The Geek Way

We’re living in a time of amazing technological innovation, but we’re not paying enough attention to one of the most important innovations of all – one that’s going to be a wellspring of progress for a long time to come. This innovation is to the company itself – the collection of people and assets brought together to create goods and services and take them to market. And, as Andrew McAfee persuasively argues in The Geek Way, this new model is being pioneered by geeks who have instituted a radical new mindset that has shifted the paradigm entirely on what a business can – and should – be. They do not follow the rules of the Industrial era, with their hierarchies and bureaucratic ways of thinking. They do not follow the principles preached in business schools since the dawn of time. They have all dedicated themselves to approaching business as a geek would – through trial and error, egalitarianism, evidence and stress-testing ideas in a group setting rather than relying on the boss’s instincts. McAfee's groundbreaking exploration of this emerging phenomenon gets to the heart of the tectonic shifts taking place all over the business world. The future will be ‘geek’. By investigating and surveying the contemporary research in psychology, economics and behavioural sciences, as well as first-hand accounts from the ‘geek’ leaders of today, McAfee shows us all why we’ve entered a new age. And this age will transform everything we think we know about how business is done, now and into the future.