Last week I wrote about the perils of “common sense” thinking for business skillfully articulated in sociologist Duncan Watts’ book “Everything is Obvious: *Once You Know the Answer – How Common Sense Fails Us.”

Watts’ thesis is that the common sense that generally guides us well for life’s simple, mundane tasks often fails miserably when decisions get more complicated. A host of individual biases and irrational heuristics, social emergence complications and historical blindness conspires to make us much less the cool scientific actors than we’d like to presume. Watts’ remedy? A healthy dose of evidence-based, “uncommon sense” that he outlines in part two of the book.

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