Much of world history is Indian history. Home today to one in four people, the subcontinent has long been densely populated and deeply connected to Asia, Africa, Europe, and the Americas through migration and trade. In this magisterial history, Audrey Truschke tells the fascinating story of the region historically known as India--which includes today's India, Pakistan, Bangladesh, and parts of Afghanistan—and the people who have lived there.

Look closely at any typically "American" article of clothing these days, and you may be surprised to see a Japanese label inside. From high-end denim to oxford button-downs, Japanese designers have taken the classic American look - known as ametora, or "American traditional" - and turned it into a huge business for companies like Uniqlo, Kamakura Shirts, Evisu, and Kapital. This phenomenon is part of a long dialogue between Japanese and American fashion.

Status signaling isn’t just the province of the immature or insecure but a fundamental human need to secure social standing. It drives our behavior, forms our tastes, determines what we buy, and ultimately shapes who we are. It’s what’s behind “cool” and what drives fashion, music, food, sports, slang, travel, hairstyles, and dog breeds—and even the outsize influence of unpopular things with the “right” audience.

For almost five decades after the Second World War, the Iron Curtain divided Europe, standing as the longest and most heavily guarded border on earth. With the risk of nuclear annihilation too high for physical combat, conflict was reserved for the psychological sphere. No one understood this battle of hearts, minds, and intellects more clearly than Bucharest-born George Minden, the head of a covert intelligence operation known as the “CIA books program.” This initiative aimed to win the Cold War with literature.

Zero Sum brings to life the complex, vivid color of one of the greatest experiments in the history of global commerce. What have businesses learnt—or failed to learn—from this adventure, both about Russia and about dynamics between countries and companies in the face of relentless change?