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Among other things, Donald Trump is a logophile. He loves words. For instance, he adores the word tariffs so much, hes called it a “beautiful word, his favorite word, and music to [his] ears. Its his cellar door, apparently. On Wednesday, while announcing the broad, seemingly indiscriminate application of that wonderful word during a much-hyped speech in the White House Rose Garden, Trump lingered on another word he loves: groceries. Its such an old-fashioned term but a beautiful term: groceries, the president of the United States said while placing tariffs as high as 50% on territories as small as Lesotho, a move that sent stocks plunging on Thursday. He then went on to define groceries”a bag with a lot of different things in itand describe how much hed used this beautiful word back on the campaign trail. Although its certainly true that Trump mentioned groceries a lot in the lead-up to the election, the way he did should have warned all Americans then that the price of that beautiful word would be about to go up. Since November, Trump has boasted many times that he won the election because of groceries, a word he confoundingly claims has fallen out of common vernacular. (Like almost, you know, who uses the word? he asked on Newsmax in December. I started using the word. The groceries.) Trump suggested more recently that, whether or not the word has fallen out of favor, people understand ita truth made obvious from so many consumers despairing back in February over the scarcity of eggs at the stores selling that beautiful word. Bringing up groceries a lot on the campaign trail was part of a shrewd campaign strategy. Inflation hit a four-decade high in 2022, midway through President Bidens lone term, in reaction to the pandemic. While the economy had shown strong signs of recovery throughout 2024, those signs had not necessarily translated to lower-price stickers on pantry items, for a variety of reasons. Highlighting groceries as a context-free pain point was an easy way for Trump to disparage the Biden economyso he did it a lot. Talking about the improbable endurance of the word groceries became one of his regular rally bits, like invoking the late great Hannibal Lecter for reasons nobody could discern. What should have smelled to those rally goers like the fish section of the grocery store is Trump talking about those high prices like someone who observes them from a distant financial planet. “So many people mention groceries, he said during a typical rally, before acting out someone complaining about the price of groceries. Many politicians make pained efforts to come across as relatable; Trump, to his credit, would never stoop to pretend hed noticed the jacked-up prices organically, during a random Trader Joes run. Instead, he positioned himself as a benevolent billionaire, swooping in to shower cash-strapped constituents with savings. In a September publicity stunt, he even popped into Sprankles Neighborhood Market in Pennsylvania and hobnobbed with customersEggs are up 54%, you believe that?”before picking up one womans bill and attempting to tip the cashiers like golf caddies. But distancing himself so much from the realm of supermarket patronage also suggested he had very little knowledge of grocery store fundamentals. As much as he loved to conjure common folk coming up to him with tears in their eyes to grouse about groceries, Trump seemed loath to talk about them in any way other than abstractions. When asked in a March 2024 interview on Fox News about how he would bring down grocery store prices in his first hundred days, he punted the question. Closer to the election, at a September town hall event in Flint, Michigan, an audience member asked a similar query. This time, he offered an actual answera long, winding rant about energy, farmers, and windmills, and someone coming up to Trump with tears in their eyes and addressing him as “sir.” Amid the word salad, though, is a hint at the tariffs he announced on Wednesday. And the problem we have is other countries, they treat us very badly in that way, Trump said. They really are. And sometimes, the worst countries are our so-called allies. I say so-called because in many ways they’re not allies at all. They take advantage of us. They really take advantage. Essentially, he hinted that his strategy involved slapping tariffs on enemies and allies alikethe finer details and overarching wisdom of which is apparently self-evident. It made about as much sense at the time as the South Park Underpants Gnomes, whose three-phase plan famously started with “Collect underpants,” ended with “Profit,” and had a question mark in the middle. Trumps plan doesnt make much more sense six months later, now that its actually happening. While the wide-ranging tariffs have only just been announced, Trumps been beta-testing tariffs for months as a cudgel against Canada and other countries. The results do not seem to be inspiring confidence. Only 40% of Americans approve of Trumps handling of the economy, according to recent polling, and the University of Michigan Consumer Sentiment Index fell from 79.4% in March 2024 to 57% in March 2025. Even Republican politicians including Senators Mitch McConnell and Rand Paul acknowledge that these tariffs are bound to raise pricesinclding those of Trumps beloved groceries. Particularly prices for coffee, bananas, cereal, spices, and toilet paper. If he doesnt reverse course soon, Trumps tariffs could very well lead to a word he probably finds a lot less beautiful: recession.
