even if it is logical, it may not be true

Freakonomics- A Rogue Economist Explores the Hidden Side of Everything
- Steven D Levitt & Stephen J. Dubner

1) Incentives are the cornerstone of modern life.

There are basically three types: economic, social and moral. Understanding them allows us to know how the world work.

2) The conventional wisdom is often wrong

Even when it sound plausible with data doesn't make it true. Events in the past may only muscle in the effects some time much later in the future. take a step back and consider.

3) Information is valuable commodity but less so in modern world. Any expert use that as his/her advantage to serve their own agenda.

---it is hell of a book to read :)