"Positioning is about what you do for your customers -- not about what you want to become. Announcing that your organization is the 'leading company' is ego-centric, not customer centric. It's also impractical..."

"Information is a beacon, a cudgel, an olive branch, a deterrent, depending on who wields it and how. Information is so powerful that the assumption of information, even if the information does not actually exist, can have a sobering effect."

"The class which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it."

"It turns out that because real-world space is so hard to move around in, it provides continuity to our stories of ourselves: our story tells of our day's journey. Hyperlinks, on the other hand, enable our attention to fly off and provide no unifying theme beyond what seemed interesting for some reason, any reason. [...] The Web's hyperlinked threads are tied together by interests untethered from their usual constraints."

"A business has a voice. You can usually hear it--authentic or unauthentic--most obviously and transparently, on its Web site. Even before the last graphic finishes downloading, you can usually tell if the company speaks with passion, if it's lost or uninterested, or if it's online just because some consultant said it has to be."

"Authenticity, honesty, and personal voice underlie much of what's successful on the Web. [...] Nascent Web publishing efforts have their genesis in a burning need to say something, but their ultimate success comes from people wanting to listen, needing to hear each other's voices, and answering in kind."

"Findability defies classification. It flows across the borders between design, engineering, and marketing. Everybody is responsible, and so we run the risk that nobody is accountable."

"Sometimes it’s hard to embrace the fact that, yes, you are trying to sell something. It might be a product or a service or just an idea. You might be trying to raise money for your university or help a battered woman find the nearest shelter. But you are trying to do something with your Web site. If you’re not, get out."

"Almost nobody travels willingly from sameness to sameness and repetition to repetition, even if the physical effort required is minimal.

"Differences, not duplications, make for cross-use and hence for a person’s identification with an area greater than his immediate street network. Monotony is the enemy of cross-use and hence of functional unity."

"By learning the rules of a domain, we immediately step beyond the boundaries of biology and enter the realm of cultural evolution. Each domain expands the limitations of individuality and enlarges our sensitivity and ability to relate to the world."