Blink: the Power of Thinking Without Thinking.

Blink: The Power of Thinking Without Thinking by Malcolm Gladwell Little, Brown and Company, January 2005 $25.95, ISBN 0-316-17232-4

In Malcolm Gladwell's new book, Blink, he argues that impressions or decisions made in a moment can be just as valid, and sometimes more reliable, than those arrived at after hours of deliberation.

Gladwell, a staff writer for The New Yorker, and author of The Tipping Point: How Little Things Make a Big Difference (Little, Brown and Company, February 2000), begins by asking questions. The most important one is why we choose to do the things that we do. He concludes that decision-making is a largely unconscious process, one that most people can't explain. He writes about the power of the adaptive unconscious, a part of the brain that allows people to sift through information and act quickly, and in making his case, he pays special attention to the theory of "thin slicing" which is the act of drawing conclusions from "narrow slices of experience."

According to Blink, people are resistant to relying solely on intuition when making a choice, preferring instead to gather as much information as possible. Yet too much information can hamper a person's ability to focus on what really matters. Gladwell is careful to explain how flawed snap judgments can yield devastating results, particularly when outside influences, emotions and other factors come into play. Ultimately, he maintains that "thin slicing" is a valuable skill that is not only superior to other methods of decision-making, but one that can be improved.

Gladwell is a strong, persuasive writer. Much of the book's appeal lies in his ability to express scientific concepts in everyday English and in his use of diverse and compelling scenarios to prove is point. Indeed, Gladwell touches upon everything front speed dating to military combat in a way that will make readers look at their own lives a little bit differently. Blink is thought provoking and intelligent; it's also fun to read. Though convincing, it is not conclusive--and ultimately, each reader will have to decide what to keep and what to leave behind.

Denise Simon is a frequent contributor to Black Issues Book Review. She lives in New York City.