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The recurring metaphor in The Inmates are Running the Asylum is that of the dancing bear--the circus bear that shuffles clumsily for the amusement of the audience. Such bears, says author Alan Cooper, don't dance well, as everyone at the circus can see. What amazes the crowd is that the bear dances at all. Cooper argues that technology (videocassette recorders, car alarms, most software applications for personal computers) consists largely of dancing bears--pieces that work, but not at all well. He goes on to say that this is more often than not the fault of poorly designed user interfaces, and he makes a good argument that way too many devices (perhaps as a result of the designers' subconscious wish to bully the people who tormented them as children) ask too much of their users. Too many systems (like the famous unprogrammable VCR) make their users feel stupid when they can't get the job done.
Cooper, who designed Visual Basic (the programming environment Microsoft promotes for the purpose of creating good user interfaces), indulges in too much name-dropping and self-congratulation (Cooper attributes the quote, "How did you do that?" to Microsoft chairman Bill Gates, upon looking at one of Cooper's creations)--but this appears to be de rigueur in books about the software industry. But those asides are minor. More valuable is the discourse about software design and implementation ("[O]bject orientation divides the 1000-brick tower into 10 100-brick towers."). Read this book for an idea of what's wrong with UI design. --David Wall
Topics covered: User interfaces--good ones and bad ones--and where they come from. Also, how to improve the ones you create.
Book Description
Imagine, at a terrifyingly aggressive rate, everything you regularly use is being equipped with computer technology. Think about your phone, cameras, cars-everything-being automated and programmed by people who in their rush to accept the many benefits of the silicon chip, have abdicated their responsibility to make these products easy to use.
The Inmates Are Running the Asylum argues that the business executives who make the decisions to develop these products are not the ones in control of the technology used to create them. Insightful and entertaining,
The Inmates Are Running the Asylum uses the author's experiences in corporate America to illustrate how talented people continuously design bad software-based products and why we need technology to work the way average people think. Somewhere out there is a happy medium that makes these types of products both user and bottom-line friendly; this book discusses why we need to quickly find that medium.
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Imagine, at a terrifyingly aggressive rate, everything you regularly use is being equipped with computer technology. Think about your phone, cameras, cars - everything - being automated and programmed by people who in their rush to accept the many benefits of the silicon chip, have abdicated their responsibility to make these products easy to use. The Inmates are Running the Asylum argues that, despite appearances, business executives are simply not the ones in control of the high-tech industry. They have inadvertently put programmers and engineers in charge, leading to products and processes that waste money, squander customer loyalty, and erode competitive advantage. Business executives have let the inmates run the asylum! In his book The Inmates Are Running the Asylum Alan Cooper calls for revolution - we need technology to work in the same way average people think - we need to restore the sanity. He offers a provocative, insightful and entertaining explanation of how talented people continuously design bad software-based products. More importantly, he uses his own work with companies big and small to show how to harness those talents to create products that will both thrill their users and grow the bottom line.
Customer Reviews:
No Cognitive Friction Here.. .......2007-06-12
Alan Cooper gives the reader insight into why so many of today's technological products frustrate and confuse users. Yet he goes past this to discuss a methodology for keeping it simple and designing for the user i.e. avoiding cognitive friction. This book has changed the way I will develop products and should be a must read for product managers of application developers. Just learning Mr. Cooper's vocabulary is worth the read. The ideas such as personas, keywords, and designing for an individual push the book way above average. This is an easy read that should be done in your spare time if you want to avoid cognitive friction with your users. It has changed the way I view technology and brought a new awareness to thoughtless technology implementation which often cause failure or misuse. The only reason I gave this book a 4 out of 5 as I feel it could have been reduced a little bit more, certain points I felt like the author was rambling about personal fustrations.
an essential handbook for designing software.......2007-06-11
Cooper's argument in this book is simple: you have to know your users, and you have to understand what they're trying to accomplish with your software. The method that he puts forth for achieving this understanding is personas, richly-described archetypical users.
The book is easy to read and understand. He begins with a detailed description of the problem with software design as carried about by programmers who can only imagine themselves as the users of their software, resulting in software that makes really difficult things possible but doesn't bother to make easy or common things quick and easy.
After making the argument that programmers shouldn't design interfaces and making the case both for usability and interaction design, he lays out the personas concept. Cooper's guidelines for creating personas and using them are well-written and well-thought-out. However, his examples of applying them to some of his own customers are rather repetitive, and sometimes come across as somewhat whiny.
Now that it's time for my group at Microsoft to revisit our personas and determine what needs to be tweaked for our next version, I decided that I should revisit the book that first advanced the idea. It has stood up well to the test of time (something that not many computer books can do). I highly recommend it, both to usability and design professionals, as well as programmers.
Great writing, very illustrative examples, definitely not a detailed how-to.......2007-05-13
The strength of this book its clear and easy-to-read writing. Cooper's examples are instructive and the theory of why design-centric business approaches are the most powerful. It's supposed to be a business-case book but I'm quite sure all programmers and even designers would find the read very worthwhile.
My only wish for the book would be that Chapter 10 onwards seemed to be the really exciting stuff, detailing the how more than the why of design-centric approaches. This part feels like a rushed summary in comparison the the attention paid to the why aspect in the rest of the book. You may want to consider Cooper's newly revised "how" book although it is mainly a designer's handbook: About Face 3: The Essentials of Interaction Design
I'm not done with that About Face 3: The Essentials of Interaction Design but I'm starting to worry it's going to leave me wishing it had more specific methodologies as opposed to theories. Of course, it has much more methodological attention than The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity (2nd Edition) and there's no fault in what is written, only in what is omitted.
