July 12019


3 recommended reads

Most of the tips on this site originate from books in this list. Many of these books are the culmination of their authors' long careers and the knowledge they've gathered along the way. Some of their wisdom can be presented as useful snippets, but most of it comes in the form of broad concepts that need time to sink in.

Once you've read all the tips on this site, come back here and pick a book to read — under every tip is an iceberg.

Psst — Incrementalist gets a cut of the profits if you buy a book using the provided link.



Does the shape of a plate affect the taste of what's on it? What about the background music or the weight of the cutlery?

The answer to these questions and many more is yes. Gastrophysics is the science of "everything else" that influences our food and how we eat it.

Professor Charles Spence1, head of the Crossmodal Research Laboratory2, guides us through the senses, their relation to our perception of food, and the effects this research is having on modern gastronomy.

Gastrophysics is grounded in science; yet happy to explore its absurd conclusions. Its insights are surprising but undeniably match our everyday experience. Anyone interested in selling food or drink will find value in this book.

1. Charles Spence - Professor of Experimental Psychology - University of Oxford | 2. Crossmodal Research Laboratory - University of Oxford


Thinking, Fast and Slow

Thinking, Fast and Slow is the product of Kahneman's life-long collaboration with Amos Tversky. Their work won Kahneman the Nobel Prize in Economics.

Coming up with unusual thought experiments and seeing them through to their often ridiculous conclusions. The pair uprooted a fundamental assumption about human behaviour: that we are rational.

Thinking, Fast and Slow uncovers our biases, mental shortcuts, and the pitfalls of everyday thought. It's an essential read for any human-being. It has broad applications for business; from understanding your own susceptibility to common fallacies, to getting inside the mind of your customers.

If you need further convincing listen to this interview with Daniel Kahneman on NPRs Hidden Brain1

1. Daniel Kahneman On Misery, Memory, And Our Understanding Of The Mind - Hidden Brain - NPR


Happiness by Design

"Bold and Original" - Daniel Kahneman, author of Thinking, Fast and Slow1

Paul Dolan, Economist and UK Well-Being Advisor, explores the science of happiness. Uncovering surprising truths about pleasure and purpose, and the value of money and family.

Happiness by Design contains many practical ways to break habits and maintain happiness.

1. It's on the cover of the book

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