Quotes from Chip Heath

Surprise jolts us to attention. Surprise is triggered when our schemas fail, and it prepares us to understand why the failure occurred.

The more instinctive a behavior becomes, the less self-control from the Rider it requires, and thus the more sustainable it becomes.

It took practice, and it took persistence.

Surprise isn't enough. We also need insight.

just enough info to be useful, then a little more, then a little more.

So, yes, a long journey starts with a single step, but a single step doesn't guarantee the long journey. How do you keep those steps coming?

To be surprising, an event's can't be predictable. Surprise is the opposite of predictability. But, to be satisfying, surprise must be "post-dictable.

To think in moments is to be attuned to transitions and milestones

Any time in life you're tempted to think, 'Should I do this OR that?' instead, ask yourself, 'Is there a way I can do this AND that?' It's surprisingly frequent that it's feasible to do both things.

And as we'll see, that tendency explains the third and final surprise about change: What looks like resistance is often a lack of clarity.

In other words, companies aren't born in garages. Companies are born in companies. This

Pits need to be filled.

once a small step has been taken, and people have begun to act in a new way, it will be increasingly difficult for them to dislike the way they're acting.

That sense of progress is critical, because the Elephant in us is easily demoralized. It's easily spooked, easily derailed, and for that reason, it needs reassurance, even for the very first step of the journey.

Moments of insight deliver realizations and transformations.

That's what sticky ideas do – they make people feel something. Change comes from feeling, not facts. Not

as soon as people know what the intent is they begin generating their own solutions.

When people try to change things, they're usually tinkering with behaviors that have become automatic, and changing those behaviors requires careful supervision by the Rider. The bigger the change you're suggesting, the more it will sap people's self-control.

Focusing is great for analyzing alternatives but terrible for spotting them. Think about the visual analogy—when we focus we sacrifice peripheral vision.

An expert is simply someone who has more experience than you.

Once you break through to feeling, though, things change.

One simple diagnostic to gauge whether you've transcended the ordinary is if people feel the need to pull out their cameras.

Intimacy escalates with turn-taking

Transcendence: help others realize their potential • Self-actualization: realize our own potential, self-fulfillment, peak experiences • Aesthetic: symmetry, order, beauty, balance • Learning: know, understand, mentally connect • Esteem: achieve, be competent, gain approval, independence, status • Belonging: love, family, friends, affection