Irresistible. That’s the perfect word to describe the growing array of addictive technologies that are capturing so much of our attention these days. And, it’s the perfect name for the book. Adam Alter is an associate professor of marketing at NYU’s Stern School of Business. This is a great book on, as the sub-title suggests, “The Rise of Addictive Technology and the Business of Keeping Us Hooked.” Big Ideas we explore include the fact Steve Jobs didn’t let his own kids use an iPad (why?), why addiction is about more than just personality (and what matters), how to add 11 years back to your life, what happens when your brain gets pickled and the simple question you can ask to Optimize.