"Aesthetics has become too important to be left to the aesthetes. To succeed, hard-nosed engineers, real estate developers, and MBAs must take aesthetic communication, and aesthetic pleasure, seriously. We, their customers, demand it."

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Whereas life separates meaning from emotion, art unites them. Story is an instrument by which you create such epiphanies at will, the phenomenon known as aesthetic emotion...Life on its own, without art to shape it, leaves you in confusion and chaos, but aesthetic emotion harmonizes what you know with what you feel to give you a heightened awareness and a sureness of your place in reality.

— Robert McKee