Understanding the unconscious obstacle to a new behaviour and then removing it, or else creating a new context for a decision, will generally work much more effectively.

Create a name, and you’ve created a norm.

Complementary talent is far more valuable than conformist talent.

For a business to be truly customer-focused, it needs to ignore what people say. Instead it needs to concentrate on what people feel.

Yet magic does still exist – it is found in the fields of psychology, biology and the science of perception, rather than in physics and chemistry. And it can be created.

One of the most important ideas in this book is that it is only by deviating from a narrow, short-term self-interest that we can generate anything more than cheap talk.

Water ‘tastes of nothing’, so we notice the smallest thing which deviates from this.

Never forget this: the nature of our attention affects the nature of our experience.

we generally find it easier to buy things that serve a single purpose.