if a flock of birds were flying over a field, they would be calling "fly! fly!" but a hungry bird, seeing something good to eat down below might start calling "food! food!" if other birds were also hungry, they would make the same call until more birds were calling "food! food!" than "fly! fly!". at this point, the mind of the flock would be changed. some of the birds would start to yell "fly downwards! fly downwards!" as they sank from the sky, until the whole flock was all noisily calling the same thing.