Why is it so difficult to sell a plummeting stock or end a doomed relationship? Why do we listen to advise just because it came from someone "important"? Why are we more likely to fall in love when there's danger involved? In Sway, renowned organizational thinker Ori Brafman and his brother, psychologist Rom Brafman, answer all these questions and more. Sway reveals dynamic forces that influence every aspect of our personal and business lives, including loss aversion, the diagnosis bias, and the chameleon effect. In Sway, Ori and Rom Brafman not only uncover rational explanations for a wide variety of irrational behaviors but also point readers toward ways to avoid succumbing to their pull. A fascinating journey into the hidden psychological influences that derail our decision-making, Sway will change the way we think about the way we think.