20 Years of Freakonomics: How It Changed Business

When it first came out in 2005, Freakonomics unearthed the hidden side to everything, helping bring behavioral economics to the forefront of popular culture. But it also has had lasting impacts on how leaders understand problems, how advertisers understand consumers, and how we all understand the workplace. Coauthor Stephen Dubner explains the difficulty of bringing complex economic concepts to the masses, what's surprised him about the hidden side of everything, and what he sees as the impact of his work. Dubner is coauthor of Freakonomics: A Rogue Economist Explains the Hidden Side of Everything and host of the Freakonomics podcast.

In a crowded media and marketing environment, it can be hard to catch the attention and imagination of consumers. Two people paying close attention to what's working now are Tonight Show host Jimmy Fallon and seasoned marketing executive Bozoma Saint John, and they've just launched a reality show called "On Brand" to showcase the work that creatives and companies do to sell their ideas, products, and services. Fallon and Saint John share what their different career paths have taught them about personal branding, working collaboratively, managing teams, and how to navigate the changing media landscape.

Cory Doctorow, author and digital rights advocate, argues that big tech companies from Facebook to Google and beyond have evolved - or devolved - in a disappointing way. He says that many large tech companies begin with a good product, but that over time they prioritize first business customers, and then ultimately shareholders and profits over end users. That creates a decline in service quality, and Doctorow explains why that's bad for customers, companies, and the broader economy and society. Doctorow wrote the new book Enshittification: Why Everything Suddenly Got Worse and What to Do About It.

Courage involves taking bold action despite uncertainty and fear. In a volatile business environment, it's hard to be brave. But Ranjay Gulati, a professor at Harvard Business School, says that there are strategies any of us can use to get improve our ability to make smart bets on the future. He's studied dozens of leaders across industries and explains how they embolden themselves and their organizations by building a positive narrative around the mission, cultivating self-confidence, stepping their way into a better understanding of the situation, finding connection, and staying calm. Gulati wrote the HBR article "Now is the Time for Courage" and the book How To Be Bold: The Surprising Science of Everyday Courage.

As a leader, psychology is fundamental to your success - whether that means understanding consumer behavior, team dynamics, or even your own biases and blind spots. Harvard professor Steven Pinker says that an important phenomena to understand is that of common knowledge and its downstream effects. It's the idea that there is power in knowledge, but also power in knowing what other people know - and that when a large group of people know what others around them know, and vice versa, that's when major change can happen. He explains how common knowledge underlies meme stocks, the rise of crypto, meeting etiquette and the success of Super Bowl ads. Pinker wrote the new book When Everyone Knows That Everyone Knows . . .: Common Knowledge and the Mysteries of Money, Power, and Everyday Life.

Across industries, organizations are struggling to move as quickly as they need to on key priorities and new initiatives. The solution for many, says Stanford's Melissa Valentine, might be "flash teams" -- project groups that can be instantly, efficiently, and cost-effectively brought together and organized via online labor markets and AI and other digital tools to solve any problem. She explains why companies and leaders should embrace this new type of collaboration, how flash teams work in practice, and the pitfalls to look out for. Valentine is coauthor along with Michael Bernstein of the book Flash Teams: Leading the Future of AI-Enhanced, On-Demand Work.

A fast-moving lie can do more damage to a company’s reputation than a slow, careful truth can fix. Executives who think fake news is just a political problem are underestimating its reach and cost. Patrick Haack, professor of strategy and responsible management at HEC Lausanne, explains why traditional responses like silence or fact-checking aren’t enough. He outlines what companies should be doing instead: building credibility in advance, monitoring for signs of virality, and enlisting outside allies to push back. It’s a playbook designed not just to correct the record but to protect trust before it erodes. Haack is coauthor of the HBR article “How to Counter Fake News.”

At every stage of leadership, it's important to hand some tasks and even decisions off to team members to foster their development and free up your time for higher level work. But even seasoned bosses often have trouble effectively delegating. Elsbeth Johnson, senior lecturer at the MIT Sloan School of Management, explains the four main reasons why we struggle -- both internal and external -- and outlines strategies for overcoming them to level up your delegation game. Johnson wrote the HBR article "Why Aren’t I Better at Delegating?"

Leading an organization is a serious job, but Adam Christing argues that humor is a shortcut to building trust at an organization - and without it, you might be missing out on an important leadership tool. Christing is a comedian, speaker and author and he walks through five main kinds of humor that are most effective at work. It's not about knock-knock jokes, he says, but finding a style that's authentic to you. Christing is author of the book The Laughter Factor: The 5 Humor Tactics to Link, Lift, and Lead.

Amid great economic, political, and technological change, it can feel impossible to predict what might happen next. Nick Foster, a futurist and designer who has worked at Google X, Sony, and elsewhere, says that most of us struggle because we tend to fall into one pattern of thinking about the future. A better approach -- for leaders, teams, and entire organizations -- is to consider the long-term view through multiple lenses, understanding the strengths and weaknesses of each. He explains how more deep and rigorous thinking and discussion on these issues can yield better outcomes for businesses of all kinds. Foster is the author of the book Could, Should, Might, Don't: How We Think About the Future.