Why Common Sense is Nonsense

From one of the world's most influential and cited sociologists, Everything is Obvious reveals how variable is human common sense and how, as individuals, societies and businesses, we delude ourselves into thinking we can know the future.

'Fascinating. Sparkles with counter-inuitive insights' Financial Times

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.