I don't read a lot of nonfiction and I tend to be very selective about what I do read--it has to amuse me in some way. This book certainly qualified. I love books that spell out the obvious and help me codify or qualify observations I have already made. Sway is that kind of book par excellance . What Sway sets out to do is to tell us why we sometimes find ourselves doing the oddest, strangest, most counter-intuitive and often counter-productive things. Ori Brafman and Rom Brafman have identified trends in thought or behavior that sometimes dominant our decisions and thought to the point of irrationality: risk aversion, commitment, diagnosis bias, value attribution, fairness, group dynamics. We've all seen these in action but what Brafman and Brafman do is show us how these trends affect things like fatal airline crashes, losers on Who Wants To Be a Millionaire , the concept of fairness as it varies among cultures, the price of eggs, and the outbreak of ...