6. Think Like a Freak
Steven D. Levitt and Stephen J. Dubner
William Morrow
Since Malcolm Gladwell hasn’t published a book this year, the next best thing for captivating storytelling with a surprise twist is a book from the team that gave us the Freakonomics franchise. The previous two books in the series used stories to demonstrate how almost every human dynamic can be profitably understood as economic interactions informed by self-interest and incentives. In the latest book, the team continues the storytelling, this time aiming to teach us to think as they do—as pitiless economists operating outside the box. Why, for example, do email scammers proudly claim to be from Nigeria (whether they are or not), when everyone by now equates Nigeria with the height of scamdom? The surprising answer is here. Why does the rock band Van Halen’s contract with promoters insist on no brown M&Ms? Turns out it’s not all excess and vanity. Thinking like a freak, the book suggests, starts with six simple steps. Here’s a sample: You can’t think outside the box if your moral compass circumscribes your thinking; learn to say “I don’t know” more often; appreciate the upside of quitting. This short book offers us a new way to understand why the world works as it does. That said, I think this should be the final offering from the Freakonomics franchise, lest it wear out its welcome.