blink review
TRANSCRIPT
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Book Review
BLINK
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Malcolm Gladwell has been a staff writer with TheNew Yorker magazinesince 1!
"#he #i$$in% &oint' (ow Little #hin%s Make a Bi%)ifference*+ ,-.../
+Blink' #he &ower of #hinkin% 0ithot #hinkin%+
,-..2/
3 +Malcolm Gladwell stor4+ is an idea5driven
narrative* one focsed on the mndane rather thanthe bi6arre7 It takes 4o on a 8orne4 in and ot ofresearch thro%h $ersonal* social* and historicalmoments* trans$orts 4o to a $lace 4o didn9t know4o were %oin% to end $* and chan%es the wa4 4o
think abot an idea7
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It9s a book abot ra$id co%nition* abot the kind
of thinkin% that ha$$ens in a blink of an e4e7
0hen 4o meet someone for the first time* or
walk into a hose 4o are thinkin% of b4in%*4or mind takes abot two seconds to 8m$ to a
series of conclsions7
+Blink+ is a book abot those two seconds
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,1/ )ecisions made ver4 :ickl4 can be
ever4 bit as %ood as decisions made
catiosl4 and deliberatel4
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,-/ ;r nconscios is a $owerfl force7 Bt itsfallible7 Its not alwa4s that we alwa4s %et the
+instant trth+ of the sitation 7 It can be thrown off*distracted* and disabled7
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,>/ #o convince 4o that sna$ 8d%ments
and first im$ressions can be edcated andcontrolled7 3s we can teach orselves to
think lo%icall4 and deliberatel4* we can
also teach orselves to make better sna$
8d%ments7
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+ra$id co%nition" ? "
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Great decision5makers aren9t those who
$rocess the most information or s$end the
most time deliberatin%* bt those who
have $erfected the art of thin slicin%9 C
knowin% the ver4 few thin%s that matter7+
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#hinkin%9 %ets $remim attentionD bt don9t
discont the nconscios* on that score*
becase it is +a $owerfl force+* tho%h fallible
owin% to distractions7
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Er%alit4 is a virte in decision5makin%* and soless is more97
)on9t* therefore* overload the decision5makers
with information* becase the49d find it to%h to$ick $ the si%natre9 or $attern7
+#o be a sccessfl decision maker* we have to
edit7+ #hat ha$$ens nconsciosl4* even as 4otime5slice and reco%nise $atterns and make:ick 8d%ments7
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#heor4 of thin slicin%
"#hin slicin%+ refers to the abilit4 of or
nconscios to find the $atterns in sitations and
behaviors based on the ver4 narrow slices of
eA$erience7
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when we lea$ to a decision or have a hnch 7
It9s siftin% thro%h the sitation in front of s *
throwin% ot all that9s irrelevant while we 6ero in
on what reall4 matters7 3nd the trth is that ornconscios is reall4 %ood at this* to the $oint
where thin5slicin% often delivers a better answer
than more deliberate and eAhastive wa4s of
thinkin%7
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If 4o are %iven too man4 choices* if 4o
are forced to consider mch more than
4or nconscios is comfortable with* 4o
%et $aral46ed7
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niversit4 of Iowa ' card %ame
0e have some eA$erience770e think them thro%h 777 0e develo$ a theor4 77 and
then we $t two and two to%ether777
#hat9s the wa4 learnin% works7 lo%ical definitive77 took
H. cards77 slow and re:ires lot of information7
nconscios is ick * smart7 &roblem7 it o$erates
entirel4 below the srface of consciosnesssends the messa%e thro%h indirect channels7
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3da$tive nconsciosness
#he onl4 wa4 that hman bein%s have srvived ass$ecies for as lon% is that we9ve develo$ed anotherkind of decision makin% a$$arats that9s ca$able ofmakin% ver4 :ick 8d%ments based on ver4 littleinformation77
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+#he mind o$erates most efficientl4 be rele%atin% a
%ood deal of hi%h level* so$histicated thinkin% to
the nconscios7 #he ada$tive nconscios
does an eAcellent 8ob of si6in% $ the world*warnin% $eo$le of dan%er* settin% %oals* and
initiatin% action in a so$histicated and efficient
manner7 0e to%%le back and forth between or
conscios and nconscios modes of thinkin% *de$endin% on the sitation7 +
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0e are innatel4 ss$icios of ra$id co%nition 7
0e live in a world that assmes that :alit4 of adecision is directl4 related to the time and effort thatwent into makin% it 7 0hen doctors are faced with
difficlt dia%nosis* the4 order for more tests* and whenwe are ncertain abot what we hear * we ask for asecond o$inion7
we believe that we are alwa4s better off %atherin% asmch information as $ossible and s$endin% as mchtime as $ossible in deliberation7 we reall4 onl4 trstconscios decision makin%7
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Gettin% to the bottom of the :estion of
how %ood a $rodct is re:ires a more
searchin% eA$loration of the intricacies of
or sna$ 8d%ments7
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#estin% a $rodct havin% minor variations
on the $rodct that the4 have seen
before77 and the ideas that are trl4
revoltionar4 is another matter 7
#he first im$ressions of their consmers
need inter$retation555
MR $rovides certaint455 a score *a
$rediction 5 a nmber*
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Im$rovisation isnt random and chaotic7 it is an art form%overned b4 a series of rles7 Basketball* intricate* hi%hs$eed %ame filled with s$lit 5second decisions *s$ontaneos
Bt thats $ossible onl4 when ever4one first en%a%es inhors of re$etitive and strctred $ractice7
and a%rees to $la4 a carefll4 defined role on the cort7
(ow %ood $eo$le9s decision are nder the fast movin% *hi%h stress conditions of ra$id co%nition is a fnction oftrainin% and rles and rehearsal77
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verbal overshadowin%
left $art think in words ri%ht think in %ra$hics
when 4o start becomin% reflective abot the$rocess * it ndermines 4or abilit4 7
;ne loses the flow* there are certain flid * intitive *
non verbal kinds of eA$erience that are vlnerable tothis $rocess7 3s hman bein%s * we have incredibleabilities of insi%ht and instinct* bt the4 are fra%ile7 Its
a flickerin% candle * and now a li%htblb