“You say 10 things, you say nothing.”

“There's no such thing as a passive audience.”

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

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

“Mental simulation is not as good as actually doing something. But it's the next best thing. And the right kind of a story is a simulation.”

“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”

“Plans are useful in the sense that they're proof that planning has taken place. The planning process forces people to think through the right issues. Bus as for the plans themselves they just don't work on the battle field”