“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.”

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

“There's no such thing as a passive audience.”

“You say 10 things, you say nothing.”

“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”

“The Aha! experience is much more satisfying when it's preceded by the huh experience.”

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