Testers for 7-Up consistently found consumers would report more lemon flavor in their product if they added 15% more yellow coloring TO THE PACKAGE. - Malcolm Gladwell

Kids don't watch when they are stimulated and look away when they are bored. They watch when they understand and look away when they are confused. If you are in the business of educational television, this is a critical difference. It means if you want to know whether-and what-kids are learning from a TV show, all you have to do is to notice what they are watching. And if you want to know what kids aren't learning, all you have to do is notice what they aren't watching. Preschoolers are so sophisticated in their viewing behavior that you can determine the stickiness of children's programming by simple observation.

People at the top are self-conscious about what they say (and rightfully so) because they have position and privilege to protect — and self-consciousness is the enemy of “interestingness.

Our first impressions are generated by our experiences and our environment, which means that we can change our first impressions . . . by changing the experiences that comprise those impressions.