A rational man acting in the real world may be defined as one who decides where he will strike a balance between what he desires and what can be done.

No mariner ever enters upon a more uncharted sea than does the average human being born in the 20th century. Our ancestors know their way from birth through eternity; we are puzzled about the day after tomorrow.

In the end, advertising rests upon the fact that consumers are a fickle and superstitious mob, incapable of any real judgment as to what it wants or how it is to get what it thinks it likes.

Men have been barbarians much longer than they have been civilized. They are only precariously civilized, and within us there is the propensity, persistent as the force of gravity, to revert under stress and strain, under neglect or temptation, to our first natures.

The man who will follow precedent, but never create one, is merely an obvious example of the routineer. You find him desperately numerous in the civil service, in the official bureaus. To him government is something given as unconditionally, as absolutely as ocean or hill. He goes on winding the tape that he finds. His imagination has rarely extricated itself from under the administrative machine to gain any sense of what a human, temporary contraption the whole affair is. What he thinks is the heavens above him is nothing but the roof.

Every fairly intelligent person is aware that the price of respectability is a muffled soul bent on the trivial and the mediocre.

Between ourselves and our real natures we interpose that wax figure of idealizations and selections which we call our character.