“Stories should put knowledge into a frame work that is more lifelike.” — Chip Heath and Dan Heath Copy Share Image
“The company wants to sell you more shampoo, your friend doesn't, so she gets more trust points.” — Chip Heath and Dan Heath Copy Share Image
“To get someone's attention break a pattern of thinking.” — Chip Heath and Dan Heath Copy Share Image
“You don't have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.” — Chip Heath and Dan Heath Copy Share Image
“We can't unlearn what we already know and there are only two ways to beat the curse, the first is not to… — Chip Heath and Dan Heath Copy Share Image
“Use statistics as input not output. Use them to make up your mind on an issue.Don't make up your mind and then… — Chip Heath and Dan Heath Copy Share Image
“Common sense is the enemy of sticky messages, if I already "get" what you're trying to tell me, why should I be… — Chip Heath and Dan Heath Copy Share Image
“Knowledge curses us, if we find it hard to imagine what it was like not to know it. And it becomes difficult… — Chip Heath and Dan Heath Copy Share Image
“Plans are useful in the sense that they're proof that planning has taken place. The planning process forces people to think through… — Chip Heath and Dan Heath Copy Share Image
“As we gain information we are more likely to focus on what we don't know :" Someone who knows the state capitals… — Chip Heath and Dan Heath Copy Share Image
“It's true,' replied Doris with a sniff in Bessy's direction to make her sensible of a victory, even if a minor one.… — L. Ron Hubbard Copy Share Image
