Hans Rosling Quotes

There’s no room for facts when our minds are occupied by fear.

Forming your worldview by relying on the media would be like forming your view about me by looking only at a picture of my foot.

The world cannot be understood without numbers. But the world cannot be understood with numbers alone.

Remember: things can be bad, and getting better.

Look for systems, not heroes.

here’s the paradox: the image of a dangerous world has never been broadcast more effectively than it is now, while the world has never been less violent and more safe.

Look for causes, not villains.

People often call me an optimist, because I show them the enormous progress they didn't know about. That makes me angry. I'm not an optimist. That makes me sound naive. I'm a very serious “possibilist”. That’s something I made up. It means someone who neither hopes without reason, nor fears without reason, someone who constantly resists the overdramatic worldview. As a possibilist, I see all this progress, and it fills me with conviction and hope that further progress is possible. This is not optimistic. It is having a clear and reasonable idea about how things are. It is having a worldview that is constructive and useful.

I want people, when they realize they have been wrong about the world, to feel not embarrassment, but that childlike sense of wonder, inspiration, and curiosity that I remember from the circus, and that I still get every time I discover I have been wrong: “Wow, how is that even possible?

Being intelligent—being good with numbers, or being well educated, or even winning a Nobel Prize—is not a shortcut to global factual knowledge. Experts are experts only within their field.

There was a balance. It wasn’t because humans lived in balance with nature. Humans died in balance with nature.

Every group of people I ask thinks the world is more frightening, more violent, and more hopeless—in short, more dramatic—than it really is.

When things are getting better we often don’t hear about them. This gives us a systematically too-negative impression of the world around us, which is very stressful.

The goal of higher income is not just bigger piles of money. The goal of longer lives is not just extra time. The ultimate goal is to have the freedom to do what we want

The only proven method for curbing population growth is to eradicate extreme poverty

You should not expect the media to provide you with a fact-based worldview any more than you would think it reasonable to use a set of holiday snaps of Berlin as your GPS system to help you navigate around the city.

human beings have a strong dramatic instinct toward binary thinking, a basic urge to divide things into two distinct groups, with nothing but an empty gap in between. We love to dichotomize. Good versus bad. Heroes versus villains. My country versus the rest. Dividing the world into two distinct sides is simple and intuitive, and also dramatic because it implies conflict, and we do it without thinking, all the time.

The macho values that are found today in many Asian and African countries, these are not Asian values, or African values. They are not Muslim values. They are not Eastern values. They are patriarchal values like those found in Sweden only 60 years ago, and with social and economic progress they will vanish, just as they did in Sweden. They are not unchangeable.

Never leave a number all by itself. Never believe that one number on its own can be meaningful. If you are offered one number, always ask for at least one more. Something to compare it with.

Something frightening poses a perceived risk. Something dangerous poses a real risk.

Cultures, nations, religions, and people are not rocks. They are in constant transformation.

When someone threatens you with a machete, never turn your back. Stand still. Look him straight in the eye and ask him what the problem is.

We like to believe that things happen because someone wanted them to, that individuals have power and agency: otherwise, the world feels unpredictable, confusing, and frightening.

That is all there is to the 80/20 rule. We tend to assume that all items on a list are equally important, but usually just a few of them are more important than all the others put together.

My mother explained the magic with this washing machine the very, very first day. She said, 'Now Hans, we have loaded the laundry. The machine will make the work. And now we can go to the library.' Because this is the magic: you load the laundry, and what do you get out of the machine? You get books out of the machines, children's books.

stay open to new data and be prepared to keep freshening up your knowledge.

When abortion is made illegal it doesn't stop abortions from happening, but it does make abortions more dangerous and increase the risk of women dying as a result.

Slow change is still change

The next generation is like the last runner in a very long relay race. The race to end extreme poverty has been a marathon, with the starter gun fired in 1800. This next generation has the unique opportunity to complete the job: to pick up the baton, cross the line, and raise its hands in triumph. The project must be completed. And we should have a big party when we are done.

