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I'll Have What She's Having: Mapping Social Behavior (Simplicity: Design, Technology, Business, Life), by Alex Bentley, Mark Earls, Michae
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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.
- Sales Rank: #983006 in Books
- Brand: Bentley, Alex/ Earls, Mark/ O'Brien, Michael J./ Maeda, John (FRW)
- Published on: 2011-08-26
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .44" w x 5.38" l, .73 pounds
- Binding: Hardcover
- 160 pages
Features
- Used Book in Good Condition
Review
[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media.
(Collyn Ahart YCN)
It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in.
(John V. Willshire Smithery)
I'll Have What She's Having has profound implications for marketing. People are much less individual than we thought and much more influenced by other people than we realized.
(John Kearon, Founder, CEO, and Chief Juicer, BrainJuicer Group PLC)
This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful.
(Robert Barocci, President and CEO, The Advertising Research Foundation (ARF))
Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too.
(Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation)
Social networks and the power of word of mouth are increasingly important today. If you have been looking for social influence models corresponding to rational decision theory and behavioral economics, this is the book for you. Insightful examples and innovative mapping of collective behavior make this a fun and must-read book.
(Yoram (Jerry) Wind, Lauder Professor and Director of the SEI Center for Advanced Studies in Management, Wharton School, University of Pennsylvania)
Review
"[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media." -- Collyn Ahart, YCN "It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in." -- John V. Willshire, Smithery " I'll Have What She's Having has profound implications for marketing. People are much less individual than we thought and much more influenced by other people than we realized." -- John Kearon, Founder, CEO, and Chief Juicer, BrainJuicer Group PLC -- John Kearon "This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful." -- Robert Barocci, President and CEO, The Advertising Research Foundation (ARF) -- Robert Barocci "Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too." -- Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation -- Grant McCracken "Social networks and the power of word of mouth are increasingly important today. If you have been looking for social influence models corresponding to rational decision theory and behavioral economics, this is the book for you. Insightful examples and innovative mapping of collective behavior make this a fun and must-read book." -- Yoram (Jerry) Wind, Lauder Professor and Director of the SEI Center for Advanced Studies in Management, Wharton School, University of Pennsylvania -- Jerry Wind
About the Author
Michael J. O'Brien is Dean of the College of Arts and Science, Professor of Anthropology, and Director of the Museum of Anthropology at the University of Missouri.
R. Alexander Bentley is Professor of Archaeology and Anthropology at the University of Bristol, UK. Mark Earls is a London-based author and consultant on marketing, communication, and behavior change. Michael J. O'Brien is Dean of the College of Arts and Science, Professor of Anthropology, and Director of the Museum of Anthropology at the University of Missouri.
Mark Earls is a London-based author and consultant on marketing, communication, and behavior change.
Most helpful customer reviews
3 of 3 people found the following review helpful.
A rich, flourless cake of research about human sociality
By Ethan Decker
The main point is supremely important to anyone who wants to influence people. We are a 'we' species, not a 'me' species. This has implications for messaging, for education, for choice architecture, and for consumer and psych research. For instance, it raises serious questions about our habit of directly asking people why they do or buy or listen to certain things: no one would ever admit they wear Uggs (or drink Budweiser or listen to Rihanna) just because others do. "No, I think for myself and choose what I like. It expresses my individuality. It tastes better. Etc."
The book itself is conversational, but it's also extremely dense. A single page might reference fractal geometry, Walmart, the long tail, cascade evolution, cognition, and slang trends. Wait--one page actually does reference all that. If you've read about these theories before, you'll be able to follow along better. If not, it might come across as a rich, sweet pastry of cool theories.
The ending was a bit unsatisfying. First, they point out that we basically can't predict trends--which is true if we expect 100% accuracy, but it's not universal. Even their own analogy about weather forecasts points out how much we actually can predict on micro and macro scales (el Nino, heat waves, storm tracking, daily forecasts, etc). Second, on the very last page, they suggest their theory of social copying could be tested with some datasets. I wish that was part of the book, and I look forward to seeing the research when it' done.
Still, for breadth, for the main thesis, and for brevity, it's a great read.
2 of 2 people found the following review helpful.
Required reading for responsible thinking
By Huw
Mark Earls has the rare ability to take complex problems and explain them simply and clearly. This book is, therefore, a must read for any business decision maker who wants to truly understand why their customers are doing what they are doing, and, critically, how to change that.
Like many good ideas it will challenge assumptions, and will doubtless force the marketers who read it to accept that maybe they don't know as much as they think they do
Delivered with color, charm and wit Earls is required reading for responsible thinking in today's business environment.
0 of 0 people found the following review helpful.
An evolution-free discussion of cultural evolution
By Tim Tyler
The book covers the topic of how and why ideas spread. Overall, it is reminiscent of Gladwell's "The Tipping Point", but may years on and with fewer anecdotes and better references.
The title comes from a scene in "When Harry Met Sally". After observing a seated woman apparently having an orgasm, a customer tells the waiter: "I'll have what she's having".
The book offers an evolution-free interpretation of cultural change. However, culture is an evolutionary process - and, without evolutionary theory, scientific approaches to cultural change are poorly grounded. The main result is that this book is very basic. Without the ability to draw on existing evolutionary theory, all the fundamental topics need to be reinvented. The authors do this, but don't get far beyond the topics of "diffusion" and "cascades". Peter Richerson gets one mention. Robert Boyd gets one mention. Joe Henrich gets one mention. Memes get an entry in the index - but no actual content. There is one mention of "mind viruses" - but that's about a close as the authors get to the concept of cultural evolution. Instead of talking about "epidemics"the authors stick to biology-free terminology - "avalanches", "wildfires" - and so on.
For an evolution-free discussion of cultural evolution the book is quite good. However, without evolutionary theory, the book is stuck in a pre-Darwinian mindset that forces the authors to reinvent the wheel and leaves the book conceptually lagging behind other treatments of the topic.
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