Endlessly Amused By People's Minds.

An Executive Might Have A Very Strong Intuition That A Given Product Has Promise, Without Considering The Probability That A Rival Is Already Ahead In Developing The Same Product.

People Who Face A Difficult Question Often Answer An Easier One Instead, Without Realizing It.

This Is The Essence Of Intuitive Heuristics: When Faced With A Difficult Question, We Often Answer An Easier One Instead, Usually Without Noticing The Substitution.

We Are Prone To Overestimate How Much We Understand About The World And To Underestimate The Role Of Chance In Events.

There's A Tendency To Look At Investments In Isolation. Investors Focus On The Risk Of Individual Securities.