From the text: As human beings, we are naturally social and creative. The inherent curiosity that drives us to innovate is ultimately a testament to the creative impetus that resides within all of us. And the richness and flexibility of human behavior, including our capacity for cooperation and adaptation, further allow us to envisage and create a world that far outstrips the current economic and political models many regard as immutable and take for granted. Consider the standard economic model of human behavior, which holds that we are naturally self-important, rational consumers, simply striving to achieve maximum individual utility.