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— Richard Evans Schultes"One wonders how people in primitive societies, with no knowledge of chemistry or physiology, ever hit upon a solution to the activation of an alkaloid by a monoamine oxidase inhibitor. Pure experimentation? Perhaps not."
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Reagents are regarded as acting by virtue of a constitutional affinity either for electrons or for nuclei... the terms electrophilic (electron-seeking) and nucleophilic (nucleus-seeking) are suggested... and the organic molecule, in the activation necessary for reaction, is therefore required to develop at the seat of attack either a high or low electron density as the case may be.
— Christopher Kelk Ingold
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The success of any user generated content-related project should be judged in the long term. Try not to use it as a one-off campaign activation idea. Think of it instead as the beginning or continuation of an ongoing dialogue with your consumers.
— Damian Thompson
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