Mark Earls wrote a terrific book book a decade ago called “Herd” adressing the impact of group behavior on individual choices.
As Earls puts it, If you want me to buy from you, don’t sell to me, sell to my friends.
Earls argues, and we agree, that companies are not machines, but groups of people — who have feelings and independent thoughts and all the things that come with the human experience.
When you’re selling to a company – well, you’re not really. You’re selling to someone at the company.
Throw some feelings in there.
