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

Create a need for closure.

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 Aha! experience is much more satisfying when it's preceded by the huh experience.

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

The first problem of communication is getting people's attention.

Success emerges from the quality of the decisions we make and the quantity of luck we receive. We can't control luck. But we can control the way we make choices.