If you're really looking for the ultimate how-to, you might want to consider attending the four-day "Cooper U". Case in point: I had the chance to ask Alan Cooper where I could learn more about how to create the design documents he writes about in the last part of The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity (2nd Edition) and he really couldn't say what books would be able to instruct that (including his own) and that it would be covered in his course.
this book changed my life.......2007-02-22
I was a well-paid systems administrator/help desk guy until I read this book. This book really did inspire me to change careers!
The book basically outlines why engineers (and people who think like engineers) are INCAPABLE of designing effective interfaces. It delves into specifics and supplies some great examples.
I am amused by some of the reviewers here who display the same sort of arrogant contempt that the book outlines. OF COURSE programming a VCR is easy for YOU--you're a person with an "engineer mind". My mom can't program a VCR at all, and that's not because she didn't try hard enough or read the instructions. She can't use it because everything about it's interface is counter-intuitive to someone who does not understand machine/code logic.
Just because it's easy for you doesn't mean it doesn't stink. Just because it makes sense to you doesn't mean it can't be made better--to work intuitively for "regular" people. Buy this book. Read it. Demand more from your products. It's time to end the insanity.
Blown out of proportion.......2007-01-18
It's true that some products have poor interfaces, but in my experience this "problem" is blown way out of proportion with reality. The only people I know who couldn't figure out how to program their VCRs were people who did not try for more than 5 minutes. Read the instructions, both in the book and onscreen, and VCR programming is a snap, from the earliest models to today.
I think the real question should be: Why are so many users so lazy? This is more of a social problem than a technological one. Some think that if any effort is required to learn how to use a new device then it's poorly designed. Poppycock!
Book Description
This exciting new brief text presents personal health in the context of a changing social and cultural environment. Going beyond behavior change and individual responsibility, it offers a broadened view of health that includes the impact of family, community, and society. It's a new way of looking at health: "It's not just personal..."
"Choice" is another key theme in Your Health Today. Emphasizing the importance of making informed health choices, this text demonstrates how these choices affect an individual’s health--for today and for a lifetime.
The brief version of Your Health Today contains five fewer chapters than the big book, but it still offers in-depth coverage of key topics such as nutrition and fitness and presents complete chapters on genetics, sleep, body image, and spirituality.
Book Description
Branding has become so successful and so ubiquitous that even cultural institutions have embraced it. In this witty and trenchant social analysis, James Twitchell shows how churches, universities, and museums have learned to embrace Madison Avenue rather than risk losing market share.
Branded Nation uncovers a society where megachurches resemble shopping malls (and not by accident); where a university lives or dies on the talents of its image makers -- and its ranking in U.S. News & World Report; and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue, even franchising their own institutions into brands. In short, says Twitchell, high culture is beginning to look more and more like the rest of our culture. But in perhaps his most subversive observation, he doesn't condemn this trend; on the contrary, he believes that branding may be invigorating our high culture, bringing it to new audiences and making it a more integral part of our lives.
Savvy, sharply observed, and bitingly funny, Branded Nation is sure to both enlighten and entertain.
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Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell brilliantly demonstrates in this witty, insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows.
Customer Reviews:
Engaging and informative, but not his best work.......2006-02-20
I first became aware of Jim Twitchell when I saw him speak at a conference in 2003. When he began his speech with a description of Florentine churches as one of the earliest examples of competitive branding, I was hooked, and have since read a number of his books. Branded Nation examines religion, academia, and art, and explains how these areas are just as permeated by the commercialism of our society as any other, despite the special status they've been accorded. His message resonated with me and served to explain changes I've seen in religion, education, and museums in my own lifetime. I would agree with another reviewer who mentioned that this title seems drag a bit in the museum section. Nonetheless, Twitchell's style is intellectually engaging, and takes the edge off what might be considered a cynical view.
Didn't do much for me..........2005-09-28
I don't disagree with the central ideas of this book, and the writing was simple and easy to understand. I just felt it was stretched out waaaaaay too long - the last chapter on museums, especially, just dragged. It felt like I was reading a college textbook that just trudged on and on. That's not necessarily bad, but this is a book for the masses, not a marketing class, and I just felt like it could have been edited down a lot more and still not have left anything out.
A "why do the way things work the way they do?" book.......2005-06-30
In this lively book, James Twitchell helps illuminate some of the interesting consequences when non-profits -- embodied in this book as Megachurch, College Inc, and Museumworld -- borrow branding techniques to market themselves.
I found the introduction a little long and academic (e.g., he talks about how the romanticism of Wordsorth and Keats influences modern branding). But the book gets progressively better. In my opinion, his best chapter is on the college (appropriate, since the author is a professor at the University of Florida).
Here's an illuminating analogy from the chapter (which he cites from another source): "If Consumer Reports functioned like U.S. News [in ranking colleges], it would rank cars on the amount of steel and plastic used in their construction, the opinions of competing car dealers, the driving skills of customers, the percentage of managers and sales people with MBAs, and the sticker price on the vehicle (the higher, the better)."
This book is not a polemic: it isn't trying to convince you that churches, colleges and musuems _shouldn't_ market themselves. It's just trying to explain what happens when nonprofits _do_ market themselves. I'll never look at the college admissions process or a musuem gift shop the same way again.
