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

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

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

“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”

“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.”

“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.”