{"product_id":"herd-9780470744598","title":"Herd","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\". fascinating. Like Malcolm Gladwell on speed. \" -THE GUARDIAN \"HERD is a rare thing: a book that transforms the reader's perception of how the world works\". -Matthew D'Ancona, THE SPECTATOR \"This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e'The PM's advisers would do well to consult the work of Mark Earls, whose book, Herd , explores the extent to which \"the physics of mass behaviour\" are governed by imitation more often than ideological purpose' Matthew D'Ancona, Evening Standard 'As the riots spread throughout London and the rest of the country, I grabbed for my edition of Herd to see what it held to explain behaviour such as this. Author Mark Earls talks about how people's behaviour can be influenced by a \"system that is primed\"' Research\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eDedication v\u003c\/p\u003e \u003cp\u003eAbout the Author xvi\u003c\/p\u003e \u003cp\u003eForeword by Russell Davies xvii\u003c\/p\u003e \u003cp\u003eNotes on Paperback edition xxi\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAt the 'cellotaph' 1\u003c\/p\u003e \u003cp\u003eGhostbikes 4\u003c\/p\u003e \u003cp\u003eSo how are we to explain this kind of thing? 4\u003c\/p\u003e \u003cp\u003eBigger boys made me do it 5\u003c\/p\u003e \u003cp\u003eA book about mass behaviour 7\u003c\/p\u003e \u003cp\u003eMass behaviour is hard to change 7\u003c\/p\u003e \u003cp\u003eBad theory, bad plan. Better theory? Better plan? 9\u003c\/p\u003e \u003cp\u003eOld news? 10\u003c\/p\u003e \u003cp\u003eI and the other 10\u003c\/p\u003e \u003cp\u003eMarket research and me 11\u003c\/p\u003e \u003cp\u003eWe're all individuals – I'm not 12\u003c\/p\u003e \u003cp\u003eUnderstanding the how not just the what? 13\u003c\/p\u003e \u003cp\u003eWhat the book will cover 14\u003c\/p\u003e \u003cp\u003eHow to use this book 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: A 'We-Species' with an illusion of 'I'\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1: The Super-Social Ape 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTea and kindness 23\u003c\/p\u003e \u003cp\u003eAdvertising works 24\u003c\/p\u003e \u003cp\u003eEven more advertising works 25\u003c\/p\u003e \u003cp\u003eWe want to be together 26\u003c\/p\u003e \u003cp\u003eSay what you see 28\u003c\/p\u003e \u003cp\u003eA we-species 29\u003c\/p\u003e \u003cp\u003eAre we stardust? 30\u003c\/p\u003e \u003cp\u003eThe successful ape 31\u003c\/p\u003e \u003cp\u003eHomo or Pan? 32\u003c\/p\u003e \u003cp\u003eWhen I grow up 33\u003c\/p\u003e \u003cp\u003ePrimates are social 34\u003c\/p\u003e \u003cp\u003eWhy the naked ape? 35\u003c\/p\u003e \u003cp\u003eSexuality 36\u003c\/p\u003e \u003cp\u003eThe infant ape 36\u003c\/p\u003e \u003cp\u003eSo why naked then? 39\u003c\/p\u003e \u003cp\u003eThe brain of a social ape par excellence 39\u003c\/p\u003e \u003cp\u003eHow others shape us 41\u003c\/p\u003e \u003cp\u003eHow we make each other unhappy 42\u003c\/p\u003e \u003cp\u003eThe social brain 43\u003c\/p\u003e \u003cp\u003eThe sound of the crowd 44\u003c\/p\u003e \u003cp\u003eThe empathetic ape 45\u003c\/p\u003e \u003cp\u003eLanguage and stroking 46\u003c\/p\u003e \u003cp\u003eThe loneliness of autism 47\u003c\/p\u003e \u003cp\u003eCollaboration: the keys to the kingdom 50\u003c\/p\u003e \u003cp\u003eSelf-interest and collaboration 51\u003c\/p\u003e \u003cp\u003eGame on 51\u003c\/p\u003e \u003cp\u003eGame over and over 52\u003c\/p\u003e \u003cp\u003eCollaboration across the nation? 53\u003c\/p\u003e \u003cp\u003eLearning from each other? 54\u003c\/p\u003e \u003cp\u003eHow collaboration built the world 55\u003c\/p\u003e \u003cp\u003eShirts – the work of many hands 56\u003c\/p\u003e \u003cp\u003eSummary of this chapter 57\u003c\/p\u003e \u003cp\u003eQuestions to ponder 57\u003c\/p\u003e \u003cp\u003eQuestions and issues for marketers 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2: The Illusion of 'I' 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePepper's ghost 62\u003c\/p\u003e \u003cp\u003eWhat does Pepper's ghost tell us? 63\u003c\/p\u003e \u003cp\u003eI woke up this morning . . . 64\u003c\/p\u003e \u003cp\u003eWhat it is – oh, I forgot 65\u003c\/p\u003e \u003cp\u003eEternal sunshine and spotless minds 66\u003c\/p\u003e \u003cp\u003eFalse memories 66\u003c\/p\u003e \u003cp\u003eMonkey see 68\u003c\/p\u003e \u003cp\u003eLazy minds 69\u003c\/p\u003e \u003cp\u003eDon't think too hard 71\u003c\/p\u003e \u003cp\u003eRetelling the story 72\u003c\/p\u003e \u003cp\u003eThe big when 73\u003c\/p\u003e \u003cp\u003eThe illusion of consciousness 75\u003c\/p\u003e \u003cp\u003eDepression and the distorted self 78\u003c\/p\u003e \u003cp\u003eTreatments 79\u003c\/p\u003e \u003cp\u003eSummary of this chapter 81\u003c\/p\u003e \u003cp\u003eIssues arising 82\u003c\/p\u003e \u003cp\u003eQuestions and implications for marketers 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3: 'I' vs. 'Us' 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYes we can 87\u003c\/p\u003e \u003cp\u003eTravelling for real 89\u003c\/p\u003e \u003cp\u003eBeware Greeks 91\u003c\/p\u003e \u003cp\u003eUbuntu 92\u003c\/p\u003e \u003cp\u003ePeace and reconciliation 93\u003c\/p\u003e \u003cp\u003eWo die Zitronen blühn 95\u003c\/p\u003e \u003cp\u003eStudying consumer tribal behaviour 97\u003c\/p\u003e \u003cp\u003eBeyond marketing 97\u003c\/p\u003e \u003cp\u003eFar from the madding crowds 98\u003c\/p\u003e \u003cp\u003eThe politics of 'I' 100\u003c\/p\u003e \u003cp\u003eThe collective mind 100\u003c\/p\u003e \u003cp\u003eNo such thing as society 102\u003c\/p\u003e \u003cp\u003eIs the rest of the world so wrong? 