This weekend I was super-productive (or super-bored?) and read Malcolm Gladwell’s second book, Blink: The Power of Thinking Without Thinking. It describes exactly what the title alludes to. How people make choices based on thoughts they don’t consciously make. The idea coined is “rapid cognition”.
As with The Tipping Point, Gladwell presents examples of the thinking that goes on (as he says) behind a “locked door”. For example, we may consciously admit that we are in no-way racist. But, our environment has created thoughts that still force us to equate a black man with badness or evil. Similarly, we’ll more likely equate a tall man to be a CEO than one who is short (or a woman). There’s just some sense of power behind the image.
Theres a slew of concepts and ideas in this book that are all extremely interesting. Perhaps I was overly-tired when reading the book, but some of the concepts didn’t uniformly flow as well as The Tipping Point. I couldn’t completely follow a structure, but could understand the point that there are a number of factors and influences that affect how we think.
One interesting conclusion: experts better understand the reasons behind why they think something. For instance, we may taste two different drinks (Pepsi vs Coca-Cola) and determine one tastes better. We may do the same for mayonaise. But when we have to reduce that reason to writing, it becomes hard and almost counter-productive. The average person has determined one thing is better and they think that for a reason… those reasons are often times behind the “locked door”. Food-tasting experts, though, can explain why. The mayonaise has a better texture, nicer color, etc. There are thoughts that we have that don’t make sense without practice and frequent exposure.
Another example is the kouros sculpture that the Getty decided to purchase. Scientists ran tests and determined that it was real (after four months of deliberation and fact-checking). But, within a few seconds a number of experts saw the sculpture and immediately knew it was fake. There was something about it, perhaps not completely known to them, but they knew it. Turns out, they were right, too.
There are so many interesting stories, studies, and examples in the book I could exhaust a number of entries on it, but then I’d end up re-writing the book. My suggestion? Read it. There’s a certain number of concepts and examples where you’re forced to just believe Gladwell. That makes me uneasy at times. You might find yourself thinking “what about the possibility of _____”. Gladwell likes to point out, thats the point of his books: to create discussion and initiate thinking.