Reading Reflection No. 2

For my second reading, I chose to read Thinking, Fast and Slow by Daniel Kaheman.

1.     What was the general theme or argument of the book?

·      The basic theme of the book is that there are two different ways to persuade someone that are based on two different ‘systems’ of thinking. The two different systems are intuitive thinking and rational thinking. Intuitive thinking is more rapid and having to deal with emotions. Meanwhile, rational thinking is much slower and more systematic. The book goes on to explain that a lot of marketing tries to focus on rational thinking but customers usually follow intuitive thinking because it is much easier and requires less thinking. The opportunity lies in focusing on intuitive thinking as opposed to rational thinking and then the books explains how to exploit that opportunity through various biases and heuristics.

2.     How did the book connect and enhance what you are learning in ENT 3003?

·      This book connected in many ways with what I have learned so far in ENT 3003. In class, we are always trying to think of ways that we can get to know our potential customers better and this book offers many ways to do that. This book even gives tips to be able to think like your customer which better allows to find their unmet needs and to help solve them. I would say that this book enhanced what I was learning in ENT 3003 because it introduced me to the two methods of thinking: intuitive and rational. It added to this information by explaining that one should focus more on intuitive thinking when trying to advertise to customers because this is generally the mindset the customers have.

3.     If you had to design an exercise for this class, based on the book you read, what would it involve?

·      If I had to come up with an assignment for this class I think it would involve trying to advertise to customers, given a certain product, but having a very short time of preparation to do so. I think this would be a good exercise because this way, students would be forced to use intuitive thinking rather than rational thinking and therefore would connect more with customers.

4.     What was your biggest surprise or aha moment when reading the book?

·      The biggest surprise was that the opportunity was present in intuitive thinking as opposed to rational thinking. I thought that rational thinking would have more value since less people did it but the opposite is true. I guess this makes sense because you are trying to relate to your customers and thinking the same way would definitely help.