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The secret of leadership is simple: Do what you believe in.
Paint a picture of the future. Go there.
A group of people connected to one
another, to a leader, and to an idea
o Shared interest & means to communicate
o To survive, tribes need leadership – be it by a
single person or a group
o Thri...
PerfectExampleof a tribein the ModernWorld
Through his ideas and practices, Joel changed the norms that
were associated wi...
We are drawn to leaders, their ideas and love interacting with like minded people
A part of our survival mechanism – to be...
Phenomenal Impacton the Tribe
Despitehaving only 1 top-40 hit, they had a massive cult
following – with ‗Deadheads‘ often ...
o Geography was important in defining a tribe – be it people from a village, or model-
car enthusiastsin Sacramento, or th...
has a tribe of millions around the world, who turn to him to
narrate their passion for wine. He helps them understand the ...
Peoplehaverealizedcertainthingsabout theirlives
They work a lot, and working on stuff they believe in is
much more satisfy...
The people who like their jobs the most are the
ones who are making the greatest impact, and
changing the world along with...
o With tribes flourishing everywhere, there‘s a vast shortage of leaders
o Everyone in an organization—not just the boss—i...
Managementis manipulating resources to get a known job done. Managers control a process
they‘ve seen before, working hard ...
Corporations were built on the foundation of the royalty,where the CEO with his perks and
power had a tribe of influential...
The best way to grow was to be reliable and consistent, slowly gaining market share; rapid change led to
uncertainty, risk...
The sceptical hesitate at the idea of leadership because they feel that without authority they can‘t lead
and that big org...
Tribes aren‘t about stuff. They are all about
The better you do the better you do. Connectionsleadto connections.
Great id...
1. A narrative that tells a story about who we are and the
future we‘re trying to build
2. A connection between and among ...
Spinnaker(Educational computer games making software company) – Seth Godin joined in 1984.
Job: To acquire science fiction...
A crowd is a tribe without a leader
A crowd is a tribe without communication
A Management often work for the status quo, to deliver average product to average people.
Build reliability and predictabi...
You only need 1000true fans
A true fan connects with other true fans and amplifies the noise the artist
makes
Of course a ...
o Look around, all the marketplaces rewards innovation
o The fastest growingchurch are the newest ones; the best selling b...
Factories are efficient.
Factories are deeply connected with the human nature: Part of us wants stability.
For example, In...
Free Agent Nation – a movement of smart peopleleaving organizations to go
out on their own.
Organizations are more importa...
Fear‘s an emotion, no doubt about it. One of the strongest, oldest and most
hardwired
And the media loves to glamorize the...
is overrated!
A remarkable product is like a purple cow. Brown cows are boring.
Ideas that spread win. Boring ideas don‘t spread.
True, ...
Heretics are engaged, passionate and more
powerful and happier than everyone else. And
have a tribe that support them
Chal...
The World‘sBest Coach
She talks quietly, one on one, to someone who needs to hear from her.
Over the course of few hours s...
A tribe that communicates with alacrity & emotions thrives in long term
A tighter tribe is one that hears to its leader & ...
Leadership is scarce becausefew people are willing to go through the discomfort required
to lead
This scarcity makes leade...
A tribe needs followers, who aren‘t just willing to follow but are
eager to follow
Members of tribes who just follow mindl...
Tribes in early stages is only an isolated group with no members interacting, leaders know how to step in &
create motion
...
Crossfit is a tribe of crazy fitness fanatics, who exercise rigorously on everyday basis
The Crossfit tribe is strong & ge...
Patientslikeme.comis a website where several thousand ill people share the details of his/her diagnosis &
current health s...
Curious has to do with
a desire to understand,
a desire to try,
a desire to push whatever envelope is interesting
Great le...
All a leader needs is to motivate people
who choose to follow the leader
The rest of the population is free to ignore
or d...
Most people
• Work hard to fit in, so others don‘t notice them
• Like eating at places where they have eaten before
• Thin...
1. Individuals have far more power than ever before in history
One person can change an industry, declare a war, reinvent ...
The vibrantleader
In 1967,Jim Delligatti broke the rules & invented the Big Mac. Jim led the entire
corporation in a new d...
• Managers who are stuck, who compromise to keeps things quiet, who battle
the bureaucracy everyday are the ones who settl...
• Faith is the unstated component in the work of a leader and isunderrated.It
leads to hope and overcomes fear. It is the ...
• Religion and faith go together
• Without religion its easier for faith to flag. Religion reinforces faith and we
cant su...
• A recent study has found that about a third of all Americans have left the
religion they grew up with
• If religion comprises rules you follow, faith is demonstrated by the actions you
take
• When you lead without compensati...
Leadership almost always involves thinking and acting like the
underdog.That‘s because leaders work to change things, and ...
• The easiest thing is to react
• The second easiest thing is to respond
• But the hardest thing is to initiate.
• Reactin...
• Initiating is really and truly difficult, and that‘s what leaders do. They see
something others are ignoring and they ju...
• Sometimes it may make more sense to take the follow. Leading when you
don‘t know where to go, when you don‘t have the co...
