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Incredibly insightful and practical, Herd draws one's focus to the principles at play in group behaviour. From educators to marketers this book is an investment in common sense and canny thinking. It drives home the point that groups of people look for authenticity and want to belong. The modern trend of marketing on superficial values has disillusioned these groups and they are now less trusting of the "message" (skeptics) and are more inclined to follow the herd- rightly or wrongly. Mark Earls has done a terrific job of putting these issues in perspective.
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