“Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle”

“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”

“Knowledge curses us, if we find it hard to imagine what it was like not to know it. And it becomes difficult to share our knowledge with others because we can't readily re-create our listener's state of mind.”

“Create a need for closure.”

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

“The company wants to sell you more shampoo, your friend doesn't, so she gets more trust points.”

“As we gain information we are more likely to focus on what we don't know :" Someone who knows the state capitals of 17 of 50 states may be proud of her knowledge. But someone who knows 47 may think of herself as not knowing 3 capitals”