Let's talk about peer pressure, shall we? Not just the teenage "come on, have a ciggy behind the bike sheds" variety, but the subtle, grown-up version that's probably dictating more of your decisions than you'd care to admit. I read this book once, "Originals" by Adam Grant. Grant talks about how conformity is the enemy of originality. The moment you start fitting in, you stop standing out. There's this fascinating study that was done way back in the 1950s by a psychologist called Solomon Asch. He put people in a room and showed them lines of different lengths, then asked which lines matched. Easy peasy, right? But here's the twist, everyone else in the room was an actor instructed to give the wrong answer. And guess what happened? About 75% of participants went along with the obviously wrong answer at least once. Seventy-five percent! That's three out of four people willing to say that black is white just because everyone else is saying ...