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now.05 Publication


Decidedly irrational

Our now. book series for Trinseo is corporate publishing with a twist. In now.05 we dive deep into the science of behavioral economics examining how cognitive and emotional biases challenge our ability to make logical decisions. Over the course of now.05, we discover that even top managers make the most irrational decisions.


Humans generally behave irrationally, and so do managers.

Prof. Dr. Ernst Fehr: Ten principles of behavioral economics, now.05

Predicting and avoiding irrationality

With the profound support of Thomas Ramge, author and economic journalist, we managed to include Dan Ariely and Ernst Fehr, two of the most influential scholars in behavioral economics who share their perspectives on cognitive and emotional biases. They help to answer most interesting questions: Why can even top managers make irrational decisions? Is overconfidence a driver of innovation – or a root cause of failure? Why does particularly digital economy need patience?

Instinctive artwork and customized tailor-made design

The 116 now.05 pages are produced with high-end paper and help to shift focus: We present the contributions of globally renowned scientists accompanied by unique illustration series for each article, essays on behavioral biases, and our photo essay “Instinct”, inspired by a Henry Cartier-Bresson quote on success in photography.


Same as in all the previous now. books, we included a lot of customized, hand-made artwork and even the shipping box is part of the book design and introduces a character who acts as a metaphor for the programmed yet emotion-driven human kind. He reappears on the cover and on the chapter transition pages of the book showing varying emotional expressions.


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