…The third (and last) part of the trilogy

Posted by on Mar 27, 2015 in Uncategorized | No Comments

So here it is: Copy, Copy, Copy


It’s a more practical book in some ways than HERD or even IHWSH – while I admit some found the latter a little…(ahem) hard-going, the abiding question from HERD readers (even the early ones) is always, so what do I do now?

I resisted giving too many answers as I wrote HERD (because I didn’t want to be that bossy tbh) but the question keeps coming up: what do I do now?

So I thought it’d be useful to share what I and my colleagues actually do differently, after HERD, after IHWSH.

First, using the simple map of human behaviour (choice styles) which ISWSH describes help you ground your thinking about how to change an audience’s behaviour in the reality of how those people (rather than any lazy received wisdom). And following our simple lessons and games to good/bad copying can help you make the most of this human skill.


But that’s not the end of the piece. I’ve also included the archive of strategies we have collected over the years which are appropriate to each choice style provide you with ample stimulus to copy from. [We’ve used these in a deck of CopyCopyCopy cards, which will also be available shortly – standby for details]. So you can have your very own strategy Pattern Book to copy http://www.palladiancenter.org/patternbooks.html

The book also addresses one of my abiding bugbears: it shows you how – by asking “what kinda?” questions – you can overcome the default assumption of the Singularity . I.e. that each and every problem is unique and can only be solved by knowing more about it and “digging deeper”. The truth is – as the adverts say – “out there” – the solution to problems here are to be found far, far away, not in next door’s garden.

Of course, as you’d expect, there are a host of stories to illustrate the points – from Isaac Newton to Elvis (yes, he was a copycat, too); the British Olympic Cycling team to Great Ormond Street Hospital; Peter the Great (the Father of Modern Russia) to the award winning architect’s race to build their building before a copycat design was completed.

But at heart the book remains a hymn to copying – our greatest inheritance – and its value to each of us, as creative people and as private individuals, as employees and as ourselves. And a call to action – or copying?

My hope is that it’ll help more people overcome the cultural and psychological biases we have about copying. Maybe knowing that it’s good enough for Elvis…?

And we have stickers….! [more on them later]