Thinking, Fast and Slow

Kahneman's life's work compressed into one book: the distinction between System 1 (fast, automatic, intuitive) and System 2 (slow, deliberate, effortful), and the systematic biases that arise when System 1 handles questions it is not equipped for. The book catalogues decades of research on anchoring, availability, loss aversion, framing, overconfidence, and the planning fallacy, among others. For product direction it is foundational — most product decisions are made by System 1 in a room that believes it is using System 2, and Kahneman's taxonomy makes the specific failure modes nameable. Nobel Prize work, written for a general audience. The canon of behavioural economics.