Background

Rom and Ori Brafman are co-authors of Sway: The Irresistible Pull of Irrational Behavior.  Rom, a Ph.D. and psychologist has teamed with his brother Ori, an entrepreneur and author (previously published The Starfish and the Spider), to write this 224 page book published in June 2008.  This is their first published book as a team and it is available in both paper and audio formats. 

Book Review & Commentary

Sway: The Irresistible Pull of Irrational Behavior is not written as part of the Self Help genre.  It is well written book filled with examples demonstrating different ways in which people are ‘swayed’ into irrational behavior.  While no action is suggested for readers as to how they may change their ways, it provides a compelling opportunity to reflect on one’s own life to see how they are being swayed at this moment in time. 

To give a little background, the authors premise the book on the assumption that humans are rational beings, and that we make decisions that are ideal for maximizing personal or social return.  The examples provided throughout the book demonstrate that our choices in many circumstances in no way reflect that assumption.  While intuitively we know that we are not always rational, this book does a fantastic job of demonstrating the extent to which we can be completely irrational in any given situation.  For example the book answers the questions, why would a college student pay over $200 for a $20 bill?  Why would a model airline pilot take off without clearance causing a deadly accident?  And why would a random label assigned to a soldiers skill set markedly predict their outcome on aptitude tests? 

The short answer the authors provide is that people in each of these situations been swayed by irrational forces.  Those are forces such as loss aversion, a diagnostic sway, value attribution, and group conformity.  Its not to say that these people are unintelligent – quite the opposite.  They were just lured by a powerful and compelling force which when caught in the traps of such a quandary, even those in highest regard (ie: they talk about the forces swaying the U.S. President), can be compelled into irrational behavior like staying in Vietnam long past any reasonable withdrawal date. 

As I mentioned, this book is not written as a self help book, and the logical question is how could I use the knowledge presented within these pages to help me grow as a person.  That answer is not provided, but the foundation of thought that can support you in finding this for yourself is well in place.  I found this book to be an exciting read, filled with interesting stories that held me to the pages, and its got me thinking about real life and business decisions that could be approached differently based on people’s natural ‘sway’s’.  

The conclusions in the book are not based on scientific evidence.  They are simply interpretations of the stories and the proof is in the redundancies found in the examples provided.  So don’t expect this to be a ‘factual’ book where the ideas have been accepted by the mainstream public.  Look inside yourself, however, when you read this book. Ask yourself if the ideas resonate – could I see myself making the same irrational decisions, and even more importantly, am I doing any of these now?  When you dig into the book with such an approach you’ll be priming yourself for growth and creating an opportunity for change.  Without such a nudge, you may be moving blindly along, unaware of the sways being placed upon you by our innate nature as human beings and the forces of outside world.

Who is this book for?

Any personal growth enthusiast will find this book a very interesting read.  Anyone interested in psychology will also find this book insightful as well.  If you feel like you have not been in control of your own life and that you are subject to the whims of others or your inherent nature, this book may also help you better understand why you may behave the way you do in certain situations.  That understanding can be the foundation for change.

• Buy the Book Here:  Sway: The Irresistible Pull of Irrational Behavior (Paperback)
• Buy the Audio Book Here: Sway: The Irresistible Pull of Irrational Behavior (Audio Book)

Be Well

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