The most basic way to get someone's attention is this: Break a pattern.

The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.

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

Mental simulation is not as good as actually doing something. But it's the next best thing. And the right kind of a story is a simulation.

What looks like resistance is often a lack of clarity.

There's no such thing as a passive audience.

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