This is data as you have never known it: it is data as therapy. It is understanding as a source of mental peace. Because the world is not as dramatic as it seems. Factfulness, like a healthy diet and regular exercise, can and should become part of your daily life. Start to practice it, and you will be able to replace your overdramatic worldview with a worldview based on facts. You will be able to get the world right without learning it by heart. You will make better decisions, stay alert to real dangers and possibilities, and avoid being constantly stressed about the wrong things.

Think about the world. War, violence, natural disasters, man-made disasters, corruption. Things are bad, and it feels like they are getting worse, right? The rich are getting richer and the poor are getting poorer; and the number of poor just keeps increasing; and we will soon run out of resources unless we do something drastic. At least that’s the picture that most Westerners see in the media and carry around in their heads. I call it the overdramatic worldview. It’s stressful and misleading. In fact, the vast majority of the world’s population lives somewhere in the middle of the income scale. Perhaps they are not what we think of as middle class, but they are not living in extreme poverty. Their girls go to school, their children get vaccinated, they live in two-child families, and they want to go abroad on holiday, not as refugees. Step-by-step, year-by-year, the world is improving. Not on every single measure every single year, but as a rule. Though the world faces huge challenges, we have made tremendous progress. This is the fact-based worldview.

Factfulness is … recognizing when a scapegoat is being used and remembering that blaming an individual often steals the focus from other possible explanations and blocks our ability to prevent similar problems in the future.

Does saying "things are improving" imply that everything is fine, and we should all relax and not worry? No, not at all. Is it helpful to have to choose between bad and improving? Definitely not. It's both. It's both bad and better. Better, and bad, at the same time. That is how we must think about the current state of the world.

And thanks to increasing press freedom and improving technology, we hear more, about more disasters, than ever before. When Europeans slaughtered indigenous peoples across America a few centuries ago, it didn’t make the news back in the old world. When central planning resulted in mass famine in rural China, millions starved to death while the youngsters in Europe waving communist red flags knew nothing about it. When in the past whole species or ecosystems were destroyed, no one realized or even cared. Alongside all the other improvements, our surveillance of suffering has improved tremendously. This improved reporting is itself a sign of human progress, but it creates the impression of the exact opposite.

as long as things are bad it’s heartless to say they are getting better.

The world seems scarier than it is because what you hear about it has been selected—by your own attention filter or by the media

Risk = danger × exposure.

I remember the words of Ingegerd Rooth, who had been working as a missionary nurse in Congo and Tanzania before she became my mentor. She always told me, “In the deepest poverty you should never do anything perfectly. If you do you are stealing resources from where they can be better used.

Factfulness is … recognizing that a single perspective can limit your imagination, and remembering that it is better to look at problems from many angles to get a more accurate understanding and find practical solutions. To control the single perspective instinct, get a toolbox, not a hammer. • Test your ideas. Don’t only collect examples that show how excellent your favorite ideas are. Have people who disagree with you test your ideas and find their weaknesses. • Limited expertise. Don’t claim expertise beyond your field: be humble about what you don’t know. Be aware too of the limits of the expertise of others. • Hammers and nails. If you are good with a tool, you may want to use it too often. If you have analyzed a problem in depth, you can end up exaggerating the importance of that problem or of your solution. Remember that no one tool is good for everything. If your favorite idea is a hammer, look for colleagues with screwdrivers, wrenches, and tape measures. Be open to ideas from other fields. • Numbers, but not only numbers. The world cannot be understood without numbers, and it cannot be understood with numbers alone. Love numbers for what they tell you about real lives. • Beware of simple ideas and simple solutions. History is full of visionaries who used simple utopian visions to justify terrible actions. Welcome complexity. Combine ideas. Compromise.

The five that concern me most are the risks of global pandemic, financial collapse, world war, climate change, and extreme poverty.

Beware of exceptional examples used to make a point about a whole group.

To control the negativity instinct, expect bad news.

cultural and religious stereotypes are useless for understanding the world.

In a devastating example of critical thinking gone bad, highly educated, deeply caring parents avoid the vaccinations that would protect their children from killer diseases. I love critical thinking and I admire skepticism, but only within a framework that respects the evidence.

The majority of people live neither in low-income countries nor in high-income countries, but in middle-income countries. This category doesn’t exist in the divided mind-set, but in reality it definitely exists. It’s where 75 percent of humanity lives, right there where the gap is supposed to be. Or, to put it another way, there is no gap.

