can make all the difference when trying to send an email or use social media for updates. If you prepare ahead of time by identifying Wi-Fi hotspots in your area and downloading offline maps, you’ll have a better chance of staying connected during a prolonged outage. I have a friend right now who’s in the Augusta area. She doesn’t have access to cell service or power but is within walking distance of a facility that has a generator going and active Wi-Fi. My guess is that the Wi-Fi is connected to a satellite Internet service that is working. She’s using it to send updates through social media, which is how I knew about her situation.
Social Media: Staying Informed and Connected
When you can find a working internet connection, social media can be a powerful tool for both receiving and distributing information. Platforms like Facebook, Twitter, and Nextdoor are frequently updated with real-time information from communities, relief organizations, and emergency services. During disasters, these platforms can help you locate shelters, communicate with authorities, or find out about ongoing relief efforts. Just remember that social media is only useful when you have internet access, so it’s best to have multiple backup plans for communication.
U.S. Mail: The Old-Fashioned Lifeline
Until recently, I would’ve recommended the U.S. Mail as a resilient, old-school way to get messages out of an affected area. With well-publicized failures of local post offices and the new Fairburn sorting facility, I’m a little reluctant to list this method. I’ll leave it in here for now, but know that I’ve also experienced bad delays and outright non-delivery of mail. If you’re unable to communicate electronically, sending a letter or postcard could still help you reach loved ones. While it’s slower than digital communications, the postal service was designed to be a resilient option when the grid is down. Hopefully, service will improve in the future. In the meantime, maybe carrier pigeon would be more reliable than the U.S. Mail.
Red Cross and Emergency Services: Reconnecting Families
During and after disasters, the American Red Cross and local emergency services often set up special communication networks to help displaced families stay in contact. Many shelters offer these services, which can help you let others know you’re safe or check on loved ones in affected areas. The Red Cross also has online systems, like its “Safe and Well” program, which helps reunite families during disasters. If you’re trying to locate loved ones in an affected area—or—get the word out that you’re okay, consider looking into it.
Satellite Internet: Restoring Connectivity from the Sky
In recent years, satellite internet services like Starlink have become game changers for restoring internet access in disaster-stricken areas. Unlike traditional internet, which relies on land-based infrastructure, satellite internet beams connectivity directly from satellites in low Earth orbit to user terminals on the ground. This allows for high-speed internet access in areas where power lines, cell towers, and fiber optic cables have been damaged or destroyed. During emergencies, satellite internet can help coordinate relief efforts, enable video calls, and support real-time updates. Starlink, in particular, is actively being deployed right now by GEMA/HS as part of the Hurricane Helene emergency response. For organizations and individuals looking to ensure uninterrupted internet access during a crisis, satellite internet is becoming an increasingly viable solution.
Satellite Phones: Reliable Communication from Anywhere
When landline and cellular systems fail, satellite phones provide a reliable way to stay connected, even in the most remote or disaster-stricken areas. Unlike cell phones, satellite phones communicate directly with orbiting satellites, bypassing damaged or non-functional terrestrial infrastructure like cell towers and power lines. While satellite phones can be expensive and require service subscriptions, they’re very reliable for emergency communication. Rescue teams, government agencies, and individuals in disaster zones often rely on satellite phones to relay critical information. If you’re preparing for a worst-case scenario, a satellite phone can ensure you’re never completely cut off from the outside world. As the technology has advanced, the pricing of satellite phones has actually made them affordable for private citizens like you and me.
Satellite Messaging Devices: Texting When There’s No Signal
For those who don’t need full satellite phone capabilities, satellite messaging devices like SPOT and Garmin inReach offer a simpler, more affordable solution. These devices allow you to send text messages through satellites, even when there’s no cell service or internet available. They are perfect for sending quick check-ins to loved ones or emergency messages to authorities. Some models, like the Garmin inReach, even allow for two-way communication and GPS tracking. Subscription plans are usually required, but the cost is far lower than satellite phones, making them a practical option for staying in touch during disasters or remote travel. Newer models of iPhones also have an emergency SOS via satellite feature.
Drones for Message Delivery: Reaching Remote or Cut-Off Areas
In recent years, drones have emerged as both a weapon and a tool for helping deliver vital supplies and messages to areas cut off by disasters. Equipped with cameras and small containers, drones can deliver physical messages, medical supplies, or even Wi-Fi routers to areas where traditional routes are blocked. For instance, after major hurricanes, drones have been used to assess damage and deliver aid to isolated communities. While drone usage in emergencies is still developing, they offer a promising way to bridge communication gaps when roads are impassable or infrastructure is severely damaged. As the technology advances, drones may become a standard tool in disaster response.
