Chip Heath

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

A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.

If you make your ideas sticky, you can change your world.

The Curse of Knowledge: when we know something, it becomes hard for us to imagine not knowing it.

Stories are powerful because they provide simulation (knowledge about how to act) and inspiration (motivation to act).

To strip an idea down to its core, we must be masters of exclusion.

Concrete language helps people, especially novices, understand new ideas.

People remember stories more than they remember statistics.

A credible idea makes people believe. An emotional idea makes people care.

Emotional appeals are most effective when they are tied to self-interest.

The Six Principles of Sticky Ideas are Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories.

Unexpected ideas are more likely to stick because they surprise people and grab their attention.