Once we know something, we find it hard to imagine what it was like not to know it.

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?

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

What’s working, and how can we do more of it?

The more hooks an idea has, the better it will cling to memory.

What’s broken, and how do we fix it?

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.