102\u003c\/p\u003e \u003cp\u003e'I' ideology 103\u003c\/p\u003e \u003cp\u003eHow social psychology got individualized 104\u003c\/p\u003e \u003cp\u003e'I' research 105\u003c\/p\u003e \u003cp\u003eExpert opinion 106\u003c\/p\u003e \u003cp\u003eHeroes and villains, and other individuals 108\u003c\/p\u003e \u003cp\u003eUnhappy feet? 108\u003c\/p\u003e \u003cp\u003eThe curious tale of curious George 109\u003c\/p\u003e \u003cp\u003eWhat this chapter has demonstrated 110\u003c\/p\u003e \u003cp\u003eSome questions 111\u003c\/p\u003e \u003cp\u003eIssues for marketers arising from this chapter 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: The Seven Principles of Herd Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4: Key Principle No. 1: Interaction 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAt the market 117\u003c\/p\u003e \u003cp\u003eAt the urinal 118\u003c\/p\u003e \u003cp\u003eIn the lecture theatre 121\u003c\/p\u003e \u003cp\u003eComplexity vs. complicated 122\u003c\/p\u003e \u003cp\u003eComplexity as a way of seeing the world 123\u003c\/p\u003e \u003cp\u003eInteractive animals 124\u003c\/p\u003e \u003cp\u003eInteractive humans 125\u003c\/p\u003e \u003cp\u003eBack to the football 126\u003c\/p\u003e \u003cp\u003eLearning from the Mexican wave 127\u003c\/p\u003e \u003cp\u003eAt the office 128\u003c\/p\u003e \u003cp\u003eMeanwhile, somewhere in Aberdeen 129\u003c\/p\u003e \u003cp\u003eSummary so far 130\u003c\/p\u003e \u003cp\u003eEvery day, every day, in every way . . . 130\u003c\/p\u003e \u003cp\u003eCrime and punishment 132\u003c\/p\u003e \u003cp\u003eNew York, New York 133\u003c\/p\u003e \u003cp\u003eThe physics of crime 135\u003c\/p\u003e \u003cp\u003eMore crime, less physics 136\u003c\/p\u003e \u003cp\u003eCrims, saints and floaters 137\u003c\/p\u003e \u003cp\u003eFighting on the beaches (and in the suburbs) 139\u003c\/p\u003e \u003cp\u003eThe facts 139\u003c\/p\u003e \u003cp\u003eAnalysis 141\u003c\/p\u003e \u003cp\u003eWhat to do about such riots 143\u003c\/p\u003e \u003cp\u003eMarkets and interaction 143\u003c\/p\u003e \u003cp\u003eBehavioural markets 145\u003c\/p\u003e \u003cp\u003eThe challenge for market research 146\u003c\/p\u003e \u003cp\u003eIssues arising 147\u003c\/p\u003e \u003cp\u003eImplications and questions for marketing and business 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5: Key Principle No. 2: Influence 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSaturday night's all right 153\u003c\/p\u003e \u003cp\u003eFaces in the crowd 154\u003c\/p\u003e \u003cp\u003e1-2-3-4 . . . 155\u003c\/p\u003e \u003cp\u003eBrainwashing 156\u003c\/p\u003e \u003cp\u003eBrainwashing and conformity 156\u003c\/p\u003e \u003cp\u003eParallel lines 157\u003c\/p\u003e \u003cp\u003eFear and needles 158\u003c\/p\u003e \u003cp\u003eHands together, please 159\u003c\/p\u003e \u003cp\u003eThe placebo effect 160\u003c\/p\u003e \u003cp\u003eWhat do you do to me? 161\u003c\/p\u003e \u003cp\u003eStupid boy 162\u003c\/p\u003e \u003cp\u003eMarky Mark is not Influential 163\u003c\/p\u003e \u003cp\u003eWhy one-to-one is wrong 164\u003c\/p\u003e \u003cp\u003eCharidee, my friends 165\u003c\/p\u003e \u003cp\u003eRelation-canoes 165\u003c\/p\u003e \u003cp\u003eRelationships redux 166\u003c\/p\u003e \u003cp\u003eChannel tunnel vision 167\u003c\/p\u003e \u003cp\u003eFrom you to me to me and everyone I know 168\u003c\/p\u003e \u003cp\u003eGetting over yourself 169\u003c\/p\u003e \u003cp\u003eMore influence 170\u003c\/p\u003e \u003cp\u003eThe Milgram experiment 171\u003c\/p\u003e \u003cp\u003eLet the tapes roll 172\u003c\/p\u003e \u003cp\u003eHow good people do bad things 173\u003c\/p\u003e \u003cp\u003eBorn unequal? 175\u003c\/p\u003e \u003cp\u003eNaturally influential? 176\u003c\/p\u003e \u003cp\u003eSocial influencers 178\u003c\/p\u003e \u003cp\u003eConnectedness 179\u003c\/p\u003e \u003cp\u003eMeet Lois 180\u003c\/p\u003e \u003cp\u003eInfluence and influencers 181\u003c\/p\u003e \u003cp\u003eResearching influence 181\u003c\/p\u003e \u003cp\u003eLearning from Decision Watch 182\u003c\/p\u003e \u003cp\u003eThe Influenced not the Influencer 184\u003c\/p\u003e \u003cp\u003eWhat this chapter has shown 186\u003c\/p\u003e \u003cp\u003eSome questions for marketing 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6: Key Principle No. 3: Us-Talk 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDon't believe the hype 191\u003c\/p\u003e \u003cp\u003eChildren of the revolution 192\u003c\/p\u003e \u003cp\u003eSo why is the record industry so scared? 193\u003c\/p\u003e \u003cp\u003eScary Mary 195\u003c\/p\u003e \u003cp\u003eWhat can we learn from the Arctic Monkeys' success? 196\u003c\/p\u003e \u003cp\u003eBoom time for WoM Marketing 196\u003c\/p\u003e \u003cp\u003eWhat does Marketing (really) know about WoM? 197\u003c\/p\u003e \u003cp\u003eWoM Fact 1. Word of mouth is seen by consumers to be more important than other influences on individual purchases 198\u003c\/p\u003e \u003cp\u003eWoM Fact 2. Word of mouth is seen to be getting more and more important over time 199\u003c\/p\u003e \u003cp\u003eWoM Fact 3. Word of mouth seems to operate in both B2B and B2C 201\u003c\/p\u003e \u003cp\u003eWoM Fact 4. Word of mouth is a global – and not just a North American – phenomenon 202\u003c\/p\u003e \u003cp\u003eAstroturfing 204\u003c\/p\u003e \u003cp\u003eI\u003cb\u003e \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWoM Redux 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGrooming \u0026amp; feeling good 208\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTalk and grooming 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMore grooming talk 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow bad science changed the mind of a nation 210\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eReal impacts 214\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat can we learn from the MMR case? 214\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe conversation has already started 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eUs-talk again 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIt's not all (or even mostly) about you! 218\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePaying for it 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTalk in the real world 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTalking about telly 220\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThat one number again 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDon't Matter What You Say: the One Number Still Matters 224\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat this chapter has shown 224\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat's next? 