The breakthrough book based on the simple observation that we are a “We”-species: social creatures who do what we do in response to others (real or imagined) and not the arch-individuals that economics, psychology and our me-me-me, winner takes all culture suggest we are. Groundbreaking and influential, HERD was adopted by the UK’s 2 biggest political parties in the run up to 2010 election (sorry!) and was the trigger and inspiration for a number of very successful businesses.

Published by John Wiley and Son (2007, Revised 2009)