Full disclosure, I’m predisposed to love this kind of book. Malcolm Gladwell’s rise to popularity was a boon to me as I love research into what makes people behave as they do, en masse and as individuals. Behavioral economics is my jam. I wasn’t as thrilled by the last Heath brothers book I read, The Power of Moments, as it didn’t feel as substantive as Built to Stick, their expansion on Gladwell’s “stickiness” requirement for ideas to “tip” in The Tipping Point. This is something […]
I’m a meek rider on a distracted elephant
Switch by Dan Heath, Chip Heath

