If you haven't heard of Stephen Dubner and Steven Levitt, you might need to spend some time rethinking your... well, thinking. As the co-author of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything and its sequel SuperFreakonomics, co-authors Dubner and Levitt have learned their fair share of mind-changing lessons, turning the study of economics into an understanding of incentives.