The topic is an interesting one and I give the author credit for trying to pick out key themes across a very broad and complicated landscape. However, I found the book frustrating and annoying in a number of ways. Most importantly, the book never manges to find and develop a theme; it seems to meander from topic to topic. In addition, the author is far too enamored of simple computer models and spends too much timing belaboring how they work, their iterations and marveling at how, with the right inputs, they can show outputs similar to what is observed in real life. In addition, much of what appears to be the point of the book hinges on the assumption that the extinction of a species is a failure similar to a company ceasing to be a separate stand-alone entity. However, firms disappear for many reasons other than bankruptcy - for example, I don't think the stockholders and employees of Pixar thought it a failure when it was acquired by Disney. Less significantly, while Macbeth is a great play and Evelyn Waugh a great novelist his attempt to weave his many literary loves into his theory is awkward and clumsy. He also touches on interesting topics (the collapse of Long Term Capital Management, the pros and cons of monopolies, evolution, the introduction of New Coke, the correct strategy for playing The Price is Right) but only provides superficial commentary that is very unsatisfying. Finally, he has a habit of stating the obvious as if he has made a great discovery (two car company representatives expressed great confidence in how their product lines would perform but the third said the outcome would depend on how costumers liked the product - could it be possible that companies aren't certain about the outcomes of their actions? Could it be that companies must make decisions and those decisions could turn out to be bad decisions? Should Paul Ormerod give his acceptance speech in Swedish, or would English be acceptable?)