Many network theorists note that human beings differ dramatically from the rational profit maximizer of social science theory. Neuroscientists exploring different regions if the brain, sociologists mapping an increasingly networked society, and entrepreneurial enthusiasts of the sharing economy challenge the highly individualist conception of the individual that many economists embrace. Instead of homo economics, let s consider homo sociological, a person driven as much by the desire to belong and connect as by her individual goals.

The Chessboard and the Web: Strategies of Connection in a Networked World