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?

Create a need for closure.

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

Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.

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

Once we know something, we find it hard to imagine what it was like not to know it.

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