The law of attraction: the battle between friction and fuel
Thinking in fuel: the reasons a fuel-based mindset rules the world
Inertia: why we stick with what we know
Overcoming inertia: how to transform a novel idea into a familiar friend
Effort: why we follow the path of least resistance
Overcoming effort: how to build aerodynamic ideas
Emotion why the best ideas produce the most anxiety
Overcoming emotion: how to quiet the fears that impede progress
Reactance: why we feel the impulse to resist change
Overcoming reactance: how to help your audience persuade themselves
Three case studies.