We’re at the start of the Lunar (Chinese) New Year (19 February is the first day of the new year).  The “Year Of The Horse” has just ended…

…but in the West there’s some confusion over what this New Year should be called.  Some say it’s the “Year Of The Sheep”.  Others, “The Year Of The Goat”…and there’s a case for the “Year Of The Ram”.

The uncertainty (at least in Western minds) arises because the word for the eighth animal in the Chinese zodiac’s 12-year cycle of creatures, yang in Mandarin, does not make the distinction found in English between goats and sheep and other members of the Caprinae subfamily. Without elaboration, yang might mean any such hoofed animal that eats grass and bleats.

The Chinese themselves don’t seem too concerned, being quite clear in their own minds what animal we’re talking about.

Whether it’s sheep, goats or rams we’re talking about they do share some characteristics.  They are herd animals that tend to move together.  They do what those around them are doing and follow the crowd.

Now, there are times when following the crowd is the right thing to do.  Way back in our history, part of our instinctive survival mechanism was to pay close attention to what was going on around us and if the rest of our tribe or herd was moving off someplace, it made sense to follow them. That’s because there was usually a very good reason based on cold, hard reality for that particular action.

Fast forward to today…

…and following what works is still a good idea.  In the world of personal development, people like Tony Robbins talk about modelling success.  You’ve probably heard the expression “Success leaves clues”. One of the fastest ways to achieve something is to find someone who has already done what you want to do and follow what they did.

And the same applies to modern day marketing and advertising…provided… [Read more…]