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“Zoocentrism is the primary fallacy of human sociobiology, for this view of human behavior rests on the argument that if the actions of "lower" animals with simple nervous systems arise as genetic products of natural selection, then human behavior should have a similar basis.”

“The world that seemed so various and new, well, it does contract. One's burning desire to investigate human behavior, and to make, or imply, statements about it, does fall off. And so one does find that early works are full of energy and also full of vulgarity, crudity, and incompetence, and later works are more carefully finished, and in that sense better literary products. But . . . there's often a freshness that is missing in later works--for every gain there's a loss. I think it evens out in that way.”

“Complex organisms cannot be construed as the sum of their genes, nor do genes alone build particular items of anatomy or behavior by themselves. Most genes influence several aspects of anatomy and behavior as they operate through complex interactions with other genes and their products, and with environmental factors both within and outside the developing organism. We fall into a deep error, not just a harmful oversimplification, when we speak of genes "for" particular items of anatomy or behavior.”

“We are inescapably the result of a long heritage of learning, adaptation, mutation and evolution, the product of a history which predates our birth as a biological species and stretches back over many thousand millennia... Going further back, we share a common ancestry with our fellow primates; and going still further back, we share a common ancestry with all other living creatures and plants down to the simplest microbe. The further back we go, the greater the difference from external appearances and behavior patterns which we observe today.”

“Most clients expect experience design to be a discrete activity, solving all their problems with a single functional specification or a single research study. It must be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.”

“Your doubts are not the product of accurate thinking, but habitual thinking. Years ago you excepted flawed conclusions as correct, begin to live your life as if those warped ideas about your potential were true, and ceased the bold experiment in living that brought you many breakthrough behaviors as a child.”

“Advertising is not intended to brainwash you and make you go out and buy something; that's a real simple-minded way of criticizing it. I think advertising is just designed to make you familiar with this thing, so when you go to the store... Humans like to choose things that are familiar to them; it's just normal human behavior. So I think that when you go to the store, if your brain has been hit enough times with a certain product name, you're more likely, when you're thinking, "Which tennis shoe should I buy?," to say, "Ummm... Nike."”