We had hundreds of health-care workers from across the world flying in to take action, and software developers constantly coming up with new, pointless Ebola apps (apps were their hammers and they were desperate for Ebola to be a nail). But no one was tracking whether the action was working or not.

It's not the numbers that are interesting. It's what they tell us about the lives behind the numbers.

Factfulness is … recognizing when frightening things get our attention, and remembering that these are not necessarily the most risky.

There is, though, a strong link between income and number of babies per woman.

human beings have a strong dramatic instinct toward binary thinking, a basic urge to divide things into two distinct groups,

looking down from above distorts the view.

Ask yourself, "What kind of evidence would convince me to change my mind?" If the answer is "no evidence could ever change my mind about vaccination," then you are putting yourself outside evidence-based rationality, outside the very critical thinking that first brought you to this point. In that case, to be consistent in your skepticism about science, next time you have an operation please ask your surgeon not to bother washing her hands.

The Single Perspective Instinct We find simple ideas very attractive. We enjoy that moment of insight, we enjoy feeling we really understand or know something. And it is easy to take off down a slippery slope, from one attention-grabbing simple idea to a feeling that this idea beautifully explains, or is the beautiful solution for, lots of other things. The world becomes simple. All problems have a single cause—something we must always be completely against. Or all problems have a single solution—something we must always be for. Everything is simple. There’s just one small issue. We completely misunderstand the world. I call this preference for single causes and single solutions the single perspective instinct. For example, the simple and beautiful idea of the free market can lead to the simplistic idea that all problems have a single cause—government interference—which we must always oppose; and that the solution to all problems is to liberate market forces by reducing taxes and removing regulations, which we must always support. Alternatively, the simple and beautiful idea of equality can lead to the simplistic idea that all problems are caused by inequality, which we should always oppose; and that the solution to all problems is redistribution of resources, which we should always support.

Last year, 4.2 million babies died. That is the most recent number reported by UNICEF of deaths before the age of one, worldwide. We often see lonely and emotionally charged numbers like this in the news or in the materials of activist groups or organizations. They produce a reaction. Who can even imagine 4.2 million dead babies? It is so terrible, and even worse when we know that almost all died from easily preventable diseases. And how can anyone argue that 4.2 million is anything other than a huge number? You might think that nobody would even try to argue that, but you would be wrong. That is exactly why I mentioned this number. Because it is not huge: it is beautifully small. If we even start to think about how tragic each of these deaths is for the parents who had waited for their newborn to smile, and walk, and play, and instead had to bury their baby, then this number could keep us crying for a long time. But who would be helped by these tears? Instead let’s think clearly about human suffering. The number 4.2 million is for 2016. The year before, the number was 4.4 million. The year before that, it was 4.5 million. Back in 1950, it was 14.4 million. That’s almost 10 million more dead babies per year, compared with today. Suddenly this terrible number starts to look smaller. In fact the number has never been lower.

In fact, resist blaming any one individual or group of individuals for anything. Because the problem is that when we identify the bad guy, we are done thinking. And it’s almost always more complicated than that. It’s almost always about multiple interacting causes—a system. If you really want to change the world, you have to understand how it actually works and forget about punching anyone in the face.

How much has your world changed? A lot? A little? Well, this is how much the world has changed: just 20 years ago, 29 percent of the world population lived in extreme poverty. Now that number is 9 percent.

Categories are absolutely necessary for us to function. They give structure to our thoughts. Imagine if we saw every item and every scenario as truly unique—we would not even have a language to describe the world around us. The necessary and useful instinct to generalize, like all the other instincts in this book, can also distort our worldview.

Beware of simple ideas and simple solutions. History is full of visionaries who used simple utopian visions to justify terrible actions. Welcome complexity. Combine ideas. Compromise. Solve problems on a case-by-case basis.

When in the past whole species or ecosystems were destroyed, no one realized or even cared. Alongside all the other improvements, our surveillance of suffering has improved tremendously. This improved reporting is itself a sign of human progress, but it creates the impression of the exact opposite.

low-income countries are much more developed than most people think. And vastly fewer people live in them. The idea of a divided world with a majority stuck in misery and deprivation is an illusion. A complete misconception. Simply wrong.

