Yi-Tan Technology Community

We’ve seen a spate of recent books with one-word titles that are about perception and persuasion, including:

• Blink: The Power of Thinking Without Thinking, by Malcolm Gladwell
• Click: The Magic of Instant Connections, by Ori and Rom Brafman
• Nudge: Improving Decisions about Health, Wealth and Happiness, by Richard Thaler and Cass Sunstein
• Sway: The Irresistible Pull of Irrational Behavior, by Ori and Rom Brafman (again!)
• Drive: The Surprising Truth About What Motivates Us, by Dan Pink (watch this sketchcast!)
• Switch: How to Change Things When Change Is Hard, by Dan and Chip Heath

Ori and the Heath Brothers have been on Yi-Tan before. These authors are all drawing on recent research in sociology, psychology, anthropology, neuroimaging (fMRIs), plus the disciplines of behavioral economics, neuroeconomics, influence, positive psychology and several soon-to-be-named fields.

Together, let’s discuss:

• What do these books collectively tell us about human nature? about systems design?
• What does this work mean for our future as customers? as citizens?
• Can we weave a coherent narrative through these books? Do they build on one another or not?