HISTORY OF IDEAS. Rethink: to think about an idea again; to change how you think about it. This is the story of how old ideas that were mocked or ignored for centuries are right now storming back to the cutting edge of science and technology, and informing the way we lead our lives. It's the story of the woman who taught us how to speak to computers; the brilliant doctor hounded into an asylum; and the laughing philosopher who hit upon an amazing idea just by thinking about bread. Drawing on examples from epigenetics to value investing, and from Lamarckism to morphic resonance, Rethink shows what we can learn by revisiting old, discarded ideas and considering them from a new perspective. From within all these rich anecdotes of bad ideas come good ones, helping us find new ways to think about ideas in our own time - from novel proposals in the boardroom to grand projects for social and political change.