This was a great book that helps the reader understand how people come to decisions. I thought, wrongly, that we make our decisions analytically. What this author reveals is that very few decisions are actually driven by our analytic side. What drives our decisions is our subconsciousness which is primarily influenced by our emotions. If we can understand this then we can be way ahead in dealing with people. Lots of case studies are sited. I found this to be very interesting. Worth the read.
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