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Technology should serve ecology, not the other way around.
The key to understanding human cognition is to understand how symbols are manipulated.
The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways.
The true artist will let his wife starve, his children go barefoot, his mother drudge for his living at seventy, sooner than work at anything but his art.