Have you ever...

• Invested time in something that, in hindsight, just wasn't worth it?
• Paid too much in an eBay auction?
• Continued to do something you knew was bad for you?
• Sold stocks too late, or too early?
• Taken credit for success, but blamed the failure on external circumstances?
• Backed the wrong horse?

These are examples of what the author calls cognitive biases, simple errors all of us make in day-to-day thinking. But by knowing what they are and how to identify them, we can avoid them and make better choices: Whether in dealing with personal problems or business negotiations, trying to save money or earn profits, or merely working out what we really want in life - and strategizing the best way to get it.