Human Nature (Malcolm Gladwell)
IT Conversations — “Malcolm explores why we can’t trust people’s opinions — because we don’t have the language to express our feelings. His examples include the story of New Coke and how Coke’s market research misled them, and the development of Herman-Miller’s Aeron chair, the best-selling chair in the history of office chairs, which succeeded in spite of research that suggested it would fail.”
To get the full impact of this, you need to download the MP3 of the presentation that Malcom gave for Pop!Tech 2004 held in Camden, Maine, October 21-23, 2004. It is great stuff and I highly recommend it. You’ll have to register to download it, probably, but it is worth it in my opinion.