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

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

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’s broken, and how do we fix it?

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

Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.

Create a need for closure.