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

“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”

“You don't have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.”

“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.”

“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.”

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