Sway

A Harvard Business School student pays over $200 for a $20 bill. Washington, D.C. commuters ignore a free subway concert by a violin prodigy. A veteran airline pilot attempts to take off without control tower clearance and collides with another plane on the runway. Why do we do the wildly irrational things we sometimes do? Drawing on cutting-edge research from the fields of social psychology, behavioral economics, and organizational behavior, brothers Ori and Rom Brafman reveal the dynamic forces that act on us repeatedly over time, affecting nearly every aspect of our personal and business lives. They show how we are sabotaged by loss aversion (going to great lengths to avoid perceived losses), the diagnosis bias (ignoring evidence that contradicts our initial take on a person or situation), and commitment (even when a plan isn't working, we are reluctant to change course). Weaving together colorful stories -- about dot-com millionaires, game show audiences, NBA coaches, and the US Supreme Court -- tours the flip side of reason and points us toward a more rational life. Ori Brafman is an entrepreneur and author of The Starfish and the Spider. He is sought-after speaker who has presented before audiences at Microsoft, Amazon, and 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. He practices in Palo Alto.