Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.
Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle
This is the biggest problem in analytics today.
The most basic way to get someone's attention is this: Break a pattern.
There's no such thing as a passive audience.
The Aha! experience is much more satisfying when it's preceded by the huh experience.