• Normal people have things happen to them while leaders don‘t have things
happen to them, but instead do things
The status quo is persistent and resistant. It exists because everyone wants it to.
Everyone believes that what they‘ve go...
When change occurs, the new thing is rarely better than the old one. If that
were so, everyone would have loved to change
...
• Industries don‘t die by surprise
• They die because they don‘t have a good leader ready to describe the future
and build...
• Outcome of hiring people who have been raised to be obedient and giving
them brain-dead jobs and enough fear to keep the...
• Because the stakes are higher(opportunity, cost, tuition, and the job market)
• And what about schools/colleges?
• Stude...
• When you hire amazing people and give them freedom, they do amazing stuff.
• And the sheepwalkers and their bosses watch...
• Who see yourself in this mirror to realize that you can always stop. You can
always claim the career you deserve merely ...
• ―Life‘s too short‖ is repeated often enough to be a cliché, but it‘s true.
• You don‘t have enough time to be both unhap...
• The thermometer reveals that something is broken- tell us when we‘re
spending too much or gaining market share or not an...
• Publisha manifesto - a mantra and a motto and a way of looking at the world
- spread it far and wide.
• Make it easy for...
• Transparency reallyis your only option - The people who follow you aren‘t Stupid,
People can smell subterfuge from a mil...
TIME magazine is a media channel. So are CNN and Yahoo.
Tribes are different.
Tribes are the most effective media channels...
• Isaac Newton was totally about alchemy, the branch of science he spent most of his
career on
• Steve Jobs was wrong abou...
• Wikipedia is a non-profit that is run by a conservative board and several thousand
dedicated volunteers. Florence Nibart...
Risk is a probability of failure, right?
• So we warn ourselves of a probability of a probability.
• It‘s all a risk. Alwa...
• Why is initiative such an astonishingly successful tool?
Because it‘s rare.
• Even a little bit of action, a few new ide...
• Most of the top 50 nonprofits in the US are stuck. Why?
• Because they think they are big and continue doing what has wo...
• Haters are everywhere. Blame-game is everywhere. Its easy to
blame those in your tribe who aren’t working as hard at fol...
• The largest enemy of change is NOT ‗no‘. It is a
‗not yet‘.
• Change never fails because its too early. It fails
because...
• Leadership is very much an art, one that‘s accomplished only by people with
authentic generosity and a visceral connecti...
• Tribe members care of what happens to the organization and to other
members.
• Brand Polarization is very important. You...
Challenge status quo
Create a culture around their goal and involve others in that culture
Have an extraordinary amount of...
Being charismatic doesn‘t make you a leader,
being a leader makes you charismatic
• Remarkable visions & genuine insights are always met with resistance
• Forces of mediocrity will always align to stop yo...
• Sell the idea to ONE person. Does he love it? Is he excited about it?
Excited enough to tell 10 friends because it helps...
• It‘s a myth that change happens overnight, that right answers succeed in the
marketplace right away or big ideas happen ...
• The job of senior management is to find leaders present in the organization &
support them.
• Generally, managers don‘t ...
• Jerry Sternin went to Vietnam to try to help starving children.
• Rather than traditional tactics to make a difference, ...
• Not to far from us there are
• Kids & parents starving
• People unable to reach their goals due to non-availabilityof in...
• People want to know how to be sure they get credit for an idea, especially
when they have a boss who wants to steal it.
...
• The big yes completely contrasts the little no
• The little no is easy to find, hard to avoid & makes feels safer.
• The...
• Leaders create things that didn‘t exist before.
• They do this by giving the tribe a vision of something that could happ...
• People
• don‘t believe what you tell them
• Rarely believe what you show them
• Often believe what their friends tell th...
• The barriers to leadership have fallen.
• There are many tribes everywhere, without a leader.
• No one gives you permiss...
• Quality is not only not necessary, for many items it‘s undesirable
• Perfect is an illusion, one that was created to mai...
• Brad Garlinghouse probably save Yahoo, because he found his tribe.
• In 2006, Brad wrote a pointed memo to his bosses at...
• Brad didn‘t leak the memo, he just shared very honest proposal with bosses.
• If Brad was fired, dozens of better compan...
• Nathan Winograd had no authority, no charge but still he is changing the
way dogs & cats are treated.
• Previously, ever...
• On similar grounds, Winograd started the program in Tompkins County in
rural New York State.
• There were strong opposit...
What does a leader look like?
Across the world, all continents, professions, income levels, leaders don‘t have
these thing...
Every tribe is different, every leader is different.
The nature of leadership is such that you are not doing what has been...
[Submitted to Prof. Sameer Mathur
‗www.mbaskills.in‘ as a partof Personal
Branding course 2015,IIM Lucknow]
Created by Gro...
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
Tribes by Seth Godin: Book Summary
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Tribes by Seth Godin: Book Summary

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A summary of the book 'Tribes' (authored by Seth Godin)

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Tribes by Seth Godin: Book Summary

  1. 1. The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there.
