The Psychology Of The Ultimate Entrepreneur

"Thinking, Fast and Slow" is an extensive introduction to the biases and inner mechanisms of the human brain.

While primarily a behavioral economics book, you will also find out about your limitations, how to more efficiently convince people, and understand why people make certain decisions despite feeling they are irrational.

All the conclusions are validated through experiments that Kahneman performed along the years.

The human brain is controlled by two separate systems:

• System 1 - Very fast, it works on intuition and evolves as we encounter common situations;
• System 2 - Slower. We tend to avoid using it too much, but it is mandatory for complex problems that can't be answered by System 1, such as math problems.

You are not aware of which system is controlling the brain unless you make a conscious effort.

The following few ideas rely on this dual system distinction.

An answer to a number question can be influenced by previous information (even if it is completely unrelated to it). Using this strategy to influence decisions is called priming.

It acts as an anchoring effect, the human starts from the real answer he/she would give and goes up/down towards the number that was proposed (accidentally or not). This anchoring can be more or less strong (e.g. when the actual answer is 10, the suggested one is 5, and the person answers 8, it had a 20% impact).