Never mind about tarmac-covered land and the fate of the planet – what about sales of my book? I’ve been jolted awake by a reference in Future Now to a research paper that describes the use of an “Epidemics-Type Aftershock Sequence model to track how information about a book travels through social networks”. The researcher, Didier Sornette, a specialist in the scientific prediction of catastrophes in a wide range of complex systems, said his model for analyzing peaks and falls in book sales is very similar to one he uses to understand earthquakes.”Sales are typically greater when a book benefits from an endogenous shock which progressively accelerates over time, and is illustrated in the book business by favorable word-of-mouth”. Fine, excellent, well-done Didier. But what do I do with this information to avert the catastrophe of the above-mentioned artefact not selling well?