Rapid cognition. The idea that your initial reaction, which may occur in the blink of an eye, can lead you in the right decision even if you cannot explain exactly why you made that choice. The idea that it is necessary to recognize when your implicit attitudes do you more harm than good. The discovery that it is better to think longer about small decisions and go with your gut reaction on large choices (like which grad school to go to?) for optimal satisfaction. The author also repeats himself a lot, just like he did in The Tipping Point, which means that by the end of the book, I was just waiting for him to stop prattling on.
To pull out my dad's favorite quote from the book: "But what I have sensed is an enormous frustration with the unexpected costs of knowing too much, of being inundated with information. We have come to confuse information with understanding." Props to him for passing the book along.
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