Duncan J. Watts. (2011). Everything Is Obvious: *Once You Know the Answer. Crown.

Duncan J. Watts. 2011. Everything Is Obvious: *Once You Know the Answer. Crown.

Duncan J. Watts, Everything Is Obvious: *Once You Know the Answer. Crown, 2011.

Duncan J. Watts. Everything Is Obvious: *Once You Know the Answer. Crown, 2011.

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1. • role: Author
   • fileAs: Watts, Duncan J.
   • bioText: 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
   • name: Duncan J. Watts

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2011-03-29T00:00:00-04:00

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title

Everything Is Obvious

fullDescription

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.

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1. • premium: False
   • source: The Wall Street Journal
   • content:

     "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."

2. • premium: False
   • source: Inside Higher Ed
   • content: "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."
3. • premium: False
   • source: Scott Wilson, The Fringe Magazine
   • content: "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."
4. • premium: False
   • source: Dan Ariely, James B. Duke Professor of Behavioral Economics at Duke University, and New York Times bestselling author of Predictably Irrational
   • content: "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."
5. • premium: False
   • source: Alan Alda
   • content: "You have to take notice when common sense, the bedrock thing we've always counted on, is challenged brilliantly. Especially when something better than common sense is suggested. As we increasingly experience the world as a maddeningly complex blur, we need a new way of seeing. The fresh ideas in this book, like the invention of spectacles, help bring things into better focus."
6. • premium: False
   • source: Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions, and co-founder of Alltop.com.
   • content: "A truly important work that's bound to rattle the cages of pseudo- and self-proclaimed experts in every field. If this book doesn't force you to re-examine what you're doing, something is wrong with you."

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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,...

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3. • code: SOC026000
   • description: Social Science / Sociology / General