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| Dedication | |
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| About the Author | |
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| Foreword | |
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| Notes on Paperback edition | |
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| Introduction | |
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| At the 'cellotaph' Ghostbikes | |
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| So how are we to explain this kind of thing? | |
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| Bigger boys made me do it | |
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| A book about mass behaviour | |
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| Mass behaviour is hard to change | |
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| Bad theory, bad plan. Better theory? Better plan? | |
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| Old news? | |
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| I and the other | |
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| Market research and me | |
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| We're all individuals - I'm not | |
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| Understanding the how not just the what? | |
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| What the book will cover | |
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| How to use this book | |
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| A 'We-Species' with an illusion of 'I' | |
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| The Super-Social Ape | |
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| Tea and kindness | |
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| Advertising works | |
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| Even more advertising works | |
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| We want to be together | |
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| Say what you see | |
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| A we-species | |
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| Are we stardust? | |
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| The successful ape | |
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| Homo or Pan? | |
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| When I grow up | |
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| Primates are social | |
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| Why the naked ape? | |
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| Sexuality | |
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| The infant ape | |
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| So why naked then? | |
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| The brain of a social ape par excellence | |
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| How others shape us | |
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| How we make each other unhappy | |
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| The social brain | |
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| The sound of the crowd | |
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| The empathetic ape | |
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| Language and stroking | |
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| The loneliness of autism | |
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| Collaboration: the keys to the kingdom | |
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| Self-interest and collaboration | |
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| Game on | |
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| Game over and over | |
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| Collaboration across the nation? | |
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| Learning from each other? | |
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| How collaboration built the world | |
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| Shirts - the work of many hands | |
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| Summary of this chapter | |
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| Questions to ponder | |
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| Questions and issues for marketers | |
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| The Illusion of 'I' | |
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| Pepper's ghost | |
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| What does Pepper's ghost tell us? | |
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| I woke up this morning . . . | |
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| What it is - oh, I forgot | |
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| Eternal sunshine and spotless minds | |
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| False memories | |
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| Monkey see | |
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| Lazy minds | |
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| Don't think too hard | |
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| Retelling the story | |
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| The big when | |
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| The illusion of consciousness | |
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| Depression and the distorted self | |
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| Treatments | |
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| Summary of this chapter | |
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| Issues arising | |
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| Questions and implications for marketers | |
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| 'I' vs. 'Us' | |
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| Yes we can | |
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| Travelling for real | |
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| Beware Greeks | |
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| Ubuntu | |
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| Peace and reconciliation | |
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| Wo die Zitronen bl�hn | |
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| Studying consumer tribal behaviour | |
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| Beyond marketing | |
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| Far from the madding crowds | |
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| The politics of 'I' | |
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| The collective mind | |
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| No such thing as society | |
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| Is the rest of the world so wrong? | |
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| 'I' ideology | |
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| How social psychology got individualized | |
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| 'I' research | |
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| Expert opinion | |
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| Heroes and villains, and other individuals | |
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| Unhappy feet? | |
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| The curious tale of curious George | |
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| What this chapter has demonstrated | |
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| Some questions | |
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| Issues for marketers arising from this chapter | |
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| The Seven Principles of Herd Marketing | |
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| Key Principle No. 1: Interaction | |
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| At the market | |
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| At the urinal | |
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| In the lecture theatre | |
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| Complexity vs. complicated | |
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| Complexity as a way of seeing the world | |
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| Interactive animals | |
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| Interactive humans | |
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| Back to the football | |
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| Learning from the Mexican wave | |
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| At the office | |
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| Meanwhile, somewhere in Aberdeen | |
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| Summary so far | |
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| Every day, every day, in every way . . . | |
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| Crime and punishment | |
