[gordonc]

Seconded. This book has made me rethink all of my behaviors and professional practices – from the gym, to food, drinking, and my UX design recommendations and reasoning. It provides a framework for how we make decisions, a truly phenomenal and amazing accomplishment, when you consider it.

[Travis]

If you haven't yet read it, I also highly recommend, "Nudge". It's similarly eye opening WRT how incentives shape outcomes.