Sway: The Irresistable Pull of Irrational Behavior

Sway: The Irresistible Pull of Irrational Behavior
I recently read Sway: The Irresistible Pull of Irrational Behavior by two brothers, Omi and Rom Brafman.  Both of the Brafman brothers are well known in their respective circles- Rom has a PhD in psychology and has taught and given seminars at many universities, as well as conduct research and run his own private practice.  Ori graduated from Stanford Business School and is an organizational expert, speaking regularly for Fortune 500 companies and government and military agencies. (Information from bn.com as well as the book).
Sway is about irrational behavior and why humans so easily succumb to bad decisions- even when we are aware it might not be the greatest choice ever.  Presented in case studies, the Brafman brothers dive deep into the reasoning behind our poor decisions.  Why, for example, would any pay MORE for a $20 than $20???  Why would a pilot take off in almost zero visibility, causing a catastrophic crash?
An interesting read for those who enjoy non-fiction and / or behavioral psychology... or for the person who just wants to know why good people make bad choices- every day.  Written in (mostly) plain English and easy to follow, Sway is a quick read with the possibility to expand your knowledge... and hopefully help you understand why it is so easy to make a bad choice, and to help you stop from making these choices!  I know that it is a lot easier to stay away from bad decision making
write to be understood, speak to be heard, read to grow

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