'I loved this book - it's highly entertaining and full of brilliant factoids and nuggets. But, more importantly, it's got an important, well-presented and well-argued central thesis about the need for industries - and government - to make the technology leap, not just in how they do things, but how they measure things, too. It makes provoking connections...why museums should learn from the Atlanta Falcons; and how spectacularly wrong it is to measure the health of the economy on GDP.'

– Lord Vaizey of Didcot, Minister of State for Culture & the Digital Economy, 2010-16

'Tarzan Economics is a wild ride ... fun to read and full of business strategy take-aways - from Napster to Mark Twain's patents, Will Page writes with verve and deep insight.'

– Preston McAfee, Google Distinguished Scientist

'As the chief economist at Spotify, Will Page didn’t just react to disruption - he anticipated it and helped to fuel it. His experience in the music industry is full of takeaways for riding waves of change instead of being bowled over by them.'

– Adam Grant, Bestselling author of Think Again and Originals

'Economics - the "dismal science" - is brought to life. Rapid changes in technology and in mindset can turn a problem into a massive opportunity'

– Lord Darling, Chancellor of the Exchequer, 2007-10

'The turbulent recent history of the [music] industry also provides a catchy soundtrack for other examples, from kitchen and household brand Tupperware’s early success in viral marketing to the 13th-century Rhine League’s cautionary tale for collectives, interspersed with anecdotes and song references. If this entertaining book doesn’t yet have a Spotify playlist, it certainly should do.'

– Financial Times

'This book carries lessons on two essential concepts in today’s world: the attention economy and the difference between builders and farmers. The takeaways are as relevant to running a large corporation as they are to starting your own business. A compelling and generous read.'

– Scott Galloway, Bestselling author of 'The Four' and 'Post Corona'

'Entertaining and insightful...full of colourful examples'

– Linda Yueh, author of The Great Economists

‘Not just an engaging account of the recent economics of the music industry, but a treasure trove of general lessons in business economics.’

– John Kay CBE, Fellow of St John's College, Oxford, and award-winning author of 'Radical Uncertainty'

'"Welcome to the jungle," Tarzan! Will Page nailed it again. At Kobalt, we loved every time Will drew conclusions about the music industry and pointed to where it needed to go. Facts instead of fear. Here in his new book, he summarises complex changes into understandable concepts. You spend 20 years in school. Reading Will's book is a faster way to understand more, especially about yourself!'

– Willard Ahdritz, Founder & Chairman, Kobalt Music

'Deftly extrapolating from the music industry’s disruptions, Page urges us to look sceptically beyond face value. He guides us on how to pivot our thinking by identifying factors that point in a contrary direction - sometimes subtle, sometimes hiding in plain sight.'

– Mary Megan Peer, CEO of peermusic

'Excellent... Whether you are involved in a disrupted business or just interested in digital economics, Tarzan Economics is a terrific read, very nicely written, and with the economic analysis sweetened with plenty of examples.'

– Diane Coyle