  2. 2. A group of people connected to one another, to a leader, and to an idea
  3. 3. o Shared interest & means to communicate o To survive, tribes need leadership – be it by a single person or a group o Thrive on their connection and their will to grow and bring about a change
  4. 4. PerfectExampleof a tribein the ModernWorld Through his ideas and practices, Joel changed the norms that were associated with managing programmers in the industry – their hiring, firing, etc. He thus, assembled a large tribe of peoplelooking to be under his leadership. He drove change& gave the tribe a lever to alter the norms in this industry
  5. 5. We are drawn to leaders, their ideas and love interacting with like minded people A part of our survival mechanism – to belong to a tribe In fact the more the number of tribes, the more our enthusiasm to join them Leadinga tribebeingthebestlifeofall,and everyone can lead a tribe
  6. 6. Phenomenal Impacton the Tribe Despitehaving only 1 top-40 hit, they had a massive cult following – with ‗Deadheads‘ often talking to each other in seemingly coded words They created concerts to allow peoplenot just to hear their music, but to hear it together - where the concept of tribes came in.
  7. 7. o Geography was important in defining a tribe – be it people from a village, or model- car enthusiastsin Sacramento, or the Democrats in Springfield o Internet, has eliminated this trend – easier to coordinate and grow - Facebook, Twitter and email are encouraging this change, in addition to providing tools to lead such tribes – without which all of this is worthless o Existing tribes are now bigger, there are now more tribes across horizontals and verticals never thought of before - travel, shopping, work, sports o Despiteallthis,the real power of a tribe is in the people,notinthetools, and one must look forwardto using these toolsto commit to a tribe and lead it o Leading for the sake of isn‘t a good idea, the desire needs to be there too
  8. 8. has a tribe of millions around the world, who turn to him to narrate their passion for wine. He helps them understand the wines they love. His secret to success is his use of technology and unique method to share his passion and create change. This connects with people & a tribe grows. The senior VP of Microsoft‘s Marketing Groupisn‘t a pundit or a personality. Instead, she leads a tribe of thousands of people inside Microsoft who create and shape the company‘s marketing. The tribe listens to Mich; they respect her and they follow her leads a tribe, not by leading everyone in her town, but by challenging people in 20+ countries to provide essential services to the needy. Her tribe of donors, employees, entrepreneurs, and supporters counts on her leadership to inspire and motivate them, thus changing the face of philanthropy
  9. 9. Peoplehaverealizedcertainthingsabout theirlives They work a lot, and working on stuff they believe in is much more satisfying Factory centric model of producing goods is not as profitable as in the past Consumers have decided to spend time and money on things that matter and mean to them rather than factory produced commodities
  10. 10. The people who like their jobs the most are the ones who are making the greatest impact, and changing the world along with the way they see the world Hereticsare the new leaders – challenge status quo, create movements, lead tribes; The leverage of a tribe is powerful & profitable, yet reliable, easy and fun JonathonIveat the design team of Apple is one such Macintosh tribe leader
  11. 11. o With tribes flourishing everywhere, there‘s a vast shortage of leaders o Everyone in an organization—not just the boss—is expected to lead o Today‘s workplaceencourages individuals to change things and have more leverage than ever before o Organizations & individuals who change things and create remarkable products are rewarded o There is a tribe of fellow employees or customers waiting for you to connect them to one another and lead them where they want to go o We have the skills to lead; its just the will that‘s missing– Now is the best time!
  12. 12. Managementis manipulating resources to get a known job done. Managers control a process they‘ve seen before, working hard to make that process as efficient as possible, is to complete tasks assigned to him by someone else in the factory. Example: McDonalds‘ managers Leadership is about creating the change you are passionate about- using own ideas to lead peopleand to change organisations, as opposedto using threats and bureaucracy to manage them. The future belongs to leaders, and to the process of change – something that future leaders should not be scared of
  13. 13. Corporations were built on the foundation of the royalty,where the CEO with his perks and power had a tribe of influential men around him whose job was to strengthen the CEO‘s power even more Marketing involves understanding the tribe and delivering products- the tribe earns a leverage – to leave the CEO if they don‘t like him People, now, admire the new and stylish more than the proven state of affairs Early adopters are the ones who buy and spread word No one watches mediocre YouTube videos that they‘ve seen before, or forward boring mails As a result, new ways of doing things, new jobs and opportunities,new faces become ever more important implyingthat markets want change Stability is just an illusion.
  14. 14. The best way to grow was to be reliable and consistent, slowly gaining market share; rapid change led to uncertainty, risk and failure which were unpopular Renault, Yugo and Sterling failed in the past because they wanted to bring in new cars into the US – customers felt these had no future and stuck to good old GM Today, the only customers willing to support you are the ones who need change ToyotaPrius used a 100 year old technology to assemble a tribe that has now become a movement – the hybrid car industry! In a few years‘ time, the biggest consumer industry took a u-turn, just because of the leverage that the need for change brought about Leadersmakea ruckus,becomepartisanandtakea stand – connectingwiththeirtribe andwantingsomethingtohappen
  15. 15. The sceptical hesitate at the idea of leadership because they feel that without authority they can‘t lead and that big organizations reserve leadership for CEOs or feeling that there is too much resistance to change in a big organisation Thomas Barnett showed how leadership without rank or status has the power to even change things at the Pentagon – his presentation on how modern military should look like influenced the way the Pentagon viewed its weaknesses Barnett led and galvanised a tribe passionate about change - inspired and connected them through his idea Leadershipdoesn‘tnecessarilystartatthetop,butit alwaysdoesaffect thoseatthetop Tribes gives each the very same opportunity.Skill and attitude are essential. Authority can, in fact, get in the way
  16. 16. Tribes aren‘t about stuff. They are all about The better you do the better you do. Connectionsleadto connections. Great ideas spread.
