This document discusses the concept of tribes and how they relate to leadership. Some key points: - A tribe is a group of people connected to each other and a leader through a shared interest or idea. Tribes can exist inside or outside organizations and provide communities for sharing beliefs. - Leading a tribe requires empowering members, establishing ways for them to communicate, and inciting a movement rather than dictating change. Successful tribes are tight-knit and have passionate goals. - Tribes are more effective than faceless crowds. Companies should target tribes by providing novelty, style and addressing what interests the tribe rather than a mass market. Leading from the bottom by inspiring a tribe is more effective than

1. Group 6
Tribes

2. OUTLINE
What is
Tribe?
Leading
from
the
bottom
Crowd
vs. Tribe
Organizations
vs.
factories
Tighten the tribe

3. What’s a Tribe??
A group of people
Connected to one another
Connected to a leader
Connected to an idea

4. Requirements of a Tribe
A shared interest
A way to communicate
• Joel Spolsky –Runs a small software company
• Passion- Talking about how a small software
company is run
• Writes blogs and books
• Extremely famous amongst software programmers,
has created tribe

5. Are Tribes Local?
Certainly not. Internet has removed all communication
barriers
Facebook, Ning, Meetup, Twitter, Squidoo, Basecamp new
channels of communication
• Jacqueline Novogratz – Founder, Acumen Fund
(Involving 20 countries)
• Inspiring entrepreneurs to create products/services to
enrich people
• Has a tribe of donors, employees, entrepreneurs and
supporters

6. The Opportunity and Belief
Tribes are everywhere
Inside and outside organizations, in public and private, in non-
profits and classrooms
Tribes are about belief in idea, in leaders and in the
community
It is about respect for the tribe

7. The Realizations
Working on stuff we believe in is much more
satisfying
Factory centric model of producing things is no
longer profitable, we need change
Consumers are spending money on fashion, on
things that matter not on factory-produced
commodities

8. OUTCOMES
Need a
change
Need Heretics,
people who
challenge the
status quo
Marketplace
rewards
heretics,
trouble makers
and change
agents
They bring
innovative
solutions,
solutions that
are simpler
and that
matter

9. LEADING FROM THE BOTTOM
Elon Musk
Steve Jobs
Thomas Barnett

10. What does it take?
Empowering the tribe,
thus creating a
movement
Establishing
foundation for
people to
communicate
Inciting a
movement rather
than telling how
bring change
Transforming
shared interest into
passionate goals

11. What Market Wants?Crowd vs. Tribe
• Crowd is tribe
without leader.
• There is no
communication
within crowd.
• Most companies
target crowd.
• Smart companies
target tribe
• Market don’t want
boring, they want
remarkability, novelty
and style
• Market is bored with
yesterday and want
tomorrow
• Good enough was
past, today it has to be
great enough

12. Average is Mediocre
Do you have Fans?
• Someone who care deeply about
you and your work
• An artist need only thousand true
fans
• Thousand is enough because they
form a tribe
• Don’t look for numbers, look for fans
with depth of commitment
• Hard to find and precious, need
generosity and bravery
Average is good in stable
environment
The motto is to build reliability,
predictability, cut cost and make
profit
Traditional marketer: standard
product for standard market
Average is mediocre for tribes
and is boring
No difference between average
and mediocre
Average is taken for granted

13. Twitter and Trust
The Status Quo
Initiative = Happiness
• Twitter build trust, slowly,
provide true fans
• Consistent touch with tribe
• Tighten the relationship
with followers
• Winners break status quo
• Inspire others to change the rules =>
Thrive
• Changing status quo =>opportunity to
be remarkable
• Innovation is rewarded
• Creativity is fun
• Doing such work is engaging
• Making successful things=> Great way to
spend time

14. With enough leverage, you
can change the world
Status quo is in big trouble =>
King can not remain kind
Make something bigger than
yourself => People will follow
you
Crowbars
Scott Beale=> Innovator, Leader and
hence Impresario
Walked into deserted bar after
waiting for long to enter into Google
party
Tweeted about being in designated
place
Scores of people came
Deserted bar => Line at the door
People follow you if you earn
respect and permission of tribe
A Simple Example

15. A Brief History of The Factory
The Beginning
Factories are efficient
Good way to make profit
Measurable output, reduced
cost
Stability and absence of
responsibility
Government job in India: no
surprises and stable pay
NO motivation to make a
difference
The End
Companies lost growth =>
Factory worker lost jobs
Absence of responsibility =>
illusion of deniability
Reap benefits => Imagine and
provide insights
Control what you do => Authority
over own time and efforts
Can’t achieve it in factory

