Bastian had climbed a dune of purplish-red sand and all around him he saw nothing but hill after hill of every imaginable color. Each hill revealed a shade or tint that occured in no other. The nearest was cobalt blue, another was saffron yellow, then came crimson red, then indigo, apple green, sky blue, orange, peach, mauve, turquoise blue, lilac, moss green, ruby red, burnt umber, Indian yellow, vermillion, lapis lazuli, and so on from horizon to horizon. And between the hill, separating color from color, flowed streams of gold and silver sand.

Every real story is a never ending story.

If you have never wept bitter tears because a wonderful story has come to an end and you must take your leave of the characters with whom you have shared so many adventures, whom you have loved and admired, for whom you have hoped and feared, and without whose company life seems empty and meaningless. If such things have not been part of your own experience, you probably won't understand what Bastian did next.

Those who still think that listening isn’t an art should see if they can do it half as well.

When it comes to controlling human beings there is no better instrument than lies. Because, you see, humans live by beliefs. And beliefs can be manipulated. The power to manipulate beliefs is the only thing that counts ... Who knows what use they’ll make of you? Maybe you’ll help them to persuade people to buy things they don’t need, or hate things they know nothing about, or hold beliefs that make them easy to handle, or doubt the truths that might save them.

You wish for something, you've wanted it for years, and you're sure you want it, as long as you know you can't have it. But if all at once it looks as though your wish might come true, you suddenly find yourself wishing you had never wished for any such thing.

Only the right name gives beings and things their reality. A wrong name makes everything unreal. That's what lies do.