I'm trying to decide whether I like this more than the others or not (for some reason I read the first one last). It's slightly more thorough than his later efforts and perhaps a little more ambitious. On the other hand, it's probably easier to poke holes in if I felt like trying. As usual, he tells a great story and I want to believe that he's totally right, even though I know he's not. It's certainly worth reading if you are in any kind of sales or marketing job, and it's also just interesting if you're intersted in peple. Can't we all just recognize that human beings change constantly, already?