Friday, November 24, 2006

The Four Fs Part 1 - Discover The Secret of The 4 Fs And How They Are Behind EVERTHING We Do.

Some time ago I read the brilliant book by the Richard Broodie (The guy who we can thank for the invention of Microsoft Word incidentally) called Virus of the Mind.

This book is a fascinating read and mainly covers the concept of Meme's (I'll talk more about meme's in a later post because they are key to understanding Influence and Persuasion).

However also in the book he talks about how our are genes dictate everything that we do at an instinctual level often referred to as our primitive behaviour.

Over the years the genes that have been successful in surviving i.e. being passed on to a new human carrier are those that cause their human carrier (or any other animal for that matter) to carry out certain actions, attitude and behaviours.

For example you might be able to imagine that millions of years ago there would have been a massive pool of genes. These gene genetically hard code certain instincts into those animals carrying the genes.

Now lets say for example that a certain gene didn't have a built in fear of heights. This it could be likely that people without this 'fear of heights' characteristic would over time be more likely to fall of cliffs. If they kept falling of cliffs the they would be less likely to reproduce, because they would be dead! and therefore there would be less likely to pass on their genes to the next generation.

Over time (a long time) genes that had a built in fear of heights would become more prominent because these gene are more likely not die by falling off a cliff and therefore more likely to reproduce an be passed on through the generations.

Now this could be why today most of us have a health fear of heights. Over time only genes that have this 'fear of flights' characteristic have survived.

However the four f's are the main characteristics of genes that have got us to where we are today, and have may be the reason that a lot of social problems exist today.

However we as students of the art of Influence and Persuasion can multiply our effectiveness if we know and use them at every opportunity, but in Influencing others and in detecting if we are being underhandedly influenced or persuaded by others.

In part two of this post I'll outline exactly what the 4 f's are.

Until then thanks for reading,

Jason D.

P.S. If you're interested in disovering more about memes and want to read Richard Brodies bestselling book 'Virus Of the Mind - The New Science Of The Meme' then follow this link to or this link to

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