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).
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™ Are so many mediators citing neuroscience these days because it is cool?
Hot? Fashionable? I don't know. That the science being cited is often either inaccurate or not helpful to conflict resolution is sometimes a tad disturbing. ZERO ANTHROPOLOGY. ICCI Home.