Grant McCracken

“We need [retail] shelf space to serve as our deep space. We are going to put things there and invite the consumer to give it a try....Most consumers engage in variety seeking, in any case. Why not invite them to pursue it within a purchase instead of across purchases?”

“Burying ourselves in the cultivation of a single talent is now ill advised. What we need are lots of little projects, sent out into different parts of the world, by means of many media. Thus do we carry on that irreplaceably useful conversation between now and next.”

“People who escape familiar groups and make contact with unfamiliar ones becomes smarter and more creative. They have what Ronald Burt calls a "vision advantage." They are no longer captives of their cultures.”