I don't read many business books because business books usually fall into one of two categories: they are either so complex that a layman or person trying to learn about business can learn nothing from them or they present a bunch of common sense ideas dressed up as something different and complete with all kinds of cool sounding new buzzwords that don't really mean anything. Therefore, I was a bit reluctant to read UNTHINKING.
The book does present a common sense idea that non-business people often realize, but that many business people don't seem to understand: what we "think" is true, actually isn't often the case. For example, a poll among NBA players in 2003-04 asked them what NBA player they would wish was on their team to take a last minute shot. The players overwhelming responded Kobe Bryant. Yet, Bryant's stats for such shots were terrible (he was the 2nd worst in the NBA). The best person to choose for such a shot was Travis Outlaw. There are several other stories such as these throughout the book.
I enjoyed reading UNTHINKING. The book is worth reading just for all the stories: from the origins of eBay to the rise and fall of THE MARY TYLER MOORE SHOW to why wealthy runners limp. Besides just being an interesting book to read, it has appeal to those who work in the business world, particularly marketers and advertisers.