We have, as human beings, a storytelling problem. We're a bit too quick to come up with explanations for things we don't really have an explanation for.

It is the new and different that is always most vulnerable to market research

Truth may be stranger than fiction, goes the old saw, but it is never as strange as lies.

It is quite possible for people who have never met us and who have spent only twenty minutes thinking about us to come to a better understanding of who we are than people who have known us for years.