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

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

“The most basic way to get someone's attention is this: Break a pattern.”

“We can't unlearn what we already know and there are only two ways to beat the curse, the first is not to learn anything, the second is to transform our ideas.”

“If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't.... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.(p.72)”

“People tend to overuse any idea or concept that delivers an emotional kick.”

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