Making Sense
"Until we learn to discern cultural patterns, we can't fully understand or make use of them."
Europe and Central Asia
Semioticians based in — or originally from — the European continent
Making Sense
"The semiotician looks at things from the perspective of both the frog and the eagle."
Making Sense
"Once we 'break the surface' of what's given, we learn that no phenomenon is ever obvious."
Making Sense
"We are ‘working amongst the ruins’ so there’s a scope to be creative and brave."
Making Sense
"Everything is or can be significant and worthy of our time."
Making Sense
"The real power of semiotics lies in understanding how consumers create their own meaning systems."
Making Sense
"You need to be comfortable with uncertainty, contradiction, and change."
Making Sense
"Cultivate a 'helicopter' view on things, concepts, and problems."
Making Sense
"We are not leaders, we are guides and pathfinders."
Making Sense
"Each new semiotics project is an Indiana Jones-type adventure."
Making Sense
"Semiotics succeeds because of its vast and ambitious scope."
Making Sense
"Achieving a deep, rich understanding of why we behave the way we do is the most rewarding part of the job."
Making Sense
"Don’t set off to be a semiotician — instead, let semiotics set you off."
Making Sense
"It’s a semiotician’s imagination, open mind, and creative ability which are truly rare."