This is the future. It’s now. People don’t know how 
to look at it. There’s a saying, “We don’t know who 
discovered water, but we’re sure it wasn’t a fish.” 
How would a fish know something that is so 
completely environmental? The same thing can be 
said of any business.

Harry Boyle, “McLuhan: Has Business Got The 
Message?” Stimulus , May-June, 1967.