  17. 17. 1. A narrative that tells a story about who we are and the future we‘re trying to build 2. A connection between and among the leader and the tribe 3. Something to do – the fewer limits, the better Too often organizations fail to do anything but the third
  18. 18. Spinnaker(Educational computer games making software company) – Seth Godin joined in 1984. Job: To acquire science fiction stories and turn them into literary adventure games. Shortage of programmers so just three were allotted to him, which was insufficient So he started a newsletter (twice a week) where the newsletter highlighted the work of every person who worked on one of his products. Then he distributes them to the interoffice mailbox of every person. He talked about their quests, chronicled the amazing work they have done. Eventually form a Tribe, as the newsletter connected the tribe members. Within a month 6 engineers defected to the tribe, worked for him in their spare time. Then the number rose and eventually the entire department was engaged some way or the other. Shipped 5 products in time for Christmas, which otherwise would not have been possible Why did the engineers switch? Because of the newsletter: No. Because they want a take part in something that mattered. EverythingI didwasforus,notforme.I didn‘tmanage;I led
  19. 19. A crowd is a tribe without a leader A crowd is a tribe without communication
  20. 20. A Management often work for the status quo, to deliver average product to average people. Build reliability and predictability,cut cost and make profit But for tribes, Average can mean Mediocre. Not worth seeking out. Boring. Not so much difference between the two Average stuff is taken for granted, not talked about and certainly not sought out. Defending Mediocrityis exhausting
  21. 21. You only need 1000true fans A true fan connects with other true fans and amplifies the noise the artist makes Of course a church may need a little more and if you standingfor the President even more Too many organizations careabout numbers, not fans Fans, true fans, are hard to find and are precious. Just a few can change everything.
  22. 22. o Look around, all the marketplaces rewards innovation o The fastest growingchurch are the newest ones; the best selling books are always the surprise hits that come out of nowhere. o Creating products and services that are remarkable is fun. Doing work that is fun is engaging; Making things that are successful is a great way to spend your time There you go: Initiative= Happiness
  23. 23. Factories are efficient. Factories are deeply connected with the human nature: Part of us wants stability. For example, In India a perfect jobis working as a government bureaucrat Somewhere along the way, the factory advantage began to fade It wasn‘t so safe to have a factory job after all We now envision our dream jobs, we‘re imagining someone who reaps huge rewards as a result of his insight, or someone who has control of what he does. None of which have anything to do with working in a factory
  24. 24. Free Agent Nation – a movement of smart peopleleaving organizations to go out on their own. Organizations are more important than ever before. It‘s the factories we don‘t need. In unstable times, growthcomes fromleaderswho createchange and engage their organizations, instead of from managers who push their employees to do more for less.
  25. 25. Fear‘s an emotion, no doubt about it. One of the strongest, oldest and most hardwired And the media loves to glamorize the rare downfall of the heretics who doesn‘t quite make it You can talk over fear, laying out a game plan that makes the fear obsolete Then the only thing holding you back is your own fear People struggle for years but never seem to get anywhere Why? Possibly these people are becoming ever better at following, but never learning to lead They‘re following instructions, directions, following the pack and honing their skills – but hiding from the fear of Leading When you are leading a tribe, the benefits increase, the work gets easier, and the results are more obvious. That‘s the best reason to overcome the fear
  26. 26. is overrated!
  27. 27. A remarkable product is like a purple cow. Brown cows are boring. Ideas that spread win. Boring ideas don‘t spread. True, when one gets a bad review one‘s feeling is hurt But one bad review shouldn‘t ruin one‘s day because one should know that the book got noticed, and it‘s a badge of honor to get a bit of criticism at all. It means that one cofounded expectations and did something worth remarking on The lesson being if one had written a boring book there‘d be no criticism, no conversation. The product and services that got talked about are the ones that are worth talking about.
  28. 28. Heretics are engaged, passionate and more powerful and happier than everyone else. And have a tribe that support them Challenging the status quo requires commitment, both public and private. Heretics must believe.
  29. 29. The World‘sBest Coach She talks quietly, one on one, to someone who needs to hear from her. Over the course of few hours she will have dozens of such conversations. She occasionally talks to the entire team, but she never raises her voice After just a few weeks, amazing thing starts to happen. The members start to coaching each other. A ten year old novice offers a pointer to a veteran recently back from the national competition.Meghan leaves the building and practice continues. Meghan isn‘t just a coach, she someone who understands authentic leadership and realize what it means to create a tribe Meghanconnectsandinspires.Shedoesn‘tmanage.
