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“Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.”

“As the dominant social ethic changed from a religious to a secular one, the problem of heresy disappeared, and the problem of madness arose and became of great social significance. In the next chapter I shall examine the creation of social deviants, and shall show that as formerly priests had manufactured heretics, so physicians, as the new guardians of social conduct and morality, began to manufacture madmen.”

“He who remembers the evils he has undergone, and those that have threatened him, and the slight causes that have changed him from one state to another, prepares himself in that way for future changes and for recognizing his condition. The life of Caesar has no more to show us than our own; an emperor's or an ordinary man's, it is still a life subject to all human accidents.”