--- title: "The100: That’s here. That’s home. That’s us." description: "Insert label here The assumptions we make, and the subsequent labelling we apply, is always a dangerous pastime. So this struck a note when it dispelled the commonly held belief that the poor eat the most fast food. Sticking with labels and assumptions: Bob, good ole Bob: “The idiotic idea that all millennials are this …" image: https://hello.watchmethink.com/hubfs/Untitled%20design%20(5)-1.png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: That’s here. That’s home. That’s us. - Home - [Blog](https://hello.watchmethink.com/blog) - The100: That’s here. That’s home. That’s us. - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 07/10/2017 [The100](https://hello.watchmethink.com/blog/tag/the100) [0 Comments](https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us#postComment) 2 Minutes **Insert label here** The assumptions we make, and the subsequent labelling we apply, is always a dangerous pastime. So this struck a note when it dispelled the commonly held belief that [the poor eat the most fast food](https://www.vox.com/science-and-health/2017/8/7/16011002/junk-food-rich-poor-people). Sticking with labels and assumptions: Bob, good ole Bob: *“[The idiotic idea that all millennials are this or all baby boomers are that is just the stupid lazy thinking that makes most of marketing a joke.](http://adcontrarian.blogspot.co.uk/2017/08/marketers-and-millennials.html)”* To Boston, UK. And another label: *the face of Brexit*. A [great, scene-setting collection of photos](http://www.itsnicethat.com/articles/deividas-buivydas-f-l-ight-photography-240717) of those faces.   **Your own personal myth** Of all the myths we invent about ourselves, 2 are very interesting, they help define and form our narrative identity.  [Redemption and Contamination](http://ideas.ted.com/the-two-kinds-of-stories-we-tell-about-ourselves/): *“For one person … a childhood experience like learning how to swim by being thrown into the water by a parent might explain his sense of himself today as a hardy entrepreneur who learns by taking risks. For another, that experience might explain why he hates boats and does not trust authority figures.”*   **The mental mug tree** And talking of stories and behaviour, here’s a [conversation with Rory Sutherland](https://www.edge.org/conversation/rory_sutherland-things-to-hang-on-your-mental-mug-tree). OK OK. It’s 42 minutes, but worth every minute. Of note, his thoughts on cost signalling: *“One of the problems of email is there’s no cost attached to sending it, so we don’t have a useful heuristic for deciding what to read first.”* Clue: any email from me 🙂   **Videobook** Darling, lovely Facebook has not only introduced us to [Watch](https://newsroom.fb.com/news/2017/08/introducing-watch-a-new-platform-for-shows-on-facebook/) – nice name 😉  but they are also rumoured to be working on a [video chat device](https://www.bloomberg.com/news/articles/2017-08-01/facebook-is-said-to-work-on-video-chat-device-in-hardware-push). This is good news for anyone that has to endure Skype on a daily basis. But it’s also good news for the research world. Especially with its apparent ability to make you  feel like you’re in the same room as the person you’re talking with. Zuckerberg does have a mission to *bring (Facebook) users closer together*. Ah yeah, getting closer to your user/consumer etc. Good idea! Hot on the heels of those ruby red shoes, LinkedIn launched Native video (if there was wagon, a band would be playing on it). So here’s Patrick MacFie explaining [how to](https://www.linkedin.com/pulse/linkedin-video-made-me-do-how-make-average-content-patrick-macfie?)**[not](https://www.linkedin.com/pulse/linkedin-video-made-me-do-how-make-average-content-patrick-macfie?)**[ make average video content](https://www.linkedin.com/pulse/linkedin-video-made-me-do-how-make-average-content-patrick-macfie?). Could be a useful read… for some.   **The realities of realvertising** Here’s the Marketing Director of TalkTalk, and the challenges and pitfalls of [Realvertising](http://www.campaignlive.co.uk/article/keeping-real-talktalk-avoiding-pitfalls-real-people-advertising/1441887?): *“I think what we did differently is we were completely authentic. We set the house up with motion sensors, and let the cameras roll for a few weeks.”* This approach meant there was a faint possibility, he acknowledges, of watching through the footage, and at the end discovering there was nothing worth using. His “biggest nightmare”… but worth the risk: *“As soon as you put a script in their hands, or set up a slightly staged situation, you immediately lose that authenticity.”* +1. A1. Right on.   **Taking** [**laughter**](https://voyager.jpl.nasa.gov/golden-record/whats-on-the-record/sounds/)** to the stars** Nearly there and worth the wait: [these photos about and from Voyager](https://www.theatlantic.com/photo/2017/08/voyagers-40th-anniversary/536493/), now 40 years into its journey. Picture 33 puts all things into humble perspective: “That’s here. That’s home. That’s us. … on a mote of dust, suspended in a sunbeam.”   --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us&text=The100:%20That’s%20here.%20That’s%20home.%20That’s%20us.) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us&text=The100:%20That’s%20here.%20That’s%20home.%20That’s%20us.description=Insert%20label%20here&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/Untitled%20design%20%285%29-1.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. Fill your boots. [The100](https://hello.watchmethink.com/blog/tag/the100) 04 September, 2026 #### [The100: Patterns that aren't, time well spent and the knights of Arundel](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) The leadership of sound bites It’s a strange old time in research and insights at the moment, eh?… [Read More](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) [The100](https://hello.watchmethink.com/blog/tag/the100) 21 August, 2026 #### [The100: Neurononsense, the gym test and the Republic of Olvana](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) Cite me if you can If I had a cent for every time I heard “95% of purchase decisions are… [Read More](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) [The100](https://hello.watchmethink.com/blog/tag/the100) 07 August, 2026 #### [The100: Discount loops, The Batman Effect and crimes against the Y axis](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) Yellow sticker syndrome Mark Ritson has staged an intervention against price promotions and given… [Read More](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. All rights reserved. ![](https://px.ads.linkedin.com/collect/?pid=1498698&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alistair Vince", "url" : "https://hello.watchmethink.com/blog/author/alistair-vince" }, "dateModified" : "2025-12-01T14:00:30.173Z", "datePublished" : "2017-07-10T15:10:41.000Z", "headline" : "The100: That’s here. That’s home. That’s us.", "image" : [ "https://hello.watchmethink.com/hubfs/Untitled%20design%20(5)-1.png" ], "mainEntityOfPage" : { "@id" : "https://hello.watchmethink.com/blog/the100-thats-here-thats-home-thats-us", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://hello.watchmethink.com/hubfs/wmt_logo_rgb_for-web-1.png" }, "name" : "Watch Me Think" } } ```