chapters include the following
prologue - "we are no more than god's curiosity about himself" (Thomas Mann)
culture - "by means of the sign man frees himself from the here and now for abstraction" (Umberto Eco)
creativity - "creativity is the defeat of habit by originality" (Arthur Koestler)
wit - "humour is the enemy of authority"
improvisation - "I work with things left over from other things" (Julian Schnabel)
colour - "colour is the place where our brain and the universe meet" (Paul Klee)
dreaming - "it may be those who do most dream most" ( Stephen Leacock)
ideas - "an idea isn't responsible for the people who believe in it" (Don Marquis)
synchronicity - "snap"
mutation - "those who cannot remember the past are condemned to repeat it" (George Santayana)
learning - "if I don't know I know, I think I don't know" (R.D. Laing)
noise - "the bark is the song of the dog"
paradigms - "fish are the last to recognise water"
automation - "the hen is only the egg's way of making another hen" (Patrick Hughes)
intelligence - "curiosity is the mother of intelligence"
brain - "I am my brain's publisher" (Phillip Starck)
mind - "the mind can also be an erogenous zone" (Racquel Welch)
senses - "the soul has no secrets that conduct does not reveal" (Chinese proverb)
thinking - "thinking is drawing in your head"
problems - "if you don't know where you are going, all roads lead there" (Roman proverb)
chance - "if you want to get lucky, it pays to be ready" (Michael Bierut)
imagination - "a person without imagination is like a teabag without hot water"
visualizing - "the man who can't visualize a horse galloping on a tomato is an idiot" (André Breton)
alphabet - "music has seven letters, writing has twenty-six notes" (Joseph Joubert)
seeing - "the hardest thing to see is what is in front of your eyes" (Goethe)
places - "its always better to be looked over than overlooked" (Mae West)
perception - "realism is a corruption of reality" (Wallace Stevens)
stereotypes - "I had always assumed that cliché was a suburb in Paris, until I discovered it was a street in Oxford" (Philip Guedalla)
value - "good design is good business" (Thomas Watson Jr.)
illusion - "who are you going to believe, me or your eyes?" (Groucho Marx)
paradox - "I'd give my right arm to be ambidextrous" (graffiti)
future ground - "the answer is yes or no depending on the interpretation" (Albert Einstein)
symmetry - "symmetry is static - that is to say, inconspicuous" (William Addison Dwiggens)
reflections - "a mirror has no heart but plenty of ideas" (Malcom de Chazal)
pattern - "pattern, the fruit of design, cam be seen as the measure of culture" (William Feaver)
camouflage - "interpretations of interpretations interpreted" (James Joyce)
economy - "I like a view but I like to sit with my back turned to it" - (Gertrude Stein)
measure - "man is the measure of all things" (Protagoras)
composition - "music is noise submitted to order by wisdom" (Puccini)
leys & lines - "to you, to me, Stonehenge and Chartres cathedral are works by the same Old Man under different names: we know what He did, what even He thought He thought, but we don't see why" (W.H. Auden)
aesthetics - "I do not feel I have wisdom enough yet to love what is ugly" (Stendhal)
taste - "as flash as a rat with a gold tooth" (Aussie observation)
style - "god invented the giraffe, the elephant, the cat... he has no real style. He just goes on trying things" (Pablo Picasso)
perfection - "there is no such thing as a pretty good omelette" (French proverb)
meanings - "the person you love is 72.8% water"
symbols - "every status has its symbol" (advertising slogan)
numbers - "take from all things their number, and all shall perish" (Isodore of Seville)
typography - "typography is a beautiful group of letters, not a group of beautiful letters" (Steve Byers)
skill - "the end of all method is to seem to have no method" (Lu Ch'Ai)
perspective - "perspective is a ghastly mistake which it has taken four centuries to redress" (George Braque)
space-time - "whatever exists is in a place - therefore place exists - therefore place is in a place - and so on - ad infinitum" (Zeno od Elea)
figuring - "...my name means the shape I am - and a good handsome shape it is too. With a name like yours, you might be any shape, almost" (Humpty Dumpty)
language - "if a lion could speak, we would not understand him" (Ludwig Wittgenstein)
rhetoric - "all art is propaganda; on the other hand not all propaganda is art" (George Orwell)
design - "whoever said pleasure wasn't functional" (Charles Eames)
process - "gold mining consists of shifting three tons of rubbish for each ounce of gold extracted"
copying - "many a scarecrow serves as a roost for the enlightened crows"
words - "words are pegs to hang ideas on" (Henry Ward Beecher)
imaging - "seeing is forgetting the name if the thing one sees" (Paul Valéry)
pictureplay - "pink is the navy blue of India" (Diana Vreeland)
wordplay - "a pun is two strings of though tied with an acoustic knot" (Arthur Koestler)
handedness - "crime is only a left-handed form of human endeavour" (Louis Calhern)
pictograms - "many tongues - one eye" (Navaho proverb)
scripts - "writing is the knife and fork of the mind" (Gnomic observation)
letters - "letters are signs for sound" (Eric Gill)
identity - "did Beethoven look like a musician? No, of course she didn't" (Tony Hancock)
names - "a child is made known to itself by its name" (Karen Blixen)
signatures - Hancocks
insignia - "insignia: marks or tokens indicative of anything" (Oxford English Dictionary)
trademarks - "I never forget a face, but I'll make an exception in your case" (Groucho Marx)
writing - "writing is the geometry of the soul" (Plato)
protagonists - Bios & credits, etc.