Everything Is Obvious: *Once You Know the Answer
Mar 2011 · Crown Currency
4.0star
9 reviewsreport
Ebook
368
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About this ebook
By understanding how and when common sense fails, we can improve our understanding of the present and better plan for the future.
Drawing on the latest scientific research, along with a wealth of historical and contemporary examples, Watts shows how common sense reasoning and history conspire to mislead us into believing that we understand more about the world of human behavior than we do; and in turn, why attempts to predict, manage, or manipulate social and economic systems so often go awry.
It seems obvious, for example, that people respond to incentives; yet policy makers and managers alike frequently fail to anticipate how people will respond to the incentives they create. Social trends often seem to be driven by certain influential people; yet marketers have been unable to identify these “influencers” in advance. And although successful products or companies always seem in retrospect to have succeeded because of their unique qualities, predicting the qualities of the next hit product or hot company is notoriously difficult even for experienced professionals.
Watts' argument has important implications in politics, business, and marketing, as well as in science and everyday life.
Drawing on the latest scientific research, along with a wealth of historical and contemporary examples, Watts shows how common sense reasoning and history conspire to mislead us into believing that we understand more about the world of human behavior than we do; and in turn, why attempts to predict, manage, or manipulate social and economic systems so often go awry.
It seems obvious, for example, that people respond to incentives; yet policy makers and managers alike frequently fail to anticipate how people will respond to the incentives they create. Social trends often seem to be driven by certain influential people; yet marketers have been unable to identify these “influencers” in advance. And although successful products or companies always seem in retrospect to have succeeded because of their unique qualities, predicting the qualities of the next hit product or hot company is notoriously difficult even for experienced professionals.
Watts' argument has important implications in politics, business, and marketing, as well as in science and everyday life.
Ratings and reviews
4.0
9 reviews
Kendria Clark
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April 11, 2014
I was assigned this book for school but fell in love with it once we started great book great ideas. Nothing its obvious once you know the answers
About the author
DUNCAN WATTS, a principal research scientist at Microsoft Research, was a professor of sociology at Columbia University. A former officer in the Royal Australian Navy, he holds a Ph.D. in Theoretical and Applied Mechanics from Cornell University. He is the author of Six Degrees: The Science of a Connected Age. He lives in New York City.
For more information visit www.everythingisobvious.com
For more information visit www.everythingisobvious.com
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