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| New York, New York | |
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| The physics of crime | |
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| More crime, less physics | |
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| Crims, saints and fl oaters | |
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| Fighting on the beaches (and in the suburbs) | |
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| The facts | |
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| Analysis | |
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| What to do about such riots | |
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| Markets and interaction | |
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| Behavioural markets | |
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| The challenge for market research | |
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| Issues arising | |
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| Implications and questions for marketing and business | |
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| Key Principle No. 2: Influence | |
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| Saturday night's all right | |
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| Faces in the crowd | |
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| 1-2-3-4 . . . | |
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| Brainwashing | |
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| Brainwashing and conformity | |
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| Parallel lines | |
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| Fear and needles | |
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| Hands together, please | |
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| The placebo effect | |
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| What do you do to me? | |
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| Stupid boy | |
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| Marky Mark is not Infl uential | |
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| Why one-to-one is wrong | |
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| Charidee, my friends | |
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| Relation-canoes | |
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| Relationships redux | |
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| Channel tunnel vision | |
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| From you to me to me and everyone I know | |
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| Getting over yourself | |
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| More influence | |
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| The Milgram experiment | |
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| Let the tapes roll | |
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| How good people do bad things | |
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| Born unequal? | |
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| Naturally infl uential? | |
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| Social infl uencers | |
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| Connectedness | |
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| Meet Lois | |
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| Infl uence and infl uencers | |
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| Researching influence | |
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| Learning from Decision Watch | |
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| The Infl uenced not the Infl uencer | |
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| What this chapter has shown | |
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| Some questions for marketing | |
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| Key Principle No. 3: Us-Talk | |
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| Don't believe the hype | |
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| Children of the revolution | |
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| So why is the record industry so scared? | |
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| Scary Mary | |
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| What can we learn from the Arctic Monkeys' success? | |
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| Boom time for WoM Marketing | |
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| What does Marketing (really) know about WoM? | |
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| WoM Fact 1. Word of mouth is seen by consumers to be more important than other infl uences on individual purchases | |
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| WoM Fact 2. Word of mouth is seen to be getting more and more important over time | |
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| WoM Fact 3. Word of mouth seems to operate in both B2B and B2C | |
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| WoM Fact 4. Word of mouth is a global - and not just a North American - phenomenon | |
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| Astroturfing | |
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| I <B Motorola | |
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| WoM Redux | |
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| Grooming & feeling good | |
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| Talk and grooming | |
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| More grooming talk | |
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| How bad science changed the mind of a nation | |
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| Real impacts | |
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| What can we learn from the MMR case? | |
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| The conversation has already started | |
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| Us-talk again | |
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| It's not all (or even mostly) about you! | |
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| Paying for it | |
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| Talk in the real world | |
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| Talking about telly | |
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| That one number again | |
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| Don't Matter What You Say: the One Number Still Matters | |
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| What this chapter has shown | |
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| What's next? | |
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| Questions for marketing | |
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| Key Principle No. 4: Just Believe | |
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| Disappointed of Des Moines (or Dunstable)? | |
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| Meaning in a world of oversupply | |
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| Three principles explained | |
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| Goodnight Vienna | |
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| I believe | |
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| Cardigan Bay's third biggest clothing company | |
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| Outdoor threads | |
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| Nice to have? | |
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| Think differently | |
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| The journey (home) | |
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| Jamie's dinners | |
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| Being Naked | |
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| Anomalous Thinking | |
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| Back to the future | |
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| Enron and everything after | |
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| A challenge - does belief pay? | |
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| So what does the study show? | |
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| You are not alone | |
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| Free and legal | |
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| A is for . . | |
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| Before we go | |
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| Be who you are | |
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| What do you believe in Find it and live it! | |
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| Act like you mean it (and don't act like you don't . . .) | |
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| Summary: taking a stand | |
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| Some questions arising for marketing | |
