“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)”
Quote by Chip Heath & Dan Heath
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Made to Stick: Why Some Ideas Survive and Others Die
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