“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.”

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

“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”

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

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