Tom Ridges on the Six Sells Podcast

<p><strong>In this episode of The Six Sells Podcast, Mike Nicholson spoke to Tom Ridges about ‘Herd Mentality’.</strong></p><p><br></p><p>Tom is the CEO and Founder of Herdify, a behavioural science and network science company helping brands and charities grow by finding where real-world influence is already happening. His work is about reframing marketing away from channels, dashboards and simple audience definitions, and back toward trust, social influence, connectedness and real human behaviour.</p><p><br></p><p><strong>Topics discussed include:</strong></p><p><br></p><ul><li>Tom’s views on the science behind how we make decisions as humans</li></ul><ul><li>Who Herdify are, their ideal client, how they work and the results</li><li>Audiences based on decision making</li><li>The importance of word-of-mouth clusters and compound growth </li><li>Tapping into social proof, copying as a default and peer product adoption</li><li>Sowing the seed and being strategic rather than chasing everyone </li><li>Simple and complex contagion and adoption of behaviour </li><li>Exposure through people we trust and amplifying this </li><li>Knowing the strategy of where to go next and utilising demographics </li><li>Understanding where influence is happening and finding new audiences</li><li>The collective value of people</li><li>Creating advocacy and establishing momentum </li><li>Never using round numbers!</li><li>The importance of self agency over decision making </li><li>Habit and copy as a short cut </li><li>Trust, reputation and recommendation </li><li>The negative social norm, taking a stand and the idea of creating a collective category movement </li><p><br></p></ul><p><br></p><p><strong>Who is Six Sells? </strong></p><p><br></p><p>Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive&#39;s expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. </p><p><br></p><p>Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) throug