Ori Brafman is the author of The Starfish and the Spider (Portfolio, 2007). He lectures internationally in front of Fortune 500, government and military audiences. He also serves on the boards of non-profit organisations A Home Within and The Plexus Institute. He holds an MBA from Stanford Graduate School of Business. Rom Brafman holds a doctoral degree in psychology and runs a private practice in Palo Alto, California. He has won awards for excellence in teaching and promoting positive human growth.

"A breezy introduction to the science of decision making ... shows the many ways in which logical thought can be subverted or "swayed" Wall Street Journal "A breathtaking book that will challenge your every thought, Sway hovers above the intersection of Blink and Freakonomics." Tom Rath, co-author of the New York Times Number 1 bestseller 'How Full Is Your Bucket?' "A worthy companion to Malcolm Gladwell at his best. One of those rare books that explains the obvious in ways that are not obvious at all" Kirkus Reviews "A unique and compulsively readable look at unseen behavioural forces" Fortune "Many come to claim the crown of Freakonomics ... this is a valid pretender to the throne" The Bookseller

Ori Brafman is the author of The Starfish and the Spider (Portfolio, 2007). He lectures internationally in front of Fortune 500, government and military audiences. He also serves on the boards of non-profit organisations A Home Within and The Plexus Institute. He holds an MBA from Stanford Graduate School of Business. Rom Brafman holds a doctoral degree in psychology and runs a private practice in Palo Alto, California. He has won awards for excellence in teaching and promoting positive human growth.

"A breezy introduction to the science of decision making ... shows the many ways in which logical thought can be subverted or "swayed" Wall Street Journal "A breathtaking book that will challenge your every thought, Sway hovers above the intersection of Blink and Freakonomics." Tom Rath, co-author of the New York Times Number 1 bestseller 'How Full Is Your Bucket?' "A worthy companion to Malcolm Gladwell at his best. One of those rare books that explains the obvious in ways that are not obvious at all" Kirkus Reviews "A unique and compulsively readable look at unseen behavioural forces" Fortune "Many come to claim the crown of Freakonomics ... this is a valid pretender to the throne" The Bookseller