“fellowship instinct” exists — to different degrees — in all of us. Even if we hate to admit it, other people’s actions do heavily influence ours.
We fear looking dumb: failing along with many people is frequently not considered a big deal, but when we fail alone we must take all the heat ourselves. There’s always peer pressure to adopt the behaviours of the groups we’re in.
This tendency to conform is notoriously exploited in advertising. Businesses often sell us products not based on their features, but by showing how popular they are: since others are buying it in droves, why would we not join them?
Conformity is also one of the main reasons why once a book makes into a well-known best-sellers list, it tends to “lock in” and continue there for a long time. People like to consume what “everybody else” is consuming.
What can you do about it?
Meditation often discount the influence of others. When analysing information, shield yourself from others’ opinions — at least at first. This is the best way to decide without being subconsciously swayed by popular opinions.
Beware “social proof”. Always raise a flag when someone tries to convince you arguing primarily on the popularity of a choice, instead of on its merit.
Be courageous. Be willing to overcome obstacles and defend your viewpoints, despite their unpopularity. Don’t be afraid to point out that the Emperor wears no clothes.
