Think Again

Ashridge Business Blog

Think Again shortlisted for the George R Terry Book Award

Think Again was one of a handful of finalists for the 2010 Terry Award - the pre-eminent award from The Academy of Management, given annually to the book judged to have made the most outstanding contribution to the advancement of management knowledge.  

An article based on Think Again has won an Emerald Management Reviews Citation of Excellence, being voted one of the 50 best articles published in 2009 in management. How Inappropriate Attachments Can Drive Good Leaders to Make Bad Decisions

About the book

Book cover: Think Again

Why do smart and experienced leaders make flawed, even catastrophic, decisions? Why do people keep believing they have made the right choice, even when disastrous result stare them in the face? And how can you be sure you’re making the right decision—without the benefit of hindsight? Think Again shows how our brains can mislead us. The shortcuts our brains have learned to take over millennia of evolution help us most of the time. But, under certain conditions, they can derail our decision making. Think Again offers a powerful model for identifying when we are at risk – the red flags to watch for – and how we can design safeguards to help us make good decisions. Using examples from business, politics, and history, Think Again deconstructs bad decisions, as they unfolded in real time, to show how you can avoid the same fate. More....

Jo Whitehead discusses Think Again

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Optical illusions showing how the mind interprets what it sees.

Which is darker – the square marked A or B?

To most people it is obvious that A is darker

But let’s check…

We add a bar that is the same colour as A…

Then, we move it to touch A and B – they are the same shade!

Our brains respond more to dramatic changes in shade than gradual shades – so that we don’t see that the square above B shades off gradually to a shade equal to B. see

More generally – our brain interprets the data it received, but it can get things wrong. It is very hard for the brain to audit its own mistakes.

This illusion was created by Edward H. Adelson, Professor of Vision Science at MIT.

Jo Whitehead and
Andrew Campbell

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+44 (0)20 7470 8750


Sydney Finkelstein

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001 603 646 2864

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About the authors

Jo Whitehead and Andrew Campbell are directors of the Ashridge Strategic Management Centre. Sydney Finkelstein is the Steven Roth Professor of Management at Dartmouth's Tuck School of Business and Director of the Tuck Executive Program.