The most basic way to get someone's attention is this: Break a pattern.
Anger prepares us to fight and fear prepares us to flee.
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.
The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.
People tend to overuse any idea or concept that delivers an emotional kick.
Made to Stick summary
Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath-Chip a professor at Stanford's business school, Dan a teacher and textbook publisher-offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"-that is, the art of making ideas unforgettable.
