Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves —a “try before you buy” philosophy for the world of ideas. When we’re trying to build a case for something, most of us instinctively grasp for hard numbers.

This is the most important thing to remember about using statistics effectively. Statistics are rarely meaningful in and of themselves. Statistics will, and should, almost always be used to illustrate a relationship. It’s more important for people to remember the relationship than the number.

Humanizing the statistics gives the argument greater wallop.

The researchers theorized that thinking about statistics shifts people into a more analytical frame of mind. When people think analytically, they’re less likely to think emotionally. And the researchers believed it was people’s emotional response to Rokia’s plight that led them to act.

Knowing how to use these tools depends on keeping your defaults in check so you can reason. If you can’t, you’ll just react with one of your defaults. While you might get the outcomes you desire for a while, it's only a matter of time before lack of thinking catches up to you. It’s only after you’ve mastered the defaults that the tools I describe become useful.

If you can’t keep those in check— if you’re easily swayed by emotion, if you can’t adapt to change, if you value being right more than doing what’s best— then all the tools in the world aren’t going to help you. The defaults will overwhelm you, rout your decision making-making process, and seize control of your life.