ORIGINAL OR STEAL
I’ll Have What She’s Having — Mapping Social Behaviour

How do people make decisions and how do things spread through populations? This book shows a simple way – based on well-established diffusion science – to characterise how people make decisions. It builds further on the insights into our social or HERD nature in the previous book – esp. what the importance of what science calls “social learning”. If you don’t know what kind of thing you’re trying to change, how can you hope to come up with a suitable intervention?

Published by MIT Press, Series ed. John Maeda
With Profs Alex Bentley and Mike O’Brien (2011)