Good design is a visual statement that maximizes the life goals of the people in a given culture (or, more realistically, the goals of a certain subset of people in the culture) that draws on a shared symbolic expression for the ordering of such goals.

I have devoted 30 years of research to how creative people live and work, to make more understandable the mysterious process by which they come up with new ideas and new things. [...] If I had to express in one word what makes their personalities different from others, it's complexity. They show tendencies of thought and action that in most people are segregated. They contain contradictory extremes; instead of being an "individual", each of them is a "multitude".

As long as we respond predictably to what feels good and what feels bad, it is easy for others to exploit our preferences for their own ends.

Optimal experience is thus something that we make happen.

A business is successful to the extent that it provides a product or service that contributes to happiness in all of its forms.

We cannot deny the facts of nature, but we should certainly try to improve on them.

It is as if evolution has built a safety device in our nervous system that allows us to experience full happiness only when we are living at 100%-when we are fully using the physical and mental equipment we have been given.