In-Flight Reading En Route to SCIP Rome – “Sway: The Irresistible Pull of Irrational Behavior” 

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Before leaving MSP airport on Sunday, I saw Ori and Rom Brafman’s new book at the bookstore so picked it up and thought I’d blog it as I read. I made it through the first three chapters before switching to napping, movies, email and PowerPoint, and, I have to say, it’s not a lot of new ideas so far. But it’s nicely put together in one contextual story for easier consumption; lots of talk about fundamental decision theory like commitment bias and loss aversion so far, but it’s just starting to get to value attribution, so I’ll be interested to see how they multiply collective effects of these phenomena from here.

Also, Guy Kawasaki moderated a nice interview with the brothers Brafman at Silicon Valley’s Churchill club which proved substantially more revealing and cause for hope later in the book (despite the audio not being great).