In order for this planet to have financial stability, peace, and protected natural resources, there’s one thing we can’t do without, and that’s international collaboration, based on a shared and fact-based understanding of the world. The current lack of knowledge about the world is therefore the most concerning problem of all.

Free access to data doesn’t turn into knowledge without effort

I love critical thinking and I admire skepticism, but only within a framework that respects the evidence.

I see no conflict between celebrating this progress and continuing to fight for more.

It would not be the last time I had to ask myself: which changes are most important? And which changes are easy to make?

Many of us forget to behave properly with those who will control the future trade deals.

knowledge has no sell-by date: that once you have learned something, it stays fresh forever and you never have to learn it again.

No,” said a third student. “Novartis is a public company. It’s not the boss or the board who decides. It’s the shareholders. If the board changes its priorities the shareholders will just elect a new board.” “That’s right,” I said. “It’s the shareholders who want this company to spend their money on researching rich people’s illnesses. That’s how they get a good return on their shares.” So there’s nothing wrong with the employees, the boss, or the board, then. “Now, the question is”—I looked at the student who had first suggested the face punching—“who owns the shares in these big pharmaceutical companies?” “Well, it’s the rich.” He shrugged. “No. It’s actually interesting because pharmaceutical shares are very stable. When the stock market goes up and down, or oil prices go up and down, pharma shares keep giving a pretty steady return. Many other kinds of companies’ shares follow the economy—they do better or worse as people go on spending sprees or cut back—but the cancer patients always need treatment. So who owns the shares in these stable companies?” My young audience looked back at me, their faces like one big question mark. “It’s retirement funds.” Silence. “So maybe I don’t have to do any punching, because I will not meet the shareholders. But you will. This weekend, go visit your grandma and punch her in the face. If you feel you need someone to blame and punish, it’s the seniors and their greedy need for stable stocks.

It is quite relaxing being humble, because it means you can stop feeling pressured to have a view about everything, and stop feeling you must be ready to defend your views all the time.

Paying too much attention to the individual visible victim rather than to the numbers can lead us to spend all our resources on a fraction of the problem, and therefore save many fewer lives.

In a devastating of example critical thinking gone bad, highly educated, deeply caring parents avoid the vaccinations that would protect their children from killer diseases. I love critical thinking and I admire scepticism, but only in a framework that respects evidence. So if you are sceptical about the measles vaccinations, I ask you to do two things. First, make sure you know what it looks like when a child dies of measles. Most children who catch measles recover, but there is still no cure and even with the best modern medicine, one or two in every thousand will die from it. Second, ask yourself, “What kind of evidence would convince me change my mind about vaccination. If the answer is ‘no evidence could ever change my mind about vaccination,” then you are putting yourself outside evidence-based rationality, outside the very critical thinking that first brought you to this point. In that case, to be consistent in your scepticism about science, next time you have an operation please ask your surgeon not to bother washing her hands.

I’m a very serious “possibilist.” That’s something I made up. It means someone who neither hopes without reason, nor fears without reason, someone who constantly resists the overdramatic worldview.

Factfulness and the Fact-Based Worldview This book is my very last battle in my lifelong mission to fight devastating global ignorance. It is my last attempt to make an impact on the world: to change people’s ways of thinking, calm their irrational fears, and redirect their energies into constructive activities. In my previous battles I armed myself with huge data sets, eye-opening software, an energetic lecturing style, and a Swedish bayonet. It wasn’t enough. But I hope that this book will be.

Forming your worldview by relying on the media would be like forming your view about me by looking only at a picture of my foot. Sure, my foot is part of me, but it’s a pretty ugly part. I have better parts.

Educating girls has proven to be one of the world’s best-ever ideas. When women are educated, all kinds of wonderful things happen in societies. The workforce becomes diversified and able to make better decisions and solve more problems. Educated mothers decide to have fewer children and more children survive.

US soil, 3,172 people died from terrorism over the last 20 years—an average of 159 a year. During those same years, alcohol contributed to the death of 1.4 million people in the United States—an average of 69,000 a year.