Field Expedient Methods: Low-Tech Solutions in Crisis
When high-tech communication methods are unavailable, sometimes the simplest solutions work best. Field expedient methods like community bulletin boards and public announcement systems can play a role in maintaining communication in a grid-down situation. After disasters, many communities set up physical message boards in public areas, allowing residents to post updates, request help, or leave messages for loved ones. Similarly, portable PA systems or bullhorns can be used to broadcast vital information when other communication channels are unavailable. While these low-tech methods lack the speed and range of digital tools, they are often among the most effective ways to get critical information to people in affected areas. I’ve even seen examples where people hold up signs saying they’re okay while a news crew films them in an affected area.
GEMA/HS State Operations Center (SOC) with Emergency Operations Communications Manager/ESF2 Lead Greg Smith. Photo/Joe Domaleski
Ensuring You’re Never Out of Touch
In times of disaster, staying connected can be a matter of survival. From ham radio and satellite phones to drones and Wi-Fi hotspots, there are numerous ways to maintain communication when the grid goes down. Each method has its strengths—ham radio for “when all else fails” versatile radio communication, FRS and GMRS for local point-to-point communications, satellite messaging for remote updates, and even low-tech options like field bulletin boards and signs. The key is to have a mix of tools ready, ensuring you can stay in touch with loved ones or emergency services when traditional infrastructure fails.
The devastation left by Hurricane Helene is tragic. It’s a reminder that we can’t take modern conveniences like cell phones and the internet for granted. Now is the time to get prepared! There’s lots of ways to do that by getting a ham radio license (or locating hams in your area), getting familiar with alternate communications methods, or purchasing a satellite phone or internet system. And don’t overlook old-school, low-tech methods of communication like bulletin boards or handwritten messages—they can still be vital in a crisis. Over the past few days we’ve seen how quickly communications can fail and stay offline for an extended period of time. Don’t wait for the next storm to realize how essential these systems are. Take the steps now to ensure you’re ready for whatever comes next.
[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year. Joe is a husband, father of three grown children, and proud Army veteran. He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn or follow his new blog Marketing Data Science for more insights and updates.]
On September 17, 1994, Mary Catherine Mercer and I stood at the altar of the First United Methodist Church in Atlanta, vowing to spend our lives together. With her older brother Rev. Frank Mercer officiating, we promised to spend our lives together to care for each other through sickness and health, to support each other through poverty and wealth, and to love and cherish each other. Frank even encouraged us to be fruitful and multiply, which we did with our (now) three grown children—Alex (Alexandria), Tori (Victoria), and Stephen. Thirty years of wedded bliss, right?
Our Wedding Day on September 17, 1994. Cutting the cake at the Georgia Terrace Hotel. Photo/Rene Bidez
When I met Mary Catherine, we were both working in the new Marriott Marquis I office building in downtown Atlanta. Yes, it was an office romance. We were both working in the insurance business. I was a brand-new agent with MassMutual Insurance, and she was an administrative assistant for one of the senior agents. I was a sucker for her blonde hair, blue eyes, and that smile. Man, that smile. She lit up a room and still does.
It seems like just yesterday, and yet thirty years have gone by. Over the years, we’ve navigated the highs and lows of life, raised our children, built a business, and shared many adventures together. In celebration of our 30th anniversary, I told her I was going to write this article and asked what I should write about. She said that our life history is already all over social media, so maybe we should share some tips for other people in long-term relationships. Although this is being written from the perspective of a middle-aged, heterosexual couple, I suppose these tips could apply to anyone in a long-term relationship, no matter how non-traditional the relationship.
“Love is a choice you make every day.”
– Dr. Gary Chapman
Here’s our list of five things that have been cornerstones of our relationship—things that have kept us grounded, connected, and in love.
Commitment to the relationship through sickness and health, poverty and wealth. It’s easy to say the words when everything is perfect, but the true strength of the marriage vows is tested when life throws challenges your way. Over the years, we’ve faced our share of ups and downs—financial stress, health scares, and the everyday trials of raising children and running a business. We almost lost it all—and each other—during the Great Recession of 2010–2011. Despite the challenges, we’ve always come back stronger and remained committed to the promise we made to each other 30 years ago. Our marriage is built on commitment—to our families, to each other, and to our Lord.
