#JustRead: Thinking, Fast and Slow
Psychology of decision-making and judgment had among the most interesting coursework of the classes at Princeton and most of it was rooted in the work of heuristics championed by Professor Kahneman, who is awesome. A Nobel Prize-winner who would answer your emails, very awesome.
I quite a bit of time reading the book not because it is a bad read but because it is dense - there are so many interesting, deep, varied, often counterintuitive points that digesting and synthesizing them requires dedicated System 2 processes.
I imagine that there are scores of entrepreneurial, financial engineering, marketing, advertising, policy and more opportunities waiting to be capitalized on from the lessons unearthed by Kahneman and described in the book. Either way, it is a fascinating account that everyone interested in psychology or behavior, and perhaps those who aren’t, should read.