The writing is lively, and the book has a few well-chosen images to underscore its points. Bottom line: it's well worth a read. It's one of those books which help you understand why things are the way they are -- e.g., why modern musuems have restaurants, why universities have development offices, and why parking is crucial to the growth of mega-churches.
Ironic, but not pessimistic.......2005-04-22
Twitchell takes a very ironic look at the way churches, museums, and higher education have used branding to survive. It's ironic in that while the effects of this might seem undesirable or even embarrassing, we the public are merely getting what we ask for...we're just consumers. Then Twitchell explains why, in some cases, the effects of this branding are not undesirable after all.
The most insightful section of the book covers the branded-ness of higher education (appropriately so, since Twitchell is himself a professor). Twitchell describes American higher eduction choices as a barbell, with elite colleges such as Harvard on one end and "convenience" colleges (think Wal-Mart) on the other end, with the institutions in the middle feeling the real squeeze to differentiate themselves. Also included is an interesting look at the US News & World Report college list phenomenon as well as a look at why convenience colleges might not be as bad as you think. Twitchell even includes some practical insight on where college dollars might be best spent.
I found the megachurch section to be only so-so. Perhaps because I am very familiar with megachurches I found many of his points to be pretty boring. (Guess what - megachurches have modern sounding music!?) The section on Willow Creek finding its marketing niche (men) was interesting, however. If you are reading this book primarily to learn about megachurches I might recommend The Transformation of American Religion by Alan Wolfe instead. It is a bit more scientific and objective in its study.
Twtichell's writing style is a bit odd...not bad, but just a little different. At times he does ramble a bit but then suddenly includes a dense and insightful sentence. This style kept my interest but made the book a careful, not quick, read. Also important is the reader's willingness to buy into the definition of "brand" as STORY. This may be a mental jump for some.
In short, this is an enjoyable book. You won't look at college, church, or museums in the same way.
Marketing Where You Least Expected It.......2004-09-22
James Twitchell has written extensively on advertising and consumerism, and knows that consumers are not logical. If we were, he says, we would know that we needed, say, a laundry detergent, and would research to see what detergent was best, perhaps checking to see what the boffins at _Consumer Reports_ might recommend. Then we would take the recommendation to the grocery store, where we would see a very restricted number of possible logical choices. It doesn't work that way for detergent, nor, these days, does it work that way for churches, museums, or universities. In _Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld_ (Simon & Schuster) Twitchell has written a funny and scary evaluation of the pervasiveness of marketing in American life beyond the grocery shelves.
The problem with laundry detergents is that there are plenty of them, offered by many suppliers, and most of them are interchangeable. There is very little difference between them, so it is necessary for the manufacturers to create a story about the brand, how it is "clothesline-fresh", perhaps, or how the power-granules go to work on stains. Twitchell's thesis is that schools, museums, and churches are all supplying pretty much the same thing, and to up their market share, they are telling stories about themselves (branding) and as good consumers, we are going along with them. We think that museums have a higher calling than competing for a market share, that they don't really pay attention to the turnstiles, and that they are "... only the custodians of, shhh, please be quiet, don't touch, the deep truth." However true this may have been in the past, it is no longer. There has been a huge growth in the numbers of museums, the theme of a surplus of goods, though we don't usually view museums that way. The "modern, formal, self-conscious museum" is not what people go to as much as they go to theme exhibits, like "Jacqueline Kennedy: The White House Years" at the Metropolitan Museum of Art; the theme is the brand and holds the emotion. For decades there have been more college students than seats in the classroom, so the marketing had to begin. Harvard wouldn't admit as much, but it has a great brand. Twitchell (who is a professor of English at the University of Florida, an institution that does not avoid some withering remarks here) sniffs at the Harvard record, which he says lacks real substance. What's good about Harvard is not what comes out, but what goes in: "the best students, the most money, and the deepest faith in the brand." In churches, the product, epiphany or salvation, is undifferentiated, producing cut-throat competition for the stable forty percent of people who go to church regularly; this number does not go up, so churches are taking customers (sometimes known as parishioners) from one another. Twitchell examines the brand shifts in Protestantism that are the same as when Sam's Club comes to town: warehouse churches, of no particular denomination, on the outside of town with huge parking lots.
It is disconcerting and amusing to hear of these important spheres of life described in marketing terms, but Twitchell knows the lingo. All of them, for instance, are LBEs, or Location Based Entertainments. While his evaluations may be controversial, this is no polemic; Twitchell does not find branding bad; other marketing systems are simply antiquated. Brands have become motivators, "the basis not just of interactions but of interior actions." He thinks that identification with brands may be the way we will continue to spread common knowledge and beliefs, and that it thus may be the foundation of community. States are practicing branding (for instance, in advertising as vacation destinations), and countries are, too. Twitchell quotes a CEO who is looking at the big picture: "What makes us good at selling soap can help us sell America." Perhaps so, but even Twitchell speculates that the story of America, which could be best summarized as "complexity" may at this time be overwhelmed by the perceived story of "an arrogant rogue."
