It’s amazing to think how irrational our rational minds can be. We often think we’re making the best decisions when often, we are dead wrong.

It turns out that Dan Ariely has been on this train of thought for some time. His best-selling business book, Predictably Irrational, is one of the most fascinating, entertaining and smart books we have seen on the market in a very long time. In fact, it quickly became one of the top selling business books in the world (and continues to sell amazingly well). Not one to rest on his laurels, Ariely just launched his second book, The Upside Of Irrationality.

What is the Upside of Irrationality all about?

"In The Upside of Irrationality, he exposes the surprising negative and positive effects irrationality can have on our lives. Focusing on our behaviors at work and in relationships, he offers new insights and eye-opening truths about what really motivates us on the job, how one unwise action can become a long-term habit, how we learn to love the ones we’re with, and more. Drawing on the same experimental methods that made Predictably Irrational one of the most talked-about bestsellers of the past few years, Ariely uses data from his own original and entertaining experiments to draw arresting conclusions about how–and why–we behave the way we do. From our office attitudes, to our romantic relationships, to our search for purpose in life, Ariely explains how to break through our negative patterns of thought and behavior to make better decisions. The Upside of Irrationality will change the way we see ourselves at work and at home–and cast our irrational behaviors in a more nuanced light."

OK, that’s some fine marketing copy from the publisher, but let’s take a look at what Ariely actually has to say…

This book rocks. Dan Ariely Rocks. Every Marketer should read all of his stuff.

I have a huge soft spot for Dan Ariely. During an interview prior to the publishing of Predictably Irrational, Dan was kind enough to recommend and introduce me to his literary agent, which is where I signed and how the book deal for Six Pixels of Separation came together (so, you can blame it all on him!). Over the years we have become friends and it really is a honor for me to say that because he is, without question, one of the smartest, kindest and curious people I know.

Have you seen his TED Talk? Watch this…

Buy his brand-new book, The Upside of Irrationality, now!