This semester I teach graduate industrial organization. And while preparing, it occurred to me that if our stories adapted fast to our changing world, many and perhaps most action stories today would be about industrial organization, i.e., about firms competing over industries. The fact that most action stories today are not about this is a sad commentary on how slowly our stories adapt to our world. Let me explain.

Action stories are about conflict; people fight over big things at stake. Stories about one-on-one physical fights or chases come come from deep in our animal background. Related stories have conflicts within a couple who might mate. Similar stories about physical fights, chases, or love polygons among small groups come from nearly as far back. An animal fight story can have one animal notice and then run from another, with a climactic battle where one animal wins and the other goes away.

While such stories can happen for most any animal, it takes humans to have stories where tools are used to fight, hide, or chase. And it takes humans to have language to coordinates acts, to share info, and to deceive. And also to have social norms drive the coalition politics fights. Stories about humans can have villains deceiving others about their social norms violations, while good people use language and tools to coordinate to uncover and oppose villain crimes. Most crime and superhero stories fit well here.

Farmers told stories with all these same forager elements. But farmers also added new elements, such as overt inequality and classes, and stable locations, property and trade. Farmers also had larger social groups like clans, towns, and empires, and powerful moralizing gods. Farmer action stories often have wars, wherein large groups identified by their towns or clans, and led by elites, violently attack the known property, places, or elites of other large groups, with the just side often supported by moralizing gods.

The world of industry has also added new elements to our world, such as ideology, schools, firms, cities, fast travel and communication, and complex machine tools. And the stories we tell during the industry era certain do often include many of these new elements. But the core conflicts in our stories haven’t changed that much; we still love chases, fights, villains, and wars. Yet the core conflicts in our world have changed.

The world of animals was greatly shaped by chases and fights. But even though most of us are rarely involved in such things, we still love chase and fight stories. The world of foragers was greatly shaped by efforts to identify and oppose villains. But even though most of us rarely do that, we love crime and superhero stories. The world of farmers was greatly shaped by wars, and we still love war stories, even though wars happen and matter a lot less now.

Today the big fights that most shape our world are not the fights that dominate our action stories: fist fights, catching criminals, and wars between nations. While those mattered greatly in past eras, the fights that matter most today are arguably fights between firms over industries. The products and services we see, the cities where we congregate, and the people who are rich, are determined much more by which firms tried what in their battles to win customer allegiance.

Thus fights between firms are the great fight stories of today, in the sense of the being the large scale fights that most shape our world. And while during past eras the main stories told during those eras adapted to be about the main fights that shaped those eras, during out industry era we have not yet adapted industry-era stories to be about industry-era fights.

Few novels or movies tell the story of firms struggling to win customers. Sometimes we like stories of heroic inventors, but we usually suppress the group nature of their efforts. For example, recent movies on Alan Turing and Steve Jobs make it seem like those individuals did most of the work, ignoring the large teams that supported them.

If colleges taught courses detailing the methods of war, many young men would eagerly take them, and be quite engaged. But when we instead teach courses on industrial organization, i.e., on the many ways in which firms compete for customers, far fewer students take them, and their interest is more muted. Industry-era tastes for stories have not caught up with the industry-era reality that today these are the great conflicts that shape our world.