Pt. 1: Obsessives, pioneers, and other varieties of minor genius
The pitchman : Ron Popeil and the conquest of the American kitchen
The ketchup conundrum : mustard now comes in dozens of different varieties
why has ketchup stayed the same?
Blowing up : how Nassim Taleb turned the inevitability of disaster into an investment strategy.
True colors : hair dye and the hidden history of postwar America
John Rock's error : what the inventor of the birth control pill didn't know about women's health
What the dog saw : Cesar Millan and the movements of mastery
Pt. 2: Theories, predictions and diagnoses. Open secrets : Enron, intelligence and the perils of too much information
Million dollar Murray : why problems like homelessness may be easier to solve than to manage
The picture problem : mammography, air power, and the limits of looking
Something borrowed : should a charge of plagiarism ruin your life?
Connecting the dots : the paradoxes of intelligence reform
The art of failure : why some people choke and others panic
Blowup : who can be blamed for a disaster like the Challenger explosion? No one, and we'd better get used to it
Pt. 3: Personality, character and intelligence. Late bloomers : why do we equate genius with precocity?
Most likely to succeed : how do we hire when we can't tell who's right for the job?
Dangerous minds : criminal profiling made easy
The talent myth : are smart people overrated?
The New-Boy Network : what do job interviews really tell us?
Troublemakers : what pit bulls can teach us about crime.