This Sunday I've heard a mp3 file, that lasted 3 hours and 40 min, talking about how leading tribes (by Seth Godin), tribes? According to yourdictionary.com tribe is: "any group of people having the same occupation, habits, ideas, etc.: often in a somewhat derogatory sense the tribe of drama critics". So why lead them? I think this is a very good new concept and every single marketer should at least listen to this mp3 file. I see as the evolution of the segmentation, now you do not target a segment but you lead a tribe. At the segmentation we use to have brand management, which was so top down, profitable oriented. Managing tribe is totally different, you start with permission.
People need to belong to a tribe, share the same interesting and what they really want is to connect to people and not to companies. So the company's goal is to help people to connect each other.
There are a lot of people wanting to connect to each other, demanding something remarkeble, wanting to spend their money on something the believe in, they just need a leader to follow. You can be a leader, how? First of all you must have a new idea, otherwise you will be only a follower. Than you really must to believe in this idea, and you must feel the necessity to leader people to connect through this idea. But if you do not feel it you'd better not try to lead.
Now you have the idea and really want to lead you have to make a movement, which consists of a story, a connection between the tribe and leader, and something to be done.
You must to 5 things to make a movement:
•Publish a manifesto;
•Easy to followers to connect to you;
•Easy to connect to one and another;
•Money is not the point of a movement;
•Track your progress
And follow these 6 principles:
•Transparency
•The movement is bigger than you
•Movements will grow, get better, improve.
•Compared to other movements that did well and join to similar movements.
•Exclude outsiders
•Tearing others down is not worth
Once you have done it people will start to talk about you and some will became your fan. And a fan will amplify your idea. Every tribe is a media channel, but they are not for sale.
Now is your (and mine) time to lead, you must innovate, make change, not follow the rules.
Changes never failed because it's to early, but always because it is to late. And in the end to track you leadership you must to ask every single day, "How was my day?" if the answer is ok or medium, you are in the wrong way, but if it is awesome you are in the right way.
Lets start!