Book Description
This is the first English-language translation of Jean BaudrillardÆs contemporary classic on the sociology of consumption. Originally published in 1970, the book was one of the first to focus on the processes and meaning of consumption in contemporary culture. At a time when others were fixated with the production process, Baudrillard could be found making the case that consumption is now the axis of culture. He demonstrates how consumption is related to the goal of economic growth and he maps out a social theory of consumption. Many of the themes that would later make Baudrillard famous are sketched out here for the first time. In particular, his concepts of simulation and the simulacrum receive their earliest systematic treatment. Written at a time when Baudrillard was moving away from both Marxism and institutional sociology, the book is more systematic than his later works. He is still pursuing the task of locating consumption in culture and society. So the reader will find here his most organized discussion of mass media culture, the meaning of leisure, and anomie in affluent society. There is also a fascinating chapter on the body that shows yet again Baudrillard's extraordinary prescience in flagging the importance of vital subjects in contemporary culture long before his colleagues. Baudrillard is widely acclaimed as a key thinker in sociology, communication, and cultural studies. This book makes available to English-speaking readers one of his most important works. It will be devoured by the steadily expanding circle of Baudrillard scholars, and it will also be required reading for students of the sociology of culture, communication, and cultural studies.
Customer Reviews:
Symbolic exchange.......2002-07-01
This book is an earlier text of Baudrillard. Baudrillard is considered as a major theorist of postmodernism. But at the time he wrote this book, he was not postmodernist but Marxist. In 1973, Baudrillard divorced with Marxism. But before that year, he maintained the Marxist stance. His main subject was the political economy in Marxist style and the society of consumption in Frankfurt school¡¯s style. He was a pupil of Henry Lefevre who expanded the scope of Marxism into the study of everyday life. Baudrillard took the area his mentor opened up, but approached it somewhat differently: he borrowed frameworks of structuralism. He transformed Marx¡¯s distinction of use value/exchange value into the semiotics of consumption. Society is the field where symbolic exchange, in Marcel Mauss¡¯s term, takes place. What is exchanged in symbolic exchange is not use value but exchange (or symbolic) value. We consume the object not only of its use value but of its symbolic value. Object is exchanged as sign in symbolic exchange. Goods could signify the social status. Object could be desired not only in its use value but in its symbolic value that make difference to its owner from others: consumption could be interpreted as the logic of social distinction. In later texts, he asserted that capitalist society is centered not on production but on consumption. There could be not much objection upto this point. But, he argues, the logic of social distinction is not produced by consumer. It¡¯s the system of signification that is imposed on consumer. In this point, Baudrillard depicts such an unreal picture of iron cage as Frankfurt school did. The system of signification is illustrated as the something of a big brother we can¡¯t exercise any say. But that kind of image is not the one we experience in daily life. Marx said, ¡®Men make history, but not in their own choice.¡¯ Social fact like language transcend individual. We didn¡¯t choose our own mother tongue. We were born into it. But it doesn¡¯t deny the point that we make history. The system Baudrillard delineated is not unearthly fantasy. But where does it come from? It¡¯s the creature we make and change day by day. But in Baudrillard¡¯s world, such a point is lost. On Baudrillard¡¯s picture, the individual is lost. Baudrillard only takes a shot of horror film. In terms of methodology, Baudrillard makes non-sense.
Book Description
This exciting new text presents personal health in the context of a changing social and cultural environment. Going beyond behavior change and individual responsibility, it offers a broadened view of health that includes the impact of family, community, and society. It's a new way of looking at health: "It's not just personal..."
"Choice" is another key theme in Your Health Today. Emphasizing the importance of making informed health choices, this text demonstrates how these choices affect an individual’s health--for today and for a lifetime.
Book Description
For millennia, humans have looked to nature for remedies to ailments great and small. Long before formal science enabled us to take a systematic approach to medicine, healers used plants to alleviate pain, ease the symptoms of dozens of diseases, and treat complaints of every kind. And today, countless people still use medicinal plants, whether in traditional roles or as building blocks for new research and innovative drugs.
Featuring 350 full-color photographs, botanical drawings, and maps, this accessible, fact-filled book is based on the work of renowned botanical experts and presents alphabetically arranged, beautifully illustrated entries for hundreds of plants touted for millennia to soothe, even heal. Each is clearly described, with full details of its physical appearance and medicinal uses; its origins and geographic distribution, how it's harvested and used in conventional and alternative medicine, a range map; and more.
It's also a fascinating medical chronicle filled with informative sidebars on everything from ancient folklore to the latest research. Readers learn how aspirin evolved from a concoction of willow bark to the familiar white pill of today, how the foxglove's flowery beauty contributes to the potent heart drug digitalis, and how many other now common treatments have deep historical and cultural roots. It's a journey that starts many centuries ago in remote places like the Amazon rain forest, where shamans practiced their powerful curative magic of plants, and leads to the high-tech pharmaceutical labs of today's scientists working to discover new plant-based drugs that can be used effectively to treat diseases major and minor alike, from cancer to the common cold.
Customer Reviews:
Nature's Medicine.......2006-08-18
This book is beautiful It has full color pictures. It also has lots of information. Maps and locations on where the plants are usally found. It is a thick hard cover book. A great addtion to anyones library. Great for gardening, medicine or science.
Most Comprehensive Single Book Herbal I've Seen.......2006-06-21
I wholeheartedly agree with the other reviewers that this is a 5-star book and an important volume to include in your herbal library - or if you are looking for ONE herbal book, this is it.
Each entry has information on the history and lore of not only the herb, but even its name; where and how it grows, how to cultivate (that information is often left out of other books, which just tell you what part of the plant to use, now HOW to use them), and any supporting scientific evidence (or lack thereof).
