The Aha! experience is much more satisfying when it's preceded by the huh experience.
When people know the desired destination, they’re free to improvise, as needed, in arriving there.
Create a need for closure.
The more hooks an idea has, the better it will cling to memory.
Knowledge is rarely enough to spark change; it takes emotion to bring knowledge to a boil.
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?