"We should bear the intelligence and taste of the architect or the gardener in how we shape the becoming of our self. Too much precision ("stringency") is simply misplaced, a formalism inappropriate to the kind of matter we have to deal with (and to be)."

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Companies and their brands need to reach out and speak directly to consumers, to honor their values, and to form meaningful relationships with them. They must become architects of community, consistently demonstrating the values that their customer community expects in exchange for their loyalty and purchases.

— Simon Mainwaring