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Sway
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About the Author

Ori Brafman is coauthor of "The Starfish and the Spider" and is a renowned organizational expert who regularly speaks before Fortune 500, governmental, and military audiences. A graduate of 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. His current research interests focus on the dynamics of interpersonal relationships. He has a private practice in Palo Alto, California.

Reviews

Praise for SWAY* "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.) Praise for SWAY* "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" "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?" "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 "Influence" ""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 "Ori and Ram Brafman have uncovered something that has been haunting me for years. I wrote it off as peer pressure, but it is so much more than that. We are making stupid decisions! If we take this book to heart, we can make life fairer, we can make better choices, and we can eventually begin to think for ourselves! Read it or be "Sway"ed."--Tim Draper, founder and managing director of Draper Fisher Jurvetson *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 S"Sway" is our tendency to place a highervalue 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

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