The Tipping Point was a book about how only a few people can create a swell of opinion and, in fact, change the world. His second book deals with a topic that is smaller but no less important.

Blink takes on what we officials do hundreds of times a game: rapid cognition.

Rapid cognition?

That is the term that Gladwell uses to describe how people take only the smallest piece of information and yet make the most complex and detailed decisions. He talks about the good, the bad, and the ugly of this ability and how we can make the most of it.

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