Ori Brafman has previously co-written The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations along with Rod Beckstrom. I've previously mentioned the book a couple of times, and was looking forward to delving into Ori's new book, Sway: The Irresistible Pull of Irrational Behavior, written with his brother, Rom Brafman.  I was pleased when it arrived by FedEx, and I devoured it pretty quickly.

Comparing well with Blink and The Tipping Point by Malcolm Gladwell, Sway, like Starfish, is well-written and entertaining as the Brafmans explain how people's judgment is swayed in various contexts.  Recognizing the types of context in which one's judgment is likely to be swayed can help avert poor decision-making.  As the old saying goes, "forewarned is forearmed."