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eQuestions for marketing 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003e7: Key Principle No. 4: Just Believe 227\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDisappointed of Des Moines (or Dunstable)? 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMeaning in a world of oversupply 230\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThree principles explained 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGoodnight Vienna 232\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI believe 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCardigan Bay's third biggest clothing company 234\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eOutdoor threads 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eNice to have? 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThink differently 236\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe journey (home) 238\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJamie's dinners 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBeing Naked 242\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnomalous Thinking 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBack to the future 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEnron and everything after 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA challenge – does belief pay? 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSo what does the study show? 248\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eYou are not alone 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFree and legal 250\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA is for . . . 252\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBefore we go 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Be who you are 254\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. What do you believe in? Find it and live it! 254\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Act like you mean it (and don't act like you don't . . .) 256\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSummary: taking a stand 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSome questions arising for marketing 258\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003e8: Key Principle No. 5: (Re-)Light the Fire 259\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eKeep the home fires burning 261\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe fire inside 262\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEasier to extinguish than light 264\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe misfits 266\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRelighting my fire 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe power of dreams 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDream a little dream 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eVile bodies 270\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA familiar situation 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGirl talk 272\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe danger of missions 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eYou too can look like this 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMore belief 276\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e'T ain't what you say 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe fire inside – summary so far 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhere next? 280\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow to work out what to do? 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMore behaviour thinking 282\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eShow, don't tell 282\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eInterlude: Beyond Petroleum 284\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBelief in a cynical age 287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCynics and dogs 288\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSpotting cheaters 290\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusions 291\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eQuestions for marketers 291\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003e9: Key Principle No. 6: Co-Creativity 293\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eUnlikely popstars vol. 103 295\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCharidee, my friends 296\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eNumber one and everything after 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSo what does the 'Amarillo' syndrome teach us? 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eOriginality and creativity 300\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e(Value) chain of fools? 301\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIs this new news? 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHi-tech co-creativity 304\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWelcome to SIM City 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRewriting history (together?) 306\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGalileo, Newton and Einstein 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnother 'pencil squeezer'? 