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Complexity is not complicated

SUMMARY What is harder: a holiday on Mars, or becoming market leader? Mars is complicated: folded, so it can be unfolded. A market is complex: woven, and it keeps weaving while you watch. The difference is not how hard a problem is, but how it answers back. Researchers have been saying so for nearly eighty years. So why do we keep describing complex problems as complicated, and what does that choice cost? (2900 words)
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