You enter a bookstore and grab a book, you read the first line. Before you’ve gotten to the end of the first sentence, you have already decided whether or not you would like to continue. Say you decide to keep reading, and someone asks you why, you might say “because I like it.” But what led you to take such decision?

I was unaware that our brains unconsciously judge almost every decision we make. Until I read Malcom Gladwell’s Blink. Those two-second judgments is what Malcom Gladwell identifies as a snap judgment, a judgment so powerful and quite accurate, that is present in most of our decisions. Before the book I used to call this an intuition, but Gladwell rejects that definition. Blink, is a book that focuses on rapid cognition, and how our brain judges those first two seconds. At the same time, Gladwell addresses the question on when should we trust our snap judgments, and when should we measure our decisions? Or Are these judgments trusthworthy? …show more content…
The source of this ability is identified by Gladwell as our “adaptive unconscious.” In his own terms, it is a “giant computer that quickly and quietly processes a lot of the data we need in order to keep functioning as human beings.” For me, this term can also be recognized as the feeling of just knowing. Often times, we face decisions to which we just know what the solution is, and it’s almost impossible to come up with a logical answer to why we came to such conclusion. At times, we also mistrust these decisions, but Gladwell demonstrates throughout several examples that they’re often better than the ones that result from a measured