■ The Big Idea
Winslow Farrell applies the theories of complexity to modern business systems. How Hits Happen explains how media hits like the film “Titanic”, or high-demand phenomena like Tickle-Me-Elmo dolls or Tomagotchi occur, much like predictable natural phenomena as weather. Farrell’s group specializes in building market behavior simulators on computers. PriceWaterhouse Coopers clients come to Farrell and the Emergent Solutions Group, asking for strategic models of their new products and ideas, to scientifically study and test whether their business idea will become the next big thing, or an expensive flop.