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Chip Heath

“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)”


Chip Heath & Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die
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Made to Stick: Why Some Ideas Survive and Others Die Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
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