As I read this book it didn’t seem like the author was really accomplishing what he set out to do, which was to understand how people make split second decisions, but now that I think about it, it was pretty successful. One of the conclusions is that having a expertise in what you’re deciding gives you an advantage of some type. It doesn’t take a great leap of faith to accept that. However, the book’s real strength is the compilation of experiments to support conclusion. For instance, most people can tell the difference between Coke and Pepsi in a direct taste test. But if you’re given three unlabeled samples (two Cokes/one Pepsi or vice versa), you’ll have a difficult time determining which two are the same, let alone what brand they are. It turns out that the colas are so similar that, unless you are a food expert, when you sip sample three you won’t be able to remember what the first was like. It’s the series of these experiments that made Blink a good read.