  30. 30. A tribe that communicates with alacrity & emotions thrives in long term A tighter tribe is one that hears to its leader & coordinate action & ideas across the members of the tribe Steve Jobs tightened the tribe of Apple fanatics by Creatingsubstantial new products Announcing them online regularly Act of tightening by spreading word through blog, Twitter & Facebook is powerful & productive.
  31. 31. Leadership is scarce becausefew people are willing to go through the discomfort required to lead This scarcity makes leadership valuable It is uncomfortable to Stand up in front of strangers Propose an idea that might fail Challenge the status quo Resist the urge to settle If anyone is not uncomfortable in their work as a leader, he/she is not reaching his/her potential as a leader.
  32. 32. A tribe needs followers, who aren‘t just willing to follow but are eager to follow Members of tribes who just follow mindlessly put the tribe down They don‘t do the local leadership required when the tribe members interact They hesitate in interacting with other tribe members thus not making a vibrant tribe They don‘t do a good job of recruiting new members to the tribe Consider any group, it is micro-leaderin the trenches & their enthusiastic followers who make the difference This micro leadership is for the health of the organization.
  33. 33. Tribes in early stages is only an isolated group with no members interacting, leaders know how to step in & create motion This movement creation can transform a group into a tribe Also at times a leader can start a tribe & at the right moment back off from the tribe to allow the tribe build its dynamics naturally When to back off & stand aside is a skill the leader requires But one thing never helps: Doing Nothing Backing off involves setting oneself aside & stepping in at the right time again, but doing nothing is merely hiding.
  34. 34. Crossfit is a tribe of crazy fitness fanatics, who exercise rigorously on everyday basis The Crossfit tribe is strong & getting stronger mainly because of the work of their leader- Greg Glassman, known as Coach The coach has built the Crossfit tribe from scratch, inspiring, cajoling & laying down the rules. Glassman pushes to limit everyday, creating the environment of camaraderie, new ideas & sharing culture. No Coach, no tribe! This is an example of ‗Leaning In‘ Leader. The LEANINGIN Leader
  35. 35. Patientslikeme.comis a website where several thousand ill people share the details of his/her diagnosis & current health status They cheer & support one another with enthusiasm This website appears to be leaderless, but it is not the case They are leaders of ‗Backing Off‘ kind They found a tribe desperately wanting to communicate,& they gave them tools to do so, they made the tribe tighter That is leadership as well! The BACKINGOFFLeader
  36. 36. Curious has to do with a desire to understand, a desire to try, a desire to push whatever envelope is interesting Great leaders are curious because they cant wait to find out what the group is going to do next Curious people are the ones who talk to people who are in a stupor Theyleadthemasses who are stuck in the middle.
  37. 37. All a leader needs is to motivate people who choose to follow the leader The rest of the population is free to ignore or disagree with the leader
  38. 38. Most people • Work hard to fit in, so others don‘t notice them • Like eating at places where they have eaten before • Think this book is a bad idea • Would like the world to stay as it is, but calmer • Are afraid • Didn‘t use Google until last year ‗Most people‘ good at ignoring new trends, great employees & big ideas A leader shouldn‘tbe ‗most people‘!
  39. 39. 1. Individuals have far more power than ever before in history One person can change an industry, declare a war, reinvent science, politics & technology 2. The only thing holding back a leader from achieving above is lack of faith! Faith that the leader can do it, faith that it is worth doing & faith that failure won‘t destroy!
  40. 40. The vibrantleader In 1967,Jim Delligatti broke the rules & invented the Big Mac. Jim led the entire corporation in a new direction & made the Big Mac world famous! Thesmartleader In 1946, Percy Spencer, a low ranking engineer at the Raytheon Corporation while trying to improve radar technology smartly invented the Microwave Oven!
  41. 41. • Managers who are stuck, who compromise to keeps things quiet, who battle the bureaucracy everyday are the ones who settle • Heretics don‘t. The art of leadership is understanding what you cant compromise on
  42. 42. • Faith is the unstated component in the work of a leader and isunderrated.It leads to hope and overcomes fear. It is the dividing line between humans and most other species • Faith is critical to all innovation. Without faith it is suicidal to be a leader, to act like a heretic • Religion on the other hand represents a strict set of rules that our ancestors have overlaid on our faith and is highly overrated. Religion supports the status quo and encourages us to fit in, not to stand out.
  43. 43. • Religion and faith go together • Without religion its easier for faith to flag. Religion reinforces faith and we cant succeed without it • So you can recognize the need for faith in your idea, find the tribe you need to support you and create a new religion around your faith!!
  44. 44. • A recent study has found that about a third of all Americans have left the religion they grew up with
  45. 45. • If religion comprises rules you follow, faith is demonstrated by the actions you take • When you lead without compensation, when you sacrifice without guarantees, when you take risks because you believe, then you are demonstrating faith in the tribe and its mission • Of course it‘s difficult. But leaders will tell you that it‘s worth it!!
