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.
The more hooks an idea has, the better it will cling to memory.
This is the biggest problem in analytics today.
Create a need for closure.
Once we know something, we find it hard to imagine what it was like not to know it.
When people know the desired destination, they’re free to improvise, as needed, in arriving there.