The fear instinct had been triggered by the sharp needles, the blood, and the disease. The generalization instinct had put me in a box as a plundering European. The blame instinct made the villagers take a stand against the evil doctor who had come to steal their blood. The urgency instinct made people make up their minds way too fast.

And rather than talking only to people who agree with you, or collecting examples that fit your ideas, see people who contradict you, disagree with you, and put forward different ideas as a great resource for understanding the world

Being humble, here, means being aware of how difficult your instincts can make it to get the facts right. It means being realistic about the extent of your knowledge. It means being happy to say “I don’t know.” It also means, when you do have an opinion, being prepared to change it when you discover new facts. It is quite relaxing being humble, because it means you can stop feeling pressured to have a view about everything, and stop feeling you must be ready to defend your views all the time.

I explain that “poor developing countries” no longer exist as a distinct group. That there is no gap. Today, most people, 75 percent, live in middle-income countries. Not poor, not rich, but somewhere in the middle and starting to live a reasonable life. At one end of the scale there are still countries with a majority living in extreme and unacceptable poverty; at the other is the wealthy world (of North America and Europe and a few others like Japan, South Korea, and Singapore). But the vast majority are already in the middle.

Fears that once helped keep our ancestors alive, today help keep journalists employed. It isn’t the journalists’ fault and we shouldn’t expect them to change. It isn’t driven by “media logic” among the producers as much as by “attention logic” in the heads of consumers.

The general trend toward less violence is not just one more improvement. It is the most beautiful trend there is. The spread of peace over the last decades has enabled all the other improvements we have seen. We must take care of this fragile gift if we hope to achieve our other noble goals, such as collaboration toward a sustainable future. Without world peace, you can forget about all other global progress.

The Gap Instinct The gap instinct is very strong. The first time I lectured to the staff of the World Bank was in 1999. I told them the labels “developing” and “developed” were no longer valid and I swallowed my sword. It took the World Bank 17 years and 14 more of my lectures before it finally announced publicly that it was dropping the terms “developing” and “developed” and would from now on divide the world into four income groups. The UN and most other global organizations have still not made this change. So why is the misconception of a gap between the rich and the poor so hard to change? I think this is because human beings have a strong dramatic instinct toward binary thinking, a basic urge to divide things into two distinct groups, with nothing but an empty gap in between. We love to dichotomize. Good versus bad. Heroes versus villains. My country versus the rest. Dividing the world into two distinct sides is simple and intuitive, and also dramatic because it implies conflict, and we do it without thinking, all the time. Journalists know this. They set up their narratives as conflicts between two opposing people, views, or groups. They prefer stories of extreme poverty and billionaires to stories about the vast majority of people slowly dragging themselves toward better lives. Journalists are storytellers. So are people who produce documentaries and movies.

Constantly test your favorite ideas for weaknesses. Be humble about the extent of your expertise. Be curious about new information that doesn’t fit, and information from other fields. And rather than talking only to people who agree with you, or collecting examples that fit your ideas, see people who contradict you, disagree with you, and put forward different ideas as a great resource for understanding the world.

Factfulness and the Fact-Based Worldview This book is my very last battle in my lifelong mission to fight devastating global ignorance. It is my last attempt to make an impact on the world: to change people’s ways of thinking, calm their irrational fears, and redirect their energies into constructive activities. In my previous battles I armed myself with huge data sets, eye-opening software, an energetic lecturing style, and a Swedish

The United States spends more than twice as much per capita on health care as other rich capitalist countries —around $9,400 compared to around $3,600—and for that money its citizens can expect lives that are three years shorter. The United States spends more per capita on health care than any other country in the world, but 39 countries have longer life expectancies. [...] Under the current US system, rich, insured patients visit doctors more than they need, running up costs, while poor patients cannot afford even simple, inexpensive treatments and die younger than they should. Doctors spend time that could be used to save lives or treat illness by providing unnecessary, meaningless care. What a tragic waste of physician care.

As long as there are plane crashes, preventable child deaths, endangered species, climate change deniers, male chauvinists, crazy dictators, toxic waste, journalists in prison, and girls not getting an education because of their gender, as long as any such terrible things exist, we cannot relax.

