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 for the number to support yourself.
Chip HeathTag: made-to-stick
Mental simulation is not as good as actually doing something. But it's the next best thing. And the right kind of a story is a simulation.
Chip HeathTag: made-to-stick
There's no such thing as a passive audience.
Chip HeathTag: made-to-stick
The company wants to sell you more shampoo, your friend doesn't, so she gets more trust points.
Chip HeathTag: made-to-stick
As we gain information we are more likely to focus on what we don't know :" Someone who knows the state capitals of 17 of 50 states may be proud of her knowledge. But someone who knows 47 may think of herself as not knowing 3 capitals
Chip HeathTag: made-to-stick
You don't have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.
Chip HeathTag: made-to-stick
Feature creep is an innocent process. An engineer looking at a prototype of a remote control might think to herself, “Hey, there’s some extra real estate here on the face of the control. And there’s some extra capacity on the chip. Rather than let it go to waste, what if we give people the ability to toggle between the Julian and Gregorian calendars?
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