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December 30, 2008

"I'll have what she's having|

180px-WhenHarryMetSallyIllhavewhatsheshaving




...was the print edition title of this piece in the Christmas special edition of New Scientist

How we get to choose what others do? Chris "long tail" Anderson pitted against Duncan Watts (again)

Nice quote from DW for you to cut out and put on your cube wall:

""There is a naive assumption that people are making decisions independently, scouring all possible choices and then optimising...But people aren't rational in that weird economists' sense."

Quite apart from the cognitive overload aspect, Watts thinks that the films we watch or the music we listen to is not entirely, or even mostly, about the thing being consumed. It is about the social context in which we consume it. "If you're dating a girl who likes AC/DC, you might start listening to AC/DC. With another girlfriend, you might be listening to Aerosmith," he says.

Ultimately, he thinks, our love of the blockbuster might just reflect that we humans are constantly looking out for a place to go - one where others are too. "A culture is a set of people who share beliefs, ideas and artefacts," says Watts. "Blockbusters are part of that - they make us feel we belong to something."


Great stuff.

[2 questions to the author, Richard Webb:

1. Not sure what the point of the distinction is between "Organic" vs. Artificial blockbusters?
2. Why wait a year after the fuss about Duncan's download study?]


Free gift: that scene starring the late, great Estelle Reiner

Posted at 09:49 PM |

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WHO IS HERD?

Originally, HERD was just me, Mark Earls, recovering account planner and all-round opinionator. But increasingly, as I’ve discovered more and (importantly), learned from others, the community has grown.

Working with a range of collaborators and clients, we developed tools to give these HERD ideas practical application. Collaborating with likeminded folk such as Dr. Alex Bentley (deputy Director of the Leverhulme Tipping Points grant at Durham University) and Grant McCracken (anthropologist and author of Chief Culture Officer), we’ve attacked differents kinds of problem and found different kinds of solution, thanks to the power of the social perspective on humanity.

We’ve also worked with some fantastic partners – Anomaly London, Brainjuicer, Modernista!, Naked , Protein, People Ideas & Culture and Hide & Seek to adapt our thinking to specific client problems. We’ve advised large corporations (such as Unilever, Bacardi-Martini, Channel 4 Television, The Edrington Group, Sony), UK government departments (HM Department of Health and Central Office of Information) and not-for-profits such as the Gates Foundation, Greenpeace & The School of Life.

WHAT IS HERD?

HERD started as a label for everything social about human behaviour - a research “bucket” if you like - for the “hidden truths“* of fundamentally social nature of our curious species and the fundamentally social context that shapes our behaviour.

In essence, HERD is a synthesis of the work of social scientists in a number of different fields (primatology, anthropology, archaeology, network theory, sociology, economics & cultural evolution) mixed together with management and marketing science and my own professional experience of more than two decades, trying to understand and shape mass behaviour.

I first used the term HERD publically in March 2003 in an award-winning conference paper which challenged many of the core assumptions of advertising, marketing and market research professionals way of seeing the world and proposed a realignment of these disciplines around the idea of humans being fundamentally social creatures.

Soon enough, HERD was a book (John Wiley & Sons 2007/2009) which a lot of people read (and many said nice things about) then more articles, more speeches and more prizes. But in the last few years, it has become both a consulting business and a mainstream way of thinking about human behaviour for many marketing, advertising and research professionals as well as for those working in politics, public policy and security.

HERD started in the pre-Facebook world (Mark Zuckerberg was still in High School) but has only become more relevant in our attempts to make sense of the human behaviour in the modern post-Facebook world.

*well, not so hidden, more ignored really.

Recent Posts

Herd book

How to work with HERD

There are three main ways in which clients tend to engage us

  • Speeches , workshops and seminars
    In the last year, we’ve spoken at many major events in the UK, continental Europe, China and North America.
  • Better Marketing Strategy
    We’ve developed a range of specific analytic tools (with Dr Alex Bentley) that help you understand whether social influence drives your market or not and how to shape strategies that are appropriate.
  • Change management programmes
    We’ve also been led significant C-level change programmes using both our knowledge of human behaviour (and its social roots) and current landscape for business. We often find in this context that the idea of purpose (as discussed in HERD) is a powerful lever for generating change.

About Me

I am a recovering advertising and marketing professional who has held Senior posts at big comms agencies (Ogilvy) and radical ones (St Luke’s) on some of the trickiest strategy challenges in behaviour change. I have long been committed to the industry bodies (I’m a Business Leader of the Marketing Society & I’ve sat on committees for the APG & IPA in the UK and taught for both these and the AAAA in the US) and society in general (I’ve helped organisations such as Arts & Business and The School of Life). I am a longstanding Fellow of the RSA.

The path to HERD is not hard to trace. Ironically, for someone who now preaches the ubiquity of social learning rather than independent choice, I was taught (at home, at school, at uni, at everywhere) to "think it through": in other words, not to accept what others told me to accept but to challenge everything until a more compelling, better-evidenced and more workable descriptions of how things work emerges.

It doesn’t always you popular or terribly rich but it is the most exciting thing – as my friend Russell Davies put it, standing at the front of the train with the wind in your hair, it’s such a thrill!

WHAT ARE WE READING

HERD: Mark Earls
How to change mass behaviour by harnessing our true nature

Hear me speak (upcoming)

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