Change is hard because people wear themselves out. And thatโs the second surprise about change: What looks like laziness is often exhaustion.
When youโre at the beginning, donโt obsess about the middle, because the middle is going to look different once you get there.
The most basic way to get someone's attention is this: Break a pattern.
What looks like resistance is often a lack of clarity.
What questions do I want my audience to ask?
The more hooks an idea has, the better it will cling to memory.