## Summary his content is to persuade, to influence behavior change, and one of the best ways to do so is to break frame through metaphors and new language. seeing how many times he pointed out the usage of his workout analogy, it reinforces the significance of including things like that. and like what we mentioned in the call as well, the point is that people do not want to listen to studies. they want to be moved, inspired, and given "secrets" to achieve results through practical strategies. ## Notes [[Sounding smart]] very persuasive extremes only possible ## Highlights