“The fundamentals will cause us all to stand and stare; our want for material possessions, our possession and passing on of heirlooms, our want to leave a legacy; our base sexual drives, our wish to be the superior versions of ourselves; our desire to be happy, as an emotion and an idea, that ultimate phantasm.”

“Happiness is our one ultimate end. Boil it right the way down, reduce all those motivational drivers, and sitting right there at the centre of our very human hearts, is our yearning to be happy.”

“The internet reflects us at our eccentric, absurd, trivial best. It shows us as stoned online game-players and people wearing home-made Tron suits. It reveals that we enjoy watching people blend things like an iPhone, and mix 200 litres of Diet Coke with 500 Mentos mints. Laughing babies and sneezing baby panda’s speak to us, despite having nothing to say, and we find all these things hypnotically watchable and briefly hysterical.”

“Like a squash ball, locked inside an all-glass court, played in a never ending Sisyphean rally between two invisible and equally able opponents, that’s what the Digital State first felt like. A descriptor in search of a winning shot, to break the deadlock, to set it free.”

“It was the tequila that did it. Tequila is spiteful, two-faced, sweet as pie when you’re saying hi, paying your monies and throwing ‘em back, but nasty in a metal fangs kind of way when last night’s fun-lovin’ fast-forwards into next day’s buggering regret. I tell you, Tequila is unwise.”

“Technology, society, media: these are mutable forms, shape-shifting, forever re-purposing themselves. They sit within the wild, weird and wonderful frame of change. But there is a frame.”

“Straight advertising’ is the equivalent of ignoring your girlfriend over dinner. Branded content, and CRM, and co-creation is the opposite. It’s telling her she’s hot.”