The central tenet of this book is based on challenging our assumption that the individual is the starting point from which to understand human behaviour. By focusing on group behaviour, or the herd rather than the individual, Mark Earls purports that we will have the key to a better understanding of human behaviour and better business and social policy initiatives to change it. The book provides suggestions on how to harnesses this new knowledge in marketing, through example and anecdote. Along the way, he shows why the rush to 1-2-1 communications and the obsession with individual opinions (and changing people's minds) are all nonsense. One of the core arguments to come out of Marks research is that the most important metric for any business becomes the degree to which its customers influence each other positively. This idea has massive repercussions for the marketing manager in terms of thinking about their marketing strategy, and Mark provides the tools and met