Malcolm Gladwell is one of my favorite authors. His insight into the minds of consumers is something that all marketers wish they had. I read his first book, The Tipping Point, in a Consumer Research class my senior year of college, and it is probably one of my very favorite books. A book that I think everyone in marketing and advertising should read. He has also written two other books, Outliers (which I am currently reading) and Blink. Blink is about the moments in life that we do not think about. The times that you know the answer in an instant. How does your brain process things? How does your brain know something before you even know that you know? These are the types of questions that Blink answers. Our brains use rapid cognition, where we can actually process an object, situation or music, for example, in an instant; on average about two seconds. Understanding rapid cognition, that first 2 seconds in which we make a decision, can provide marketers insight into what consumers think and why they do what they do. Gladwell uses real life examples of rapid cognition to show how we make these decisions, and what type of trends result from these decisions. It is a fascinating look into consumers minds. I hope you’ll pick up a copy and put it on your summer reading list.