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.
This is the biggest problem in analytics today.
The more hooks an idea has, the better it will cling to memory.
The Aha! experience is much more satisfying when it's preceded by the huh experience.
Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle
Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.