The Nature of Technology

w-brian_arthur_cover

Rethinking What Leads the Way: Science, or New Technology?

New York Times: Books on Science

“Consider what the state of science would be without the microscope, the telescope, or a more recent technical advance like automated DNA sequencing.”

Article by John Markoff

__________________________________________________________________________

Eric Beinhocker

“The most important book on technology and the economy since Schumpeter. A work of deep and lasting importance.”

Richard Rhodes

“Brian Arthur’s brilliantly original analysis of how technology develops and evolves reminds me of Euclid’s Geometry –it’s clear, simple and seemingly self-evident. Thrilling to read and rich in implications.”

_________________________________________________________________________________________________________________________

An excerpt from The Nature of Technology :w_brian_arthur

“The Nature of Technology is an elegant and powerful theory of the origins and evolution of technology. It accomplishes for the progress of technology what Thomas Kuhn’s The Structure of Scientific Revolutions did for scientific progress. Arthur explains how transformative new technologies arise and how innovation really works. Conventional thinking ascribes the invention of technologies to “thinking outside the box,” or vaguely to genius or creativity, but Arthur shows that such explanations are inadequate. Rather, technologies are put together from pieces — themselves technologies — that already exist. Technologies therefore share common ancestries, and combine, morph, and combine again, to create further technologies. Technology evolves much as a coral reef builds itself from activities of small organisms — it creates itself from itself; and all technologies are descended from earlier technologies.

Drawing on a wealth of examples, from historical inventions to the high-tech wonders of today, and writing in wonderfully engaging and clear prose, Arthur takes us on a mind-opening journey that will change the way we think about technology and how it structures our lives.”

Buy your copy now!

Contact Us

If you're ready to find out what makes us the world's leading brand consultancy for innovative and bespoke advertising, branding and design projects, please get in touch today. Got a branding challenge for us? Let's talk.

  • GK Brand. Tribe Global (New York)
    251 W 39th Street
    4th Floor
    New York, NY 10018 USA

    GK Brand. Tribe Global (Connecticut)
    1042 Broad Street, Suite 209
    Bridgeport, CT 06604 USA
  • +1.212.687.3099