Santa Fe Institute

The Myth of Common Sense: Why Everything that Seems Obvious Isn’t

by Duncan Watts
July 25, 2012
Relying on "common sense" is the sensible thing to do, right? Not always. Although common sense can be useful for dealing with everyday problems, it can suffer from systematic failures when applied to complex problems in government, business, and marketing. Physicist-turned-sociologist Duncan Watts shows how we get duped by our shared assumptions and demonstrated how learning to question common sense can lead to better solutions.
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