So, it's a very, you know - maybe we're wrong in - you know, we go around thinking the innovator is the person who's first to kind of conceive of something. And maybe the innovation process continues down the line to the second and the third and the fourth entrant into a field.

Anyone who has ever scanned the bookshelves of a new girlfriend or boyfriend- or peeked inside his or her medicine cabinet- understands this implicitly; you can learn as much - or more - from one glance at a private space as you can from hours of exposure to a public face.

We learn by example and by direct experience because there are real limits to the adequacy of verbal instruction.

The answer is that we are not helpless in the face of our first impressions. They may bubble up from the unconscious - from behind a locked door inside of our brain - but just because something is outside of awareness doesn't mean it's outside of control.

Our world requires that decisions be sourced and footnoted, and if we say how we feel, we must also be prepared to elaborate on why we feel that way...We need to respect the fact that it is possible to know without knowing why we know and accept that - sometimes - we're better off that way.

What do we tell our children? Haste makes waste. Look before you leap. Stop and think. Don't judge a book by its cover. We believe that we are always better off gathering as much information as possible and spending as much time as possible in deliberation.

When crime drops dramatically in New York for no apparent reason, or when a movie made on a shoestring budget ends up making hundreds of millions of dollars - we're surprised. I'm saying, don't be surprised. This is the way social epidemics work.