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3. BIRTH OF THE U-THEORY

IN A SENSE, THERE IS NO DECISION-MAKING. WHAT YOU DO JUST BECOMES OBVIOUS. A TOTALLY DIFFERENT SET OF RULES APPLIES.– Brian Arthur

A week later, Otto and I were in New York, seeing Professor Rao and Dr. Lipson, and the following week, we were in Palo Alto, meeting with Professor Ray. We were in a car near Menlo Park when my business partner, Susan Taylor, called me. She had located Brian Arthur at Xerox PARC and learned that he was writing a book and wasn’t taking any meetings. Susan informed me that I was going to have to call Brian directly.

I called immediately and managed to get through to him, introducing myself and explaining our project. When I said that we needed two hours of his time for an interview, he politely ...