A must read for business people who want to spark innovation in their companies. Have you wondered why something as awful as the Jersey Shore became so popular? What was behind Starbuck's success with becoming our "third place?" It is all about "culturematics," a way to try out new ideas, and the innovations that tap into the unexpected can be the ones that take hold. It is not an easy read, but one that you have to read slowly and swish around in your mind like fine wine. Those who are inclined toward creativity and/or philosophy will find it to be a fascinating read.