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326 pages, Hardcover
First published February 2, 2016
“Shapers” are independent thinkers: curious, non-conforming, and rebellious. They practice brutal, nonhierarchical honesty. And they act in the face of risk, because their fear of not succeeding exceeds their fear of failing.
The mere exposure effect has been replicated many times—the more familiar a face, letter, number, sound, flavor, brand, or Chinese character becomes, the more we like it. It’s true across different cultures and species; even baby chickens prefer the familiar.
Surprisingly, the downsides of being the first mover are frequently bigger than the upsides. On balance, studies suggest that pioneers may sometimes capture greater market share, but end up not only with lower chances of survival but lower profits as well. As marketing research Lisa Bolton summarizes, “Although first movers face some advantages in particular industries, the academic research remains mixed and does not support an overall first-mover advantage.”
In one study, vegans and vegetarians evaluated members of their own groups and one another’s groups, relative to members of the general public. Vegans showed nearly three times as much prejudice toward vegetarians as vegetarians did toward vegans. In the eyes of the more extreme vegans, the mainstream vegetarians were wannabes: if they really cared about the cause, they wouldn’t eat animal products like eggs. - The more strongly you identify with an extreme group, the harder you seek to differentiate yourself from more moderate groups that threaten your values.
Children who received character praise were subsequently more generous. Of the children who were complimented for being helpful people, 45 percent gave craft materials to cheer up kids at a hospital two weeks later, compared with only 10 percent of the children who were commended for engaging in helpful behavior. When our character is praised, we internalize it as part of our identities. Instead of seeing ourselves as engaging in isolated moral acts, we start to develop a more unified self-concept as a moral person.
Instead of taking the risk of going on strike, they [the miners] issued a nationwide call for citizens to demonstrate their resistance by turning their lights on and off. People weren’t afraid to do that, and soon they saw that their neighbors weren’t, either. The miners also invited people to start driving slowly. Taxi drivers slowed down; so did bus drivers. Soon, pedestrians were walking in slow motion down the streets and driving their cars and trucks at a glacial pace. In his inspiring book Blueprint for Revolution, Popovic explains that prior to these activities:
“People were afraid to talk openly about despising Pinochet, so if you hated the dictator, you might have imagined that you were the only one. Tactics like these, Chileans used to say, made people realize that ‘we are the many, and they are the few.’”