Can you explain the explosion of social activities like text messaging with little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Or – more sensitively – the steady rise of floral roadside tributes to traffic accident victims from complete strangers? Unless you have a good explanation of mass behaviour, you’ll have little chance of altering it. Herd reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers the most new radical, controversial and significant new theory of consumer behaviour in a generation. "At one level a profoundly simple and important idea, that just happens to overturn everything we thought we knew about marketing to the individual." —Adam Morgan, Founder, Eatbigfish "Mark Earls helps us see clearly that we need to re–write the rules and provides us with a playbook for doing so. Are you ready for the ‘we’ revolution?" —Ed Keller, CEO, The Keller Fay Group "Herd is a dazzling, nutrient–rich read that urged me to see afresh the big underlying forces driving media behaviour and why they especially matter now." —David Abraham, EVP, The Learning Channel "As important to read as Malcolm Gladwell and Adam Morgan were. I cannot recommend it highly enough unless you are a luddite or an ostrich." —Mark Sherrington, Global Brands Director, SABMiller "Read this book. Think about it. If you’re going to be any good at your job in the next 20 years then you need to questions your assumptions about how stuff works." —Russell Davies, Founder, Open Intelligence Agency
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"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” ( The Guardian, March 2007) "Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" ( Gulf Business, March 2007) "…brain–stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." ( Securities and Investment Review, March 2007) "It will change the way you think about marketing. It will also change the way you think about yourself." ( Marketing Direct , November 2007)
"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” ( The Guardian, March 2007) "Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" ( Gulf Business, March 2007) "…brain–stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." ( Securities and Investment Review, March 2007) "It will change the way you think about marketing. It will also change the way you think about yourself." ( Marketing Direct , November 2007) “…entertaining and thought–provoking” Brand Strategy June 2008
"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” ( The Guardian, March 2007) "Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" ( Gulf Business, March 2007) "…brain–stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." ( Securities and Investment Review, March 2007) "It will change the way you think about marketing. It will also change the way you think about yourself." ( Marketing Direct , November 2007) “…entertaining and thought–provoking” Brand Strategy June 2008
Review
"...entertaining and thought-provoking"
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4 of 4 people found the following review helpful
By Pete
Format:Paperback|Amazon Verified Purchase
This is probably the first book I have read when I was glad to stop reading it. Let me clarify that:
I read books like this during my lunch at work, as it provides a welcome break from the office and a chance to muse over some psychology and philosophy points that I invariably don't live out in my life. To that end, I like a book which stimulates and challenges my thinking, but also provides a good sense of direction. I like to pick up little tit bits to ponder in the afternoon.
The problem with this book is that it is not at all fun to read. It's the reading equivalent of that shaky-hand wire game, and you have to constantly concentrate and keep check of yourself. I do think the topic being discussed is important and highly relevant. Critical even. But I found myself constantly hoping that the next page would be a good place to stop for the day, and that meant that it took the best part of 3 months to read this book, by which time I had forgotten most of the points made at the start. It's also fairly heavy on the marketing lingo at times, so be prepared to puzzle over what "MVC" and "MIC" are?
My core criticism of the book is that it doesn't seem to really know where it is going. It builds and builds and builds like there is going to be some kind of epiphany moment brought on by all the countless examples and case studies. But you never really reach that summit, and so rather than providing answers it just poses more and more questions. You leave feeling intellectually battered and bruised, and looking forward to going back to your 'real world', even though you have now been convinced that it is a false and useless real world. The crux of this book teaches you one thing: people are relational and social; businesses have misunderstood (or refused to accept) that. But it doesn't really provide much in the way of direction for what to do about this. The examples of success given are all there, but you feel they don't really apply--can't be applied?--to your own situation.
One final point, the book is completely inaccurately subtitled. A better subtitle would be "Why you will rarely change mass behaviour because you don't understand our true nature". It doesn't tell you how to do it; it just points out that most people are not doing so. Scratch that, it does tell you how to do it. Somewhere. But I can't remember what the answer was...
I read books like this during my lunch at work, as it provides a welcome break from the office and a chance to muse over some psychology and philosophy points that I invariably don't live out in my life. To that end, I like a book which stimulates and challenges my thinking, but also provides a good sense of direction. I like to pick up little tit bits to ponder in the afternoon.
The problem with this book is that it is not at all fun to read. It's the reading equivalent of that shaky-hand wire game, and you have to constantly concentrate and keep check of yourself. I do think the topic being discussed is important and highly relevant. Critical even. But I found myself constantly hoping that the next page would be a good place to stop for the day, and that meant that it took the best part of 3 months to read this book, by which time I had forgotten most of the points made at the start. It's also fairly heavy on the marketing lingo at times, so be prepared to puzzle over what "MVC" and "MIC" are?
