Thinking, Fast and Slow
By Daniel Kahneman
Why this book?
Warning: This is a great book but not an easy read! Professor Kahneman taught psychology to Ph.D students at Princeton. His research work got him the Economic Nobel prize in 2002 to discover that the brain of homo sapiens contains two brains: the fast (but limited if not stupid) system 1 or the primal brain, the slow (but smart) system 2 or the rational brain.
His research states that “System 1 still rules today”. According to Kahneman, "Probably Approximately Correct" is the driving norm of human decision-making. His work lead to the development of a new scientific branch called “behavioral economics” or “neuro-economics. His book teaches profound lessons for anybody in business, sales, marketing, parenting, education, etc. It is a fascinating but complex (at times very complex if not irritating) book you will love or hate. You’ve been warned!
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