Knowledge is rarely enough to spark change; it takes emotion to bring knowledge to a boil.

What questions do I want my audience to ask?

The more hooks an idea has, the better it will cling to memory.

Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle

Lots of us have expertise in particular areas. Becoming an expert in something means that we become more and more fascinated by nuance and complexity. That's when the Curse of Knowledge kicks in, and we start to forget what it's like not to know what we know.

To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?

The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.