My core criticism of the book is that it doesn't seem to really know where it is going. It builds and builds and builds like there is going to be some kind of epiphany moment brought on by all the countless examples and case studies. But you never really reach that summit, and so rather than providing answers it just poses more and more questions. You leave feeling intellectually battered and bruised, and looking forward to going back to your 'real world', even though you have now been convinced that it is a false and useless real world. The crux of this book teaches you one thing: people are relational and social; businesses have misunderstood (or refused to accept) that. But it doesn't really provide much in the way of direction for what to do about this. The examples of success given are all there, but you feel they don't really apply--can't be applied?--to your own situation.
One final point, the book is completely inaccurately subtitled. A better subtitle would be "Why you will rarely change mass behaviour because you don't understand our true nature". It doesn't tell you how to do it; it just points out that most people are not doing so. Scratch that, it does tell you how to do it. Somewhere. But I can't remember what the answer was...
17 of 19 people found the following review helpful
By N. J. Baker
Format:Hardcover
This book was totally compelling - my copy is now completely covered in crib notes - having devoured it at some speed I now want to go back and read the whole thing again. Not just interesting for people working in marketing, but also for those, like myself, working in small businesses, or, frankly, anyone interested in social psychology. Put simply (although there's nothing much simple about this book) Mark investigates how we are less driven by independent thought than we would like to believe, and more by peer influence; more than simply recapitulating that word-of-mouth is the best form of marketing (something we already knew) he gets right down to the roots of how it occurs, who perpetuates it and what it actually consists of, throwing up some fascinating insights into human behaviour in the process. He then strips back many existing marketing assumptions and presents some compelling new ideas as to how these theories should affect marketing in the modern world. Marketing tips aside, the book leads you to re-examine your choices, decisions, preferences, taste and even identity. It's immaculately researched and a totally absorbing read. Steven Poole in the Guardian compares him to Malcolm Gladwell on speed; I'm thinking more Robert M Pirsig with a point.
1 of 1 people found the following review helpful
By jwinnar1
Format:Hardcover
This is an intersesting book on herd mentality and how to influence people or sell them something or an idea. It wasn't quite as scientific as I was hoping- more a marketing/management slant due to the author- but there are some references in it so you can follow up the background stuff if you want. His writing style is a nice and easy to read and his humour is great; and there are lots of interesting asides from the examples, for example discussing the Join-Me movement who enact Random Acts of Kindness to strangers. Although you might expect a book about influencing the masses to be a bit of a downer, in fact one of the things that comes out is that we are a super-social species and work best in our herds- or troupes I guess as we are apes- and some positive thoughts about society and the future. A good and thought-provoking read.
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Most Recent Customer Reviews
4.0 out of 5 stars
Uncomplicated intorduction to social psychology
An interesting book explaining, in easy and simple language, why and how new social phenomena catch up quickly amongst the masses.
Published 7 days ago by Adil Jaouhari
4.0 out of 5 stars
Worth a read, whether in the field or not.
Im not in marketing or even business but I still found this to be a great read that was very interesting, I found it well thought out and learnt alot about us as the pink monkeys... Read more
Published on 8 Jan 2011 by N. B.
5.0 out of 5 stars
Brilliant new thinking that will turn your world upside down
I enjoyed this book more than any other I have read in the last two years.
HERD is a fun, awe-inspiring outing. Read more
HERD is a fun, awe-inspiring outing. Read more
Published on 29 Oct 2010 by Brian McCarter
5.0 out of 5 stars
Essential reading for all humans
Mark's book has had a dramatic effect on not only the way I approach advertising but how I navigate my personal life as well. Read more
Published on 28 Oct 2010 by John Burke
3.0 out of 5 stars
A bit of a disappointment...
"Although there were a few interesting things, this was a bit of a disappointment considering all the positive feedback this book has been receiving. Read more
Published on 27 July 2010 by taupe5
1.0 out of 5 stars
A triumph of style over substance
I'm not quite sure how the author succeeded in being compared to Malcolm Gladwell - well done for that - but I would think very seriously about buying this book. Read more
Published on 7 Jan 2010 by Mr. Will S. Phipps
5.0 out of 5 stars
Unusual, special and fascinating
Here's the thing. I work in research & development (R&D), so a book like this is clearly not aimed at me. Read more
Published on 3 Nov 2009 by A. Gundle
4.0 out of 5 stars
Good read for anyone who works in marketing
Mark is a well known regular on the conference circuit in the world of marketing. This book gives you a great insight into peoples' decision making process when they're in groups. Read more
Published on 1 Nov 2009 by Prolix
1.0 out of 5 stars
Surprisingly boring
I struggled to get through this book and for me it turned out to be totally useless, as I expected some kind of advise I could apply to my life, not just theoretical thinking. Read more
Published on 1 Jan 2009 by Natalie Kjaergaard
5.0 out of 5 stars
Feed your head and provoke your thoughts
Loved it! I bought this book a while ago and hoped that somehow osmotically its contents would seep into my brain from the table beside my desk (along with a few others). Read more
Published on 26 Jan 2008 by Merry Baskin
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