1: The Super-Social Ape 21

Tea and kindness 23

Advertising works 24

Even more advertising works 25

We want to be together 26

Say what you see 28

A we-species 29

Are we stardust? 30

The successful ape 31

Homo or Pan? 32

When I grow up 33

Primates are social 34

Why the naked ape? 35

Sexuality 36

The infant ape 36

So why naked then? 39

The brain of a social ape par excellence 39

How others shape us 41

How we make each other unhappy 42

The social brain 43

The sound of the crowd 44

The empathetic ape 45

Language and stroking 46

The loneliness of autism 47

Collaboration: the keys to the kingdom 50

Self-interest and collaboration 51

Game on 51

Game over and over 52

Collaboration across the nation? 53

Learning from each other? 54

How collaboration built the world 55

Shirts – the work of many hands 56

Summary of this chapter 57

Questions to ponder 57

Questions and issues for marketers 58