Long before Amazon, Twitter, and Facebook, a company called Simulmatics Corporation sought to predict and control human behaviour through the analysis of big data. If Then tells the story of that company, from its humble beginnings in a tiny office on Madison Avenue to the hallways of political power in Washington, DC.
Serious observers of American presidential politics will not have missed the rapid rise to national prominence of Pete Buttigieg, the thirty-eight-year-old former mayor of the small Midwestern city of South Bend, Indiana. Within a year of announcing his candidacy for the Democratic presidential nomination, Buttigieg had made history as, in his words, ‘the first openly gay candidate to win a state in a presidential nominating contest – doing so as the first out elected official to even make the attempt’.
The store of knowledge available to humanity has never been so immense and accessible as it is today. Nor has it been so vulnerable to neglect or erasure. That, in essence, is the message of this book, written with urgency by the most senior executive at the Bodleian Libraries at Oxford, one of the largest and oldest library systems in the world.