The sections on geographic locations worldwide and their indiginous plants and cultural contributions to herbalism are unlike anything in any other herbal book I've seen. I could not put this one down, I turned each page with the same enthusiasm I'd have had for a suspense thriller, and this is a reference book, not something that would normally garner excited responses like that. Don't pass this one up!
Over 200 color photos, 150 botanical drawings and over 150 maps.......2006-06-20
There are so many herbal books on the market today that one could wonder about the need for yet another, even with the National Geographic branding attached to it promising quality - but DESK REFERENCE TO NATURE'S MEDICINE offers something different. It's put together not by a single person but by leading experts in the herbal medicine field, it packs in over 200 color photos, 150 botanical drawings and over 150 maps, and its alphabetical arrangement of therapeutical plants covers not just physical appearance and medicinal properties but geographic distribution, how it's harvested in used, and more. Nine essays provide an overview to world healing traditions while handy sidebars of detail pack in the history and cultural insights, making for a practical manual which is also a superb history.
Diane C. Donovan
California Bookwatch
In-depth and up-to-date excellent reference book.......2006-04-29
The National Geographic Society is known for producing high quality books and this is a fine example of one of their best works. The book is being promoted using their brand name rather then the names of the authors. I would like to acknowledge the authors Steven Foster and Rebecca Johnson; with Botanical paintings by Jane Watkins and Mary Eaton; and color photographs by Steven Foster.
I am familiar with the writings and beautiful plant photographs of Steven Foster and believe that he is one of the finest authors on medicinal plants.
This book contains in-depth and up-to-date profiles of 150 medicinal plants including herbal and pharmaceutical uses, cultural and scientific information and a botanical painting, map and color photograph for each plant.
The book has been well researched and provides a significant amount of information that is both succinct and clear, not lacking in any way. A reader would have to consult dozens of books to find the same information presented in this one volume.
The book is highly recommended for the general reader, herbalist, health professional and certainly every library.
Book Description
“No one in this world, so far as I know, has ever lost money by underestimating the intelligence of the great masses of the plain people.” —H. L. Mencken
H. L. Mencken was wrong.
In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant—better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.
This seemingly counterintuitive notion has endless and major ramifications for how businesses operate, how knowledge is advanced, how economies are (or should be) organized and how we live our daily lives. With seemingly boundless erudition and in delightfully clear prose, Surowiecki ranges across fields as diverse as popular culture, psychology, ant biology, economic behaviorism, artificial intelligence, military history and political theory to show just how this principle operates in the real world.
Despite the sophistication of his arguments, Surowiecki presents them in a wonderfully entertaining manner. The examples he uses are all down-to-earth, surprising, and fun to ponder. Why is the line in which you’re standing always the longest? Why is it that you can buy a screw anywhere in the world and it will fit a bolt bought ten-thousand miles away? Why is network television so awful? If you had to meet someone in Paris on a specific day but had no way of contacting them, when and where would you meet? Why are there traffic jams? What’s the best way to win money on a game show? Why, when you walk into a convenience store at 2:00 A.M. to buy a quart of orange juice, is it there waiting for you? What do Hollywood mafia movies have to teach us about why corporations exist?
The Wisdom of Crowds is a brilliant but accessible biography of an idea, one with important lessons for how we live our lives, select our leaders, conduct our business, and think about our world.
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The Wisdom of Crowds
I
If, years hence, people remember anything about the TV game show Who Wants to Be a Millionaire?, they will probably remember the contestants' panicked phone calls to friends and relatives. Or they may have a faint memory of that short-lived moment when Regis Philbin became a fashion icon for his willingness to wear a dark blue tie with a dark blue shirt. What people probably won't remember is that every week Who Wants to Be a Millionaire? pitted group intelligence against individual intelligence, and that every week, group intelligence won.
Who Wants to Be a Millionaire? was a simple show in terms of structure: a contestant was asked multiple-choice questions, which got successively more difficult, and if she answered fifteen questions in a row correctly, she walked away with $1 million. The show's gimmick was that if a contestant got stumped by a question, she could pursue three avenues of assistance. First, she could have two of the four multiple-choice answers removed (so she'd have at least a fifty-fifty shot at the right response). Second, she could place a call to a friend or relative, a person whom, before the show, she had singled out as one of the smartest people she knew, and ask him or her for the answer. And third, she could poll the studio audience, which would immediately cast its votes by computer. Everything we think we know about intelligence suggests that the smart individual would offer the most help. And, in fact, the "experts" did okay, offering the right answer--under pressure--almost 65 percent of the time. But they paled in comparison to the audiences. Those random crowds of people with nothing better to do on a weekday afternoon than sit in a TV studio picked the right answer 91 percent of the time.
Now, the results of Who Wants to Be a Millionaire? would never stand up to scientific scrutiny. We don't know how smart the experts were, so we don't know how impressive outperforming them was. And since the experts and the audiences didn't always answer the same questions, it's possible, though not likely, that the audiences were asked easier questions. Even so, it's hard to resist the thought that the success of the Millionaire audience was a modern example of the same phenomenon that Francis Galton caught a glimpse of a century ago.
