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National Bestseller "Bono, In Conversation with Michka Assayas"

Editor’s Note: Yes, an interview with U2 rock star Bono hits this month’s “Must Read” column. Smitten not by his lyrics, his “cool factor,” or his voice that mesmerizes millions, but rather by his self-deprecating humor, raw honesty about what he knows and what he doesn’t, and his irrepressible pursuit of a vision to reduce – at micro and macro levels – developing world debt and poverty, and to address a multitude of other human calamities, through sustainable solutions. The ATTA envisions for the adventure travel industry complimentary activity and strategic alliances with concepts, organizations and initiatives spearheaded by the likes of Bono and DATA (Debt, AIDS, and Trade for Africa), and ONE. Bono’s not a celebrity farce. Rather, he’s one of the world’s most potent forces in real change. A realist, he knows he’s be “used” for photo opportunities with politicos, corporations and others, but only to ensure he’s able to contribute to help improve the standing of those who need assistance most. Sure, you’ll get insights from this book about who Bono is as a person, but even more important, are the undeniable truths and visions presented within the pages of this quick read.

National Bestseller “Bono, In Conversation with Michka Assayas”

Excerpts: “Occasionally, it is worth asking some very hard questions about yourself and the world you live in, the inequalities of it, and I think that that’s a way to put depression to use – as a nerve end to remind you of what’s not right and get about fixing it…I wasn’t wrong about the world. The world is more malleable that you think. We can bend it into a better shape. Ask big questions, demand big answers…I started to see commerce – conscious commerce – as the way forward in Africa.”