“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.”

“The more we reduce the amount of information in an idea, the stickier it will be.”

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

“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.”

“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”

“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”