As it happens, the possibilities of group intelligence, at least when it came to judging questions of fact, were demonstrated by a host of experiments conducted by American sociologists and psychologists between 1920 and the mid-1950s, the heyday of research into group dynamics. Although in general, as we'll see, the bigger the crowd the better, the groups in most of these early
experiments--which for some reason remained relatively unknown outside of academia--were relatively small. Yet they nonetheless performed very well. The Columbia sociologist Hazel Knight kicked things off with a series of studies in the early 1920s, the first of which had the virtue of simplicity. In that study Knight asked the students in her class to estimate the room's temperature, and then took a simple average of the estimates. The group guessed 72.4 degrees, while the actual temperature was 72 degrees. This was not, to be sure, the most auspicious beginning, since classroom temperatures are so stable that it's hard to imagine a class's estimate being too far off base. But in the years that followed, far more convincing evidence emerged, as students and soldiers across America were subjected to a barrage of puzzles, intelligence tests, and word games. The sociologist Kate H. Gordon asked two hundred students to rank items by weight, and found that the group's "estimate" was 94 percent accurate, which was better than all but five of the individual guesses. In another experiment students were asked to look at ten piles of buckshot--each a slightly different size than the
Customer Reviews:
Smart, Interesting and Easy to Read.......2007-09-21
This book was a surprise hit for me. I didn't expect to like it, but ended up loving it so much I just had to have a copy on my shelf. Surowieki is very convincing, in part because he takes such care to bring up alternative arguments and respond to each. He also keeps his focus fairly narrow, so the arguments aren't all over the place. I was especially fascinated by his discussion of experts. We rely on them so heavily these days, but now I know to question their expertise. This book has changed the way that I make decisions and the way I evaluate good decision-making in my elected representatives. I recommend this book to anyone interested in making good decisions. It is a smoothly-written book and you won't have any trouble following the arguments or staying 'into' it.
Don't expect a textbook.......2007-09-19
I really like the Wisdom of Crowds because Surowiecki succeeds in explaining complicated and sophisticated ideas in ways that educated people can not only grasp but also incorporate into their own thinking. This is quite an achievement, one that critics of the book have overlooked. This topic has not been open until now to such a wide audience.
Surowiecki never shies from even difficult and abstract statistical concepts. He draws liberally upon academic journals and scholarly books, writing in a style that is at once journalistic and educated.
Yet, Surowiecki never talks down to his reader. Instead he invites the reader to accompany him through an arcane (and dimly lit) maze of statistical practice as it has been developed and utilized for decades by social scientists and economists. The reader is rewarded again and again because Surowiecki points to a partially hidden jewel, holds it up for examination, hands it to the reader and then leaves it in plain sight (often for reference later in the book).
Thus, this book is a remarkable example, a model, for readers (and writers) who wish to bridge the gaps between educated professionals.
My criticism is along different lines. In this extremely visual era, the editors could have widened the audience for the Wisdom of Crowds much further if suitable images could have been commissioned to throw additional light on Surowiecki's prose. But, paper and ink are so much more expensive than artists these days, one can understand the limitations and constraints Doubleday (Random House) were under. On the other hand, why not put up a web site?
Crowds Oh Wisdom.......2007-09-19
Good book and I thought the pace moved along extremely well. There are some significant things in the book that are a bit dated, but overall this is a very interesting book. I also recommend "Beyond Buzz: The Next Generation of Word-of-Mouth Marketing" by Lois Kelly published 2007 to couple with this book. Beyond Buzz: The Next Generation of Word-of-Mouth Marketing
Food for thought.......2007-08-21
I found this book full of sweeping claims, generalizations and is confusing in its presentation. However it made me think. Overall the writer is saying that people independently working on a problem can in a fair vote be more accurate then the smartest individual. He then quotes examples for such behaviour and examples of when the crowds got it wrong when they acted not independently but in mass. I suspect that much of his arguments are sound.
How much I am not sure for example if I asked the average person independently if they believe there was much truth in astrology, I am sure that over 50% would say yes.
However since the book is making much comments, I hope to see some better studies coming forward.
Having said all this it has changed my views on decision making and how to do it.
Surowiecki is a gifted teacher.......2007-08-08
At first I was afraid that "The wisdom of crowds" was going to be a 250 page restatement of the law of large numbers for dummies. In the beginning it looks that way, because Surowiecki takes a lot of time to explain that the more people trying to guess the solution to a problem, each adding their own bit of information, the more accurate the average guess. Not very revolutionary at all (although possibly counterintuitive at first). But as the book moved on I got more and drawn in and impressed by the presentation, which is rigorous and supremely readable at the same time.
The book describes how crowds can solve problems of cognition, coordination and cooperation. It gives the conditions under which crowds are good and not good at doing so. The author illustrates with a myriad of interesting problems and case studies, some rather obvious choices (why do investment bubbles emerge?, why do political stock markets predict so well?), others more arcane (why did the gangsters in reservoir dogs fail?, why is it often easy to cut a line?). What binds these studies together is the way groups handle information and the good and bad institution designed to make them do so.
Throughout all the diversity, it is the great scholarship of Surowiecki that makes everything naturally fall into place. Being familiar with a lot of the material in academic form, I know how conceptually daring some of it is, but Surowiecki effortlessly reduces it to bite-size portions, without compromising much or exaggerating anywhere. Great reading!
Book Description
From the celebrated national parks to the lesser known state parks, national wildlife refuges, conservation areas, and wild and scenic rivers, this series encourages readers to experience a region firsthand. It describes—and guides them to—the best sites, offering detailed information about hiking, biking, camping, kayaking, canoeing, climbing, and cross-country skiing opportunities. Acclaimed nature writers with extensive knowledge of each region enrich the guidebooks with enticing narratives and insights into the areas' birds, wildlife, topography, trees, and wildflowers.
