By Ori Brafman and Rom Brafman

A Little Background

The New York Times Bestseller SWAY was written by two brothers, one a Stanford-educated MBA and Organization Expert, the other a Ph. D in Psychology. Both have been featured in the Wall Street Journal, Financial Times and other national media outlets. Fast Company named SWAY one of its Top Ten books for 2008 and it is currently one of the top selling marketing books on Amazon.

The book arose out of the brother’s recognition of the prevalence of irrational behavior in their respective fields. They postulate that irrational behavior is a result of irrational thinking…thinking that is “swayed” by unrecognized psychological influences. The book attempts to define those influences and provides a brief section on strategies to countermand them as they arise.

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