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　　A fascinating journey into the hidden psychological influences

that derail our decision-making, Sway will change the way you think

about the way you think.　

Why is it so difficult to sell a plummeting stock or end a doomed

relationship? Why do we listen to advice just because it came from

someone “important”? Why are we more likely to fall in love when

there’s danger involved? In Sway, renowned organizational thinker

Ori Brafman and his brother, psychologist Rom Brafman, answer all

these questions and more.　　

Drawing on cutting-edge research from the fields of social

psychology, behavioral economics, and organizational behavior, Sway

reveals dynamic forces that influence every aspect of our personal

and business lives, including loss aversion (our tendency to go to

great lengths to avoid perceived losses), the diagnosis bias (our

inability to reevaluate our initial diagnosis of a person or

situation), and the “chameleon effect” (our tendency to take on

characteristics that have been arbitrarily assigned to us).

Sway introduces us to the Harvard Business School professor who

got his students to pay $204 for a $20 bill, the head of airline

safety whose disregard for his years of training led to the

transformation of an entire industry, and the football coach who

turned conventional strategy on its head to lead his team to

victory. We also learn the curse of the NBA draft, discover why

interviews are a terrible way to gauge future job performance, and

go inside a session with the Supreme Court to see how the world’s

most powerful justices avoid the dangers of group dynamics.　　

Every once in a while, a book comes along that not only

challenges our views of the world but changes the way we think. In

Sway, Ori and Rom Brafman not only uncover rational explanations

for a wide variety of irrational behaviors but also point readers

toward ways to avoid succumbing to their pull.

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　　　　"A breathtaking book that will challenge your every thought,

Sway hovers above the intersection of Blink and Freakonomics."--Tom

Rath, coauthor of the New York Times #1 bestseller How Full Is Your

Bucket?　　

　　“Now we know why no one ever coined the phrase ‘rational

exuberance.’ Behind the surprising ways we all make choices, the

Brafmans find biology, humanity, and the wisdom of our collective

experience. As a longtime student of how financial decisions are

made, I found their insights utterly fascinating. Once I started

reading, I couldn’t stop—and I suspect the Brafmans could tell you

exactly why!”

　　--Sallie Krawcheck, CEO, Citi Global Wealth Management　　

　　"Count me swayed--but in this instance by the pull of entirely

rational forces. Ori and Rom Brafman have done a terrific job of

illuminating deep-seated tendencies that skew our behavior in ways

that can range from silly to deadly. We'd be fools not to learn

what they have to teach us."--Robert B. Cialdini, author of New

York Times bestseller Influence　　

　　“Brilliant.”

　　—Klaus Schwab, chairman of the World Economic Forum　　

　　"A page-turner of an investigation into how our minds work . . .

and trick us. Think you behave rationally? Read this book

first."--Timothy Ferriss, author of the New York Times #1

bestseller The 4-Hour Workweek　　

　　 "Sway helped me recognize an aspect of irrational behavior in my

experimental work in physics. Sometimes I have jumped into some

research that didn't feel quite right . . . but some irrational

lure, such as the hope of quick success, pulled me in."--Martin L.

Perl, 1995 Nobel Laureate in Physics

　　*DISCLAIMER: If you decide to buy this book because of these

endorsements, you just got swayed. One of the psychological forces

you’ll read about in Sway is our tendency to place a higher value

on opinions from people in positions of prominence, power, or

authority.　　

　　(But you should still buy the book.)

　　"If you think you know how you think, you'd better think again!

Take this insightful, delightful trip to the sweet spot where

economics, psychology, and sociology converge, and you'll discover

how our all-too-human minds actually work."--Alan M. Webber,

founding editor of Fast Company magazine