James Gleick

As a technology, the book is like a hammer. That is to say, it is perfect: a tool ideally suited to its task. Hammers can be tweaked and varied but will never go obsolete. Even when builders pound nails by the thousand with pneumatic nail guns, every household needs a hammer.

As for memes, the word 'meme' is a cliche, which is to say it's already a meme. We all hear it all the time, and maybe we even have started to use it in ordinary speech. The man who invented it was Richard Dawkins, who was, not coincidentally, an evolutionary biologist. And he invented it as an analog for the gene.

The Fifties and Sixties were years of unreal optimism about weather forecasting. Newspapers and magazines were filled with hope for weather science, not just for prediction but for modification and control. Two technologies were maturing together: the digital computer and the space satellite.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.