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“Engineers are not the only professional designers. Everyone designs who devises courses of action aimed at changing existing situations into preferred ones. The intellectual activity that produces material artefacts is no different fundamentally from the one that prescribes remedies for a sick patient or the one that devises a new sales plan for a company or a social welfare policy for a state.”

“The producer beating a new path for himself through the wilderness is going to do the thing 'differently,' of course. But after a while, he looks about him. The territory is unfamiliar, the forest ahead forbidding. Just how 'different' dare he be? He looks at his resources, and then at the established successes of the past. He suddenly realizes he must play safe, be sure. The unknown is a gamble; the known isn't-at least comparatively. The safest plan, obviously, is to follow the trailblazers. So he produces an imitation of one of the current successes. Usually it is a mediocre imitation.”

“I would require every producer of food to follow and have enforced a standard safety plan. We know how to produce safe food. It has a horrible name; it's called HACCP - Hazard Analysis and Critical Control Point - and this was a food safety system that was developed for NASA so that astronauts wouldn't get sick in outer space. If you just think about what it might be like to have food poison under conditions of zero gravity, you don't even want to think about it.”

“The American middle class, it seems to me, is looking to politicians now to satisfy a pretty basic - and urgent - level of need. Yet people in the upper middle class - with their excellent health benefits, schools, salaries, retirement plans, nannies and private afterschool programs - have journeyed so far from that level of need that, it often seems to me, they literally cannot hear what resonates with the middle class. That creates a problematic blind spot for those who write, edit or produce what comes to be known about our politicians and their policies.”

“First you document your idea. You should be comprehensive, but that doesn't mean you have to produce a doctoral thesis length plan. Rather you want to make sure you have touched all the different things that have to happen to succeed. Then, you evaluate your approach. The goal here isn't to figure out if your idea is good or bad, but rather to begin to figure out what are some of its weakest elements.”