“What do we do when we recognize that a false certainty feels the same as certainty about the sky being blue? A lesser guide might get bogged down in nail-biting doubts about the limits of knowledge. Yet Burton not only makes clear the fascinating beauty of this tangled terrain, he also brings us out the other side with a clearer sense of how to navigate. It's a lovely piece of work; I'm all but certain you'll like it.”

— David Dobbs, author of Reef Madness; Charles Darwin, Alexander Agassiz, and the Meaning of Coral

“This could be one of the most important books of the year. With so much riding on ‘certainty,’ and so little known about how people actually reach a state of certainty about anything, some plain speaking from a knowledgeable neuroscientist is called for. If Gladwell's Blink was fascinating but largely anecdotal, Burton's book drills down to the real science behind snap judgments and other decision-making.”

— Howard Rheingold, futurist and author of Smart Mobs

“Burton provides a compelling and though-provoking case that we should be more skeptical about our beliefs. Along the way, he also provides a novel perspective on many lines of research that should be of interest to readers who are looking for a broad introduction to the cognitive sciences.”

— Seed Magazine

“A fascinating read. Burton’s engaging prose takes us into the deepest corners of our subconscious, making us question our most solid contentions. Nobody who reads this book will walk away from it and say ‘I know this for sure’ ever again.”

— Sylvia Pagán Westphal, science reporter, The Wall Street Journal

“A new way of looking at knowledge that merits close reading by scientists and general readers alike.”

— Kirkus

“Burton has a great talent for combining wit and insight in a way both palatable and profound.”

— Johanna Shapiro PhD, professor of Family Medicine at UC Irvine School of Medicine