These guys get it. They present interesting anecdotes to support their points. They try to provide lots of tools and reminders so something might stick in my memory. This is my third Chip and Dan Heath book and every one is impressive and enjoyable. This one might be the most impressive when it comes to all the extras that they use to try to help this book be more than just "nice-to-read".

The main points here were summarized by WRAP:
Widen Your Options
Reality Test Your Assumptions
Attain Distance Before Deciding
Prepare to be Wrong