  46. 46. Leadership almost always involves thinking and acting like the underdog.That‘s because leaders work to change things, and the people who are winning rarely do If you‘re not over the top, you‘re not going to have any chance at all of making things happen
  47. 47. • The easiest thing is to react • The second easiest thing is to respond • But the hardest thing is to initiate. • Reacting is intuitive and instinctive and usually dangerous. Managers react • Responding is a much better alternative. You respond to external stimuli with thoughtful action. Organizations respond to competitive threats. Individuals respond to colleagues or to opportunities.
  48. 48. • Initiating is really and truly difficult, and that‘s what leaders do. They see something others are ignoring and they jump on it. They cause the events that others have to react to. They make change
  49. 49. • Sometimes it may make more sense to take the follow. Leading when you don‘t know where to go, when you don‘t have the commitment or the passion, or worst of all, when you can‘t overcome your fear—that sort of leading is worse than none at all.
  50. 50. • Normal people have things happen to them while leaders don‘t have things happen to them, but instead do things
  51. 51. The status quo is persistent and resistant. It exists because everyone wants it to. Everyone believes that what they‘ve got is probably better than the risk and fear that come with change Unless you believe that innovation can change things, that heretics can break the rules, and that remarkable products and services spread, you can‘t succeed A true leader would not be scared to embrace change and lead the group!!
  52. 52. When change occurs, the new thing is rarely better than the old one. If that were so, everyone would have loved to change Past performance is no guarantee of future success The best time to change your business model is when you still have momentum
  53. 53. • Industries don‘t die by surprise • They die because they don‘t have a good leader ready to describe the future and build the required coalitions to get there • This isn‘t about having a great idea (it almost never is). It is about taking initiative and making things happen. • When things don‘t seem right in the current industry it is recommendable to be the first person to walk out
  54. 54. • Outcome of hiring people who have been raised to be obedient and giving them brain-dead jobs and enough fear to keep them in line • Eg, A customer service representative who will happily read aloud a company policy six or seven times but never stop to consider what the policy means • Sheepwalking, today, is actually on the rise. What‘s left is to cost-reduce the manual labor when we go to hire that labor, we search for people who have already been trained to besheeplike.
  55. 55. • Because the stakes are higher(opportunity, cost, tuition, and the job market) • And what about schools/colleges? • Students fall back on what they‘ve been taught: to be sheep. Well-educated sheep, of course, but compliant nonetheless • Is it less efficient to pursue the alternative? What happens when you build an organization that‘sflat and open and treats employees with respect? What happens when you expect a lot and trust the people you work with? • There‘s too much overhead, too little predictability, and way too much noise
  56. 56. • When you hire amazing people and give them freedom, they do amazing stuff. • And the sheepwalkers and their bosses watch and shake their heads • How wide spread is the problem? • An MBA student the author met said she was taking a job at a major packaged-goods company because they offered her a great salary and promised her a well-known brand. She‘s said she is going to stay ―for just ten years, then have a baby and leave and start my own gig.‖
  57. 57. • Who see yourself in this mirror to realize that you can always stop. You can always claim the career you deserve merely by refusing to walk down the same path as everyone else just because everyone else is already doing it. • The biggest step, though, comes from anyone who teaches or hires. And that‘s to embrace nonsheep behavior, to reward it and cherish it.
  58. 58. • ―Life‘s too short‖ is repeated often enough to be a cliché, but it‘s true. • You don‘t have enough time to be both unhappy and mediocre. It‘s not just pointless, it‘s painful. • Instead of wondering when your next vacation is, maybe you ought to set up a life you don‘t need to escape from. The amazing thing is that not only is this sort of life easier to set up than ever before, but it‘s also more likely to make you successful. And happy. • So how was yourday?
  59. 59. • The thermometer reveals that something is broken- tell us when we‘re spending too much or gaining market share or not answering the phone quickly enough • Organizations are filled with human thermometers - criticize or point out or just whine. • The thermostat manages to change the environment in sync with the outside world • Every organization needs at least one thermostat- leaders who can create change in response to the outside world, and do it consistently
  60. 60. • Publisha manifesto - a mantra and a motto and a way of looking at the world - spread it far and wide. • Make it easy for your followers to connect with you– by visiting you or e- mailing you or it could interacting with you on Facebook • Make it easy for your followers to connect with one another. Eg, the camaraderie developed by volunteers on apolitical campaign or insiders involved in a new product launch. Great leaders figure out how to make these interactions happen • Realize that money is not the point of a movement- Money exists merely to enable it • Track your progress- Do it publicly and create pathways for your followers to contribute to that progress
  61. 61. • Transparency reallyis your only option - The people who follow you aren‘t Stupid, People can smell subterfuge from a mile away. • Your movement needs to be bigger than you • Movements that grow, thrive - Don‘t mortgage today just because you‘re in a hurry. • Movements aremade most clear when compared to the status quo or to movements that work • to push the other direction - movements do less well when compared to other movements with similar goals. • Exclude outsiders -ensures loyalty and attention. Who isn‘t part of your movement matters almost as much as who is • Tearing others down is never as helpful to a movement as building your followers up
  62. 62. TIME magazine is a media channel. So are CNN and Yahoo. Tribes are different. Tribes are the most effective media channels ever, but they‘re not for sale or for rent. Tribes don‘t do what you want; they do what they want. Which is why joining and leading a tribe is such a powerful marketing investment.
