“The brain is wired to make a clear, quick yes-or-no decision — fight or flight, click or scroll, read or ignore, remember or forget.”

“Write like a human, for humans. Be simple, clear, direct. Be conversational. Authenticity and relatability are essential ingredients."

“Language is how you give intention to your intuition and how you share your vision with others.”

“A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason a drawing should have no unnecessary lines and a machine no unnecessary parts.”

"Customers are not interested in your story. They are, rather, interested in being invited into a story that has them surviving and winning in the end."

"Extension work is an out-of-school system of education in which adults and young people learn by doing. Its fundamental objective is the development of people."