They research. They compare. They weigh up options. Then they calmly choose for themselves, preferably after reading your messaging very carefully.

But in real life, buying looks nothing like that.

Individualism Is Bullshit is a short, practical book about how decisions actually spread. Not through logic or persuasion, but through people copying people they trust, in places that feel safe. Workplaces. WhatsApp groups. Neighbourhoods. Postcodes. Cafés where everyone suddenly owns the same reusable coffee cup.

Written by Herdify founder Tom Ridges, with a foreword from Rory Sutherland, the book challenges conventional thinking about how customers make purchasing decisions and lifts the lid on how herd behaviour drives real growth. You will never look at your customers the same way, especially when you realise that in 2026, treating customers as isolated decision makers is a reliable way to burn time and budget.

Download the temporarily free herd mentality book to see how brands use word of mouth to make adoption feel inevitable.

Fill in the form below and get your copy before it’s gone.