Ori Brafman has previously co-written The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations along with Rod Beckstrom. The book was excellent, and I used it in the preparation of my chapter for the first Wikiklesia project, Voices of the Virtual World. I’m sure I’ve mentioned both here before, and my past experience had me looking forward to Ori’s new book, Sway: The Irresistible Pull of Irrational Behavior, written with his brother Rom Brafman.

The book makes something of a complement to Malcom Gladwell’s Blink and The Tipping Point. The book is well-written and doesn’t fail to hold the reader’s interest as the Brafmans explain how someone’s judgment is swayed in various contexts.