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Neuroanthropology. Mind Hacks. Brain & Behavior. Neuroskeptic. Herd - the hidden truth about who we are. So it is 10 years ago this week that I first formally presented what I called the HERD hypothesis in written form (see above) at the Market Research Society in Birmingham (for which incidentally I shared the Best New Thinking Prize).

Herd - the hidden truth about who we are

Since then - together with a number of brilliant folk - we've managed to evolve and "operationalise" the basic insight at the heart of this paper, with 2 more books, prizes from the nice people at WPP, ESOMAR and Emerald Insight along the way, a host of well-liked articles and some fascinating conversations and experiences with people I'm not sure I'd have met otherwise. It hasn't all been plain sailing - I have endured any number of pats on the head ("interesting but not really mainstream"), some strange challenges ("OK for kids marketing & poor people - maybe abroad? ") and occasionally some hostile responses ("we don't believe that monkey shit round here" being my favourite). ...you'll know what to think, won't you? Yes, the HERD effect is at play...

The Social Atom. Brains On Purpose™ When a person affirms his or her deepest values, the process of conflict resolution can be easier, and often quicker.

Brains On Purpose™

In fact, most other activities can be facilitated by affirming your values (what is called self-affirmation), whether it be running, or recharging, or writing. However, for many of us, our habits can get in the way. We all have seen clients, friends, colleagues, and, yes, ourselves repeatedly or automatically default to a conflict mode. And, at the extreme, are behaviors such as addiction to indignation, a state that makes the resolution of a dispute very difficult. ZERO ANTHROPOLOGY. ICCI Home.