Synopsis The human mind is an enigma. Human choices and behaviour are governed by several factors. Managers face the challenge of managing a group of individuals, each driven by a set of rational and irrational thoughts and impulses. Customers make choices based on a number of factors, many of which are governed by the mind. Organizations strive to unleash the inherent potential and creativity of its individual members in order to scale new heights. By introducing new ways of thinking, individuals can free up their thought processes and unleash their creativity, collaborate with others and try new methods to improve their performance. By doing so, they can improve their own as well as their organization’s performance. This book presents different approaches to thinking with an aim to free the mind of blocks, biases, misperceptions, and to gain self-control and improve one's effectiveness in different aspects of life - personal and work. It also presents a few applications to show how a better understanding of the human brain and thought processes can be harnessed to improve the effectiveness of a particular field of study or practice such as marketing, economics and teaching. The book will find readership among business executives, HR professionals, business students, business teachers, and all those who wish to increase their awareness of the vast potential of the human brain to increase personal effectiveness.