"That’s perhaps the easiest way to distill what makes something (especially an experience, in this case) meaningful: the ease with which it fits into our idea of purpose and aligns with what is relevant to us."

"I’m not here to say that analytics are bad. I’m here to say that analytics are human. Or at least, they represent the real needs and genuine interests of actual human beings; they’re proxies for people. And as such, we are honor bound to be respectful with them, to consider them with nuance and care, to let them guide us toward creating experiences of delight or at least outcomes that fulfill mutual needs, not to use them, manipulate them, and exploit them."

"The best way for marketing to “know the customer” now is to truly function as a knowledge center, iterating through efforts to connect with customers, optimizing for insight, seeking to create more meaningful relationships with customers by getting clearer and clearer about what different people value for different reasons."

"Our need to be shown respect can override our appreciation for things like efficiency, simplicity, or even low cost."

"When strategy, culture, and brand harmonize, they amplify one another and resonate loud and clear."