Book Description
If Gilda Radner, one of the original cast of
Saturday Night Live, had known of her family's medical pedigree and her ethnic heritage, she possibly could have prevented her death from ovarian cancer, the silent killer that tragically took her life at the age of 42. Cancer, mental illness, diabetes, and heart disease all have a hereditary component.
Unlocking Your Genetic History explains how to integrate a family health history into your genealogy, how to get the appropriate medical information and analyze it, and how to design a medical pedigree in order to detect the genetic influence on your family's health. Early awareness, identification, and treatment can mean the difference between life and death.
The second part of the book discusses the exciting new field of using genetic testing to link you to your ancestors and verify your genealogy. Genetic testing was used to show that Thomas Jefferson fathered children with his slave Sally Hemings and has direct male descendents living today.
Customer Reviews:
Easily the best book (so far) on a difficult subject.......2005-06-20
This is the fifth in a new series of instructional volumes sponsored by the National Genealogical Society, and when I read and reviewed the first four in September 2004, I was very impressed. The authors all were well known and trustworthy and their treatment of old subjects (such as basic research principles) and not so old (setting up a genealogy web site) was generally quite well done. But this one is somewhat different. The subject of "genetic genealogy" is still very much unknown territory to almost all genealogists, even the professionals. It's not even a "social science," so one has to acquire a certain amount of new background knowledge even before delving into it. This author is also less likely to be known to most genealogists outside his own specialty: He's a medical doctor, a Section Chief at the National Institutes of Health -- although he has also been president of the Prince George's County Genealogical Society and chairs the NGS committee on Family Health and Heredity, so he certainly can't be called a beginner. Personally, I've been "doing genealogy" for more than three decades, but my background is in history, library science, and archival management, with no training and very little experience in the life sciences. Over the past few years, I've read dozens of articles in all sorts of journals on the subject of applying recent breakthroughs in DNA mapping to family lineages, but even though I've been intrigued by the possibilities, the result has generally been to confuse myself even further. I'm pleased to say that Shawker has supplied an antidote to my ignorance.
The first section lays out the reasons you need to know about your family's health history, because "ignorance is not bliss." This is especially true among Acadian families, as in other geographically or culturally isolated populations (Ashkenazic Jews, Amish, Afrikaners, Pacific Islanders) which suffer from a predisposition to assorted diseases and conditions. He follows this with a primer on the nature and process of genetics that is very well written and easy to understand (even for me), with a full explanation of dominant and recessive traits. He includes plenty of case studies, too, from King George III and the Romanovs to Gilda Radner. Then comes a section on compiling a health history, drawing up a medical pedigree, interpreting the results, and being aware of the warning signs for various important and common genetic diseases.
The part of the book I read most closely is that which explains in great detail, with many examples and illustrations, how the Y-chromosome is passed on, unchanged, from father to son to grandson, and so on, through the male line, and how the mitochondrial DNA is likewise passed without change from mother to daughter to granddaughter. The famous Thomas Jefferson-Sally Hemmings case provides a good example of how all this works, and how one can use deduction to track lineages that are a mix of males and females. Numerous charts and diagrams also increase one's understanding. Shawker also lays out a strategy for developing a family association DNA project to determine the relationships between groups with identical surnames, and he repeatedly makes the point that no testing program can prove anything: It can only serve as another research tool in conjunction with more traditional genealogical methods.
Finally, the author addresses the ethical and legal issues inherent in genetic testing, whether for family research or to identify an inherited tendency to contract a disease, and includes a lengthy guide to other resources on the Internet - especially important in a fast-developing area like this. There's an excellent bibliography, too. Shawker is that rare scientist who can write coherently for the layman and I can recommend this excellent work to any individual or library with an interest in genealogical methodology.
Book Description
The American toy business is massive, world dominating, cutthroat, exciting, and increasingly willing to sacrifice our kids in its frantic rush for profit. And yet, for all its rapaciousness, the industry is in the business of delighting and fascinating our children. Toys are one of the most emotive subjects in the world. We all remember our own toys; we care desperately about those we choose for our kids, knowing these objects help shape children's lives. They are also a constantly newsworthy item: every Christmas, which toys are hot -- and the scramble by parents to grab them before the stores are empty -- is front-page and TV bulletin news.
The Real Toy Story tells the tales of these toys and of the vast, world-dominating $22 billion American industry that creates them. The rewards for success are enormous: a top toy can earn billions -- H. Ty Warner shot into Forbes's World's Richest People list with his creation of Beanie Babies. The price of failure is just as huge -- the battlefield is littered with the corpses of once-successful toy companies whose multimillion-dollar gambles did not pay off.
It is a world of contrasts. The Real Toy Story looks at both sides: at Slinky, Elmo, Barbie, Transformers, and their creators, but also at the dark side of an industry that leads the way in cold-blooded marketing targeted at children. Parents will want to learn about how this seemingly benign industry exploits, sometimes surreptitiously, the many new media: cable television, the internet, CD-ROMs, sometimes even invading the playgrounds to peddle their wares to unsuspecting young people.
Perhaps more disturbingly, this hard-hitting book examines the vast gap between the cuddly image of toys and how almost all toys destined for America are actually produced in China under sweatshop conditions.
Today the toy industry is in the midst of rapid change. Tapping into the concern millions of adults have about the toys they choose for the children in their lives, this riveting exposé is essential reading for everyone who cares about kids.