16. Organizations vs. Factories
We need
organizations, we
don’t need
factories
Ability to create
complex product
Provide muscle
and consistency
to get product
into market
Have scale to
care for large
tribes
Filled with smart ,
fast and flexible
people with a
mission
Factories can
slow you down
Factories are
easy to outsource
Organizations
require
leadership
Fear => Reason why not
all does innovation
Will to make ideas
happen is missing
Winning idea is the one
with most fearless heretic
mind behind it
The F Word

17. The Peter Principle
Revisited
It All Falls Apart If ->
Fight Your Fear
• Fear is emotion => Very strong
• We are eagerly waiting to see an
fearless fail
• If you want to do something => Make
clear that world needs change
• Everything is ready for change =>
only fear is holding you back
• The one who is leading is fearful
• Many entrepreneur fail just because
of this
In hierarchy, every employee
tend to rise to his level of
incompetence
Promoted until ends up in job that
one can’t handle
Can’t handle because one gets
paralysed with fear

18. Fear of Failure is Overrated
The IDEA Which Wins
It is an excuse
Organization bear failure and not you
We choose not be remarkable because we are worried about criticism
When others are criticized, we believe that same will happen to us
Constructive criticism is terrible, no one challenges it
Criticism is a proof that you are not boring
Weigh in the bad feeling of criticism and benefits from doing remarkable and
decide
Find what can you create that critics with criticize because they are meant to

19. The Way to Lead!
Why They Exist?
The Cult of Heretic
• Engaged, passionate and more
powerful than everyone else
• They challenge status quo
• They believe
Not for getting their statue built
They exist to help the tribe
Great leaders don’t want attention
BUT
they use it…..
To lead the tribe and not take from
tribe!!
• There is no right way
• Understand what is authentic
leadership
• Understand how to create a tribe
• Connect and inspire, DON’T
manage

20. Leadership is Scarce
How to Tighten the Tribe?
Because not many are willing to go
through discomfort required to
lead
Discomfort come from:
Standing in front of strangers
Proposing an idea which might fail
Challenging the status quo
Resisting the urge to settle
If there discomfort, leader is
required there
If you are feeling discomfort, you
are not reaching the leadership
potential
Tighten the Tribe
Spread the word
to the
unreached
Spread the word
within the tribe
Blogging is
powerful, it
allows discussion
and knowledge
sharing
Use online
medium like
Twitter,
Facebook and
Basecamp
They are not
substitute for the
hard work and
generosity
• Don’t be tempted to make tribe bigger
• A tribe which communicate quickly is the one
which thrives

21. Followers
• Group creates a vacuum where everyone
is waiting for something to happen
• Figure out how to step into vacuum and
create motion
• Those who don’t do anything are afraid of
something that’s not out there
• Sometimes its good to set stage and step
back
• Backing off is not doing nothing, it is finding
right time to step in
• Doing nothing means hiding
• Leadership is a choice of not doing
nothing
• Participating isn’t Leading
Organization need people who
are eager to follow
Those who just mindlessly follow
let tribe down
They will not do local leadership
while interaction among members
They will not do a good job in
recruiting new members
Followers should be micro leaders
Lean in, Back Off But
Don’t do Nothing

22. CASE STUDIES
CrossFit.com
Tribe of slightly crazy fitness fanatics
Get engaged in timed competitions on
websites
Runs certification courses to recruit new
members, coordinated by Central website
CrossFit Tribe is STRONG and GETTING
STRONGER!!
Foundation
laid by : Greg
Glassman
Built the tribe from
scratch
Pushes the tribe to
their limit every day
Creates a friendly
environment among
the people
Patientslikeme.com
Leaderless tribe
Builds an ever growing database of real
world data
People support one another with
enthusiasm and comfort
Different
type of
leadership :
Founders were
Leaders in a different
way
Gave the tribe the
tools to communicate
with each other
Made the tribe tighter
Leaning in or backing off, but NOT DOING
NOTHING!!

