I was fortunate enough to have received a copy of the new book by Ori & Rom Brafman called “Sway” before the actual book release. This book was written by one of the authors of another one of my favorite book, “The Starfish and the Spider“, which I previously reviewed. This new is is called “Sway” because it attempts to study the, sometimes illogical, pull that seemingly irrational behavior has on us, despite evidence that we should be following the contrary path.
The book follows a similar writing style to TSATS in that the authors present several seemingly unrelated concepts and tie them together to form a more general conclusion. Topics such as loss aversion, value attribution and diagnosis bias are all presented in a clear and concise manner using examples from college football offenses to the supreme court dissent process and everything in between. It’s all highly thought provoking stuff without being academic or coming off as dry.
About the only part I didn’t like about the book was the structure of the content chapters. Each chapter is a continuous chapter, with no real breaks, despite different examples and topics being presented. It proved a bit exhausting for me to read because I sometimes wanted to stop, think about what I just read and pick up the the book at a later time. Without any sort of stopping point, I always had to re-read the previous paragraphs when I picked the book up after a break to refresh my memory a little. But really, that’s a minor point. If the only issue I have with a book is that it forces me to sit down a think too much, that’s a good book.
Sway is also an extremely easy read, clocking in at under 200 pages. The authors have a fluid and continuous writing style, despite there being two authors. Often, multiple writers tend to come w/ multiple voices and writing styles, but that’s not the case here.
I previously mentioned how I’m reducing the number of useless business books that I’m reading. I can happily say that Sway is not one of those books and I highly recommend it for anyone who wants to get a little more exposure to how people get pulled in the wrong directions and how you could possibly exploit that tendency.