More: The 10,000-Year Rise of the World Economy

The story of how we spun the web of enterprise that stretches around the globe, from the earliest glimmerings of long-distance trade to the Covid-19 pandemic, is told in More. It was only in the 18th century that a cascade of innovations began to drive up prosperity in a lasting way, and it was connections between people that created our wealth.

Format: Paperback / softback
Length: 480 pages
Publication date: 07 January 2021
Publisher: Profile Books Ltd

The humble toothpaste tube holds a surprising secret: a complex web of enterprise that spans the globe. From the titanium dioxide that brightens our smiles to the xanthum gum that helps maintain oral health, the 17 ingredients are carefully crafted and sourced from various corners of the world. But what about the tube itself? How did it come to be?

The story of toothpaste's origins begins with the earliest glimmerings of long-distance trade, dating back to 7,000 years ago. Obsidian blades, prized for their sharpness, were traded from Turkey to the Iran-Iraq border, marking the beginning of an interconnected world.

Over time, trade routes evolved, and new products were introduced. The Silk Road, for instance, facilitated the exchange of goods between China and the Middle East, leading to the development of new technologies, such as papermaking and printing. These innovations, in turn, spurred economic growth and created new opportunities for trade.

As the world became more interconnected, so did the global economy. Futures contracts, commercial branding, and other modern components of the global economy have their roots in ancient times. However, it was only in the 18th century that a cascade of innovations began to drive up prosperity in a lasting way around the world.

Philip Coggan, in his book "More: The Story of How We Spinned That Web," takes the reader on a journey through time, exploring the origins of toothpaste and the global economy. He visits medieval cottages, hi-tech hydroponic farms, prehistoric Chinese burial mounds, and modern central banks, uncovering the connections between people that created our wealth.

Coggan argues that the openness that characterized the 18th century is still essential for the 21st century. He highlights the importance of international trade, cultural exchange, and collaboration in driving economic growth and addressing global challenges such as climate change and pandemics.

However, the journey is not without its challenges. Coggan notes that the rise of nationalism and protectionism in recent years has threatened the interconnectedness of the global economy. He calls for a renewed commitment to openness, cooperation, and mutual respect to ensure that the benefits of globalization are shared by all.

In conclusion, the story of toothpaste and the global economy is a testament to the power of human connections and innovation. From the earliest trade routes to the modern world of global trade, we have seen how the exchange of goods and ideas has shaped our world. As we navigate the challenges of the 21st century, it is crucial that we continue to embrace openness and cooperation to create a more prosperous and sustainable future for all.

Weight: 402g
Dimension: 130 x 198 x 33 (mm)
ISBN-13: 9781781258095
Edition number: Main