Mark Earls, The HERDmeister, shares his story of how he went from European tour guide to being labeled the market research industry’s “public enemy #1.”We have a wide-ranging conversation on how people really make decisions, the freedom to experiment in the insights world, predicting multiple futures, how brands grow, being clear in your terminology, making presentations into performances, how to do your own early research and the illusion of tradition.Mark also shares the story of his ska/punk band – over 30 years and still going strong – and the three records he’d want to keep him company on a desert island.

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