“Common sense is the enemy of sticky messages, if I already "get" what you're trying to tell me, why should I be obsessed about remembering it.”

“If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't.... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.(p.72)”

“We can't unlearn what we already know and there are only two ways to beat the curse, the first is not to learn anything, the second is to transform our ideas.”

“Stories should put knowledge into a frame work that is more lifelike.”

“Plans are useful in the sense that they're proof that planning has taken place. The planning process forces people to think through the right issues. Bus as for the plans themselves they just don't work on the battle field”

“To get someone's attention break a pattern of thinking.”

“The first problem of communication is getting people's attention.”