The need to be right can arise from a fear of being disrespected. Or it may come out of the fear of being seen as we really are: as flawed human beings who are perfectly imperfect and full of contradictions and confusions.

A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work.

While interrupting is not always wrong, it should never become a habit.

Julian Treasure Quotes