Moore first became famous in the Web 1.0 era with a simple framework that shows how products penetrate markets in the technology world.

FORBES: The Best Social Media Idea of 2011

Motivated by the growing literature studying the effects of stock market mispricing on firm behaviour (see for example Stein 1996, Shleifer and Vishny 2003, and Baker 2009), we develop a simple framework for thinking about how stock market mispricing can offset agency costs and induce controlling shareholders to raise outside equity.

FORBES: Do Inefficient Stock Markets Drive Bad Corporate Governance?

Yes, the detail must be got right, unintended consequences must be spotted and guarded against, the difference between 'solid organs' and other forms of donation must be considered, but a simple, clear framework must be maintained.

BBC: Dogs, ducks and ethics