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The way Bran Ferren sees it, the future of warfare depends as much on creativity as it does on raw firepower. The former head of research and development at Walt Disney Imagineeringthe elite R&D arm responsible for the entertainment empires secret saucethe 72-year-old Ferren has spent decades building a reputation for fusing art, design, and storytelling with serious technical and engineering know-how in pursuit of novel innovations and experiences. This pioneering approach to creative technology is the heart and soul of Applied Minds, the company Ferren cofounded 25 years ago to help clients from the Pentagon to Fortune 500 companies envision and test breakthrough technologies before they even realize they need them, from rapidly prototyping advanced robotics and vehicles to designing futuristic command centers and immersive simulators. If you can imagine it, chances are the artists and engineers at Applied Minds can make it a reality. Now, with the United States gearing up for its next big war, Ferren and Applied Mindss unique brand of prototyping has never been more important. In a defense sector often constrained by bureaucracy and incremental improvements, the companys ability to think outside conventional silos and pull insights from unexpected fieldswhether theme park design, Hollywood special effects, or commercial techoffers a much-needed jolt of creative problem-solving and gives Applied Minds an edge in a defense landscape that increasingly demands speed and creativity over incremental improvements. Weve turned into, for lack of a better word, an imagineering resource for hire, says Ferren in a recent interview with Fast Company. The son of two artists, Ferren grew up surrounded by people doing art and technology, whether it was uncle Roy Ferren, the director of flight test for North American Aviation (now part of Boeing), or uncle Stanley Tonkel, the prolific Columbia Records recording engineer who helped produce tracks for famous musicians from Miles Davis to Frank Sinatra. Ferrens early career encompasses a constellation of creative endeavors. In the 1970s and 1980s, he cofounded Associates & Ferren, a design and special effects firm that quickly rose to prominence for its work in film, theater, and high-tech installations. The company contributed to several Hollywood productions, providing innovative visual effects for movies including Altered States (1980), Little Shop of Horrors (1986), and Star Trek V: The Final Frontier (1989), as well as special effects for Broadway plays like the Sherlock Holmes mystery The Crucifer of Blood and major concert performances by Paul McCartney, Pink Floyd, R.E.M., and Depeche Mode, among others. Ferren distinguished himself by marrying the theatrical and the technological; among his more unusual projects includes orchestrating a nationwide tour of the Bill of Rights to mark the bicentennial of the document, a task that involved designing and building a special transportation vehicle from the ground up to house the fragile artifact as well as a traveling exhibit space to accompany it. I really love doing new things that Ive never done before and that other people haven’t done before . . . theater, film, rock n roll touring. These were all early venues where you had the opportunity to do that, Ferren says. His expertise in blending technology with storytelling caught the attention of Disney, leading to the acquisition of his company in 1993 and his installation as head of R&D at Walt Disney Imagineering, which is responsible for master planning all of the companys far-reaching creative endeavors, including theme parks. Theme parks are story driven, Ferren says. It’s about bringing you into those stories. Ferrens group was also responsible for prototyping and demonstrating next-generation products for Disney executives to provide insight into the technological trends shaping the entertainment industry, including desktop gaming consoles, ebooks, and on-demand digital video delivery. Ferren likens the role of Imagineering at Disney as the defined job of what ARPA or DARPA is for the defense community, which is to prevent surprise, he explains. Imagineering was my home, but also from my perspective, my job was: How do I help bridge between different worlds, such as Silicon Valley and such as Hollywood, who often have very compatible goals, but speak different languages? he adds. Renderings and illustrations adorn the walls of Applied Minds headquarters. [Photo: Jared Keller] Always in search of the next big thing, Ferren left Disney in 2000 to cofound Applied Minds with computer scientist Danny Hillis, whom Ferren had previously recruited to Disney as a fellow in 1996, and entrepreneur Doug Carlston. Since then, the company has worked with major players across virtually every industry you can think of, from automakers General Motors and Ford and agricultural giant John Deere to geographic information systems pioneer Esri and defense primes like Boeing, as well as every branch of the U.S. armed forces. (The company declined to share the total value of its contracts but stated that its roughly an even split between military commercial clients). In the process, Applied Minds has notched more than 1,000 patents that encompass everything from full-color and enhanced 3D night vision devices, customizable instrument control panels, immersive display environments, centralized controls for autonomous vehicles, modular vehicles, and even portable systems for communicating undergroundthe latter of which is of particular