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

“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”

“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.”

“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.”

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

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

“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.”