This book is targeted at business executives who are far too caught up in the data deluge to look at the more human aspects of engaging in commerce. It's a direct result of the author's research in the social sciences as he seeks to understand what drives us to engage in commerce and how modern businesses should adapt in a hyper-quantified, distraction-prone commercial environment. The book is structured into five chapters, each covering a specific factor: Culture, Empathy, Diversity, Momentum, and Judgment. The first two chapters, Culture and Empathy, draw attention to the social and emotional relationships between humans and businesses. The chapters on Diversity and Momentum prompt us to think differently about human resources and innovation. And the closing chapter, Judgment, shines a light on the subjectivity of ethics and the factors that influence the way we make decisions.