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCo-creativity – summary so far 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMeetings, bloody meetings 310\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eKick-off 312\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAt the theatre 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCo-creative marketing attempts to change mass behaviour 314\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI saw this and I thought of you 315\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eUsing co-creativity to change internal audience mass behaviour 317\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe Hawthorne effect and after 318\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCo-creative innovation 319\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTwo types of co-creative networks 320\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe Ocean's 11 dream team 321\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCo-creativity and market research (1) 322\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCo-creativity and market research (2) 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSome ideas that co-creativity challenges 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSome questions for marketing 324\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003e10: Key Principle No. 7: Letting Go 325\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat a score! 327\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe limits of my powers 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe loneliness of the touchline 330\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat Carwyn did and didn't do 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe loneliness of the manager 332\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe company as machine 332\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eReducing the human element 333\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChildren of the lesser god 334\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnother point of view 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHuman remains 336\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eInteraction businesses 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA different kind of job 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBack to the drawing board? 340\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSo what can you do? 342\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMore human physics 342\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCrisis, what crisis? 343\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLet them all talk 344\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTalk with the talkers 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhat do they talk of? 348\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnd finally . . . 348\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAs inside, so outside 349\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe end of management 349\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSome questions for marketing 350\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003ePart Three: Making Sense of the Herd\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003e11: Conclusions 355\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLife, the universe and giant aquatic reptiles 357\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSeeing things differently 358\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 1: Our species is first and foremost a social one 359\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 1: Stop thinking and talking with words that conjure the 'I' perspective 360\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 2: Individuals are unreliable (if not largely irrelevant) witnesses 360\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 2: Don't ask 360\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 3: Interaction is everything; interaction is the 'big how' 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 3: Understand the how-mechanic and use it 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 4: C2C, not B2C 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 4: Get the system to work for you 362\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 5: MVC vs. MIC? 362\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 5: Rethink targeting 362\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 6: Communication is not about sending information 363\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 6: Communication and action 363\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 7: What people say is just the most visible influence 364\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 7: Make peer-to-peer interaction the real goal of all marketing (and not just WoM) 364\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 8: Be more interesting 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 8: Find your Purpose-Idea and live it 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 9: Co-create 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 9: Learn to be a great co-creator 366\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 10: Letting go 366\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eImplication 10: Rethink 'management' 366\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003cb\u003ePostscript to the Paperback edition 369\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnd it's goodnight from him . . . 369\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEndnotes 371\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex 385\u003c\/b\u003e\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402423476567,"sku":"9780470744598","price":11.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470744598.jpg?v=1730480355","url":"https:\/\/bookcurl.com\/products\/herd-9780470744598","provider":"Book Curl","version":"1.0","type":"link"}