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To think straight, it is advisable to expect all qualities and attributes, adjectives, and so on to refer to at least two sets of interactions in time.
— Gregory Bateson
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The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
— David Ogilvy
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