The Art And Science Of Selfish Cooperation

In his illuminating book ‘The Social Atom’ physicist Mark Buchanan explores the idea that  human behaviour is akin to the workings of the atomic world – and that certain social ‘patterns’ inevitably dominate our interactions. Buchanan touches on ideas such as the rise of selfish genes and selfish cooperation and also on the building of trends, similar to the The Tipping Point by Gladwell.  Do marketing partnerships and alliances share similar ‘social atom’ characterisitcs? Why is it some people (and organisations) see smart cooperation as a way forward, whereas others remain isolated, suspicious and fearful of building alliances?

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