It happens when we alter our behavior in measurable ways due to certain stimuli, such as images, words, and culture.We are being subconsciously “primed” in different ways every day. If our brain believes our environment favors this or that type of personality, then we start behaving more like our environment.

Priming

Humans can take a small amount of data – a “thin-slice” – and draw conclusions from it using a combination of experience and intuition.Thin-slicing allows us to make smart decisions based on little information with minimal deliberation.

The Theory of Thin-Slicing

Only make decisions when you have at least 40% of the relevant information, but never wait until you have more than 70%.This is called the 40-70 rule and it describes the ideal relationship between time and information, ensuring you act fast, but not uninformed, without waiting until making a decision eventually becomes moot.And in most situations, focusing on very few, but crucially important facts, while blocking out all the rest, is enough to do so.

The 40-70 Rule

“The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter.”

Your unconscious is the best and fastest information filtering system in the world. When first confronted with new information, it sifts through all of it, instantly tossing out the less important factors, judging the few big ones in a split second, and presenting you with the solution.However, even your unconscious gets it wrong sometimes. Stress can temporarily lead your gut down the wrong path.

The World’s Fastest Filter of Information

As important as it is to trust our intuition, it’s also important to question it.Snap judgments can often be more accurate than our thought-out ones, but they can also be a result of a subconscious racial, socioeconomic, or appearance-based bias.

When Should We Trust Our Instincts?

“Often a sign of expertise is noticing what doesn't happen.”

Trying to explain and rationalize decisions prevents us from making good intuitive decisions.This process is called verbal overshadowing.

Verbal Overshadowing

“Insight is not a lightbulb that goes off inside our heads. It is a flickering candle that can easily be snuffed out.”

“Anyone who has ever scanned the bookshelves of a new girlfriend or boyfriend – or peeked inside his or her medicine cabinet – understands this implicitly; you can learn as much – or more – from one glance at a private space as you can from hours of exposure to a public face.”

From the #1 bestselling author of The Bomber Mafia, the landmark book that has revolutionized the way we understand leadership and decision making. In his breakthrough bestseller The Tipping Point, Malcolm Gladwell redefined how we understand the world around us. Now, in Blink, he revolutionizes the way we understand the world within. Blink is a book about how we think without thinking, about choices that seem to be made in an instant--in the blink of an eye--that actually aren't as simple as they seem. Why are some people brilliant decision makers, while others are consistently inept? Why do some people follow their instincts and win, while others end up stumbling into error? How do our brains really work--in the office, in the classroom, in the kitchen, and in the bedroom? And why are the best decisions often those that are impossible to explain to others? In Blink we meet the psychologist who has learned to predict whether a marriage will last, based on a few minutes of observing a couple; the tennis coach who knows when a player will double-fault before the racket even makes contact with the ball; the antiquities experts who recognize a fake at a glance. Here, too, are great failures of "blink": the election of Warren Harding; "New Coke"; and the shooting of Amadou Diallo by police. Blink reveals that great decision makers aren't those who process the most information or spend the most time deliberating, but those who have perfected the art of "thin-slicing"--filtering the very few factors that matter from an overwhelming number of variables.

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Leadership & Management

From the #1 bestselling author of The Bomber Mafia, the landmark book that has revolutionized the way we understand leadership and decision making. In his breakthrough bestseller The Tipping Point, Malcolm Gladwell redefined how we understand the world around us. Now, in Blink, he revolutionizes the way we understand the world within. Blink is a book about how we think without thinking, about choices that seem to be made in an instant--in the blink of an eye--that actually aren't as simple as they seem. Why are some people brilliant decision makers, while others are consistently inept? Why do some people follow their instincts and win, while others end up stumbling into error? How do our brains really work--in the office, in the classroom, in the kitchen, and in the bedroom? And why are the best decisions often those that are impossible to explain to others? In Blink we meet the psychologist who has learned to predict whether a marriage will last, based on a few minutes of observing a couple; the tennis coach who knows when a player will double-fault before the racket even makes contact with the ball; the antiquities experts who recognize a fake at a glance. Here, too, are great failures of "blink": the election of Warren Harding; "New Coke"; and the shooting of Amadou Diallo by police. Blink reveals that great decision makers aren't those who process the most information or spend the most time deliberating, but those who have perfected the art of "thin-slicing"--filtering the very few factors that matter from an overwhelming number of variables.

Malcolm Gladwell is the author of five New York Times bestsellers—The Tipping Point, Blink, Outliers, What the Dog Saw, and David and Goliath. He is also the co-founder of Pushkin Industries, an audio content company that produces the podcasts Revisionist History, which reconsiders things both overlooked and misunderstood, and Broken Record, where he, Rick Rubin, and Bruce Headlam interview musicians across a wide range of genres. Gladwell has been included in the TIME 100 Most Influential People list and touted as one of Foreign Policy's Top Global Thinkers.

MALCOLM GLADWELL

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