Open communication during good times and bad. Communication is often cited as the key to any successful relationship, and we couldn’t agree more. It sounds easy, but it’s not. Feelings and distractions often get in the way. We try to make time to communicate in a variety of ways—text messages, shared memes, phone calls, in-person chats, and even amateur (ham) radio—yes, we both have our radio licenses! Being open and honest with each other—whether it’s about our worries, dreams, or just how the day went—has strengthened our bond. When times are tough, there’s a tendency to clam up. It’s important to keep those lines of communication open. No one is a mind reader, no matter how long they’ve been married.
Assuming the best intentions from each other. One of the greatest gifts we try to give each other is the benefit of the doubt. We try hard to assume the best in each other, even when things are stressful or we’re in disagreement. It’s not easy, and some of our worst arguments have been over the pettiest of issues. Trusting that your partner has your best interests at heart can prevent small misunderstandings from becoming larger issues. We believe in giving each other grace. We’re both on the same team, working toward the same goals.
A sense of humor and not taking life too seriously. Marriage is hard work, but it doesn’t have to be serious all the time. We love to laugh and have a good time. Mary Catherine gets this sense of joy and humor from her late mother and is naturally better at this than I am. I have a certain gravitas that is tempered by her joy. Laughter truly is the best medicine, and it’s allowed us to get through difficult times together. We’ve learned to laugh at ourselves, find humor in life’s little absurdities, and not take everything too seriously—unless we have to. Again, she’s better at this than me, and it’s probably why God put Mary Catherine in my life. A shared sense of humor has lightened the load on more than one occasion, reminding us that even in the toughest times, there’s joy to be found.
Enjoying adventures together. Life is an adventure, and we’ve had plenty of them together. From raising kids to starting a business, from travel to quiet weekends at home and even Dragon Con, we’ve made it a point to enjoy life’s journey side by side. I don’t like to sit still, and that desire to go on adventures has been a big part of our marriage. I think it’s rubbed off on our kids, too. Our adventures haven’t always been grand, but they’ve been meaningful because we’ve experienced them together. It’s those shared moments—big and small—that have brought us closer and created a lifetime of memories. Starting and running a business together has definitely given us a sense of adventure!
“A marriage, or any relationship, works best when treated as a covenant, not a contract. Grace comes when both parties give more than they receive.” – Philip Yancey
In a previous article, I mentioned the Five Love Languages. You might recall that mine is “words of affirmation” and Mary Catherine’s is “acts of service.” I think we both also relate to “quality time” together as well. We have more time to spend together now that our kids are grown, and we’re officially empty nesters.
Our family. (L-R) son-in-law Connor McKinlay, daughter Alex, son Stephen, daughter Tori, son-in-law Jake Kelley, Mary Catherine, and me. Photo/Ed Domaleski
As we celebrate 30 years of marriage, I am incredibly grateful for the journey we’ve shared. It hasn’t always been easy, but it has always been worth it. Mary Catherine and I have built a life rooted in love, laughter, and commitment. I love her more than anything else in the world, and I’m thankful every day that she chose me as her life partner. For those celebrating their own milestones, or just beginning their journey, my advice is this: stay committed, keep communicating, and enjoy the ride together. There’s no greater adventure than building a life with someone you love.
That was then and this is now – still riding down the road of life together! Photo/Joe Domaleski
[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year. Joe is a husband, father of three grown children, and proud Army veteran. He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn or follow his new blog Marketing Data Science for more insights and updates.]
Recently, I was discussing marketing campaign results with my team at work. We were trying to determine exactly what contributed to the success of a specific marketing campaign we ran over the summer. Was it the timing, the messaging, or perhaps external factors we hadn’t considered? This conversation got me thinking about attribution—the process of determining who or what is responsible for an outcome—and how we apply this in our daily lives. Before going back to social media and resharing political memes about inflation and the eating habits of refugees, take a moment to read this article.
Attribution sounds like a fancy word, but it’s not. In everyday living, it’s often what we do in order to associate credit or blame to something. It’s an activity we do almost instinctively, whether we’re reflecting on personal achievements, evaluating a project at work, or trying to make sense of complex world events. Attribution plays a critical role in shaping how we understand the world and the decisions we make based on that understanding. For example, if a business does well, we might attribute that success to good leadership, effective marketing, or even external factors like market conditions. The same logic applies in our personal lives, where we assign credit or blame based on the factors we believe led to certain outcomes.
