The more we reduce the amount of information in an idea, the stickier it will be.
What’s broken, and how do we fix it?
The most basic way to get someone's attention is this: Break a pattern.
Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle
The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.
Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.