The more hooks an idea has, the better it will cling to memory.
Just look for a strong beginning and a strong ending and get moving.
Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.
The most basic way to get someone's attention is this: Break a pattern.
You've got a good idea, how do you make it stick?
This is the biggest problem in analytics today.