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…Even the idea of a city never entered his mind. It was as if he had walked under the millimeter of haze just above the inked fibers of a map, that pure zone between land and chart, between distances and legends, between nature and storyteller. The place they had chosen to come to, to be their best selves, to be unconscious of ancestry. Here, apart from the sun compass and the odometer mileage, and the book, he was alone, his own invention. He knew during these times how the mirage worked, the fata morgana, for he was within it.

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Eckhard Pfeiffer

Sometimes it's more difficult to achieve a 10% cost reduction than it is to tell people they have to achieve 50%. Small incremental steps block your view of doing something fundamentally different.