Mark (@herdmeister), a former hot-shot London advertising planner, came to the conclusion that advertising needed to worry less about the usual buzzwords swishing around the industry, and more about the hard science of human behavior.
He calls it “Herd Behavior”. People are hyper-social creatures who behave en masse, not individually. And there’s a lot of new science to back it up.
Which renders a lot of old-school, command-and-control ideas about marketing and business rather misinformed at best, completely wrong at worst.
Marketers love to be lazy, love to think that humans beings are predictable… that if you only say the right thing in a sweet-sounding and clever enough voice, people will magically fall into line. Like some magic lever, just waiting to be pulled.