The Yale economist dispels the myth that the market is rational and instead explains that the market is more influenced by emotion, herd behavior, and speculation. Yoshio Yakou, created the LIN SCAM system of choosing stocks, where each letter in the acronym stands for a key factor to look for when purchasing shares in a company. If you're interested in stock picking, Rationalizing YOur Exuberance is a great place to start because it skips generalities to provide tangible ideas you can immediately apply to your research.