UnknownBy now you should have finished reading yesterday’s book, How to Win Friends and Influence People. If you haven’t finished yet then you’re going to get behind in these reading assignments so you better hurry up.

Since we started yesterday with a prescription that if you want to have influence, you should try to make people feel important, I thought it would be useful to give you a book today that helps you understand how people think and what they want.

I evaluated recommending Drive by Daniel Pink or First Break All the Rules by Buckingham and Coffman but you’ve probably already read these as they’re pretty mainstream.

Instead, I decided to recommend Predictably Irrational by Dan Ariely. It’s a great book that explains why we consistently make dumb irrational choices.

“From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviors are neither random or senseless. They’re systematic and predictable – making us predictably irrational.”