
Discover how rituals create common knowledge that drives social coordination - from protests to Super Bowl ads. Mark Zuckerberg was so captivated by Chwe's game theory insights that he made "Rational Ritual" required reading for Facebook's leadership team. Rethink why we gather.
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Have you ever wondered why the Super Bowl commands the highest advertising rates on television? Or why political protests often begin with public gatherings rather than private communications? The answer lies in a fascinating concept called "common knowledge" - not just what we know, but what we know that others know. This seemingly simple idea explains everything from why Apple launched the Macintosh during the 1984 Super Bowl to why circular seating arrangements appear across cultures. When we participate in rituals, watch major events together, or gather in public spaces, we're not just sharing information - we're creating a special kind of shared awareness that enables us to coordinate our actions in powerful ways.