Richard H. Thaler is an American economist and the Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago Booth School of Business. In 2015, Thaler was president of the American Economic Association.

  • Decisive

    Chip and Dan Heath, the bestselling authors of Switch and Made to Stick, tackle one of the most critical topics in our work and personal lives: how to make better decisions.,Research in psychology has revealed that our decisions are disrupted by an array of biases and irrationalities: We???re overconfident. We seek out information that supports us and downplay information that doesn???t. We get distracted by short-term emotions. When it comes to making choices, it seems, our brains are flawed instruments. Unfortunately, merely being aware of these shortcomings doesn???t fix the problem, any more than knowing that we are nearsighted helps us to see. The real question is: How can we do better?,In Decisive, the Heaths, based on an exhaustive study of the decision-making literature, introduce a four-step process designed to counteract these biases. Written in an engaging and compulsively readable style, Decisive takes readers on an unforgettable journey, from a rock star???s ingenious decision-making trick to a CEO???s disastrous acquisition, to a single question that can often resolve thorny personal decisions.,Along the way, we learn the answers to critical questions like these: How can we stop the cycle of agonizing over our decisions? How can we make group decisions without destructive politics? And how can we ensure that we don???t overlook precious opportunities to change our course?,Decisive is the Heath brothers??? most powerful???and important???book yet, offering fresh strategies and practical tools enabling us to make better choices. Because the right decision, at the right moment, can make all the difference.

  • Made to Stick

    NEW YORK TIMES BESTSELLER.,The instant classic about why some ideas thrive, why others die, and how to improve your idea???s chances???essential reading in the ???fake news??? era. ,Mark Twain once observed, ???A lie can get halfway around the world before the truth can even get its boots on.??? His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas???entrepreneurs, teachers, politicians, and journalists???struggle to make them ???stick.??? ,In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds???from the infamous ???kidney theft ring??? hoax to a coach???s lessons on sportsmanship to a vision for a new product at Sony???draw their power from the same six traits.,Made to Stick will transform the way you communicate. It???s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.,Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas???and tells us how we can apply these rules to making our own messages stick., research the “stickiness” of ideas. This is a concept that builds on ,’s , ??? why do some ideas stick in the mind, while others don’t? In ,, you’ll learn what makes some ideas more effective than others. Equally important, it provides insight into the real power of bad ideas and why they stick, despite being wrong. And how to avoid these traps.,Think of this book as a self-help book for your ideas. Chances are, if you’ve read this far, you have a lot of ideas and information swirling around in your head. It can be hard to pin them down and figure out what’s good, and why they’re good. , will help you thin your ideas down to an essential few and pull them apart to decide what to focus on. Simplicity is the key., framework will help you as a designer to focus on the highest-impact ideas and to better communicate with your target audience. Invaluable skills when designing user experiences.

  • Pre-Suasion

    The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini??????the foremost expert on effective persuasion??? (Harvard Business Review)???explains how it???s not necessarily the message itself that changes minds, but the key moment before you deliver that message.,What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change ???minds??? a pre-suader must also change ???states of mind.???,Named a ???Best Business Books of 2016??? by the Financial Times, and ???compelling??? by The Wall Street Journal, Cialdini???s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener???s attitudes, beliefs, or experiences isn???t necessary, says Cialdini???all that???s required is for a communicator to redirect the audience???s focus of attention before a relevant action.,From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, ???Yes.??? His book is ???an essential tool for anyone serious about science based business strategies???and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson??? (Forbes).

