Making Sense with…
"You have to understand the situation first and then decide which tools to use."
Q&A
Deep dives with interesting people.
Making Sense with…
"It’s a semiotician’s imagination, open mind, and creative ability which are truly rare."
Making Sense with…
"Where everyone else sees things, a semiotician sees meaning."
Making Sense with…
"A semiotician must have an open heart — capable of appreciating the world beyond one's own perspective."
Making Sense with…
"Powerful cultural insight is the wellspring of change, and change is what we need."
Making Sense with…
"The skill of the semiotician is to have the muscles for pattern recognition more developed."
Making Sense with…
"It's essential to cultivate the feeling of being surprised by the ordinary…"
Making Sense with…
"Each object of study requires a unique theoretical approach."
Making Sense with…
"Eco said that semiotics would be the philosophy of the 21st century and I believe him."
Making Sense with…
"Semiology is very nurturing, for designers and other creatives, as it offers a way to structure and connect concepts."
Making Sense with…
"Listen for what's being said (and not said)… and not just by the loudest voices."
Making Sense with…
"We should not translate our results into marketing-ese. Semioticians don’t do 'targeting.'"
Making Sense with…
"Semioticians can create 'magical' outputs — but we have a systematic process for doing so."
Making Sense with…
"Semiotics plays a crucial — even cruel, sometimes — role in guiding understanding."
Making Sense with…
"No matter how disruptive our insights may be, we must communicate them fearlessly."