What do Facebook, Google, Apple and Fifty Shades of Grey all have in common? The application of the Herd Doctrine. Human beings have a herd mindset that is simply overpowering. It’s what made the Nazi regime possible. It’s what drives teens to engage in bad behavior (smoking, joining gangs, sexting). It’s also what made Facebook and Google possible. People simply want to blend in; they want to be part of the herd. We are all hardwired that way, genetically. It’s a byproduct of the evolution of the human genome. During the early part of our human existence, we quickly discovered that when we were part of a herd, we were safe from predators. The Herd Doctrine ensured the very survival of our species. We so desire to blend in, to acclimate to society, to be a part of the herd, that we will do almost anything to be a part of a herd and avoid standing out in a crowd. It’s not theory. It’s science (http://www.nature.com/srep/2013/131009/srep02905/full/srep02905.html).
Many years ago, Candid Camera decided to test this science in their famous Elevator Prank (http://www.maniacworld.com/peer-pressure-on-the-elevator.html). As funny as that Candid Camera prank was, it highlighted the lengths people will go to be part of the herd.
If you are pursuing success, what you’re really trying to do is create or grow your own herd. There are two component to the Herd Doctrine.
Part 1 – You must separate yourself from the herd
Separating yourself from the herd is why most people never achieve success. The herd stops them in their tracks. The moment anyone in your herd gets wind that you are pursuing some big goal, life dream or purpose they pounce on you. You are bombarded with all sorts of negativity. “What happens if you fail?” “Maybe it’s too risky.” “The odds of success are stacked against you.” “You’re not smart enough.” “Where will you get the money?” It takes super human effort to persist in the face of such criticism. Most don’t. They surrender to the herd.
Part 2 – You must create your own herd
Successful people succeed because they are able to pull others away from their own herd to join your herd. If you can get the herd to move to your product or service, it can make you an overnight success. It forces other herds to move in your direction. For example, when the Facebook herd was formed, others left out of the herd began quickly jumping on the Facebook herd bandwagon. That herd now has over a billion members. The book, Fifty Shades of Grey, was able to move the herd to purchase nearly ten million copies. Everyone seemed to want to be part of the Fifty Shades of Grey herd at one point. Successful people are successful because they are able to get others to join their herd. Millionaires have big herds, deca-millionaires, bigger herds and billionaires, huge herds.
Understanding the Herd Doctrine is critical to success in life. Getting the herd to turn your way, or join your own herd, is what millionaires and billionaires do. Successful people are actually herd movers.