“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.” — 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
“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
“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 Copy Share
“Stories should put knowledge into a frame work that is more lifelike.” — Chip Heath and Dan Heath Copy Share
“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 Copy Share
“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 Copy Share
“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 Copy Share
“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 Copy Share
“People tend to overuse any idea or concept that delivers an emotional kick.” — Chip Heath and Dan Heath Copy Share
“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 Copy Share
