An awful lot of storytelling isn't really about making people understand - it's about making people care.

To me, a 'brand' sounds evil.

River Song: Right, I have questions. But number one is this: what in the name of sanity have you got on your head? The Doctor: It's a fez. I wear a fez now. Fezzes are cool.

The Doctor: 'You know when grown-ups tell you everything's going to be fine, but you really think they're lying to make you feel better?' Amelia: 'Yeah...' The Doctor: 'Everything's going to be fine.

I'll be a story in your head. But that's OK. We're all stories, in the end. Just make it a good one, eh? Because it was, you know; it was the best.

I know this is going to sound very self-serving, and I apologize for it, but if you can write comedy, you can pretty much write anything, because it's the hardest. It's the most technically demanding, the most precisely evaluated form of writing. People know if it works or not. There's a big button marked 'fail,' and that's when nobody laughs.

You'll go out of business if you think people are stupid.