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?

Stories are flight simulators for our brains.

What’s working, and how can we do more of it?

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

When people know the desired destination, they’re free to improvise, as needed, in arriving there.

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

The more we reduce the amount of information in an idea, the stickier it will be.