interest to the U.S. military ahead of a future conflict. Applied Minds made a splash from the get-go. In what might be th companys most significant early innovation, Ferren and Hillis would end up playing a pivotal role in the development of pinch-to-zoom technology, the now-ubiquitous multi-touch gesture interface used on smartphones, tablets, and other touchscreen-based devices. (The pairs 2005 patent was at the center of a high-profile 2013 lawsuit which saw consumer electronics juggernaut Apple accuse competitor Samsung of infringing on its own patents, including pinch-to-zoom, which the former had popularized with the launch of the iPhone in 2007; Apples lawsuit was invalidated based on Ferren and Hilliss existing claim to the technology.) Applied Minds also established deep roots in the defense world. Among its most notable projects are the Photographic Landing Augmentation System for Helicopters (PHLASH), developed in 2007 to help prevent brownouts during dicey helicopter landings in the deserts of the Global War on Terror, and the U.S. Armys Expeditionary Lab, a mobile workplace designed to help soldiers engineer technical fixes on the fly while deployed overseas. The company has provided the Pentagon with prototypes for advanced combat vehicles, sophisticated cockpit interfaces for the militarys upcoming sixth-generation fighter jets, next-generation workstations to streamline operations, immersive simulators to improve training, and new approaches to data visualization that look like theyre ripped straight out of a science fiction movie; it even participated in the Pentagons ill-fated effort to build a real-world Iron Man suit to protect troops engaged in high-intensity combat. An Applied Minds rendering of the companys vision for the Tactical Assault Light Operator Suit (TALOS) that U.S. Special Operations Command sought to develop for ground troops. [Photo: Jared Keller] Among Applied Mindss latest victories is a critical fix for the U.S. Air Forces next-generation KC-46 Pegasus tanker, considered a critical aerial refueling capability for extending the range of tactical and transport aircraft amid a high-intensity future conflict. Unlike traditional tankers, which feature a boom operator positioned at the tail with a direct line of sight of a target aircraft for the delicate dance of lining up the refueling boom, the KC-46 instead transmits digital imagery from the so-called Remote Vision System (RVS) to operators at a high-tech Aerial Refueling Operator Station nestled in the body of the aircraft. But initial testing had revealed that the RVS feed was marred by image distortion, inconsistent lighting, and depth perception issues that made it consistently unreliable during refueling operations. Without an accurate picture of the outside world to work from, operators simply cant do their job, rendering the KC-46s core mission of keeping other aircraft fueled and ready to fight effectively moot. At the behest of Boeing, the prime defense contractor on the system, Applied Minds eventually rolled out a fix in the form of the RVS 2.0, which features enhanced cameras and a full-color high-definition display to improve depth perception and counteract glare and shadow. Now, youd say, Clearly the U.S. Air Force Research Lab and Boeing and Rockwell Collins were working on this, they dont need a few more engineers and computer scientists to solve things. . . . Why would we have expertise in this? Ferren says. Its because we actually come from the film business, so some of us have expertise on how you make good looking images. Bran Ferren at the Applied Minds Electro-Optics Test Range at the companys headquarters, where employees evaluated their fix for the KC-46 Pegasus tankers Remote Vision System. [Photo: Jared Keller] While Applied Minds operates in the defense technology space, it doesnt function like a traditional defense contractor. Instead of competing for massive military contracts or manufacturing hardware at scale, the company has positioned itself as an elite think tank and prototyping powerhouse, working on a project-by-project basis and helping organizations rapidly develop creative solutions to complex technical challenges. This approach allows the company to remain agile, moving between industries while maintaining a small, highly specialized team of engineers, designers, and technologists. Indeed, those skills Ferren honed as head of R&D at Disney Imagineeringarchitecting immersive, intuitive experiencestranslate surprisingly well to a military context. To wit: One of the Applied Mindss specialties is the development of military command centers, those high-intensity spaces where critical information and life-or-death choices collide. The company has designed installations including the
