There are two freedoms - the false, where a man is free to do what he likes; the true, where he is free to do what he ought.
Cognitive biases are like optical illusions of the mind; they trick us into seeing the world not as it is, but as we expect or want it to be.
We are more interested in the capacity of architecture to improve people's lives than in the capacity of architecture to be beautiful.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.