"When a constraint exists advantage can usually be taken of it."

“Cybernetics is likely to reveal a great number of interesting and suggestive parallelisms between machine and brain and society. And it can provide the common language by which discoveries in one branch can readily be made use of in the others... two peculiar scientific virtues of cybernetics that are worth explicit mention. One is that it offers a single vocabulary and a single set of concepts suitable for representing the most diverse types of system... The second peculiar virtue of cybernetics is that it offers a method for the scientific treatment of the system in which complexity is outstanding and too important to be ignored. Such systems are, as we well know, only too common in the biological world!”

“The most basic facts in biology are that this earth is now two thousand million years old, and that the biologist studies mostly that which exists today.”

“The invasion of psychology by cybernetics is making us realize that the ordinary concepts of psychology must be reformulated in the language of physics if a physical explanation of the ordinary psychological phenomena is to become possible. Some psychological concepts can be re-formulated more or less easily, but others are much more difficult, and the investigator must have a deep insight if the physical reality behind the psychological phenomena is to be perceived”

“Every stable system has the property that if displaced from a state of equilibrium and released, the subsequent movement is so matched to the initial displacement that the system is brought back to the state of equilibrium. A variety of disturbances will therefore evoke a variety of matched reactions.”

“Throughout, we shall be exemplifying the thesis of D. M. MacKay: that quantity of information, as measured here, always corresponds to some quantity, i.e. intensity, of selection, either actual or imaginable”

“The most fundamental concept in cybernetics is that of "difference", either that two things are recognisably different or that one thing has changed with time. Its range of application need not be described now, for the subsequent chapters will illustrate the range abundantly. All the changes that may occur with time are naturally included, for when plants grow and planets age and machines move some change from one state to another is implicit. So our first task will be to develop this concept of "change", not only making it more precise but making it richer, converting it to a form that experience has shown to be necessary if significant developments are to be made.”