Foreword by Russell Davies.

Acknowledgements.

Introduction.

Part One: A ‘We-Species’ with an illusion of ‘I’.

1: The Super-Social Ape.

2: The Illusion of ‘I’.

3: ‘I’ vs. ‘Us’.

Part Two: The Seven Principles of Herd Marketing.

4: Key Principle No. 1: Interaction.

5: Key Principle No. 2: Infl uence.

6: Key Principle No. 3: Us-Talk.

7: Key Principle No. 4: Just Believe.

8: Key Principle No. 5: (Re-)Light the Fire.

9: Key Principle No. 6: Co-Creativity.

10: Key Principle No. 7: Letting Go.

Part Three: Making Sense of the Herd.

11: Conclusions.

Postscript.

And it’s goodnight from him . . . .

Endnotes.

Index.