  63. 63. • Isaac Newton was totally about alchemy, the branch of science he spent most of his career on • Steve Jobs was wrong about the Apple III, wrong about the NeXT computer • The secret of being wrong isn‘t to avoid being wrong! • The secret is being willing to be wrong. The secret is realizing that wrong isn‘t fatal. • There isn‘t an easy way. It isn‘t easy for middle managers or CEOs -the truth is that they appear to risk everything, but in fact, the risk isn‘t so bad. The downsides are pretty small because few of us are likely to get burned at the stake. • The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Gothere. People will follow.
  64. 64. • Wikipedia is a non-profit that is run by a conservative board and several thousand dedicated volunteers. Florence Nibart-Devouard, the chairwoman of the Wikipedia board, is actively campaigning to ensure that no one makes particularly large donations to the foundation. She was quoted by the New York Times as saying that she would ―make some noise‖ if an aggressive outsider was to try to become a board member. • What to do with a tribe like this? • If your goal is to make change, it‘s foolish to try to change the worldview of the majority if the majority is focused on maintaining the status quo • The opportunity is to carve out a new tribe, to find the rabble-rousers and change lovers who are seeking new leadership and run with them instead.
  65. 65. Risk is a probability of failure, right? • So we warn ourselves of a probability of a probability. • It‘s all a risk. Always. - That‘s not true, actually. • The only exception: it‘s a certainty that there‘s risk. • The safer you play your plans for the future, the riskier it actually is. That‘s because the world is certainly, definitely, and more than possibly changing.
  66. 66. • Why is initiative such an astonishingly successful tool? Because it‘s rare. • Even a little bit of action, a few new ideas, or a tiny bit of initiative can fill the vacuum • The organizations that need innovation the most are the ones that do the most to stop it from happening
  67. 67. • Most of the top 50 nonprofits in the US are stuck. Why? • Because they think they are big and continue doing what has worked for them so far • Consequently, big risks and crazy schemes are frowned upon • Advent of Internet changed the scenario. Nonprofits started making revenues from websites and also allows long-distance involvement • Direct mail fund raising has gotten people to donate out of guilt, not out of the want to do it • BIG WIN is turning donors into patrons and activists. • Responsible stewardship requires that you find and empower heretics & give them the flexibility to build something new.
  68. 68. • Haters are everywhere. Blame-game is everywhere. Its easy to blame those in your tribe who aren’t working as hard at following as you are at leading. • You have a choice when to communicate • You can design your products to be easy to use • You can guarantee that people will listen to you by making a choice.
  69. 69. • The largest enemy of change is NOT ‗no‘. It is a ‗not yet‘. • Change never fails because its too early. It fails because its too late • The curve below shows the benefits of any innovation over time
  70. 70. • Leadership is very much an art, one that‘s accomplished only by people with authentic generosity and a visceral connection to their tribe. ‗Learning the trick‘ won‘t do you any good. • Doing it will make the difference. • Cynicism is a lousy strategy. Managers are cynical. They are pessimists. Leaders on the other hand have a powerful tool - HOPE
  71. 71. • Tribe members care of what happens to the organization and to other members. • Brand Polarization is very important. You‘ve got to have people who care. You‘ve got to have people who love you, or hate you. • But being in a state where no one cares? Then your leadership has failed.
  72. 72. Challenge status quo Create a culture around their goal and involve others in that culture Have an extraordinary amount of curiosity about the world they‘re trying to change Use charisma to attract and motivate followers Communicate their vision Connect their followers to one another
  73. 73. Being charismatic doesn‘t make you a leader, being a leader makes you charismatic
  74. 74. • Remarkable visions & genuine insights are always met with resistance • Forces of mediocrity will always align to stop you but what determines your success will be your persistence.
  75. 75. • Sell the idea to ONE person. Does he love it? Is he excited about it? Excited enough to tell 10 friends because it helps them, and not because it helps you? • Then you‘ve got yourself a brilliant idea! • Tribes grow when peoplerecruit other people. That‘s how ideas spread. • Leadership is the art of giving others a platform for spreading ideas that work!
  76. 76. • It‘s a myth that change happens overnight, that right answers succeed in the marketplace right away or big ideas happen in a flash. • They don‘t! • It is always a matter of accretion. • Visa & MasterCard were huge ideas that took years to take off! • If your organization requires success before commitment, it will never happen.
  77. 77. • The job of senior management is to find leaders present in the organization & support them. • Generally, managers don‘t like deviants. • Deviance from established standards is a failure for a manager working to deliver on spec. • Leaders understand that change is not only omnipresent, but also a key to success. • Great leaders embrace by searching for them & catching them doing something right.
