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John Maynard Keynes was the first to mention Animal Spirits in the 1930's. Now Akerlof and Shiller have published a seminal work with this title. They argue that the macro economy can be described as behaving in four quadrants. The horizontal axis describes the MOTIVES, from non economic to economic. The vertical axis describes the responses, from irrational to rational. Conventional economic theory supposes that the behaviour of the economy is confined to the ecomic motives and rational responses (top right hand quadrant). However, they argue that in fact much of the economy can only be ascribed to non economic motives and irrational respones (the other 3 quadrants). These animal spirits drive everything and are based on five forces: Confidence; fairness; corruption and bad faith; the illusion of money and STORIES. The world we create depends on the prevailing stories. And the power of language is underestimated. It is a PRIMORDIAL force greater than FIRE - and it has the power to create or to destroy.