A brilliant, groundbreaking argument that new ideas come from old ones more often than we realize and that the key to thinking might, in fact, be rethinking.
Innovation is not always as innovative as it may seem. Rethink is the story of how old ideas that were mocked or ignored for centuries are now storming back to the cutting edge of science and technology, informing the way we lead our lives. This is the story of Lamarck and the modern-day epigeneticist whose research vindicated his discredited two-hundred-year-old theory of evolution; of the return of cavalry use in the war in Afghanistan; of Tesla's bringing back the electric car; and of the cognitive scientists who made breakthroughs by turning to ancient Greek stories.
Drawing on examples ranging from business to philosophy to science, from out-of-the-box proposals in the boardroom to grand projects for social and political change, Guardian columnist Steven Poole's triumphant, exhilarating book proves that, if you want to affect the future, you should start by looking at the past.