Why is it so difficult to sell a plummeting stock or end a doomed relationship? Why do we listen to advice just because it came from someone 'important'? Why are we more likely to fall in love when there's danger involved? In Sway, renowned organizational thinker Ori Brafman and his brother, psychologist Rom Brafman, answer all these questions and more.

Drawing on cutting-edge research from the fields of social psychology, behavioral economics, and organizational behavior, Sway reveals the many dynamic forces that influence our personal and business lives, including loss aversion (our tendency to go to great lengths to avoid a perceived loss), the diagnosis bias (our inability to reevaluate our initial diagnosis of a person or situation), and the 'chameleon effect' (our tendency to take on characteristics that have been arbitrarily assigned to us).

Sway introduces us to the Harvard Business School professor who convinced his students to pay more than $200 for a $20 bill, the head of airline safety whose disregard for his years of training led to the transformation of an entire industry, and the football coach who turned conventional strategy on its head to lead his team to victory. We also learn the curse of the NBA draft, discover why interviews are a terrible way to guage future job performance, and go inside a session with the Supreme Court to see how the world's most powerful justices avoid the dangers of group dynamics.

'A breathtaking book that will challenge your every thought, Sway hovers above the intersection of Blink and Freakonomics.' -Tom Rath, co-author of the New York Times #1 Bestseller How Full is Your Bucket?

Read more at http://www.swaybook.com