If Then

"If Then" by Jill Lepore explores the fascinating and complex history of the Simulmatics Corporation, a pioneering data science firm of the 1960s that used innovative techniques to influence politics, media, and society long before the rise of modern tech giants. Through archival research, Lepore uncovers the company's role in shaping the world we live in today, highlighting the hidden contributions of women involved and providing a compelling narrative about the origins of data-driven decision-making. The book offers a thought-provoking look at the intersection of technology, politics, and human behavior, making it both an eye-opening and sobering read.