Book Review: “Think in Color” by Sofia Santiago

Rating: 4 stars

Headline: Three simple mantras to change mindset and create lifelong opportunities? Sign me up!


Think in Color by Sophia Santiago is a self-betterment guide which puts forth a proposition for a new way of thinking, branded “ColorThinking”.

This approach is broken down into three mantras, also referred to as mental cones:

  1. Think “and” before “or”
  2. Think “how” before “no”
  3. Think “can be” before “is”

In all three scenarios theory and approach is backed-up by some interesting real-life and fictious scenarios, coupled with a step-by-step walkthrough of how things could have been better handled. A fourth section focuses on how to break away from external negative influences which may be impacting on your ability to implement a new way of thinking, and finally there is an advisory on the dangers of overuse; applying ColorThink to every scenario.

Santiago’s style of writing may not suit every reader, author jovialness bubbles to the service with the use of phrases including “just kidding!” and “a nice twist, ha?” In a self-help guide I prefer the tone of author voice to be informed and neutral; in places the over-informality of the writing distracts from the otherwise invaluable information and action items which the book is trying to impart.

As someone who works in Project Management, I really like what Think in Color is trying to do. Whether Santiago was aware when devising the concept of ColorThinking or not, the three mental cones have striking resemblance to Agile methodology, with its four simplistic principles for transforming and embedding efficient delivery. While the subject matter differs, the theory of ColorThink is similar in that respect and, at just over eighty pages in length, it is as equally digestible as another ground-breaking manifesto adopted by millions worldwide.

Think in Color convinces readers to reconsider the traditional black and white principles of thinking, offering a fresh perspective in a way that does not seem that different at all. I like it.

AEB Reviews


Reedsy Discovery Review: AEB Reviews – “Think in Color”

Purchase Link: “Think in Color” (Amazon)


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