I'm glad someone wrote this up. When I was reading the book I started to do exactly this, but then it was such an interesting read that I couldn't tear myself a

I'm glad someone wrote this up. When I was reading the book I started to do exactly this, but then it was such an interesting read that I couldn't tear myself away after each chapter to write the summary. The lessons have proven very useful both in my start-up and in personal life. The best thing IMO is that the authors are all about playing it completely straight. You probably wouldn't guess that from the title of the book. But in fact, each chapter ends with advice on how not to misuse the technique you just learnt. I highly recommend that you read the book rather than just skimming the summary. The reason is that there are numerous case studies in the book (drawn from actual scientific studies) of counterintuitive human behavior, which the authors then explain. The examples will make the material stick in your head a lot better.