Part one. Obsessives, pioneers and other varieities of minor genius: To a worm in horseradish, the world is horseradish
The pitchman : Ron Popeil and the conquest of the American kitchen
The ketchup conundrum : Mustard now comes in dozens of varieties. Why has ketchup stayed the same?
Blowing up : How Nassim Taleb runed the inevitabilty of disaster into an investment strategy
True colors : Hair dye and the hidden history of postwar America
John Rock's error : What the inventor of the birth control pill didn't know about women's health
What the dog saw : Cesar Millan and the movement of mastery.
Part two. Theories, predictions and diagnoses: It was like driving down an interstate looking through a soda straw
Open secrets : Enron, intelligence and the perils of too much information
Million-dollary Murray : Why problems like homelessness may be easier to solve than to manage
The picture problem : mammography, air power and the limits of looking
Something borrowed : Should a charge of plagiarism ruin your life?
Connecting the dots : the paradoxes of intelligence reform
The art of failure : Why some people choke and others panic
Blowup : Who can be blamed for a disaster like the Challenger explosion? No one, and we'd better get used to it.
Part three. Personality, character and intelligence: He'll be wearing a doubled-breasted suit, buttoned
Late bloomers : Why do we equate genius with precocity?
Most likely to succeed : How do we hire when we can't tell who's right for the job?
Dangerous minds : Criminal profiling made easy
The talent myth : are smart people overrated?
The new-boy network : What do job intrviews really tell us?
Troublemakers : What pit bulls can teach us about crime.