Offering a study of the application of the science of choice, a guide that uses examples from all aspects of life demonstrates how it is possible to design environments that make it more likely for us to act in our own interests.

"The Mind under the Axioms reviews two basic ingredients of our understanding of human decisions conative aspects (preferences) and cognitive aspects (beliefs). These ingredients are axiomatized in modern decision theory in the view to obtain a formally and empirically tractable representation of the decision-maker. The main issue developed in this book is the connection between realistic and testable psychological features and the descriptive component...

A renowned business expert examines decision-making in critical, big-time situations where the outcome shapes the destiny of companies, countries, sports teams, political campaigns, or the military.

"People don't decide with their conscious brain, but by instinct. And according to marketing expert Leslie Zane, if you want to promote a product, an idea, or yourself, you have to connect with your audience on an instinctive level. To do this, you need to understand the neuroscience of consumer choice and employ techniques that work with a person's brain, not against it. The more positive impressions we have with a particular brand, the more neural...

"Few things will change your trajectory in life or business as much as learning to make effective decisions. Yet few of us recognize opportunities to decide in the first place. The moments that matter do not always announce themselves. No one pulls you aside and says, slow down and think, you are about to do something stupid. And yet the decisions we make in these moments move us closer or further away from the results we ultimately seek--love, belonging,...

No actúes de forma precipitada, no te dejes llevar por la inercia ni la presión social y despréndete de tu ego. Da un paso atrás y piensa con claridad. El éxito depende muchas veces de pequeñas decisiones que estás tomando por instinto. Deja de hacerlo, tu futuro depende de ello. Damos por hecho que nuestras decisiones parten de un largo proceso de reflexión, que le damos muchas vueltas a los asuntos más importantes de nuestra vida y que...

"Beginning with Nixon's Red-baiting performances as a congressman on the House Un-American Activities Committee, Jacobson details Nixon's repeated reinventions, which were always, but not only, in service to his political goals. Nixon, he argues, must be understood as a person caught between forces of temper and control, protean in a way that makes his whole legacy difficult to assess"-- "Was Richard Nixon actually a madman, or did he just play one?When...

Whether you're an athlete, an employee, a parent or a spouse, the author's approach helps you to gain mental control by replacing hardwired negativity with what he calls "neutral thinking," a nonjudgmental, nonreactive way of coolly assessing problems and analyzing crises, leading to clarity and calm in the critical moments before taking decisive action.