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.
Anger prepares us to fight and fear prepares us to flee.
Once we know something, we find it hard to imagine what it was like not to know it.
What’s broken, and how do we fix it?
Knowledge is rarely enough to spark change; it takes emotion to bring knowledge to a boil.
The most basic way to get someone's attention is this: Break a pattern.