Twitter and Facebook and group meetings and newsletters are all TOOLS. Tools matter, because tools impact the way you interact. You don’t need to use every tool, but every tool you use you must use well.
Like all good things, it spiraled.
And ultimately, once they get a sense for who’s part of this group, they want to know who the leader is. Where are we going and who is going to take us there.
This is the old way. You target people. You hunt them down. You do marketing to them.
This is the new way: Consumers market to each other.
Cars are nothing but badges for tribe members
Forty years ago, Jerry Garcia and the Grateful Dead made some decisions that changed the music industry forever. You might not be in the music business and you may never have been to a Dead concert, but the impact the Dead made impacts almost every industry, including yours. In addition to grossing more than a few hundred million dollars during their career, the Dead helped us understand how tribes work. They didn’t succeed by selling records (they only had one top 40 album). Instead, they succeeded by attracting and leading a tribe.
Gary Vaynerchuk runs Wine Library TV (http://tv.winelibrary.com/), and he has a tribe. Millions of people around the world (wait, think about that) turn to him to narrate their passion for wine. He helps them discover new wines and better understand the wines they love. But Gary doesn’t market to this audience, and he doesn’t manage them, either. He leads a tribe, instead. It’s an act of generosity and the fuel for a movement, not a marketing stunt. He doesn’t push, he leads.
The “m dot” is the official IronMan triathalon brand. Buying a slot for the Hawaii race will cost you $40,000 at auction. People get the logo tattooed on their legs. Are people tattooing your logo on their legs?
Oprah, on the other hand, makes it really easy to join her tribe. Just turn on the TV or buy a book she recommends.
These are questions, not answers. But they are questions you haven’t been asking yourself.
Steve Jobs leads a tribe. Bill Gates just made software. Making software can make you big, but it doesn’t last--the market is ruthless. Tribes, on the other hand, push you and stick with you and hate you and then forgive you.
It’s tempting to grow your tribe by making it open and welcoming
but in fact, making it difficult to get in (and easy to get thrown out) is often more effective.
Nobody forms a tribe around mediocre. No one aligns themselves with others in celebration of the ordinary. People who want to settle for good enough do it by themselves, not in a group.
And here are six things that the members of a tribe desperately want
“ for” vs. “to”. Are you marketing things TO people, at them, are you targeting markets and focusing on churn and product sales? Or do you spend your time doing things FOR the tribe?
We have plenty of people on Earth. And lots of them are disconnected, or isolated, or wanting more. We’re all waiting to join another tribe, a better tribe, a tribe that will make a difference. All that’s missing is a heretic to lead that tribe. All that’s missing, of course, is... you.