Small Potential is the limited success we can attain alone. BIG Potential is what we can achieve together. Here, Achor offers five strategies – the SEEDS of Big Potential–for lifting the ceiling on what we can achieve while returning happiness and meaning to our lives.

Now in paperback, Create Your Own Future is a powerful book on self-empowerment that offers a wealth of ideas readers can apply immediately to take complete control of their personal and work lives. Intended for anyone who wants to make more money and get more satisfaction from life, the book offers twelve principles for success and real-world action plans that help you reach your goals. Author Brian Tracy is one of the most renowned and successful self-help authors and speakers in the world; Create Your Own Future presents all his accumulated experience in making success happen for others. Now, it can make success happen for you.

Using tough benchmarks, Collins and his research team identified a set of elite companies that made the leap to great results and sustained those results for at least fifteen years.

Ten years after the worldwide bestseller Good to Great, Jim Collins returns with another groundbreaking work, this time to ask: why do some companies thrive in uncertainty, even chaos, and others do not?

Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?

We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.

But we aren’t, and we don’t.

In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.

Shortlisted for the EU Prize for Literature**’One of the most exciting and original Northern Irish writers of her generation’ SUNDAY TIMES’Gripping, affecting, surprising. I inhaled it’ LISA MCINERNEY ‘Captivating, intelligent and courageous’ IRISH TIMES’Spectacular. At once grittily real, wildly magical and insanely alluring – a siren-song of a novel. DONAL RYAN’Jan Carson seems to have invented a new Belfast in this gripping, surprising, exhilarating novel.

Several million years ago, natural selection equipped us with binary, black-and-white brains. Though the world was arguably simpler back then, it was in many ways much more dangerous. Not coincidentally, the binary brain was highly adept at detecting risk: the ability to analyze threats and respond to changes in the sensory environment—a drop in temperature, the crack of a branch—was essential to our survival as a species.

Since then, the world has evolved—but we, for the most part, haven’t. Confronted with a panoply of shades of gray, our brains have a tendency to “force quit:” to sort the things we see, hear, and experience into manageable but simplistic categories. We stereotype, pigeon-hole, and, above all, draw lines where in reality there are none. In our modern, interconnected world, it might seem like we are ill-equipped to deal with the challenges we face—that living with a binary brain is like trying to navigate a teeming city center with a map that shows only highways.

In Black-and-White Thinking, the renowned psychologist Kevin Dutton pulls back the curtains of the mind to reveal a new way of thinking about a problem as old as humanity itself. While our instinct for categorization often leads us astray, encouraging polarization, rigid thinking, and sometimes outright denialism, it is an essential component of the mental machinery we use to make sense of the world. Simply put, unless we perceived our environment as a chessboard, our brains wouldn’t be able to play the game.

Using the latest advances in psychology, neuroscience, and evolutionary biology, Dutton shows how we can optimize our tendency to categorize and fine-tune our minds to avoid the pitfalls of too little, and too much, complexity. He reveals the enduring importance of three “super categories”—fight or flight, us versus them, and right or wrong—and argues that they remain essential to not only convincing others to change their minds but to changing the world for the better.