Great comment from Mark on the People First post below:
The Shoal
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Fishy inspiration
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December 19, 2008
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"This has been my mantra for ages.That's what the Herd is all about: other people are far more important in shaping individual behaviour than marketing or advertising activity. To paraphrase Thomas Schelling, most of human life is made up of our responses to other people.
Of course, if you do ads (or make tech stuff), or sit a long way away from people in an executive office, then you don't want to believe this at all: it makes your obsession (and you) seem rather less important than you would like it to be...
And of course you're caught up with other folk who also think this way. Advertising has to learn to help people do their thing with each other, rather than send messages to the world in the hope of making an impact."
Amen.