Sublime

What justifies the principles of rationality? Argument, as usual. What, for instance, justifies our relying on the laws of deduction, despite the fact that any attempt to justify them logically must lead either to circularity or to an infinite regress? They are justified because no explanation is improved by replacing a law of deduction.

high level of expertise is still required, and efficiency is not irrelevant, but extensive experience with similar problems is worth more to the client than an extra degree of intellect or a few dollars of savings.

Turing’s genius: he discovered that if two machines had been initialized in the same way, it introduced a slight bias in the distribution of letters, so that the two messages were slightly more likely to resemble each other.

controlling for brand size and category prototypicality and looking for where the brand scores substantively lower than expected (see messaging analysis in Chapter 7) •looking for reasons behind spikes in brand rejection or customer complaints (see Brand Rejection analysis in Chapter 8).

This is why it always pays to triangulate your views with people who you know synthesize well.