The Wisdom of Crowds
By: James Surowiecki
James Surowiecki of the New Yorker explores the concept of large groups being smarter than an elite few. He says that no matter how brilliant your top executives are and despite being better at problem solving, innovating, and wise decision making, huge groups, think the customer base, always offer better solutions.
With limitless knowledge and an easy to read style, Surowiecki crosses popular culture, psychology, social economics, and politics to exemplify how this idea offers important lessons for businesses. No matter how smart you are, keeping the customer in mind will always yield greater results than you could manage on your own.