Members of my team at work discussing marketing attribution on a client account. Photo/Joe Domaleski
But attribution doesn’t exist in isolation. It often intersects with two other important concepts—causation and correlation. Causation occurs when one event directly leads to another. For example, if you water your plants and they grow, watering is the direct cause of their growth. Correlation, on the other hand, happens when two things occur together, but one doesn’t necessarily cause the other. For instance, you might notice that as more people carry umbrellas, more car accidents occur. While these two events are linked (correlated), carrying umbrellas doesn’t cause car accidents. In reality, both are likely influenced by a third factor—bad weather. Understanding the difference between causation and correlation is important. People often jump to conclusions when two things happen around the same time, mistakenly assuming one must have caused the other, when they could be entirely unrelated.
As I mentioned in my article Applying Data Science to Analyze Our Relationships with Other People, we often make the mistake of seeing patterns where they don’t exist. Just because two things occur together doesn’t mean one caused the other. This is a common pitfall in life and business—mistaking correlation for causation. The term for mistaking correlation for causation is called a causal fallacy.
These concepts—attribution, causation, and correlation—are important to how we understand the world, especially during high-stakes times like a presidential campaign. Many people tend to hold firm views and search for examples that confirm their beliefs, without digging deeper into the facts. This is known as confirmation bias—the tendency to seek out information that supports one’s existing views while disregarding contradictory evidence. Many of the opinions expressed on social media and even on this newspaper’s website are just that—opinions that aren’t necessarily grounded in any type of rigorous analysis or review of the facts.
Real-World Examples of Attribution, Causation, and Correlation
Let’s look at how these concepts apply in both tangible and intangible ways. Tangible examples are those that can be measured or quantified, making it easier to track their direct impact. Intangible examples, on the other hand, are harder to measure because they involve factors like emotions, leadership, or mindset, which don’t have clear numerical indicators but still play a crucial role.
Attribution (Tangible): Imagine a restaurant owner sees an uptick in customers after starting a new social media campaign. In this case, the marketing efforts could be directly responsible for the increase in foot traffic. By tracking the timing of the campaign and customer engagement, the owner can definitively attribute the success to the marketing strategy, as there were no other notable factors influencing the results.
Attribution (Intangible): In a workplace setting, a manager might attribute a team’s success to one person’s leadership. However, leadership is intangible because it’s hard to measure directly. While the leader may have influenced the outcome, the success could also be due to factors like team collaboration and external support, which are less visible but still play an important role.
Causation (Tangible): A student improves their grades after receiving tutoring. This is a tangible example of causation because the impact of tutoring can be easily measured through the student’s test scores, which show a direct improvement as a result of the extra academic support.
Causation (Intangible): A person’s mood improves after practicing daily meditation. While the cause—meditation—might not be as easy to quantify as something physical, it still directly impacts mental well-being. This is an intangible example because emotional and psychological changes are harder to measure, but the positive effect is clear.
Correlation (Tangible): You might notice that as gym memberships increase in January, sales of workout gear also rise. While these two events are correlated, signing up for a gym doesn’t directly cause more people to buy workout gear. Instead, both are likely driven by New Year’s resolutions and a focus on fitness, which prompts both activities.
Correlation (Intangible): An individual might notice that their productivity increases on days when they listen to music. While there is a correlation between the two, listening to music may not be the direct cause of their increased productivity. Other factors, such as a well-rested mind or a good mood, may be at play.
Infographic illustrating the concepts of attribution, causation, and correlation. Image/Joe Domaleski
The Role of Synergy in Everyday Living
Synergy occurs when the combined effect of several efforts is greater than the sum of their individual impacts. In both life and business, success often comes from multiple actions working together in harmony rather than from any single effort. Understanding synergy helps us better attribute credit where it’s due and recognize how interconnected efforts contribute to overall outcomes. Synergy also shows how correlation and causation can be at play, as the combination of actions not only correlates with success but, when done effectively, becomes the direct cause of it.
Let’s say you’re launching a new business. You might attend industry seminars, develop relationships with mentors, invest in the latest equipment, and market your business online. Each of these actions contributes to your success, but none of them works in isolation. It’s the combined effect of these efforts—the synergy—that leads to long-term success. In this case, the success is a result of multiple causes working together, rather than just one. Understanding how these factors complement each other helps you better attribute which actions were most effective and see the correlation between efforts and outcomes.
A non-business example could be personal health and fitness. Imagine someone who wants to improve their overall health. They might start eating healthier, exercising regularly, getting enough sleep, and reducing stress through mindfulness practices. Each of these activities individually contributes to better health, but when they work together, the overall effect is far more significant. The synergy between healthy habits amplifies the positive outcomes, creating a lasting improvement in well-being. In this case, each activity correlates with improved health, and together, they form a combined cause that leads to greater overall health outcomes.
