In their superb third version of Freakonomics, Steve Levitt and Stephen Dubner combine their well-known behavioral economics with advice on getting us to think like freaks - creatively, imaginatively, rebelliously, and thus more effectively. The authors examine and critique advertising, hot dog eating contests, driverless vehicles, magic tricks, etc. In doing so they examine methodology, bias, creativity, preparation, and other factors that affect the outcome. Readers see how a thin and slight young man demolished the world's hot dog eating record by asking not how to eat more dogs, but by working to see how he could make hot dogs easier to eat. In short, Levitt and Dubner challenge us to rethink what he assume, and apply our creativity and honesty in admitting when we don't know towards solving problems. By going against the conventional wisdom (as the authors continually advise), and Australian researcher found that acidity did NOT kill all stomach bacteria (as had been assumed), which in fact was a cause of ulcers. It's as if the authors' are paying direct homage to Einstein's maxim that imagination is more important than knowledge.
Using their easy-reading style, the authors' challenge us to think like freaks - and maybe we should try. I just wish they'd add a few dozen pages to their efforts, because they are so readable and enlightening.
Condition: Very Good but contains gift inscription from previous owner.