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I'll Have What She's Having
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Review
I'll Have What She's Having has profound implications for marketing. People are much less individual than we thought and much more influenced by other people than we realized. --John Kearon, Founder, CEO, and Chief Juicer, BrainJuicer Group PLC
This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful. --Robert Barocci, President and CEO, The Advertising Research Foundation (ARF)
Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too. --Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation
This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful. --Robert Barocci, President and CEO, The Advertising Research Foundation (ARF)
Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too. --Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation
Review
"[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media." -- Collyn Ahart, YCN "It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in." -- John V. Willshire, Smithery " I'll Have What She's Having has profound implications for marketing. People are much less individual than we thought and much more influenced by other people than we realized." -- John Kearon, Founder, CEO, and Chief Juicer, BrainJuicer Group PLC -- John Kearon "This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful." -- Robert Barocci, President and CEO, The Advertising Research Foundation (ARF) -- Robert Barocci "Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too." -- Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation -- Grant McCracken "Social networks and the power of word of mouth are increasingly important today. If you have been looking for social influence models corresponding to rational decision theory and behavioral economics, this is the book for you. Insightful examples and innovative mapping of collective behavior make this a fun and must-read book." -- Yoram (Jerry) Wind, Lauder Professor and Director of the SEI Center for Advanced Studies in Management, Wharton School, University of Pennsylvania -- Jerry Wind
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
The core idea behind this book, and the author's previous book 'Herd', is that we are not rational, straightforward decision making machines who cooly judge all of the available options and select the best fit. No, we are copying machines. We will seek to find comfort in our actions by copying others around us.
It's a big idea. It fundamentally changes how you perceive a lot of things in and around business. It's tricky to get your head around at first too, but this book really lays out a splendid, concise take on the idea that strips away as much unnecessary complexity as possible, and starts you thinking about how it might apply to what you do.
What's more, there's also a really useful model for looking at the patterns in the data of your business, and seeing to what extent you might in in an individual choice market, or indeed a market in which social choice and the copying of others is an intrinsic part.
Thought-provoking, enlightening and useful. Copy me and read it before everyone else does... ;)
It's a big idea. It fundamentally changes how you perceive a lot of things in and around business. It's tricky to get your head around at first too, but this book really lays out a splendid, concise take on the idea that strips away as much unnecessary complexity as possible, and starts you thinking about how it might apply to what you do.
What's more, there's also a really useful model for looking at the patterns in the data of your business, and seeing to what extent you might in in an individual choice market, or indeed a market in which social choice and the copying of others is an intrinsic part.
Thought-provoking, enlightening and useful. Copy me and read it before everyone else does... ;)
2 of 2 people found the following review helpful
Format:Hardcover
I bought this book to see if it provides practical, marketing related answers to the questions that Mark Earls posed in `Herd'. By and large it does not; so if this is your interest I'd suggest waiting for the next one.
The authors state that their `ambition is to provide you with a practical and usable map to help you navigate your way through the complex world of human behaviour'. What this book mainly focuses on is providing an interesting historical review of many ideas, theories and experiments that have built on each other to understand how peoples' decisions are influenced by others in society. The map comes at the end and is a two by two analytical matrix. As such it provides a thought provoking and practical framework for thinking about how people take consumption decisions in different situations. But if there is any guidance provided on what you should then do as a consequence, I missed it. The nearest I found to this was a recommendation to `light many fires' e.g. spread your bets.
It is good at what it does - it's just not what I was hoping it is. It stimulates thought rather than providing a route map forward. My only gripe would be that the structure of the book is not made clear, so I sometimes found myself confused about why a particular section or new idea appeared where it did. This makes it more difficult to follow the argument that the authors are making.
The authors state that their `ambition is to provide you with a practical and usable map to help you navigate your way through the complex world of human behaviour'. What this book mainly focuses on is providing an interesting historical review of many ideas, theories and experiments that have built on each other to understand how peoples' decisions are influenced by others in society. The map comes at the end and is a two by two analytical matrix. As such it provides a thought provoking and practical framework for thinking about how people take consumption decisions in different situations. But if there is any guidance provided on what you should then do as a consequence, I missed it. The nearest I found to this was a recommendation to `light many fires' e.g. spread your bets.
It is good at what it does - it's just not what I was hoping it is. It stimulates thought rather than providing a route map forward. My only gripe would be that the structure of the book is not made clear, so I sometimes found myself confused about why a particular section or new idea appeared where it did. This makes it more difficult to follow the argument that the authors are making.
2 of 2 people found the following review helpful
Format:Hardcover
I really enjoyed reading this book. Not only was it clear and concise but more importantly it managed to do what most books on behavioral economics lack: not only does it explain the fundamentals of how and why humans are social but it also explains how this can be applied to the real world.
Obviously this book is highly relevant to people in marketing and advertising but I think the core ideas here can be applied to every walk of life and thus would recommend this book to everyone who is remotely interested in the way people behave; from bankers to graphic designers.
Obviously this book is highly relevant to people in marketing and advertising but I think the core ideas here can be applied to every walk of life and thus would recommend this book to everyone who is remotely interested in the way people behave; from bankers to graphic designers.
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Most Recent Customer Reviews
Poorly structured, not an intuitive read
When you look at childrens' names popularity evolution based on US census data some similar patterns appear with shape of the curve strikingly alike. Read more
Published 8 days ago by Mikolaj Pietrzyk
I'll have what she is having
This book is from the authors of Herd, another good book also concerned with social behaviour. So many books in this field and the general behavioural area repeat the same old... Read more
Published 3 months ago by Tunde
A great read for anyone interested in social behaviour
Enjoying this as much as Mark Earls' previous book HERD. Based on the idea that we're fundamentally social animals who copy others rather than making independent rational decisions... Read more
Published 4 months ago by LW
Social behaviour simplified with helpful language for marketers
People copy people. It has always been that way but now in our `always on' interconnected world this fact has a more profound effect on the way we think about social behaviour than... Read more
Published 6 months ago by Marktylerb
a 'must read' for ad/communications types
For those of us in the advertising business the prevailing convention is to think about about human behaviour in terms of the individual. Read more
Published 7 months ago by Eaon Pritchard
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