Economics pulls in neophytes with a grand and exciting vision of the world: people are highly responsive to incentives, differences in incentives explain all major variations in wealth and poverty across societies, and easy institutional changes will create the incentives to launch a brave new world. This is the buzz that animates Freakonomics, the book, and now the movie. This is the vision that led Roland Fryer, Professor of Economics at Harvard University, to offer students in the New York, Chicago, and Washington, DC school systems “cash for grades.”

Deirdre McCloskey earlier in her career did stellar work advancing this program in economics — her virtuoso writings recruited me to the study of the history of economies. But having over many years considered the general problem of economic growth, and the specific puzzle of the timing and location of the Industrial Revolution, McCloskey has come to a stunning epiphany. This is that incentives explain very little of the huge gaps in wealth across the world. Growth is a cultural production, a society wide embrace of “bourgeois virtues.” Specifically, she claims, growth came because the activities of marketing, profiting, and innovating have become in our society uniquely respected, admired and praised. The rise of the Bourgeois Virtues has created societies such as those of Northern Europe, so primed for growth that even though the grabbing hand of the state is on every shoulder, people continue to produce and innovate.

I fully agree with McCloskey about the surprisingly poor ability of incentives alone to account for growth. In order to hold on to the central idea that the 10,000-year delay in the Industrial Revolution from the first appearance of settled agriculture was created by a lack of incentives, economists have to maintain the collective fiction that all societies before 1800 were run along the lines