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This book is all about those moments when we "know" something

without knowing why. Here Malcolm Gladwell. one of the world's most

original thinkers, explores the phenomenon of the "blink", showing

how a snap judgement can be far more effective than a cautious

decision. By trusting your instincts, he reveals, you'll never

think about thinking in the same way again....

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Author, journalist, cultural commentator and intellectual

adventurer, Malcolm Gladwell was born in 1963 in England to a

Jamacian mother and an English mathematician father. He grew up in

Canada and graduated with a degree in history from the University

of Toronto in 1984. From 1987 to 1996, he was a reporter for the

Washington Post, first as a science writer and then as New

York City bureau chief. Since 1996, he has been a staff writer for

the New Yorker magazine. His curiosity and breadth of

interests are shown in New Yorker articles ranging over a

wide array of subjects including early childhood development and

the flu, not to mention hair dye, shopping and what it takes to be

cool. His phenomenal bestseller The Tipping Point captured

the world's attention with its theory that a curiosity small change

can have unforeseen effects, and the phrase has become part of our

language, used by writers, politicians and business people

everywhere to describe cultural trends and strange phenomena.

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From Publishers Weekly

Starred

Review. Best-selling author Gladwell (The Tipping Point) has a

dazzling ability to find commonality in disparate fields of study.

As he displays again in this entertaining and illuminating look at

how we make snap judgments—about people's intentions, the

authenticity of a work of art, even military strategy—he can parse

for general readers the intricacies of fascinating but little-known

fields like professional food tasting (why does Coke taste

different from Pepsi?). Gladwell's conclusion, after studying how

people make instant decisions in a wide range of fields from

psychology to police work, is that we can make better instant

judgments by training our mind and senses to focus on the most

relevant facts—and that less input (as long as it's the right

input) is better than more. Perhaps the most stunning example he

gives of this counterintuitive truth is the most expensive war game

ever conducted by the Pentagon, in which a wily marine officer,

playing "a rogue military commander" in the Persian Gulf and

unencumbered by hierarchy, bureaucracy and too much technology,

humiliated American forces whose chiefs were bogged down in

matrixes, systems for decision making and information overload. But

if one sets aside Gladwell's dazzle, some questions and apparent

inconsistencies emerge. If doctors are given an algorithm, or

formula, in which only four facts are needed to determine if a

patient is having a heart attack, is that really educating the

doctor's decision-making ability—or is it taking the decision out

of the doctor's hands altogether and handing it over to the

algorithm? Still, each case study is satisfying, and Gladwell

imparts his own evident pleasure in delving into a wide range of

fields and seeking an underlying truth.

From Booklist

Gladwell writes about

subtle yet crucial behavioral phenomena with lucidity and

contagious enthusiasm. His first book, The Tipping Point (2000),

became a surprise best-seller. Here he brilliantly illuminates an

aspect of our mental lives that we utterly rely on yet rarely

analyze, namely our ability to make snap decisions or quick

judgments. Adept at bridging the gap between everyday experience

and cutting-edge science, Gladwell maps the "adaptive unconscious,"

the facet of mind that enables us to determine things in the blink

of an eye. He then cites many intriguing examples, such as art

experts spontaneously recognizing forgeries; sports prodigies; and

psychologist John Gottman's uncanny ability to divine the future of

marriages by watching videos of couples in conversation. Such feats

are based on a form of rapid cognition called "thin-slicing,"

during which our unconscious "draws conclusions based on very

narrow 'slices' of experience." But there is a "dark side of

blink," which Gladwell illuminates by analyzing the many ways in

which our instincts can be thwarted, and by presenting fascinating,

sometimes harrowing, accounts of skewed market research, surprising

war-game results, and emergency-room diagnoses and police work gone

tragically wrong. Unconscious knowledge is not the proverbial light

bulb, he observes, but rather a flickering candle. Gladwell's

groundbreaking explication of a key aspect of human nature is

enlightening, provocative, and great fun to read.

Donna Seaman