Idaho sheep ranchers couldn't figure out why, in the decade after World War II, a random batch of their lambs were being born with strange birth defects.

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Random House, America's biggest publisher, then secured the rights for a seven-figure sum and released a horde of copies in April.

ECONOMIST: How to publish a bestseller

It is like trying to figure out how the U.S. economy works using only satellite photos and interviews with random people in the street.

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