"Attention must be paid’ is the cardinal rule of design discipline, for the designer is above all someone who pays attention to the situation at hand."

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I made up my mind long ago to follow one cardinal rule in all my writing-to be clear. I have given up all thought of writing poetically or symbolically or experimentally, or in any of the other modes that might (if I were good enough) get me a Pulitzer prize. I would write merely clearly and in this way establish a warm relationship between myself and my readers, and the professional critics-Well, they can do whatever they wish.

— Isaac Asimov