  78. 78. • Jerry Sternin went to Vietnam to try to help starving children. • Rather than traditional tactics to make a difference, he diverted through a new way. • He searched for few mothers who were not starving, encouraged them & made them to share their insights with the group for a better life. • Sternin proved one thing: find leaders & then amplify their work, give them a platform & help them find followers & things get better!
  79. 79. • Not to far from us there are • Kids & parents starving • People unable to reach their goals due to non-availabilityof infrastructure • People who are persecuted by their governments • Children who cant afford schooling • So the obligation for other people like us: don‘t settle! • Flynn Berry wrote that you should never use the ―opportunity‖, it‘s not opportunity, it‘s an obligation.
  80. 80. • People want to know how to be sure they get credit for an idea, especially when they have a boss who wants to steal it. • Real leaders don‘t care! • If it‘s about your mission, about spreading the faith, about seeing something happen, not only do you not care about credit, you actuallywant people to take credit. • There is no record of Martin Luther KingJr or Mahatma Gandhi whining about credit. • Credit isn‘t the point. Change is.
  81. 81. • The big yes completely contrasts the little no • The little no is easy to find, hard to avoid & makes feels safer. • The little no avoids a distraction & keeps people away from a possible hassle. • There are tons of little no‘s everywhere today. • The BIG YES on the other hand, is about leadership & apparent risk. • It‘s about leverage & the BIG YES is available to every person, lucky enough take it!
  82. 82. • Leaders create things that didn‘t exist before. • They do this by giving the tribe a vision of something that could happen, but hasn‘t. • We cant manage without knowledge, but we cant LEAD without imagination!
  83. 83. • People • don‘t believe what you tell them • Rarely believe what you show them • Often believe what their friends tell them • Always believe what they tell themselves • What leaders do? • They give people stories they can tell themselves. • They give people stories about future & about change.
  84. 84. • The barriers to leadership have fallen. • There are many tribes everywhere, without a leader. • No one gives you permission/approval to lead, the only one who can say no is you yourself. • Leaders don‘t need wait. • There is no correlation between money, power, education & successful leadership. • John McCain was fifth in class at the United States Naval Academy • Howard Schultz ended up at underfunded three store coffee bean chain before he turned it into Starbucks • Mahatma Gandhi was lawyer in South Africa. • So waiting doesn‘t pay, saying YES does!
  85. 85. • Quality is not only not necessary, for many items it‘s undesirable • Perfect is an illusion, one that was created to maintain the status quo • The six sigma charade is largely about hiding from change, because change is never perfect. • Change means reinvention& until something is reinvented,we have no idea what the spec is!
  86. 86. • Brad Garlinghouse probably save Yahoo, because he found his tribe. • In 2006, Brad wrote a pointed memo to his bosses at Yahoo, about the flaws in company‘s strategy, culture & vision of the future. • The memo got leaked, it was featured in the Wall Street Journal & reprinted across the Web. • Suddenly Brad became famous as a heretic • Brad‘s memo started a chain of events that led to CEO TerrySemel‘s departure & big changes at Yahoo. • It led to bigger job for Brad as well!
  87. 87. • Brad didn‘t leak the memo, he just shared very honest proposal with bosses. • If Brad was fired, dozens of better companies would have hired him. • The worst that would have happened is that he would ended up with a better job. • If the memo had worked he would got a promotion. • Brad had nothing to lose by writing that memo! • What are you waiting for?
  88. 88. • Nathan Winograd had no authority, no charge but still he is changing the way dogs & cats are treated. • Previously, every year millions of healthy dogs & cats were killed by shelters in USA. • Starting with one shelter in one city,Winograd‘s mentor, Richard Avanzino, led a tribe of people who were against killing pets. • Avanzino implemented programs that were controversial. • With his team, Avanzino, expanded his organization, he tried to pass a law in San Francisco requiring to transfer all the pets to SPCA instead of killing them. • By 1995, San Francisco was a no kill city.
  89. 89. • On similar grounds, Winograd started the program in Tompkins County in rural New York State. • There were strong oppositions, but Winograd didn‘t compromise! • He built a tribe & in one year there were 400 hundred media stories about his shelter. • Winograd did it again in Virginia & Nevada. • Each time he did with no real budget & no real power, just with leadership!
  90. 90. What does a leader look like? Across the world, all continents, professions, income levels, leaders don‘t have these things in common. There no gene, no schooling, no parentage, no profession in common. Leaders aren‘t born. But theydo haveone thingin common:the decisionto lead!
  91. 91. Every tribe is different, every leader is different. The nature of leadership is such that you are not doing what has been done before; if you are then you are not leading, you are following. Once you choose to lead, there are things which will pressurize you to reconsider your choice, to compromise, to give up! But once you choose to lead, you will discover that itis not so difficult, the options available are clear & you can get there from here. GO!
  92. 92. [Submitted to Prof. Sameer Mathur ‗www.mbaskills.in‘ as a partof Personal Branding course 2015,IIM Lucknow] Created by Group 9 • Ruchi Muchhala PGP30337 • Pragna SP PGP30384 • Aaisha Modi PGP30410 • LTL Fela PGP30086 • Rohan Kokane PGP30336

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