  • Switch

    Why is change so difficult and frightening? How do you create change when you have few resources and no title or authority to back you up? Chip and Dan Heath, the best-selling authors of ,, are back with a ground-breaking book that addresses one of the greatest challenges of our personal and professional lives ??? how to change things when change is hard.,In their follow-up book to the critically acclaimed international bestseller ,, Chip and Dan Heath talk about how difficult change is in our companies, our careers, and our lives, why change is so hard, and how we can overcome our resistance and make change happen. The Heaths liken the human mind to two distinct entities ??? the animal mind, or what psychologist Jonathan Haidt calls the elephant, and the logical brain, which Haidt describes as the rider. The elephant is instinctive; it acts on emotion. It likes gorging on Oreos and sleeping in. And it loves routines ??? doing things the same old way, every day.,The rider is the planner and thinker. The rider obsesses about the future. He or she wants to stop eating junk food and stop hitting the snooze button. But it???s hard, because when the rider and elephant disagree on where to go, the rider usually loses. And that describes the essential tension between our primitive emotional brain and our high intellect, and helps to explain why changing how we behave is so difficult. The secret to making a switch is understanding this odd couple relationship. Direct the Rider. Motivate the Elephant. Shape the Path.,Throughout ,, Chip and Dan Heath illustrate and explain situations in which sweeping change was adopted, from a university researcher who ended the cycle of child abuse in a group of families, to an entrepreneur who turned his skeptical employees into customer service zealots and saved his company.,In the tradition of ,, ,, and ,, , is filled with engaging and entertaining stories of how companies and individuals have brought about and sustained significant change. An indispensable guide to making change happen, it is certain to become a classic.

  • The Undoing Project

    How a Nobel Prize???winning theory of the mind altered our perception of reality.,Forty years ago, Israeli psychologists Daniel Kahneman and Amos Tversky wrote a series of breathtakingly original studies undoing our assumptions about the decision-making process. Their papers showed the ways in which the human mind erred, systematically, when forced to make judgments in uncertain situations. Their work created the field of behavioral economics, revolutionized Big Data studies, advanced evidence-based medicine, led to a new approach to government regulation, and made much of Michael Lewis???s own work possible. Kahneman and Tversky are more responsible than anybody for the powerful trend to mistrust human intuition and defer to algorithms.,The Undoing Project is about a compelling collaboration between two men who have the dimensions of great literary figures. They became heroes in the university and on the battlefield???both had important careers in the Israeli military???and their research was deeply linked to their extraordinary life experiences. Amos Tversky was a brilliant, self-confident warrior and extrovert, the center of rapt attention in any room; Kahneman, a fugitive from the Nazis in his childhood, was an introvert whose questing self-doubt was the seedbed of his ideas. They became one of the greatest partnerships in the history of science, working together so closely that they couldn???t remember whose brain originated which ideas, or who should claim credit. They flipped a coin to decide the lead authorship on the first paper they wrote, and simply alternated thereafter.,This story about the workings of the human mind is explored through the personalities of two fascinating individuals so fundamentally different from each other that they seem unlikely friends or colleagues. In the process they may well have changed, for good, mankind???s view of its own mind.

  • Thinking, Fast and Slow

    In the international bestseller, Thinking, Fast and Slow, Daniel Kahneman, the renowned psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation???each of these can be understood only by knowing how the two systems shape our judgments and decisions.,Engaging the reader in a lively conversation about how we think, Kahneman reveals where we can and cannot trust our intuitions and how we can tap into the benefits of slow thinking. He offers practical and enlightening insights into how choices are made in both our business and our personal lives???and how we can use different techniques to guard against the mental glitches that often get us into trouble. Winner of the National Academy of Sciences Best Book Award and the Los Angeles Times Book Prize and selected by The New York Times Book Review as one of the ten best books of 2011, Thinking, Fast and Slow is destined to be a classic., is a book that has altered how I approach and think about problems in my life. It builds on the idea that we’re , and that we’re governed by two completely separate brains; our , (automatic) brain and our , (conscious) brains. You’ll be surprised which one has the wheel most of the time…, also reminds a bit of ,???s thinking in ,. It dives into how the mechanisms of human thinking works, and how we’re lured into poor judgement, hopeless memory and bad decisions by our fast-thinking systems. , reveals when we can and ,. We can all benefit from a little more slow thinking.,One interesting insight is that , ends his books with a conclusion on the importance of improving our decision-making and the role that technology can play for that in the future. , comes to the same conclusion in his incredible book ,.,If you’re a marketer or UX designer, it’s super insightful in helping to predict irrational user behaviour.