Descartes error - "I think, therefore I am."- established an artificial separation of the mind from the body for 300 years. Beginning with the tragedy of Phineas Gage who survives a freak accident where a 3-foot iron rod passed through his brain - Dr. Antonio Damasio takes you on a journey that with reveals many on neurosciences’ latest insights into how humans make decisions and the prevalent and logical role of emotion in decision-making.

2.  Influence Dr. Robert Chialdini Quill, 1993 Persuasion

Discover the roots and effects of the six most powerful psychological weapons of persuasion. Chialdini takes you on a tour of human behaviors and their implications. Reciprocation, commitment and consistency, social proof, liking, authority and scarcity are thoroughly examined. The research and stories Chialdini uses to convey these truths are provocative and captivating. By passing up the opportunity to saturate the book with scientific jargon Chialdini has made the subject readable and interesting for those of us without PhDs in the cognitive sciences.

3.  Sources of Power Gary Klein MIT Press, 1998 Decisions ISBN 0-262-11227-2

Don’t throw the spreadsheets away, but do discover their real level of significance and insignificance. Based on observations of people operating under real-life constraints such as time pressure, high stakes, personal responsibility and shifting conditions you will get at much better handle on how your clients make their choices.

4.  The Tipping Point Malcolm Gladwell Little, Brown, 2002 Decisions  ISBN 0-316-31696-2

A concise elegant look at the little things that come together to create an idea virus capable of changing the way people think, act and communicate. Why did the crime rate in NY City plunge in 1992 as sharply as it had risen in the previous 30 years? What does NY City crime have to do with sales and marketing? Prepare to be surprised and delighted at the answers.

5.  Decision Traps J. Edward Russo, 1989 Simon & Schuster Decisions   ISBN 0-671-72609-9

Ten Barriers to Brilliant Decision-Making and How to Overcome Them:

This would be a great handbook for any CEO, but it is even more instructive for those of us paid to get business people like CEOs to act. The examination of each barrier has a counter element, which is easily recognizable by its ability to bias decisions.

While the book’s focus is not on creation of these counter elements their impact becomes obvious. Using this knowledge without true value for your clients would be unethical at best. Employing this knowledge to move clients forward to act on real value from your company, is efficient.

6.  The Psychology of Judgment And Decisions Making Scott Plous, 1993 McGraw Hill Mind/Decisions

ISBN 0-07-0504-77-6

Should you go first or last? Find out what determines the answer. How can two juries issue completely different verdicts with the same facts? Discover the elements that not only make this possible, but predictably assure its outcome. Why do prospects do the craziest things? In an amazingly fast read Plous uncovers several human foibles in decision-making and how to combat them or take advantage of them. Whether you’re a lawyer or a salesperson pleading your case, this is an eye opener for anyone in the persuasion business.