Gladwell is arguable one of the best writers with the most prolific minds in this generation. And definitely one of my idol writers. 'What the dog saw' provides a different angle to social phenomenon that we so easily misconstrue on the cause and result. The book is essentially a collection of all his work featured in The New Yorker.
Famed from 'The tipping point', 'Blink' and 'The Outliers', Malcolm Gladwell is an inquisitive writer, investigatively poking into every subject imaginable in the business and social realm to get us to rethink the norm and re-evaluate our judgements. Leaf through the pages and you'll realise more and more questions popping in your mind versus a research that the writer would normally 'report' to you. And these questions don't leave you hanging, if at all, it makes our mind work harder and our moral values stronger because we shouldn't jump into conclusions just because it's a collective result neither should we rely on intelligent people to make intelligent decisions all the time.
I'd highly recommend planners to read all of his books. It certainly helped me to look at things from another perspective. It's not merely about looking in from outside the box. It's about dismantling the box and rebuilding it in a different way altogether. Buy it or rent it. Just read it.