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The more hooks an idea has, the better it will cling to memory.

Chip Heath

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Chip Heath
Age: 61
Born: 1963
Born: July 19
Author
Writer
Hook
Memory
Memories
Idea
Ideas
Better
Hooks
Cling

More quotes by Chip Heath

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The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.
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Anger prepares us to fight and fear prepares us to flee.
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The Aha! experience is much more satisfying when it's preceded by the huh experience.
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What’s working, and how can we do more of it?
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Stories are flight simulators for our brains.
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The first problem of communication is getting people's attention.
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Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.
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What’s broken, and how do we fix it?
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Grit is not synonymous with hard work. It involves a certain single-mindedness. An ungritty prison inmate will mount a daring new escape attempt every month, but a gritty prison inmate will tunnel his way out one spoonful of concrete at a time. Grit
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When you’re at the beginning, don’t obsess about the middle, because the middle is going to look different once you get there.
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Just look for a strong beginning and a strong ending and get moving.
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What questions do I want my audience to ask?
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Success emerges from the quality of the decisions we make and the quantity of luck we receive. We can't control luck. But we can control the way we make choices.
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Once we know something, we find it hard to imagine what it was like not to know it.
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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?
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Most analysts are SO SMART and have amazing ideas, but they can't convey their genius ideas to others.
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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.
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