Most important of all, we should be teaching our children humility and curiosity. Being humble, here, means being aware of how difficult your instincts can make it to get the facts right. It means being realistic about the extent of your knowledge. It means being happy to say “I don’t know.” It also means, when you do have an opinion, being prepared to change it when you discover new facts. It is quite relaxing being humble, because it means you can stop feeling pressured to have a view about everything, and stop feeling you must be ready to defend your views all the time. Being curious means being open to new information and actively seeking it out. It means embracing facts that don’t fit your worldview and trying to understand their implications. It means letting your mistakes trigger curiosity instead of embarrassment. “How on earth could I be so wrong about that fact? What can I learn from that mistake? Those people are not stupid, so why are they using that solution?” It is quite exciting being curious, because it means you are always discovering something interesting.

Instead, constantly test your favorite ideas for weaknesses. Be humble about the extent of your expertise. Be curious about new information that doesn’t fit, and information from other fields. And rather than talking only to people who agree with you, or collecting examples that fit your ideas, see people who contradict you, disagree with you, and put forward different ideas as a great resource for understanding the world. I have been wrong about the world so many times. Sometimes, coming up against reality is what helps me see my mistakes, but often it is talking to, and trying to understand, someone with different ideas.

Most important of all, we should be teaching our children humility and curiosity. Being humble, here, means being aware of how difficult your instincts can make it to get the facts right. It means being realistic about the extent of your knowledge. It means being happy to say “I don’t know.” It also means, when you do have an opinion, being prepared to change it when you discover new facts. It is quite relaxing being humble, because it means you can stop feeling pressured to have a view about everything, and stop feeling you must be ready to defend your views all the time.

My great-grandmother was born in 1863, when Sweden’s average income level was like today’s Afghanistan, right on Level 1, with a majority of the population living in extreme poverty. Great-grandmother didn’t forget to tell her daughter, my grandmother, how cold the mud floor used to be in the winter. But today people in Afghanistan and other countries on Level 1 live much longer lives than Swedes did back in 1863. This is because basic modernizations have reached most people and improved their lives drastically. They have plastic bags to store and transport food. They have plastic buckets to carry water and soap to kill germs. Most of their children are vaccinated. On average they live 30 years longer than Swedes did in 1800, when Sweden was on Level 1. That is how much life even on Level 1 has improved.

When I see a lonely number in a news report, it always triggers an alarm: What should this lonely number be compared to? What was that number a year ago? Ten years ago? What is it in a comparable country or region? And what should it be divided by? What is the total of which this is a part? What would this be per person? I compare the rates, and only then do I decide whether it really is an important number.

Now let’s close the trap, and capture the misconception. We now know that people believe that life in low-income countries is much worse than it actually is. But how many people do they imagine live such terrible lives? We asked people in Sweden and the United States: Of the world population, what percentage lives in low-income countries? The majority suggested the answer was 50 percent or more. The average guess was 59 percent. The real figure is 9 percent. Only 9 percent of the world lives in low-income countries. And remember, we just worked out that those countries are not nearly as terrible as people think. They are really bad in many ways, but they are not at or below the level of Afghanistan, Somalia, or Central African Republic, the worst places to live on the planet. To summarize: low-income countries are much more developed than most people think. And vastly fewer people live in them. The idea of a divided world with a majority stuck in misery and deprivation is an illusion. A complete misconception. Simply wrong.

For example, in the United States, the violent-crime rate has been on a downward trend since 1990. Just under 14.5 million crimes were reported in 1990. By 2016 that figure was well under 9.5 million. Each time something horrific or shocking happened, which was pretty much every year, a crisis was reported. The majority of people, the vast majority of the time, believe that violent crime is getting worse. No wonder we get an illusion of constant deterioration.

But look what happens next. From 2060, each generation of 2 billion people will be replaced by another generation of 2 billion people. The fast growth stops. The large increase in population is going to happen not because there are more children. And not, in the main, because old folks are living longer. In fact the UN experts do predict that by 2100, world life expectancy will have increased by roughly 11 years, adding 1 billion old people to the total and taking it to around 11 billion. The large increase in population will happen mainly because the children who already exist today are going to grow up and “fill up” the diagram with 3 billion more adults. This “fill-up effect” takes three generations, and then it is done.

