For all the books I have ever read about behavioral economics, psychology and trading, hoping to become a better trader ( I spent about 4 years as a pro prop trader) none of them combined comes close to this in giving me what I was looking for. And I'm not exaggerating. While most traders, or would be traders, go into the profession thinking they can beat the market if they learn more, or learn to control their emotions and discipline, Coates gets to the heart of the matter, which is...decision making behavior is principally a product of things we do not control, and more specifically, it is due to hormones. It's not that simple, or simplistic of course but Coates writes in an entertaining way that is both academically valid, completely compelling and thoroughly entertaining! Understanding how and why we act is something rarely addressed by most writers in trading psychology. Yet it is without question, the most crucial step to improvement. I can't give the book enough praise.