Sway: The Irresistible Pull of Irrational Behavior
By Ori Brafman and Rom Brafman
Ori Brafman's last book, Starfish and the Spider, captured how decentralized organizations work. it was a really interesting book and a good business read.
Sway is even better. I got an advanced copy from Ori and I highly recommend reading it when it is out (June 3, 2008). Sway gives you a sense of how people make decisions and how most decisions are highly irrational. In fact, Sway is a really good book for debunking the myth that we should trust our gut. In Sway, we learn that the gut is right about as often as throwing darts.
Sway is also a quick read and extremely well written (in true Malcolm Gladwell-esque form). I highly recommend this book.
