“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)” CommunicationCommon SenseMessageExpress Book:Made to Stick: Why Some Ideas Survive and Others Die Source: Made to Stick: Why Some Ideas Survive and Others Die