Sway: The Irresistible Pull of Irrational Behavior - Interview with author Ori Brafman

What makes people act irrationally? In a timely but thin collection of anecdotes and empirical research, the Brafman brothers—Ari (The Starfish and the Spider), a business expert, and Rom, a psychologist—look at sway, the submerged mental drives that undermine rational action, from the desire to avoid loss to a failure to consider all the evidence or to perceive a person or situation beyond the initial impression and the reluctance to alter a plan that isn't working.

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Author Bio When he is not writing, Ori lectures internationally in front of Fortune 500, government, and military audiences. He is also continuing his lifelong commitment to helping nonprofit causes by serving on the boards of A Home Within and The Plexus Institute. Ori also enjoys facilitating interpersonal dynamics groups for business leaders. He holds an MBA from Stanford Graduate School of Business.