i’ll have what she’s having by mark earls of herd - presented at the insight innovation exchange...
DESCRIPTION
Mark Earls’ 2011 book I’ll Have What She’s Having is a revolutionary new look into humanity’s social nature. In his presentation, he’ll be sharing the key ideas from his book, described in further detail below. Humans are, first and foremost, social creatures. And this, according to the authors of I’ll Have What She’s Having, shapes—and explains—most of our choices. We’re not just blindly driven by hard-wired instincts to hunt or gather or reproduce; our decisions are based on more than “nudges” exploiting individual cognitive quirks. I’ll Have What She’s Having shows us how we use the brains of others to think for us and as storage space for knowledge about the world. The story zooms out from the individual to small groups to the complexities of populations. It describes, among other things, how buzzwords propagate and how ideas spread; how the swine flu scare became an epidemic; and how focused social learning by a few gets amplified as copying by the masses. It describes how ideas, behavior, and culture spread through the simple means of doing what others do. It is notoriously difficult to change behavior. For every “Yes We Can” political slogan, there are thousands of “Just Say No” buttons. I’ll Have What She’s Having offers a practical map to help us navigate the complex world of social behavior, an essential guide for anyone who wants to understand how people behave and how to begin to change things.TRANSCRIPT
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I’ll Have What She’s Having
@herdmeisterJune 2013
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HEY HO LET’S GO!HEY HO LET’S GO!
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Spock < Kirk
“the most important influence on individual behaviour is the behaviour of others”*
Source: UK Government Behavioural Insights Team Mid Term Review
I spy Homo Mimicus?
Social CreaturesSocial
Brains
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Just how important is the space between? Just how important is the space between?
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...
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LET’S PLAY!
Independent choice
Copying
The Church of Touchdown Jesus, Monroe, Ohio
The Church of Touchdown Jesus, Monroe, Ohio
Signature patterns in data
Diffusion through a population
by individuals discovering the
superior qualities of the product independently of
their peers
Diffusion through a population
by individuals mostly learning from each other
either about the quality of the product or its social
value
Space betweenSpace within
...
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Market-level patterns also help
Space within Space between
short-tail distribution
long-tail distribution
Few have a very low share Many items in tail
with small share
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CopyingExperts
Copying Peers
Guesswork
Considered choice
A simple map (rooted in datapatterns)
Few choices
Many choices14
...
Adapted from Bentley Earls O’Brien “I’ll have what she’s having” MIT Press 2011
Space between
Space within
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rapid turnover of popularity
short-tail distributionSpace within long-tail plot
Adapted from Bentley Earls O’Brien “I’ll have what she’s having” MIT Press 2011
Few choices
short-tail plot
Many choices
Space between
slow turnover of popularity
rapid turnover of popularity
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Using patterns to build a map
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Few choices
Many choices
CopyingIndependent
31 16
Yes*
Maybe
No
No
Sampling: social really is different
how are we connected? a.
what happens in the space between us?
b.
The social research agenda
how do things spread?c.
=
the
space between
the
space between
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“Oh, to be at the beginning again knowing almost nothing”Tom Stoppard, Arcadia
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