Whatever I've worked on, I've always tried to make my writing personal. I think that's what makes my books somewhat different from what other scientists are doing. You have to tie concepts into everyday life, or they just won't be interesting for readers.

You have to have passion for a subject to write about it. You can't expect your readers to feel any excitement if it's nothing but a boring writing exercise for you.

'Subliminal' is about how we misinterpret our behavior because we're unaware of what our unconscious minds are doing.

Leonard Mlodinow Quotes