Caring too much for objects can destroy you. Only—if you care for a thing enough, it takes on a life of its own, doesn’t it? And isn’t the whole point of things—beautiful things—that they connect you to some larger beauty?

We need to be obsessed with our customers' unmet, unarticulated needs.

The interest of the behaviorist in man's doings is more than the interest of the spectator—he wants to control man's reactions as physical scientists want to control and manipulate other natural phenomena.