The more hooks an idea has, the better it will cling to memory.
Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.
The most basic way to get someone's attention is this: Break a pattern.
The first problem of communication is getting people's attention.
When people know the desired destination, they’re free to improvise, as needed, in arriving there.
When you’re at the beginning, don’t obsess about the middle, because the middle is going to look different once you get there.