A best-selling book by Nobel Memorial Prize in Economic Sciences laureate Daniel Kahneman. The book uses decades of research to compound them into exposing two systems of thought. System 1: the quick, emotional and instinctive and System 2: the slow, deliberate and logical.
This split is key to understanding where decision processes (that all too often fall into System 1) may go array from the logical and rational.
"There may be no other person on the planet who better understands how and why we make the choices we make. This absolutely amazing book is a must read for anyone with a curious mind."
- Steven D. Levitt, co-author of 'Freakonomics'
Nudge: Improving decisions about health, wealth and happiness
Richard Thaler & Cass R. Sunstein
A highly influential and internationally renowned book within behavioural economics. Co-authored by Richard Thaler, known as one of the founding economists for the field, Nudge puts forward the case for Paternal Liberalism and the active engineering of choice architecture. It was named one of the best books in 2008 by The Economist.
"This book is terrific. It will change the way you think, not only about the world around you and some of its bigger problems, but also about yourself."
- Michael Lewis, author of 'Liar's Poker'
The Mind is Flat
Nick Charter lays out his theory on the illusion of mental depth. The theory proposes a constant improvised mind that is only present from moment to moment, with nothing profoundly deeper. The idea of an 'inner life' is knocked out of the park and replaced with the metaphor of the mind as a droplet rolling down a landscape. The present mind (the droplet) is affecting the future by shifting the landscape by a small fraction, and indeed the droplet's 'route' is impacted by those droplets that preceded it. Here is the present, improvised mind.
"Exhilarating...a book about cognition that is as gripping as a thriller. In fact, I would go further. If you can measure a book by how often you find yourself bringing it up in conversation, The Mind is Flat is one of the best I've ever read."
- Tom Hodgkinson, Spectator
Robin Hood Marketing
Full title: Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes. That sounds pretty good, right?
Katya Anderson aims to demystify marketing campaigns by breaking them down into 10 essential rules. The big idea here is making sure that NGOs are operating head-and-shoulders alongside the big corporates.
"An incredibly compelling and digestible book - full of practical theories and real-life examples that anyone who either works in the nonprofit world or cares about causes will find absolutely worthwhile."
- Meg Garlinghouse, director, Yahoo!, For Good, Yahoo! Inc.
Alchemy: The surprising power of ideas that don't make sense
Rory Sutherland is the Vice Chairman of Ogilvy in the UK and co-founder of the behavioural science side of the advertising agency. He has written and spoken extensively on using behavioural science to influence behaviour in marketing and advertising.
Alchemy, full of Rory's renowned sense of humour is the modern expose of how marketing and communications successes so often operate beyond the ingrained typical (outdated) practices and (false) beliefs of the field.
"Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book."
- Robert Cialdini, author of 'Influence'
This groundbreaking New York Times bestseller is packed full of insight that refutes the assumption that we are at the core, rational thinking beings. Taken from danariely.com: 'From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviours are neither random nor senseless. They’re systematic and predictable—making us predictably irrational.'
'For anyone interested in marketing - either as a practitioner or victim - this is unmissable reading. If only more researchers could write like this, the world would be a better place.'