The most basic way to get someone's attention is this: Break a pattern.
Just look for a strong beginning and a strong ending and get moving.
You've got a good idea, how do you make it stick?
Whatโs working, and how can we do more of it?
Change is hard because people wear themselves out. And thatโs the second surprise about change: What looks like laziness is often exhaustion.
Once we know something, we find it hard to imagine what it was like not to know it.