No detail is too small.

“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…

— Chip Heath and Dan Heath

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

— Chip Heath and Dan Heath

“As we gain information we are more likely to focus on what we don't know :" Someone who knows the state capitals of 17…

— Chip Heath and Dan Heath

“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…

— Chip Heath and Dan Heath

“Use statistics as input not output. Use them to make up your mind on an issue.Don't make up your mind and then go looking…

— Chip Heath and Dan Heath

“Knowledge curses us, if we find it hard to imagine what it was like not to know it. And it becomes difficult to share…

— Chip Heath and Dan Heath

“Stories should put knowledge into a frame work that is more lifelike.”

— Chip Heath and Dan Heath

“You say 10 things, you say nothing.”

— Chip Heath and Dan Heath

“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,…

— Chip Heath and Dan Heath

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

— Chip Heath and Dan Heath

“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

“It's true,' replied Doris with a sniff in Bessy's direction to make her sensible of a victory, even if a minor one. 'It is…

— L. Ron Hubbard

In China, people are moving from bigger cars to small hatches, and interestingly, the Indian market is graduating to bigger cars and sedans. I…

— Winfried Vahland

I've seen guys come along with more ability - they've been faster or bigger or stronger - but they never worked hard to develop…

— Steve Largent

Having small children and being an investigative reporter would seem like a difficult mix, but it worked well for me. I was often working…

— Jill Abramson