We Make Brands Work








“When a fact is plausible, we still need to test it. When a story is plausible, we often assume it’s true.”
Maria Konnikova, Muscovite Magna cum Laude Harvardian

“The progress of science, with its dazzling success at explaining and manipulating the world, shows
that knowledge of the universe is possible, albeit always probabilistic and subject to revision.”
Steven Pinker, Canadian Visual Cognition and Psycholinguistics Expert

“Nothing is 100% 'unique.' Language purists be damned: uniqueness is a matter of degree.”
Philip E Tetlock, Pennsylvanian Professor of Forecasting

“Trial and error is a tremendously powerful process for solving problems in a complex world, while expert leadership is not.”
Tim Harford, Financial Times Undercover Economist

“The real test of 'knowledge' is not whether it is true, but whether it empowers us. Scientists usually assume
that no theory is 100 per cent correct. Consequently, truth is a poor test for knowledge. The real test is utility.
A theory that enables us to do new things constitutes knowledge.”
Yuval Noah Harari, Israeli Oxonian Historian

“The difficulty lies not so much in developing new ideas as in escaping from old ones.”
John Maynard Keynes, Cantabrian Macroeconomist

“We tend to give too much credit to whichever clever person is standing nearby at the right moment.”
Matt Ridley, House of Lords Wall Street Journalist

“Intelligence selectively destroys information to create knowledge”
Ray Kurzweil, Singularity Espousing Google Executive

“Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited
ability to ignore our ignorance.”
Daniel Kahneman, Judgment and Decision-Making Nobel Laureate

“No one is smart enough to invent anything in isolation that anyone else would want to use.”
Steven Pinker, Harvard evolutionary psychologist

“The difficulty lies not so much in developing new ideas as in escaping from old ones.”
John Maynard Keynes, Cambridge macroeconomist

“A wealth of information creates a poverty of attention. The more there is to hear, the less we listen.”
Herbert Simon, Carnegie Mellon cognitive scientist

“Real people don’t deal with uncertainty by carefully evaluating all of the relevant information. They stink
at statistics and rarely maximize utility. Instead, their choices depend on a long list of mental short cuts
and intemperate emotions, which often lead them to pick the wrong options.”
Jonah Lehrer, Columbia plagiarist

“The best way to be boring is to leave nothing out.”
Voltaire, Enlightenment writer

“The real problem of humanity is the following: we have Paleolithic emotions, medieval institutions,
and god-like technology.”
E O Wilson, Harvard biologist

“There’s an extreme kind of conformity to all the non-conformity. You realize that in all this rebellion,
everyone’s doing the same thing.”
Jason Everman, Nirvana guitarist and US Special Forces operative

“The beginning is the most important part of the work.”
Plato, Greek ponderer

“You do not really understand something unless you can explain it to your grandmother."
Albert Einstein, Swiss Patent Clerk

“Entrepreneurs are simply those who understand that there is little difference between obstacle and
opportunity and are able to turn both to their advantage.”
Niccolo Machiavelli, Italian Schemer

“Plans are nothing, planning is everything.”
Dwight D. Eisenhower, 34th President of the United States

“No one is smart enough to invent anything in isolation that anyone else would want to use.”
Steven Pinker, Harvard evolutionary psychologist

“Old words in the service of a new idea aren’t the problem. What inhibits creativity is new words in
the service of an old idea.”
Malcolm Gladwell, British Canadian Opiner

“Have nothing in your house that you do not know to be useful, or believe to be beautiful.”
William Morris, English Crafts-nut

“Trying to define yourself is like trying to bite your own teeth.”
Tennessee Williams, American Word-squirter

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
Abraham Lincoln, 16th President of the United States

“The secret to creativity is knowing how to hide your sources.”
Albert Einstein, Nobel-prizewinning Expert on Extremely Big Things

“If you think you understand quantum theory, you don’t understand quantum theory.”
Richard Feynman, Nobel-prizewinning Expert on Extremely Small Things

“Thinking without doing is of little value or consequence… but a bias toward just “doing” doesn’t necessarily promote precise thinking.”
Roger Martin, Business Guru

“The emotions are mechanisms that set the brain’s highest-level goals. Once triggered by a propitious
moment, an emotion triggers the cascade of subgoals and sub-subgoals that we call thinking and acting.”
Steven Pinker, Harvard Psychology Professor

“If you were an alien encountering humans for the first time, you’d have to assume that the laughing served
as the primary communication method, with spoken words as an afterthought.”
Steven Johnson, Popular Science Journalist

“More often than not, curiosity is mere vanity. We only want to know something in order to talk about it.”
Blaise Pascal, Parisian Polymath

Back to Current Quotes >