Customer Reviews:
Expert exploration of the toy world.......2007-08-06
This is almost a fun book. It goes into the magic behind all the toys you've enjoyed personally or given to your kids or grandchildren. And, it will intrigue anybody who's ever wrangled with a Rubik's Cube, hugged a Gund Bear or become rich speculating in Mattel shares way back when Barbie was a girl. But, after the fun part, the book hits you in the gut. There's a nasty side to the toy business and author Eric Clark lays it out clearly as he describes child laborers who make toys in Third World sweat shops, particularly in China and Mexico. We recommend this book to anyone who buys toys for children, or to those who want to know about child labor and address its abuses. With its illuminating examination of invention, manufacture and retailing in the toy industry, this is a valuable resource.
Moo..........2007-08-04
Few things look as pretty when they are stripped down to the inner workings, and the toy industry is no exception. This book takes readers on a tour of the day-to-day processes behind the manufacture and marketing of the average toy, exposing some of the more gruesome aspects of the business. Although the writing itself is a little dry and the author makes his point over and over again, the subject matter is fascinating and ultimately worth the read. The information, covering everything from sweat shops to marketing products for two-year-olds, is matter of fact on one level, chilling on another. If you have ever felt like just another cash cow, or object to the idea of your children being milked, this is a book worth checking out.
Toy Story Not Playin' Around!.......2007-07-19
-Definitely an eye-opener. It took some time to get to the point of the book, but author Eric Clark finally sums it up well in his short "Afterword" section: "[At one time]... we could look with confidence to this industry to provide nurture along with pleasure. Not anymore. Now, it's major object is to maximize sales and profits." (-At the expense of kids? -we might ask here.)
Like books about inside corporate banking, trolling for big oil profits, or slashing costs in auto making, Clark reveals more than the reader could imagine there was to learn about the toy business...and it's a rather uninspiring picture. The author describes the involved inventors, CEOs, retailers, marketers, manufacturers, assembly workers, suppliers, governments [especially China], adult consumers...and, of course, the children who are played like a fine fiddle by the entire toy industry in an effort to help kids decide which toys to (have mom) buy...sometimes starting earlier than age 2!
It's a little bit of a depressing read actually, given the warm and fuzzy nature of the topic: "toys." The industry, we learn, is not as innocent and honorable as we might expect/like it to be. It's something like learning about making sausage...we like the end result but are not particularly compelled to want to know about what goes into its production. It's the same with the "Real Toy Story," as we are invited into the murky depths of getting toys out to the consumers -from drawing board to Kmart counter, and some of the process does seem unreal and unfortunate.
The author did a great job of building through some rather dull descriptives about the industry to get us to a riveting chapter about how youngsters (and toddlers and their parents) are often manipulated and mentally man-handled in the name of getting them to buy toys...and in-the-end, making sky-high profits for the handful of huge companies still in the business. It's an interesting book, not a magnetic read, guaranteed to have casual reader to company honcho finish with disbelief about how toys have come to be a cut-throat, heartless, cold, calculating billions-of-dollars business. Too, Clark does a good job of letting us peek into the troublesome goings-on in a sweatshop in China, where line-workers do their toy-making jobs for literally pennies a day.
If you only want to know "toys" as simple playthings, modestly designed to entertain and to occupy kids (and adults!) for hours on end, then don't read this book! On the other hand, if you want to go inside the complex psyche of toy company execs, toy designers, and toy marketing strategists, then read away. The reader will surely never again look at Lego and Star Wars toys, Etch-a-Sketch, Barbi, Monopoly (and the rest) in the same way. Four stars for an informative, useful effort.
Real Toy Story.......2007-02-20
I found this book both fascinating and intriguing....... I plan to give the book as gifts. This is a must read for anyone who buys toys! I thoroughly enjoyed it.
Books:
- The Magic of Believing
- The Principles of Sustainability
- The Protestant Ethic and the Spirit of Capitalism (Dover Value Editions)
- The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life
- The Science of Getting Rich
- The Unconscious Civilization
- The World Is Flat [Updated and Expanded]: A Brief History of the Twenty-first Century
- The World Is Flat [Updated and Expanded]: A Brief History of the Twenty-first Century
- Thin Book of Appreciative Inquiry (2nd edition) (Thin Book Series)
- Tough Choices or Tough Times: The Report of the New Commission on the Skills of the American Workforce
Books Index
Books Home
Recommended Books
- Please Do Not Open this Book!
- Double Standards
- Protocols for Neural Cell Culture
- The Capacity for Work in the Tropics
- Vertebrates: Comparative Anatomy, Function, Evolution
- Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition
- A Whole Lotta Love
- Rome Alive: A Source-Guide to the Ancient City, Vol. 1
- The Soundscape of Modernity: Architectural Acoustics and the Culture of Listening in America, 1900-1
- Vascular Plants As Epiphytes: Evolution and Ecophysiology
Culture
| Business & Culture
| Computers & Internet
| Subjects
| Books
About Face 2.0: The Essentials of Interaction Design
The Design of Everyday Things
About Face 3: The Essentials of Interaction Design
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition
Observing the User Experience: A Practitioner's Guide to User Research (Morgan Kaufmann Series in Interactive Technologies) (Interactive Technologies)
![Freakonomics [Revised and Expanded]: A Rogue Economist Explores the Hidden Side of Everything](http://images-eu.amazon.com/images/P/0061234001.01.THUMBZZZ.jpg)
