What’s working, and how can we do more of it?
The most basic way to get someone's attention is this: Break a pattern.
The Aha! experience is much more satisfying when it's preceded by the huh experience.
The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.
There's no such thing as a passive audience.
The more we reduce the amount of information in an idea, the stickier it will be.