“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.”

“Knowledge curses us, if we find it hard to imagine what it was like not to know it. And it becomes difficult to share our knowledge with others because we can't readily re-create our listener's state of mind.”

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

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

“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.”

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