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Sway
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About the Author

Ori Brafman is coauthor of The Starfish and the Spider and is a renowned organizational expert who regularly speaks before Fortune 500, governmental, and military audiences. A graduate of Stanford Business School, he lives in San Francisco. Rom Brafman holds a Ph.D. in psychology and has taught university courses in personality and personal growth. His current research interests focus on the dynamics of interpersonal relationships. He has a private practice in Palo Alto, California.

Reviews

In the first of these two books exploring human behavior and the choices we make, organizational expert Ori Brafman (coauthor, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations) and his psychologist brother, Rom, an organizational expert, discuss the various psychological forces (e.g., diagnosis bias and loss aversion) that cause people to act irrationally. To help illuminate their discussion, they draw on the latest research in social psychology, behavioral economics, and organizational behavior. In Nudge, Thaler (behavioral science & economics, Graduate Sch. of Business, Univ. of Chicago) and Sunstein (jurisprudence, Univ. of Chicago Law Sch.) consider how the science of choice can gently "nudge" individuals toward making life-improving decisions. They divide the text into five parts--"Humans and Econs," "Money," "Health," "Freedom," and "Extensions and Objections"--and employ numerous examples throughout. Easy to read, conversational in tone, and story-driven, Sway is suitable for public libraries. Nudge, a more research-based analysis full of practical solutions to real-life problems, is strongly recommended for public libraries.--Anita N. Jennings, Newport News P.L., VA Copyright 2008 Reed Business Information.

Recently we have seen plenty of irrational behavior, whether in politics or the world of finance. What makes people act irrationally? In a timely but thin collection of anecdotes and empirical research, the Brafman brothers--Ari (The Starfish and the Spire), a business expert, and Rom, a psychologist--look at "sway," the submerged mental drives that undermine rational action, from the desire to avoid loss to a failure to consider all the evidence or to perceive a person or situation beyond the initial impression and the reluctance to alter a plan that isn't working. To drive home their points, the authors use contemporary examples, such as the pivotal decisions of presidents Lyndon B. Johnson and George W. Bush, coach Steve Spurrier and his Gators football team, and a sudden apparent epidemic of bipolar disorder in children (which may be due more to flawed thinking by doctors making the diagnoses). The stories are revealing, but focused on a few common causes of irrational behavior, the book doesn't delve deeply into the psychological demons that can devastate a person's life and those around him. (June) Copyright 2008 Reed Business Information.

Praise for SWAY* "A breathtaking book that will challenge your every thought, Sway hovers above the intersection of Blink and Freakonomics."--Tom Rath, coauthor of the New York Times #1 bestseller How Full Is Your Bucket? "Now we know why no one ever coined the phrase 'rational exuberance.' Behind the surprising ways we all make choices, the Brafmans find biology, humanity, and the wisdom of our collective experience. As a longtime student of how financial decisions are made, I found their insights utterly fascinating. Once I started reading, I couldn't stop--and I suspect the Brafmans could tell you exactly why!" --Sallie Krawcheck, CEO, Citi Global Wealth Management "Count me swayed--but in this instance by the pull of entirely rational forces. Ori and Rom Brafman have done a terrific job of illuminating deep-seated tendencies that skew our behavior in ways that can range from silly to deadly. We'd be fools not to learn what they have to teach us."--Robert B. Cialdini, author of New York Times bestseller Influence "Brilliant." --Klaus Schwab, chairman of the World Economic Forum "A page-turner of an investigation into how our minds work . . . and trick us. Think you behave rationally? Read this book first."--Timothy Ferriss, author of the New York Times #1 bestseller The 4-Hour Workweek "Sway helped me recognize an aspect of irrational behavior in my experimental work in physics. Sometimes I have jumped into some research that didn't feel quite right . . . but some irrational lure, such as the hope of quick success, pulled me in."--Martin L. Perl, 1995 Nobel Laureate in Physics *DISCLAIMER: If you decide to buy this book because of these endorsements, you just got swayed. One of the psychological forces you'll read about in Sway is our tendency to place a higher value on opinions from people in positions of prominence, power, or authority. (But you should still buy the book.) "If you think you know how you think, you'd better think again! Take this insightful, delightful trip to the sweet spot where economics, psychology, and sociology converge, and you'll discover how our all-too-human minds actually work."--Alan M. Webber, founding editor of Fast Company magazine

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