23. CURIOSITY
A Fundamentalist is a person who
considers whether a fact is
acceptable to his religion before
exploring it
A Curious person explores first
and then considers whether or
not to accept the ramifications
Curiosity is a key word.
It is the desire to understand, to try, to push
whatever is interesting
Curious people count.
They are the ones who lead the masses in the
middle who are stuck
Curiosity doesn’t happen overnight.
It’s a process which is built over years, which
distinguishes greatness from mediocrity

24. THE PLURALITY MYTH
You don’t need a plurality or a
majority of people following you
YOU GET TO CHOOSE THE TRIBE
YOU LEAD !!
All you need to do is motivate people
who choose to follow you
Through your actions as a leader, you
attract a tribe that wants to follow you
Ultimately, people are most easily led
where they wanted to go along
Al Gore led a tribe
whom they didn’t
even know.
He stated his
message and
people followed
him.

25. THE SCHOOLTEACHER EXPERIMENT
Class with less number of students tend
to do better
Teacher has more time to
spend customizing the lesson to
each student

26. The Virtuous Cycle vs. the Exclusive Tribe

27. • Career cannot grow by going after most
people
•Growth happens when you aren’t like most
people; when you appeal to folks who aren’t
most people
Most people Don’t matter
so much
•No one anoints you as a leader
• Change isn’t made by asking permission
• Change is made by asking forgiveness
The Wrong Question?
•First thing : Individuals have far more power than
ever before
•Second thing : Keep faith; faith that failures won’t
destroy you and that it’s worth doing
The Two things you need
to know

28. The Balloon Factory And The Unicorn
The balloon factory represents the STATUS QUO.
And the unicorn represents the LEADER who can disrupt the normal
flow of work at the factory, because they want to create change.
Employees are afraid of change in their environment.
They are persistent and resistant.

29. Leaders are Generous
Leaders don’t look for
monetary benefits or status,
instead they get their
compensation from watching
the tribe THRIVE!!
Leaders lead the tribe
because of what they
feel they can do for
the tribe,
not because of what
the tribe can do
for them

30. Don’t forget the big mac and the microwave oven….
The status quo is more
threatened than ever..
Change the rules before
someone else does!!
Break the
rules and
invent a new
sandwich !!
Understand the
leverage available ,
go ahead and
change things…

31. CLIMBING ROCKS..
You don’t need to risk
your fingers on a
rock…
Instead, you need to
have a persistent vision
to make change
happen.
You will realize that
impossible things
aren’t impossible any
longer !!

32. WHO SETTLES ???

33. Fear, Faith And Religion
Faith is critical to all innovation. Without faith, it’s
suicidal to be a leader.
Religion, on the other hand, represents a strict set
of rules and encourages us to fit in, not to stand
out.

34. Religion Works Great When It Amplifies Faith
Religion reinforces the STATUS
QUO, often at the expense of
faith!!
Religion gives our faith a little
support when it needs it, it’s a
SORT OF MANTRA, a subtle, but
consistent reminder that belief is
okay, and that faith is the way to
get where you’re going.

35. Challenge religion and people wonder if
you’re challenging their faith
You can recognize the need for faith in your
idea, you can find the tribe you need to
support you, and
YES!! You can create a new religion around
your faith !!
Faith & Religion
Religion and faith
go together!!!
Religion reinforces
faith and we
can’t succeed
without it
• Faith is the cornerstone of humanity, we
can’t live without it…
while religion is just a set of invented
protocols, rules to live by
• Successful heretics create their own
religions

36. Over-the-top
Underdog Bravery
Leadership involves thinking and
acting like the underdog…That’s
because leaders work to change
things.
If you’re not over the top, you’re not
going to have any chance at all of
making things happen!!

37. THE EASIEST THING
Easiest thing is : To react
Second easiest thing is :
To respond
But the
Hardest
thing is : To
initiate

38. The Difference between Things that happen to You and Things you do
Sometimes, it makes 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 worse of
all, when you can’t overcome your
fear---- that sort of leading is worse than
none at all.
Leaders don’t have
things happen to Them.
THEY DO THINGS!!

