By: Ori Brafman & Rom Brafman

This is one of those books that will change the way you look at the world–irrevocably!

SWAY belongs to a difficult-to-describe genre of books like Starfish & Spider; The Tipping Point or Outliers. Like jokeless stand-up comedians these authors look at life through different lenses than everybody else.

Their observations stand ouside the door of conventional thinking but they knock hard on that door. When you open it, you are forever changed. You simply can’t go back to your old paradigm. To try would be like trying to un-pop a tub of popcorn.

Why would a pilot who was head of safety for KLM override training and the pleas of his co-pilot taking off in muddy fog only to plow into a taxiing aircraft killing himself and hundreds of others? What would make a person reject a sound offer of free money just to spite another person who stands to get a little more? Why would a cash reward for doing something nice keep a person from wanting to do it again–worse yet, why would the potential for a cash reward keep a person from doing the right thing in the first place?

All of the above behaviors are irrational. But they happened. And they will happen again. Understanding the “why” behind these impulses and a dozen others will change the way you live life, operate your business or minister with your church.

Books like this used to be “banned in Boston” thank God they are available to us today. Simply reading SWAY just saved our church nearly $30,000 in this year’s budget. It could yet save us even more. AND…we’ll be more effective in the bargain.

This is a must-read!