Seize the advantage in every risk decision with the most misunderstood asset you have-human emotion

What if the mystery of market crashes stems from a simple but total misunderstanding of our own minds? Could everything we think we know about ourselves-intelligence and rationality versus emotion and irrationality-be wildly off the mark? Simply put: yes.

With these words, Denise Shull introduces her radical-and supremely rational-approach to risk. Her vision stems from the indisputable fact that human beings can't make any decision at all without emotion and that emotion gets the first-and last-word when it comes to our perceptions and judgments.

Shull should know. She started out managing major accounts for IBM and then chose to research unconscious emotional patterns instead of getting her MBA. Next she became a trader and trading desk manager while continuing to study biopsychology.

We are all taught that sidelining our emotions is the best way to make good decisions-Shull declar