Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die

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

"To make our communications more effective, we need to shift our thinking from "What information do I need to convey" to "What questions do I want my audience to ask?"

"The first problem of communication is getting people's attention."

"If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.(p.72)"

"People tend to overuse any idea or concept that delivers an emotional kick."

"An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures."

"Stephen Covey, in his book The 8th Habit, decribes a poll of 23,000 employees drawn from a number of companies and industries. He reports the poll's findings: * Only 37 percent said they have a clear understanding of what their organization is trying to achieve and why * Only one in five was enthusiastic about their team's and their organization's goals * Only one in five said they had a clear "line of sight" between their tasks and their team's and organization's goals * Only 15 percent felt that their organization fully enables them to execute key goals * Only 20 percent fully trusted the organization they work for Then, Covey superimposes a very human metaphor over the statistics. He says, "If, say, a soccer team had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Only 2 of the 11 would care. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. And all but 2 players would, in some way, be competing against their own team members rather than the opponent."

"Anger prepares us to fight and fear prepares us to flee."

"Once we know something, we find it hard to imagine what it was like not to know it."