39. “The Age of Heretics”
When you DO things in the corporate world,
you may end up demoted, fired, disgraced and unhappy
Art Kleiner’s above said book talks about many such people
But the world belongs to such Heretics
Leaders go first and create changes
Over and over everyone is wrong – if you
believe that , then you are not everyone
Then you are right
We will see how

40. Why music industry fell into a crisis
It never had the
heretics they needed
They forgot to
embrace their tribe

41. So the best time to change your business model is when
you have momentum
Don’t panic if the new business model is not as ‘clean’ as
the old one
It is not about great ideas
It is about taking initiatives and making things happen

42. Sheepwalking
How to stop this?
Hiring and raising obedient people and giving them brain-dead jobs
And enough fear to keep them in line
All such organizations give jobs where they are managed by fear
They use fear as a motivation

43. How to solve Sheepwalking
•Give the problem a name, Sheepwalking
•That is done
Step
One
•Realization that you can stop
Sheepwalking
Step
Two
•Comes from anyone who teaches or
hires.
•That is to cherish and reward non-sheep
behavior
Step
Three

44. Your Micromovement – 5 things to do
Publish a manifesto
Make it easy for your followers to connect with you
Make it easy for your followers to connect with one
another
Realize money is not the point of a movement
Track your progress

45. Your Micromovement – 6 Principles
Transparency really is your only option
Your movement needs to be bigger than you
Movements that grow, thrive
Movements are made most clear when compared to status
quo
Exclude outsiders
Tearing others down is never helpful to a movement as building
your followers up

46. Every Tribe is a media channel
They are most effective media channel ever
They don’t do what you want, they do what they want
That is why joining and leading a tribe is such a
powerful marketing investment

47. How to be wrong
Steve jobs was wrong about Apple III, the Next computer, wrong about Newton
Insanely wrong
And the rest is neatly written down in history
Secret of leadership:
Do what you believe in
Paint a picture for the future
Go there
People will follow

48. Reactionary Tribe
Intend to change the world?
Never concentrate on changing the worldview of the majority
Opportunity is to carve out a new tribe
Yes it is OKAY to abandon the big, established Tribe
It is all a risk
Always
That’s not true actually
It is a certainty that it is a risk

49. Initiative
Things that happen are rarely good, because they disturb the status quo
Organizations that need innovation the most are the ones that do the most to stop
it
It is a paradox, once you realize it, it is a tremendous opportunity

50. The Posture of a leader
If you see my new product but don’t buy it, that’s my failure, not yours
If you attend my presentation and you are bored, that is my fault not yours
It might be tempting to blame others in your tribe who
are not working hard
But it is helpful to know that you have a choice when
you communicate

51. Switching tribes
People don’t like to switch
To switch sides is to admit we made a mistake
If you want people to switch to your tribe , don’t look for loyal followers
from another tribe
Don’t start with the leader
Start with those at the borders and work your way in

52. Change almost never fails because it’s
too early. It almost always fail because
it’s too late
The largest enemy of change
and leader is “ Not yet”

53. Understanding the trick
Leadership is very much an art,
one that’s accomplished only by
people with authentic generosity
and a visceral connection to their
tribe

54. Managers Vs. Leaders
Leaders
have
hope
Managers are
pessimists because
they have seen
future before and
they believe they
have already done it
as well as it can be
done

55. Writing songs that spread

56. Do they care?
If they don’t care really
and deeply care –
then they can’t
possibly lead

57. Elements of leadership
Leadership challenge the status quo
Leaders have an extraordinary amount of curiosity about the world they are trying to change
Leaders create a culture around and their goal and involve others in that culture
Leaders use charisma to attract and motivate followers
Leaders commit to a vision and make decisions based on that commitment
Leaders communicate their vision of the future
Leaders connect their followers to one another

58. Ronald Reagan’s secret
Value what you hear, and then to
make a decision even it
contradicts the very people you
are listening to

59. Commitment is the key
Employees who are committed
to change and engaged in
making things happen are
happierand more
productive

60. What is Hard?
Hard is breaking the rules
Hard is finding the faith to become a heretic
Hard is to lead a team
Hard is to push the innovation out the door into the world

61. The obligation: Don’t settle
Wehaveobligationto
change
the
rules
Wehaveobligationto
to raise
the bar
Wehaveobligationto
to play
a
different
game
Wehaveobligationto
and to play it
better than
anyone has
any right to
believe is
possible

62. Imagination
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 yet

63. Leadership is now like that. No
one gives you permission or
approval or a permit to lead. You
can just do it. The only one who
can say no is you

64. Every tribe is
different
Every leader is
different
The very nature of
leadership is that
you’re not doing
what’s been done
before
If you were, you’d
be following, not
leading

65. Recap : Main Lessons from the book
No Escape
• Seek
Criticism
and
persist
Create a
Movement
• Failure isn’t
fatal
Believe in
what you Do
• Create
Your Own
Religion

66. THANK YOU