Walking in circles Dr. Jan Souman, of the Max Planck Institute for Biological Cybernetics, studied what happens to us when we have no map, no compass, no way to determine landmarks. Im not talking about a metaphorhe researched what happens to people lost in the woods or stumbling around the Sahara, with no north star, no setting sun to guide them. It turns out we walk in circles. Try as we might to walk in a straight line, to get out of the forest or the desert, we end up back where we started. Our instincts arent enough. In the words of Dr. Souman, Dont trust your senses because even though you might think you are walking in a straight line when you're not. Human nature is to need a map. If you're brave enough to draw one, people will follow. -- Seth Godin , Poke the Box