ABSTRACT
This chapter explores how to analyze information to avoid illusions and make better choices. It is not enough to simply cruise the Internet and make our decision purely on what we discover on the websites of various vendors. Seth Godin, who wrote the bestselling book All Marketers Are Liars, noticed that successful marketers did not talk about features or even benefits of a product. Experienced project managers know about the "time zone" trick. Francis M. Fesmire of the University of Tennessee's College of Medicine received the 2006 Ig Nobel Award in Medicine for his paper "Termination of Intractable Hiccups with Digital Rectal Massage". Claire Rind and Peter Simmons of Newcastle University, in the UK, received their 2005 Ig Nobel Peace Prize for electrically monitoring the activity of a brain cell in a locust while that locust was watching selected highlights from the movie Star Wars.
