There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns the challenge becomes what to do next?

Only the most unapologetic biblical fundamentalists for instance take every biblical injunction literally. If we all took all scripture at the same level of authority then we would be more open to slavery to the subjugation of women to wider use of stoning. Jesus himself spoke out frequently against divorce in the strongest of terms.

I perceived how that it was impossible to establish the lay people in any truth except the Scripture were plainly laid before their eyes in their mother tongue.

There's no one I trust in show business more than Sabrina Wind. She's my eyes and ears when I can't be there. She weighs in on everything from scripts to sets to advertising.

You can trust a Neil Simon script. Every dot. Every dash that pause means something. He takes all the jokes out practically.

I almost always do things that I like in some form or fashion. Every once in awhile that means that I don't think the script is any good and I don't have any trust in the people but the film is shooting in Sri Lanka or somewhere like that so I'm going.

I never practice before I never work hours on a script. I just choose my characters and trust them and after that it's about the director taking your hand.

I feel I do my best work when it's all there on the page and I feel that the character is very vivid as I read the script and I'm not having to create stuff and trying to cobble together something. If I have to do that then I don't entirely trust what I'm doing.

I mean the first 'Back to the Future' is kind of a perfect script I think in terms of handling time travel the best. It depends on your definition. To me that means it effectively uses it in the story.

The world is a country which nobody ever yet knew by description one must travel through it one's self to be acquainted with it.

You know more of a road by having traveled it than by all the conjectures and descriptions in the world.

People are naming it the Third Wave the Information Age etc. but I would say those are basically technological descriptions and this next shift is not about technology - although obviously it will be influenced and in some cases expressed by technologies.

The teacher of history's work should be ideally not simply a description of past cultures but a performance of the culture in which we live and are increasingly taking our being.

We really love all sports but we don't think in the long term. The reason we did Kingpin was because there was a script we really liked and we saw the possibilities.

Although I don't have a prescription for what others should do I know I have been very fortunate and feel a responsibility to give back to society in a very significant way.

I've got a full plate yes I do. That iPod that's nice. A phone recorder? Nicely done. All right I'm a bit of a tech geek. I have a subscription to Popular Science and I keep up on all this stuff.

Science will explain how but not why. It talks about what is not what ought to be. Science is descriptive not prescriptive it can tell us about causes but it cannot tell us about purposes. Indeed science disavows purposes.

It vexes me when they would constrain science by the authority of the Scriptures and yet do not consider themselves bound to answer reason and experiment.

I love the script and I just thought it was a great role. Like I say it's like this - the script is like this sad funny desperate love song to the lost American man.

I would be sad if it ended now. It's been the best job I've had by a long shot especially creatively because the writing is so good. Every week I get the script and I laugh out loud and get excited for the different stuff we get to do.

You won't find me in a romantic comedy. Those movies don't speak to me. People don't come to talk to me about those scripts because they probably think I'm this dark twisted miserable person.

When I read the script I liked the script very much and I thought it was a marvelous part for her because I think it is a change of pace. I mean we know how wonderful she is in romantic comedy.

The reason I turn down 99% of a hundred I mean a thousand scripts is because romantic comedies are often very romantic but seldom very funny.

People ask me all the time 'Are you fed up with reality TV?' At the end of the day it can affect my career in the sense that the more reality shows there are the less scripted dramas out there but I can't ever really knock them. I started on 'Popstars ' which was a reality talent show. I have respect for them.