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| Key Principle No. 5: (Re-)Light the Fire | |
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| Keep the home fi res burning | |
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| The fi re inside | |
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| Easier to extinguish than light | |
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| The misfits | |
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| Relighting my fire | |
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| The power of dreams | |
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| Dream a little dream | |
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| Vile bodies | |
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| A familiar situation | |
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| Girl talk | |
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| The danger of missions | |
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| You too can look like this | |
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| More belief | |
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| 'T ain't what you say | |
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| The fi re inside - summary so far | |
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| Where next? | |
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| How to work out what to do? | |
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| More behaviour thinking | |
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| Show, don't tell | |
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| Interlude: Beyond Petroleum | |
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| Belief in a cynical age | |
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| Cynics and dogs | |
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| Spotting cheaters | |
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| Conclusions | |
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| Questions for marketers | |
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| Key Principle No. 6: Co-Creativity | |
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| Unlikely popstars vol. 103 | |
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| Charidee, my friends | |
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| Number one and everything after | |
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| So what does the 'Amarillo' syndrome teach us? | |
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| Originality and creativity | |
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| (Value) chain of fools? | |
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| Is this new news? | |
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| Hi-tech co-creativity | |
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| Welcome to SIM City | |
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| Rewriting history (together?) | |
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| Galileo, Newton and Einstein | |
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| Another 'pencil squeezer'? | |
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| Co-creativity - summary so far | |
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| Meetings, bloody meetings | |
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| Kick-off | |
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| At the theatre | |
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| Co-creative marketing attempts to change mass behaviour | |
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| I saw this and I thought of you | |
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| Using co-creativity to change internal audience mass behaviour | |
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| The Hawthorne effect and after | |
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| Co-creative innovation | |
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| Two types of co-creative networks | |
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| The Ocean's 11 dream team | |
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| Co-creativity and market research (1) | |
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| Co-creativity and market research (2) | |
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| Some ideas that co-creativity challenges | |
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| Some questions for marketing | |
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| Key Principle No. 7: Letting Go | |
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| What a score! | |
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| The limits of my powers | |
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| The loneliness of the touchline | |
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| What Carwyn did and didn't do | |
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| The loneliness of the manager | |
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| The company as machine | |
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| Reducing the human element | |
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| Children of the lesser god | |
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| Another point of view | |
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| Human remains | |
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| Interaction businesses | |
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| A different kind of job | |
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| Back to the drawing board? | |
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| So what can you do? | |
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| More human physics | |
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| Crisis, what crisis? | |
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| Let them all talk | |
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| Talk with the talkers | |
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| What do they talk of and fi nally . . . | |
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| As inside, so outside | |
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| The end of management | |
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| Some questions for marketing | |
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| Making Sense of the Herd | |
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| Conclusions | |
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| Life, the universe and giant aquatic reptiles | |
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| Seeing things differently | |
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| Conclusion 1: Our species is fi rst and foremost a social one | |
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| Implication 1: Stop thinking and talking with words that conjure the 'I' perspective | |
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| Conclusion 2: Individuals are unreliable (if not largely irrelevant) witnesses | |
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| Implication 2: Don't ask | |
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| Conclusion 3: Interaction is everything interaction is the 'big how' | |
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| Implication 3: Understand the how-mechanic and use it | |
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| Conclusion 4: C2C, not B2C | |
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| Implication 4: Get the system to work for you | |
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| Conclusion 5: MVC vs. MIC? | |
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| Implication 5: Rethink targeting | |
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| Conclusion 6: Communication is not about sending information | |
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| Implication 6: Communication and action | |
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| Conclusion 7: What people say is just the most visible infl uence | |
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| Implication 7: Make peer-to-peer interaction the real goal of all marketing (and not just WoM) | |
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| Conclusion 8: Be more interesting | |
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| Implication 8: Find your Purpose-Idea and live it | |
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| Conclusion 9: Co-create | |
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| Implication 9: Learn to be a great co-creator | |
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| Conclusion 10: Letting go | |
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| Implication 10: Rethink 'management' | |
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| Postscript to the Paperback edition and it's goodnight from him . . . | |
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| Endnotes | |
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| Index | |