Overview

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.

Full Product Details

9780307951793

Table of Contents

Reviews

Mr. Watts, a former sociology professor and physicist who is now a researcher for Yahoo, has written a fascinating book that ranges through psychology, economics, marketing and the science of social networks. <br>- The Wall Street Journal <p> It's about time a sociologist wrote an amazing and accessible book for a non-specialist audience. Everything Is Obvious*: Once You Know the Answer by Duncan J. Watts is that amazing book. <br>- Inside Higher Ed<br> <br> In this bold thesis, renowned network scientist Duncan J. Watts exposes the complex mechanics of judgement and proposes a radical new way of thinking about human behaviour. <br>-- Scott Wilson, The Fringe Magazine <p> Common sense is a kind of bespoke make-believe, and we can no more use it to scientifically explain the workings of the social world than we can use a hammer to understand mollusks. <br>-- Nicholas Christakis, The New York Times <br> Everything is Obvious is engagingly written and sparkles with counter-intuitive insights. Its modesty about what can and cannot be known also compares favourably with other big idea books. <br>-- James Crabtree, comment editor Financial Times <br> Every once in a while, a book comes along that forces us to re-examine what we know and how we know it. This is one of those books. And while it is not always pleasurable to realize the many ways in which we are wrong, it is useful to figure out the cases where our intuitions fail us. <br>- Dan Ariely, James B. Duke Professor of Behavioral Economics at Duke University, and New York Times bestselling author of Predictably Irrational<br> <br> A deep and insightful book that is a joy to read. There are new ideas on every page, and none of them is obvious! <br>-Daniel Gilbert, Professor of Psychology at Harvard University and author of Stumbling on Happiness <p> A brilliant account of why, for every hard question, there's a common sense answer that'si

Mr. Watts, a former sociology professor and physicist who is now a researcher for Yahoo, has written a fascinating book that ranges through psychology, economics, marketing and the science of social networks. <br>- The Wall Street Journal <p> It's about time a sociologist wrote an amazing and accessible book for a non-specialist audience. Everything Is Obvious*: Once You Know the Answer by Duncan J. Watts is that amazing book. <br>- Inside Higher Ed<br> <br> In this bold thesis, renowned network scientist Duncan J. Watts exposes the complex mechanics of judgement and proposes a radical new way of thinking about human behaviour. <br>-- Scott Wilson, The Fringe Magazine <p> Common sense is a kind of bespoke make-believe, and we can no more use it to scientifically explain the workings of the social world than we can use a hammer to understand mollusks. <br>-- Nicholas Christakis, The New York Times <br> Everything is Obvious is engagingly written and sparkles with counter-intuitive insights. Its modesty about what can and cannot be known also compares favourably with other big idea books. <br>-- James Crabtree, comment editor Financial Times <br> Every once in a while, a book comes along that forces us to re-examine what we know and how we know it. This is one of those books. And while it is not always pleasurable to realize the many ways in which we are wrong, it is useful to figure out the cases where our intuitions fail us. <br>- Dan Ariely, James B. Duke Professor of Behavioral Economics at Duke University, and New York Times bestselling author of Predictably Irrational<br> <br> A deep and insightful book that is a joy to read. There are new ideas on every page, and none of them is obvious! <br>-Daniel Gilbert, Professor of Psychology at Harvard University and author of Stumbling on Happiness <p> A brilliant account of why, for every hard question, there's a common sense answer that'st

Mr. Watts, a former sociology professor and physicist who is now a researcher for Yahoo, has written a fascinating book that ranges through psychology, economics, marketing and the science of social networks. <br>- The Wall Street Journal <p> It's about time a sociologist wrote an amazing and accessible book for a non-specialist audience. Everything Is Obvious*: Once You Know the Answer by Duncan J. Watts is that amazing book. <br>- Inside Higher Ed<br> <br> In this bold thesis, renowned network scientist Duncan J. Watts exposes the complex mechanics of judgement and proposes a radical new way of thinking about human behaviour. <br>-- Scott Wilson, The Fringe Magazine <p> Common sense is a kind of bespoke make-believe, and we can no more use it to scientifically explain the workings of the social world than we can use a hammer to understand mollusks. <br>-- Nicholas Christakis, The New York Times <br> Everything is Obvious is engagingly written and sparkles with counter-intuitive insights. Its modesty about what can and cannot be known also compares favourably with other big idea books. <br>-- James Crabtree, comment editor Financial Times <br> Every once in a while, a book comes along that forces us to re-examine what we know and how we know it. This is one of those books. And while it is not always pleasurable to realize the many ways in which we are wrong, it is useful to figure out the cases where our intuitions fail us. <br>- Dan Ariely, James B. Duke Professor of Behavioral Economics at Duke University, and New York Times bestselling author of Predictably Irrational<br> <br> A deep and insightful book that is a joy to read. There are new ideas on every page, and none of them is obvious! <br>-Daniel Gilbert, Professor of Psychology at Harvard University and author of Stumbling on Happiness <p> A brilliant account of why, for every hard question, there's a common sense answer that'ss

Mr. Watts, a former sociology professor and physicist who is now a researcher for Yahoo, has written a fascinating book that ranges through psychology, economics, marketing and the science of social networks. - The Wall Street Journal It's about time a sociologist wrote an amazing and accessible book for a non-specialist audience. Everything Is Obvious*: Once You Know the Answer by Duncan J. Watts is that amazing book. - Inside Higher Ed In this bold thesis, renowned network scientist Duncan J. Watts exposes the complex mechanics of judgement and proposes a radical new way of thinking about human behaviour. -- Scott Wilson, The Fringe Magazine Common sense is a kind of bespoke make-believe, and we can no more use it to scientifically explain the workings of the social world than we can use a hammer to understand mollusks. -- Nicholas Christakis, The New York Times Everything is Obvious is engagingly written and sparkles with counter-intuitive insights. Its modesty about what can and cannot be known also compares favourably with other big idea books. -- James Crabtree, comment editor Financial Times Every once in a while, a book comes along that forces us to re-examine what we know and how we know it. This is one of those books. And while it is not always pleasurable to realize the many ways in which we are wrong, it is useful to figure out the cases where our intuitions fail us. - Dan Ariely, James B. Duke Professor of Behavioral Economics at Duke University, and New York Times bestselling author of Predictably Irrational A deep and insightful book that is a joy to read. There are new ideas on every page, and none of them is obvious! -Daniel Gilbert, Professor of Psychology at Harvard University and author of Stumbling on Happiness A brilliant account of why, for every hard question, there's a common sense answer that'st

Mr. Watts, a former sociology professor and physicist who is now a researcher for Yahoo, has written a fascinating book that ranges through psychology, economics, marketing and the science of social networks. <br>- The Wall Street Journal <p> It's about time a sociologist wrote an amazing and accessible book for a non-specialist audience. Everything Is Obvious*: Once You Know the Answer by Duncan J. Watts is that amazing book. <br>- Inside Higher Ed<br> <br> In this bold thesis, renowned network scientist Duncan J. Watts exposes the complex mechanics of judgement and proposes a radical new way of thinking about human behaviour. <br>-- Scott Wilson, The Fringe Magazine <p> Common sense is a kind of bespoke make-believe, and we can no more use it to scientifically explain the workings of the social world than we can use a hammer to understand mollusks. <br>-- Nicholas Christakis, The New York Times <br> Everything is Obvious is engagingly writ

Author Information

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

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available