Ever since the "modern synthesis" other mechanisms in which information can be inherited beyond the gene have been overlooked, or simply under researched. This book is not an outright attack on the importance of the genetics in evolution but an expanded view of the phenotype, inheritance, and how organism can influence there selective environment (see niche constuction). Here Avital and Jablonka present a stimulating look at how behavioral inheritance could drastically change the way we view evolution. Sure to ruffle a few feathers, the authors defend such ideas as group selection and inheritance of "acquired characteristics", yet offer mechanisms for both phenomenon's that are more logical (involving conformist transmission, Baldwin effect and genetic assimilation) then those proposed before (such as Wynne-Edwards model for group selction). A truly groundbreaking book that changed my view of what evolution is, but also how evolution through natural selection can operate. This book will hopefully encourage others to look at animal traditions/cultures more seriously (scientifically and ethically) and lead to exciting new emprical research.