Understanding the wisdom and madness of crowds

James Surowiecki’s modern classic The Wisdom of Crowds (UK) (US) set a very high bar for the field. (Why has James not written another book?) This is one of those books that gets talked about a lot, with the emphasis on the idea that the average opinion of the crowd can be very smart indeed – hence prediction markets, etc. etc. etc. All that is true and interesting, but in fact Surowiecki discusses lots of other situations where a group needs to make a decision and covers groupthink and all that good stuff. In short it is a messier and more complex – and also deeper and more interesting – book than many people realise. Well worth a read, or a re-read.

Then there’s Philip Ball’s superb book Critical Mass (UK) (US) – which really lit my fire when I read it back in 2005. Ball’s book asks what social scientists can learn from ideas in physics and chemistry about how large groups of decision-makers behave. Lots and lots of interesting ideas and good stories. A good alternative, although I do not recall it so vividly, there is Steven Strogatz’s Sync (UK) (US); it has been commercially successful so the wisdom of crowds suggests you might take it seriously.

Michelle Baddaley’s new book Copycats and Contrarians (UK) (US) is a good accessible survey of what different academic disciplines have to say about herding, fashion, group dynamics and all such things. I blurbed the book and said, “‘A wide-ranging cross-disciplinary perspective of why we run with–or avoid–the crowd, and why it matters, from choosing a restaurant in a tourist trap to believing fake news. I learned a lot, and you may too.”


Then on the psychology of group decision-making there is Wiser (UK) (US) by Cass Sunstein and Reid Hastie. I love this book – my favourite by Sunstein, even better than Nudge. Lots of fascinating ideas about polarisation, echo chambers – and plenty of intriguing research.

Or, try Scott Page’s The Diversity Bonus (UK) (US)Page writes with great clarity about complex ideas in algorithms and complexity science, so you’ll learn a lot about those subjects. But the book is also an excellent argument in favour of embracing cognitive diversity in problem-solving teams.

Next up: the always-interesting Francesca Gino has published a brand new book about breaking out of groupthink called Rebel Talent (UK) (US). It’s next on my list to read.

My own book Messy: How To Be Creative and Resilient in a Tidy-Minded World discusses group dynamics and creative friction in the second chapter, and that’s one of the chapters that seems to have struck a chord with readers.

Come for the complex network analysis of the teams which made the best computer games in history, stay for the mind-blowing “Lord of the Flies” research into 10 year old boys at summer camp. The book is now available in paperback both in the US and the UK – or through your local bookshop.

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8th of May, 2018MarginaliaResources • Comments off