This book seeks to capture the essence of why things stick with us in society. Why is the urban legend about a man waking up in a tub of ice with his kidney removed still floating around when we cannot barely remember yesterday's news? Why is Southwest still profitable (for 30 plus consecutive years) while other airlines struggle? The brothers Heath identify many underlying reasons and write them in an easy, and fun, easy to follow narrative.
Interesting tidbit: In one study, people who thought analytically before being asked to donate to African relieve donated an average of $1.14 out of $5. People who thought emotionally before being asked to donate to African relieve donated an average of $2.38 out of $5.
Side trivia: you are 300 times more likely to be killed by a deer than a shark.