Blink by Malcolm Gladwell

Gladwell, Malcolm. Blink: The Power of Thinking Without Thinking. New York: Back Bay, 2007.

We make a great number of snap judgments regarding very complex issues and often these decisions are better than we might have made with much analysis. Gladwell is interested in how this counterintuitive situation could be.

The key is what Gladwell calls thin-slicing. We can make good decisions with very little information because our unconscious mind has a knack for identifying and using the information that make a difference. Too much information may even be a detriment to good decision-making because it obscures the important details.

Blinks are often good decisions, yet they can fail. There are times when the unconscious can make bad decisions. Often this is because the unconscious is biased with misinformation; Gladwell discusses a test for hidden racial bias in which even he, with a Jamaican mother, showed preference for whites. This test and others show that stress and lack of time can reduce the unconscious’ ability to make good decisions; it’s fast but not instant. The unconscious also isn’t so good at decisions where there are relatively few factors to consider and the stakes are low; conscious analysis does better then.

Understanding snap judgments and how they work, even if the details are hidden from our conscious minds, allows us to improve our decision making. First, we can recognize areas where our snap judgments are weak or strong and arrange to use the most appropriate type of thinking. Second, we can inform our unconscious minds. We can train ourselves to make better snap judgments. Gladwell demonstrates this through the informed, but quick and largely unconscious, judgments of experts.


In the afterward to the 2007 edition of the book, Gladwell calls for action, or at least reflection, base on the concept of the blink. One area was the disparity of conviction and imprisonment of blacks and whites. He tells the story of how screens that block musicians from judges resulted in more women breaking into major orchestras. People couldn’t hear the important evidence of a performer’s musical skill and talent once they had seen she was a woman and unconscious bias tainted their judgment. Likewise, programs that attack conscious prejudice may have little impact on unconscious racial bias, and to hide the race of defendants from juries might actually help them make better decisions by eliminating information that is less relevant.