Resist blaming any one individual or group of individuals for anything. Because the problem is that when we identify the bad guy, we are done thinking. And it's almost always more complicated than that. It's almost always about multiple interacting causes--a system. If you really want to change the world, you have to understand how it actually works. . . . Blaming an individual often steals the focus from other possible explanations and blocks our ability to prevent similar problems in the future. . . . Accept that bad things can happen without anyone intending them to.

Think of the world as a premature baby in an incubator. The baby’s health status is extremely bad and her breathing, heart rate, and other important signs are tracked constantly so that changes for better or worse can quickly be seen. After a week, she is getting a lot better. On all the main measures, she is improving, but she still has to stay in the incubator because her health is still critical. Does it make sense to say that the infant’s situation is improving? Yes. Absolutely. Does it make sense to say it is bad? Yes, absolutely. Does saying “things are improving” imply that everything is fine, and we should all relax and not worry? No, not at all. Is it helpful to have to choose between bad and improving? Definitely not. It’s both. It’s both bad and better. Better, and bad, at the same time. That is how we must think about the current state of the world.

The ten instincts and cognitive psychology. Our thinking on the ten instincts was influenced by the work of a number of brilliant cognitive scientists. Some of the books that completely changed our thinking about the mind and about how we should teach facts about the world are: Dan Ariely, Predictably Irrational (2008), The Upside of Irrationality (2010), and The Honest Truth About Dishonesty (2012); Steven Pinker, How the Mind Works (1997), The Stuff of Thought (2007), The Blank Slate (2002), and The Better Angels of Our Nature (2011); Carol Tavris and Elliot Aronson, Mistakes Were Made (But Not by Me) (2007); Daniel Kahneman, Thinking, Fast and Slow (2011); Walter Mischel, The Marshmallow Test (2014); Philip E. Tetlock and Dan Gardner, Superforecasting (2015); Jonathan Gottschall, The Storytelling Animal (2012); Jonathan Haidt, The Happiness Hypothesis (2006) and The Righteous Mind (2012); and Thomas Gilovich, How We Know What Isn’t So (1991).

Every pregnancy results in roughly two years of lost menstruation. If you are a manufacturer of menstrual pads, this is bad for business. So you ought to know about, and be so happy about, the drop in babies per woman across the world. You ought to know and be happy too about the growth in the number of educated women working away from home. Because these developments have created an exploding market for your products over the last few decades among billions of menstruating women now living on Levels 2 and 3. But, as I realized when I attended an internal meeting at one of the world’s biggest manufacturers of sanitary wear, most Western manufacturers have completely missed this. Instead, when hunting for new customers they are often stuck dreaming up new needs among the 300 million menstruating women on Level 4. “What if we market an even thinner pad for bikinis? What about pads that are invisible, to wear under Lycra? How about one pad for each kind of outfit, each situation, each sport? Special pads for mountain climbers!” Ideally, all the pads are so small they need to be replaced several times a day. But like most rich consumer markets, the basic needs are already met, and producers fight in vain to create demand in ever-smaller segments. Meanwhile, on Levels 2 and 3, roughly 2 billion menstruating women have few alternatives to choose from. These women don’t wear Lycra and won’t spend money on ultrathin pads. They demand a low-cost pad that will be reliable throughout the day so they don’t have to change it when they are out at work. And when they find a product they like, they will probably stick to that brand for their whole lives and recommend it to their daughters.

Perhaps you think that better-educated people would do better? Or people who are more interested in the issues? I certainly thought that once, but I was wrong. I have tested audiences from all around the world and from all walks of life: medical students, teachers, university lecturers, eminent scientists, investment bankers, executives in multinational companies, journalists, activists, and even senior political decision makers. These are highly educated people who take an interest in the world. But most of them—a stunning majority of them—get most of the answers wrong. Some of these groups even score worse than the general public; some of the most appalling results came from a group of Nobel laureates and medical researchers. It is not a question of intelligence. Everyone seems to get the world devastatingly wrong. Not only devastatingly wrong, but systematically wrong. By which I mean that these test results are not random. They are worse than random: they are worse than the results I would get if the people answering my questions had no knowledge at all.