How We Decide

How We Decide book coverPam of Information Services recommends How We Decide by Jonah Lehrer:

Choosing which cereal to purchase cannot possibly be as critical as the choice a fighter pilot must make when determining whether an unidentified aircraft poses a threat.  Yet, both decisions have commonality: the mind of each decider must not only rely on known facts but must let the brain function on a subconscious level if the right decision is to be made.  During the Persian Gulf War, when one pilot allowed his subconscious dopamine neurons, his intuition, to take over during a critical moment, his decision to release missiles against an approaching intruder saved the lives of every serviceman aboard the home battleship.  His subconscious made the right decision.  For more insight into your own decisions, both big and small, choose to check out How We Decide by Jonah Lehrer.