The document discusses the concept of tribes and their importance in connecting individuals over shared interests, facilitated by social networking platforms that transcend traditional geographic boundaries. It emphasizes the role of leaders in tribes, who must listen and adapt to the needs and desires of their communities to successfully promote brands and products. Ultimately, creating a beloved brand involves building connections and fostering loyalty within these groups.

1. ON: Tribes Positioning Your Brand To Lead A Tribe

2. ON: Tribes … groups of people who need to connect with each other.

3. The Need To Connect … Maslow: "Love and belongingness is a basic human need.” This feeling begins with our need to connect to something/someone.

4. Why Do We Connect? … we connect around shared interests. Music. Film. Fashion. Business. Literature. Gaming. Photography. Sports. etc. etc. etc.

5. Location Used To Be Everything … tribes used to be limited to location. 12 tribes of Israel

6. The Digital Tribe … is no different from offline tribes. OK one difference! NO boundaries.

7. Tribal Eco-System … social networking platforms allow tribes to form devoid of boundaries with common interests.

8. Social Networking … is hardly a new idea. It is at the heart our democratic roots.

9. Connections Are Formed … around a ubiquitous belief, need, idea or movement First continental congress Present Day Speed Dating

10. Leading The Tribe … a leader always emerges. That leader personifies an idea, movement or promise that the tribe can relate to. George Washington Crossing The Delaware Steve Jobs Announcing the iPhone

11. Do You Want To Lead A Tribe? … First. Shut Up & Listen

12. To Achieve Leadership … you must be willing to fail. Get Up! Try Again!

13. Leaders Listen … and see the tribes desire and adapt

14. Leaders Try … to stand out by being the voice, emulator and human form of the idea by constantly listening then participating in as many active conversations as possible.

15. Relevant Idea … position the insight as the promise or offer and tribes will desire your brand or product.

16. K.I.S.S. … ideas are usually not understood unless expressed with simplicity and context.

17. Tribes Buy … brands help make an impact in a tribe with tools, products and services that facilitate peoples needs, aspirations and desires.

18. Selling To Tribes … we can win the popularity contest called market share by being: honest. present. helpful. smart.

19. Brands & Tribes … creating a loved brand is not easy. Great brands have created tribes within tribes.

20. Grab Your Tribe-Share …When you find the tribe that understands and loves you – you will have won the popularity contest we call market share.

21. Q & A ON: Tribes