A refreshingly relatable exploration of how algorithms penetrate the most intimate aspects of
our psychology and how we can regain mastery over our lives--from the pioneering expert of
psychological targeting. There are more digital pieces of data than stars in the universe. This
data helps us monitor our planet decipher our genetic code and take a deep dive into our
psychology. As algorithms become increasingly adept at accessing our minds they also become
more and more powerful at controlling it--enticing us to buy a certain product or vote for a
certain political candidate. Some of us say this technological trend is no big deal. Others
consider it one of the greatest threats to humanity. But what if the truth is more nuanced and
mind-bending than that? In Mindmasters Columbia Business School professor Sandra Matz offers
a fascinating insider perspective on the art and data-driven science of psychological
targeting. By relating her own personal story of growing up in a small village--where few
aspects of life remain truly private--to her groundbreaking research in computational
psychology Matz reveals how Big Data offers insights into the most intimate aspects of our
psyche and how these insights empower external influence over the choices we make. Filled with
Ted-Talk-like explanations and real-life examples from Matz's research and consulting work
Mindmasters paints a nuanced picture of the power of psychological targeting. Like nosy
neighbors it can be creepy manipulative and downright harmful--with scandals like Cambridge
Analytica being merely the tip of the iceberg. Yet like any tight-knit supportive village
community it also holds enormous potential to help us live healthier and happier lives--for
example by improving our mental health encouraging better financial decisions or enabling us
to break out of our echo chambers. With passion and clear-eyed precision Matz shows us how to
manage psychological targeting and redesign the data game in a way that empowers us to take
back control and ask more of our personal data. Mindmasters is a riveting look at what our
digital footprints reveal about us how they're being used--for good and for ill--and how we
can gain more control and power over the data that define us.
