Profitably shared delusions

Patrick Marren (Consultant at The Futures Strategy Group, Crystal Lake, Illinois, USA)

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 7 September 2010



The purpose of this paper is to review the importance of mass shared beliefs in shaping economies, markets, nations, and business strategies.


The paper takes the form of an opinion column.


The paper reveals that it is important to factor in the malleability of mass psychology, and its changeability, when making strategy for your organization. Multiple, seemingly inconsistent scenarios may actually all “come true” in series.


The paper connects a number of ideas in psychology, economics, strategy, medicine, and philosophy.



Marren, P. (2010), "Profitably shared delusions", Journal of Business Strategy, Vol. 31 No. 6, pp. 49-51.

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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