10. January 2012
This morning we had our first working breakfast.
Mark Earls did what he does best – he made us think!
Here’s our 60 second whistle-stop tour of the wise and wonderful things he had to say.
His theme was that people follow patterns of behaviour. We can improve communication effectiveness by better understanding these patterns. It's for this reason that Mark's latest book is called "I'll Have What She's Having".
Mark started with a story – a story of Empire, adventure, map making and the Kong Mountains. (A quick visit to http://en.wikipedia.org/wiki/Mountains_of_Kong explains all.)
It turns out that for nearly a 100 years we believed the Kong Mountains to be in West Africa. They were the source of the great Niger River. Maps pinpointed where they could be found. The truth is they've never existed! They're a myth!
How did this come to pass? Mark explained that social context and shared belief are the most significant elements in our decision making.
We are inherently social beings and so our decision making is necessarily shaped by the influence of others.
From the moment we are born we are homo mimicus – mimicking man. We are copying machines aping the behaviour of our parents from day one. We then progress and ape the behaviour of our peers, of our social milieu and of wider society. We do it through-out our lives. This is why ideas spread; it's why markets have long-tails. We are copying machines. Drinks for example are a social choice.
As much as we all want to believe we're rational and independent of thought, the truth is we our part of a herd and make social decisions.
The trick is to understand the pattern that people's decision making is conforming to. To see the dynamic behind the mimic. Only by doing this can we seek to influence behaviour.
That's it other than to say thanks Mark for a stimulating and insightful talk. Great way to start the working day.
Mark's latest book, "I'll Have What She's Having", the inspiration for much of this morning, can be bought by clicking here. Well worth a read.
19. November 2009
A while back we posted about the evolving role of company websites. Steve, our head of 1s and 0s, has written further commentary on this for iMedia Connection and you can read it here.
13. November 2009
Our very own Jamie Bell has been appointed to the D&AD jury for direct. You can read about it here.
Looks tricky doesn't he, and it's true he is indeed very hard to please, but he's a sweetie really.