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“Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. No one really knows whether that page will rank #1 in Google; no one really knows which paid search copy will get the highest click rate. Even experts can’t tell you which content will attract the most links. You just have to try it and see.”

“In a typical 401k plan, when you first become eligible you get a big pile of forms and you're told, fill out these forms if you want to join. Tell us how much amount you've saved and how you want to invest the money. In, under automatic enrollment you get that same pile of forms but the top page says, if you don't fill out these forms, we're going to enroll you anyway and we're going to enroll you at this saving rate and in these investments.”

“This Vladimir Brusiloff to whom I have referred was the famous Russian novelist. . . . Vladimir specialized in gray studies of hopeless misery, where nothing happened till page three hundred and eighty, when the moujik decided to commit suicide. . . . Cuthbert was an optimist at heart, and it seemed to him that, at the rate at which the inhabitants of that interesting country were murdering one another, the supply of Russian novelists must eventually give out.”

“At this rate, I'd be lucky if I wrote a page a day. Then I knew what the problem was. I needed experience. How could I write about life when I'd never had a love affair or a baby or even seen anybody die? A girl I knew had just won a prize for a short story about her adventures among the pygmies in Africa. How could I compete with that sort of thing?”

“Time passes, as the novelist says. The single most useful trick of fiction for our repair and refreshment: the defeat of time. A century of family saga and a ride up an escalator can take the same number of pages. Fiction sets any conversion rate, then changes it in a syllable. The narrator’s mother carries her child up the stairs and the reader follows, for days. But World War I passes in a paragraph. I needed 125 pages to get from Labor Day to Christmas vacation. In six more words, here’s spring.”