“As the unexpected becomes ordinary, the spotlight shifts once again to land where your brain thinks it will get more informational bang for the attentional buck.”

“When the marketplace became crowded with scores of similar products that mostly did what they were supposed to do, companies focused less on selling that product, and more on selling you a relationship with the product, and a means of announcing your own identity.”

“Robbed of a rapt audience, advertisers know that influencing how you spend what to do while depends on having some control over how you spend the resources in your head.”

“Every question was also an opportunity to create an impression that would guide how all subsequent answers to questions got interpreted.”

“Learning to be aware of what you unconsciously know may depend on a line of focused effort and specialized knowledge and even some measure of aptitude, but actually learning it may be effortless, automatic, and require very little of what we normally think of as intelligence.”

“The thing about language is that once you start getting analytical about it, you can't stop.”

“Words in the head are sticky and social creatures – when you finally pull one out, you're liable to get lots of bits of meanings that have rubbed onto them as a result of their palling around with other words.”

“As the unexpected becomes ordinary, the spotlight shifts once again to land where your brain thinks it will get more informational bang for the attentional buck.”

“No other species flees from boredom with as much urgency as we do. We are far more eager to do brain work than we are to do physical labor.”

“You might think of the barrier between fiction and reality as being a bit like a blood-brain barrier, which allows only some kinds of molecules to pass from the bloodstream into the brain. Emotions can easily pass from the fictional world into the real one, so that fiction can feel as if it were real. But BELIEFS are blocked. We KNOW the events have no bearing in the real world.”

“Teaching is the art of serendipity. Each of us has the experience of finding out that something we intended as only the most casual of remarks, or the stray example, changes the way some students thought to the point of changing their lives.”