Blink: The Power of Thinking Without Thinking

by Malcolm Gladwell

We really only trust conscious decision making. But there are moments, particularly in times of stress, when haste does not make waste, when our snap judgments and first impressions can offer a much better means of making sense of the world.

Part of what it means to take thin-slicing and first impressions seriously is accepting the fact that sometimes we can know more about someone or something in the blink of an eye than we can after months of study. But we also have to acknowledge and understand those circumstances when rapid cognition leads us astray.

It would take place in cities as often as on battlefields, be fueled by ideas as much as by weapons, and engage cultures and economies as much as armies.

testing products or ideas that are truly revolutionary is another matter, and the most successful companies are those that understand that in those cases,

subtle. As the economists point out, the baseball