CHAPTER 17: CULTURE, COURAGE, CLIENTS AND CASTANETS 1 José Ortega y Gasset (1916), from his course lecture, “Historical Reason”, Buenos Aires, 1940. 2 David Ogilvy, Ogilvy on Advertising, 1985, p.67. 3 Bond, R.M., Fariss, C.J., Jones, J.J., Kramer, A.D., Marlow, C., Settle, J.E., and Fowler, J.H. (2012). A 61-Million-Person Experiment in Social Influence and Political Mobilization, Nature, 489 (7415), 295-298.

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