Blink is a book by journalist and (according to the blurb) "original thinker" Malcolm Gladwell about snap decisions. It's one of those non-fiction books that lies somewhere between pop cognitive psychology, self-help, general interest, and "ain't life a hoot?" and could potentially sell very well.
It's very well written, and very much in the anecdotal journalism school of non-fiction. Gladwell has a general thesis that snap judgements can be very useful if used properly, and provides plenty of juicy examples of how they have been put to use and (crucially) how they have been massively - even tragically and catastophically - mis-judged.
It's about how we make these snap decisions, which makes it essential reading for what may be a non-obvious reason: it is quite likely to become a textbook for people who want to exploit our decision making processes, particularly advertising gurus.1
The book has been, in my opinion, mistakenly criticized by some who claim that it's about how snap judgements are better than reasoned, thought-out decisions. It is true that Gladwell is maybe a little too in love with his own ideas, but that's natural in any book of this sort. It's also true that there are plenty of examples of how over-thinking something can create problems in some circumstances.
It's also full of examples of where snap judgements fail, some possible reasons why they fail, and how reasoned, thought-out processes and study can refine and enhance snap judgements.
Most of all it is tremendously entertaining. I reckon that the chapter on pre-Iraq war games makes the whole book worth reading on its own. Likewise the chapter on the killing of Amadou Diallo (a black man who was shot 41 times by police for running away from big white men with guns who mistook his wallet for a gun), which is the best account of this tragedy - memorialized in the song "41 Shots" by Bruce Springsteen - that I have read. Further examples range from marriage counselling to radio playlists.
I'd highly recommend this book, probably not as a buyer but definitely as a borrower. Take it with a pinch of salt naturally, but try and learn some of the ad industry lessons.
1. Or, as I like to call them, the scum of the earth.
Posted by pearce at May 22, 2006 8:34 PM