Surprisingly,
considering how consistently brilliant, insightful and original James Surowiecki is, it's almost possible to overlook him. Perhaps this paradox is because of
style. He writes a regular financial
article for the New Yorker, and despite the five-star quality of that
magazine's contributors, its prose tends to be a tad homogenous, with the exception
of its fiction. His writing is difficult
to distinguish from his colleagues, too.
But consistency isn't a bad thing, not if it means a reliably lively and
fine product. But enough about style;
it's the content of Surowiecki's thoughts that makes him worth reading.
Surowiecki is
strong not only in traditionally-defined areas of study, such as investing,
economics, finance, and politics, but also in cross-disciplinary areas,
including behavioral finance and neuroeconomics. He brings a fact-based and analytical
perspective to the topic of investing, an emotionally-charged field ever in
need of cool-headed counsel. In an
article called, "All Together Now" (June 9 & 16, 2008) he briskly
sums up the grim history of mergers and acquisitions (most fail, at least for
the acquiring companies, in large part because take-over premiums are too
high), he points to factors most likely to make a purchase work out
(cost-cutting pledges are easier to deliver on than promises of growth) and he
suggests alternatives (joint ventures and partnerships can be very worthwhile
for both sides of an alliance).
Investing and
economics are intimately intertwined with politics, another discipline that
Surowiecki is well-informed on. He has a
deep understanding of America's government, constitutional issues and political
history, but he's also alert to the humdrum workings of day-to-day US
politics. He shows his command of
several of these areas in "Greedy Geezers?" (November 22, 2010) where
he explores the "I've got mine - good luck getting yours" ethos that
prevailed among seniors when they overwhelmingly voted for Republicans in the
2010 Congressional election, in part over Obamacare. After all, older voters wanted to keep
Medicare, but deny it to newcomers, despite having enjoyed financial benefits far
greater than their earlier contributions.
Citing work by Benjamin Freidman, Surowiecki explains the mid-term
result as a recent example in a long-running pattern: economic stagnation often
prompts people to become protective of their own interests, hostile to
outsiders and dismissive of social welfare.
Surowiecki is also very familiar with foreign political economy.
Surowiecki remains
up-to-the-minute on cutting-edge research.
For example, in "Smash the Ceiling," (August 1, 2011), when
there was some doubt about whether Congress would vote to increase the debt
ceiling, he warns that recent work from the field of psychology has shown that
the pressure of a deadline closes minds, rather than opens them, and typically
has the effect of reinforcing stereotypes.
He also alludes to work from economics suggesting that it's often
effective to make the other side in a negotiation believe that you're a little
crazy, in order to bluff them into accepting better terms - as he puts it,
"recklessness does equal power."
It's hardly surprising, then, that no authentic progress has been made
since, though the leverage limit was eventually increased.
Drawing on his deep
knowledge, he routinely mounts convincing challenges to conventional
wisdom. For example, he points out in
"The More the Merrier" (March 26, 2012) that cutting costs doesn't
automatically lead to increased profits, despite the
"leaner-is-better" mentality that has become dominant among CEOs. In the retail sector in particular, customer
service is of paramount importance: shoppers want knowledgeable employees and
short lineups, for instance, and will pay for them in the form of more
purchases, a lesson that Home Depot and Circuit City failed to grasp in their
ax-wielding days. He argues convincingly
elsewhere that the NFL is operates rather like trusts did in the nineteenth
century before they were banned: they enjoy "a socialist paradise for
themselves that happens to bring with it capitalist-size profits"
("Scrimmage," March 21, 2011).
He also has a knack
for adding a well-placed detail to spice up an article. For example, in "Dodger Mania"
(July 11 & 18, 2011), which addresses the rampant tax evasion and general
corruption in Greece, he reports that authorities have begun to fly overhead in
helicopters looking for swimming pools, a dependable sign of wealth. In response, well-to-do Greeks entered the
market en masse looking for camouflage pool covers. In an even more troubled part of the world,
the young Tunisian man who set himself ablaze - and set history into motion -
had recently had his fruit cart confiscated for violating some rule or
regulation, a sign of broader economic dysfunction in the Middle East
("The Tyrant Tax," March 7, 2011).
Surowiecki's column
is only a single page long, 1000 or so words, but he's able to cover an amazing
amount of material. Though he regularly
comments on topical and "trending" issues, his useful references to
slowly-evolving history and theory mean that his work has enduring value, even
if some of the examples he cites may fall from memory with the ever-changing
news cycle. In short, an effort to
collect a number of his articles in a book-length edition would be a valuable
undertaking. Until then, wisdom-seeking
readers should reach for a copy of the New Yorker, or visit
Newyorker.com, themselves.
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