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The Invisible Gorilla: And Other Ways Our Intuitions Deceive Us

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Zeke F.


Sorry for the long hiatus. Finding a space to host has been difficult, but that problem is solved now. Let's get back on track with some great books. Come join me in the West Loop to discuss The Invisible Gorilla (, a book which I personally believe should be required reading. This is one of my favorite books, I feel like I'm constantly referring to it.

Excerpt from publisher:

“Reading this book will make you less sure of yourself—and that’s a good thing. In The Invisible Gorilla,Christopher Chabris and Daniel Simons, creators of one of psychology’s most famous experiments, use remarkable stories and counterintuitive scientific findings to demonstrate an important truth: Our minds don’t work the way we think they do. We think we see ourselves and the world as they really are, but we’re actually missing a whole lot.

Chabris and Simons combine the work of other researchers with their own findings on attention, perception, memory, and reasoning to reveal how faulty intuitions often get us into trouble. In the process, they explain:

• Why a company would spend billions to launch a product that its own analysts know will fail
• How a police officer could run right past a brutal assault without seeing it
• Why award-winning movies are full of editing mistakes
• What criminals have in common with chess masters
• Why measles and other childhood diseases are making a comeback
• Why money managers could learn a lot from weather forecasters

Again and again, we think we experience and understand the world as it is, but our thoughts are beset by everyday illusions. We write traffic laws and build criminal cases on the assumption that people will notice when something unusual happens right in front of them. We’re sure we know where we were on 9/11, falsely believing that vivid memories are seared into our minds with perfect fidelity. And as a society, we spend billions on devices to train our brains because we’re continually tempted by the lure of quick fixes and effortless self-improvement.

The Invisible Gorilla reveals the myriad ways that our intuitions can deceive us, but it’s much more than a catalog of human failings. Chabris and Simons explain why we succumb to these everyday illusions and what we can do to inoculate ourselves against their effects. Ultimately, the book provides a kind of x-ray vision into our own minds, making it possible to pierce the veil of illusions that clouds our thoughts and to think clearly for perhaps the first time.

From the Hardcover edition.”

WHY $3

The idea behind the nominal fee is to make sure that folks reserve a limited spot with the intention of showing up. The UX book club ( has experimented with using a nominal fee and it helped to reduce no-shows. This is why refunds aren't issued. :)


Don't worry, we all have something share. We'll break up in smaller groups so just join a group with someone who did read the book and probe, question, and synthesize with them.
Nelson Cash
954 W. Washington Blvd Suite Third Floor Chicago, IL 60607 · Chicago, IL
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Suite 240, Second Floor. Be on time please.

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