I’m Mark Earls, the Herdmeister: an award-winning writer, thinker and speaker obsessed with how humans really behave, how it plays out at scale, and how to put that to work.

I got there early. I was the first to publish the System 1/System 2 model of the brain that Daniel Kahneman later made famous, and the first to call out the Me-bias of Anglo-American business. We are a We-species. I said so long before social media made it obvious.

I’ve advised the very big (Unilever, Merck, Experian, DHL/Deutsche Post), the very small like Modern Habitat Tech, and the very determined (Greenpeace, Humane Society International, World Clean Up Day and Art for Social Change), all around the world.

Wherever I go, I poke the ‘givens’: the assumptions our organisations and our thinking quietly rest on. Most turn out to be far less universal than we’d like.

My roots are in advertising and marketing, but the herd turns up everywhere: from the enduring appeal of Myers-Briggs to the social technology of the uniform, from boardroom antics to our odd habit of building shrines and pilgrimages to people we’ve never met (hello, Dobby the House Elf).

The toughest problems in business today are human-shaped. Customers, users, colleagues, stakeholders: I help you understand what lies behind and beneath what they’re really up to. And help you develop strategies, products and programmes to change things.