22 Quotes by Chip Heath and Dan Heath

The more we reduce the amount of information in an idea, the stickier it will be.

There's no such thing as a passive audience.

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 issues. Bus as for the plans themselves they just don't work on the battle field

Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle

Stories should put knowledge into a frame work that is more lifelike.

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

You say 10 things, you say nothing.

You don't have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.

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.