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“I am a product of endless books. My father bought all the books he read and never got rid of any of them. There were books in the study, books in the drawing room, books in the cloakroom, books (two deep) in the great bookcase on the landing, books in a bedroom, books piled as high as my shoulder in the cistern attic...In the seemingly endless rainy afternoons I took volume after volume from the shelves. I had always the same certainty of finding a book that was new to me as a man who walks into a field has of finding a new blade of grass.”

“I like to be aware of a book as a piece of writing, and aware of its structure as a product of mind, and yet I want to be able to see the represented world through it. I admire artists who succeed in dividing my attention more or less evenly between the world of their books and the art of their books . . . so that a reader may study the work with pleasure as well as the world that it describes.”

“If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.”

“Study your reader first - your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.”

“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.”

“We were young. We were 23. I was a kid, growing up, that would burn and fry. I didn't understand why. We did all this study and research and learned so much about skin cells and rejuvenation and how the body works and (how) everybody is different. (We) learned what doctors do for treatment of certain things and so I changed my direction and opened up a skin-care company - healthy tanning, skin-care products and rejuvenation and all of that and it took off.”

“If you don't know what career you'd change to, I've come to believe in starting with your values. What do you care most about: producing a new product, a cause, health, something unpopular but important, whatever. Next, get expertise in that, perhaps not at State U let alone private U but at You U: self-study, articles,, webinars, volunteering, etc. Then use your network rather than answering ads to land a launchpad job in that career.”