Everything is Obvious

Why Common Sense is Nonsense

Duncan J. Watts

RRP: £12.99

1 March 2012

Published by Atlantic Books

ISBN: 9781848872165

RRP: £18.99

1 July 2011

Published by Atlantic Books

ISBN: 9781848872141

RRP: £4.99

1 July 2011

Published by Atlantic Books

ISBN: 9780857895066

Sociologist Duncan Watts explains in this provocative book that the explanations that we give for the outcomes that we observe in life – explanations that seem obvious once we know the answer – are less useful than they seem. Watts shows how commonsense reasoning and history conspire to mislead us into thinking 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.

Only by understanding how and when common sense fails can we improve how we plan for the future, as well as understand the present-an argument that has important implications in politics, business, marketing, and even everyday life.