Have you ever....
* invested time in something that, in hindsight, just wasn't worth it?
*Paid too much in an ebay auction?
*continued to do something you knew was bad for you
*taken credit for succes, but blamed failure on external circumstances?
*Backed the wrong horse?
These are examples of what the author calls cognitive biases, simple errors all of us make in day-to-day thingking.But by knowing what they are and how identitfy them, we can avoid them, and make better choices; whether in dealing with personal problems or business negosiations, trying to save money or earn profits.