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With tax season fast approaching, its the perfect time for parents to take advantage of valuable tax deductions and credits that can reduce their tax bill or increase their refund. Lisa Greene-Lewis, a tax expert with over 20 years of experience, has made it her mission to break down complex tax laws in a way thats accessible and actionable for families. As a trusted voice in the industryfeatured on programs like The Ellen Show and The Steve Harvey ShowLisa shares her insights on the most important tax breaks parents should know about. This conversation has been edited and condensed for clarity. {"blockType":"creator-network-promo","data":{"mediaUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2025\/03\/acupofambition_logo.jpg","headline":"A Cup of Ambition","description":"A biweekly newsletter for high-achieving moms who value having a meaningful career and being an involved parent, by Jessica Wilen. To learn more visit acupofambition.substack.com.","substackDomain":"https:\/\/acupofambition.substack.com","colorTheme":"salmon","redirectUrl":""}} What are the top tax breaks parents should take advantage of before filing? Navigating tax season as a parent can feel overwhelming, but there are several valuable tax deductions and credits designed to ease the financial burden of raising children. Understanding these benefits can help you maximize your refund and keep more money in your pocket. One of the most well-known tax benefits for parents is the Child Tax Credit, which provides up to $2,000 per child under the age of 17. Even if you dont owe taxes, you may still be eligible for a refundable portion of up to $1,700. For parents who rely on childcare to work or search for a job, the Child and Dependent Care Credit can help offset costs. You can claim up to $1,050 for one child or up to $2,100 for two or more children under 13. Even summer day camps and sports camps qualifythough overnight camps do not. If your child has a disability, there is no age limit for this credit. If youre working and earning an income, you may also qualify for the Earned Income Tax Credit (EITC), which can provide a significant boost to your refund. The amount depends on your income and number of children, with families of three or more kids eligible for up to $7,830 in 2024. Many eligible taxpayers miss out on this benefit, so its important to check if you qualify. For parents with college-aged children, there are additional tax credits to help with higher education costs. The American Opportunity Tax Credit offers up to $2,500 per dependent child for the first four years of college, if they are pursuing a degree and enrolled at least half-time. If your child is taking courses beyond the first four years of collegewhether for a degree or simply to improve job skillsyou may still qualify for the Lifetime Learning Credit, which provides up to $2,000 per return. Additionally, if youre paying student loan interest for your child, you may be able to deduct up to $2,000 per tax return. Its important to note that only the person claiming the child as a dependent can take advantage of these education-related tax benefits. If your child files their own taxes and claims these credits, you wont be able to do so. A conversation between parents and students is key to determining who should claim these benefits. Finally, if you are a single parent who provides more than half of your households financial support, filing as Head of Household can increase your standard deduction to $21,900significantly higher than the $14,600 deduction for those filing as single. Make sure to review your eligibility each year and consult a tax professional if needed to ensure youre maximizing your benefits. Are there any last-minute moves families can make to lower their taxable income or increase their refund? First, gather all your documents in one place before you beginthis helps ensure you dont overlook any important deductions or credits. One surprisingly common mistake is entering incorrect Social Security numbers, so double-check that you have the accurate numbers for yourself and any dependents. This is especially important for claiming valuable tax benefits like the Child Tax Credit, Earned Income Tax Credit, and the Child and Dependent Care Credit. Dont forget about opportunities to reduce your taxable income. You can still make a 2024 contribution to your IRAup to $7,000 (or $8,000 if you’re 50 or older)until the April 15 deadline, and you may be able to deduct these contributions. Similarly, if you have a High Deductible Health Plan (HDHP), you can contribute up to $4,150 to a Health Savings Account (HSA) if you’re on a self-only plan, or up to $8,300 for a family plan, with potential tax deductions available. What steps should families take now to prepare for next years tax season? One of the most effective is maximizing contributions to a 401(k) plan. In 2025, you can contribute up to $23,500or $30,500 if you’re 50 or older. Plus, thanks to the Secure Act 2.0, individuals aged 60 to 63 can contribute even more, up to $34,750. Not only do these contributions lower your taxable income, but they may also make you eligible for the Retirement Savings Contribution Credit, which offers up to $1,000 for single filers and up to $2,000 for those married filing jointly. This credit is essentially free money for prioritizing your retirement savings. Beyond retirement planning, parents can also find tax savings in everyday expenses. Keeping receipts for qualifying expensessuch as sending your child to summer campcan help maximize available deductions or credits. Additionally, if youre able to itemize your deductions, now is a great time to declutter and donate to a 501(c)(3) charitable organization. These donations can be deducted, offering financial benefits while supporting causes you care about. {"blockType":"creator-network-promo","data":{"mediaUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2025\/03\/acupofambition_logo.jpg","headline":"A Cup of Ambition","description":"A biweekly newsletter for high-achieving moms who value having a meaningful career and being an involved parent, by Jessica Wilen. To learn more visit acupofambition.substack.com.","substackDomain":"https:\/\/acupofambition.substack.com","colorTheme":"salmon","redirectUrl":""}}
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