The Problems of Improper Attribution and the Benefits of Getting It Right
Misattribution can lead to serious problems in both personal and business decisions. If we incorrectly assign blame or credit, we risk making decisions based on faulty reasoning. This might lead to cutting back on effective efforts, as I discussed in my article Focus on What Matters with Decision-Based Analytics. For example, when business owners misunderstand what’s driving success, they might cancel effective strategies, thinking they’re unproductive.
On the other hand, proper attribution brings clarity. When you can accurately determine what factors are contributing to success or failure, you can make informed decisions. You can invest in what’s working and adjust what isn’t. In my experience, this approach strengthens not only business outcomes but also relationships, as people feel their contributions are recognized accurately.
The Challenges of Attribution, Causation, and Correlation
Determining what causes success or failure isn’t always easy, and we face several challenges when trying to do so:
The author talking about causation and correlation at a recent Lunch & Learn held at Maguire’s Irish Pub in Senoia. Photo/Christina Colantonio
Multiple Influences: Life and business are full of contributing factors, many of which are beyond our control. It’s tempting to focus on one, but rarely is it that simple.
Unseen Efforts: Often, the most important work happens behind the scenes, making it harder to assign credit. Preparation, support, and effort can all be invisible drivers of success.
Time Lags: The effects of actions don’t always appear immediately. There may be a delay between the work you do and the outcomes you see, which complicates attribution.
Bias and Assumptions: People tend to see what they expect or want to see. We often give credit to what’s most obvious, without digging deeper to uncover less visible influences.
Impatience for Results: Just as in business, people often want immediate results from their efforts. When we don’t see quick results, we’re tempted to attribute failure to the wrong cause.
Blame and Credit: It’s human nature that most people want to take credit when things are going well and pass the blame when things don’t go according to plan.
How to Do a Better Job of Attribution
To better understand and assign credit or blame in both life and business, here’s a few suggestions to improve how we handle attribution, causation, and correlation:
Look at the Whole Picture: Don’t rush to conclusions based on the most obvious correlation. Step back and consider all possible causes before making an attribution. Note – I know we’re using some big words, but hopefully by now you’re comfortable with the terms attribution, causation, and correlation. We could have just as easily have said “don’t jump to conclusions because you saw it on Facebook”.
Distinguish Between Causation and Correlation: Be mindful that just because two events happen together doesn’t mean one caused the other. Understanding this distinction helps avoid misattribution.
Consider Both Tangible and Intangible Factors: It’s easier to focus on measurable results, but don’t overlook intangible elements, like leadership or support, which play a significant role in causation.
Challenge Your Assumptions: Ask yourself whether the evidence supports your attribution or if you’re simply confirming a correlation that fits your preconceived notions.
Ask for Multiple Perspectives: Gaining insights from others can help reveal causes and correlations you may have missed, leading to more accurate attributions.
Be Patient: Sometimes the effects of your efforts aren’t immediately clear. Avoid snap decisions and allow time to assess the full impact of various causes and correlations.
A Challenge: Think Beyond the Surface
In both personal and professional life, we are constantly assigning credit and blame, often without considering the full picture. It’s time to think for a change! AI-amplified social media content is widespread, particularly during this election season. It’s more important than ever to take a step back and consider the facts. We’re bombarded with opinions, perspectives, and misinformation designed to influence how we think and feel, but it’s up to us to think critically and avoid making knee-jerk judgments based on surface-level information and ridiculous claims.
Dig deeper when evaluating information and outcomes—whether in your business or personal life. Don’t just accept things as they’re presented or just because a political candidate or friend told you it was so. Consider multiple viewpoints, analyze the available data, and look for credible information and underlying causes before forming conclusions. In so doing, you’ll gain a more accurate understanding of what drives success and failure in life. The data is out there, you just have to find it and make sense of it.
And for those business and nonprofit leaders interested in understanding how attribution works specifically in marketing, I’ve written a detailed article on the subject. You can find it on my other blog: Marketing Attribution 101: What It Is and How to Measure It. I actually wrote that one first, then tailored the message for this article. They’re meant to be companion pieces.
PS – I know there’s almost 2,200 words in this article. It’s healthy to read (and write) more long-form content! Thanks for sticking around. – JD
[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year. Joe is a husband, father of three grown children, and proud Army veteran. He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn or follow his new blog Marketing Data Science for more insights and updates.]
