Lord777
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You are part of the tribe too, regardless of your desire
We feel the need to belong to a team. Each of us is a member of at least one tribe: as an employee of a company, a member of a religious community, or a fan of a musical group.
A tribe has three components: a group of people, a general idea, and at least one leader who represents and organizes it.
Example. The majority of Wikipedia articles are composed of a group of 5,000 authors and editors. They work together to bring Wikipedia co-founder Jimmy Wales' vision of accessible, collaborative information to life. But most importantly, there is a common cause in Wikipedia that forces members of this tribe to accept the values and ideas of the tribe as their own. So they turn from ordinary followers into motivated supporters.
Tribal ideas range from environmental justice to a political campaign or a group of fans of Apple products.
Tribes have always existed, but if earlier they were localized, now, with the advent of the Internet, territorial boundaries are erased. Thanks to social media, the influence of a tribe does not depend on its size, but on what idea it stands for and how it uses communication technologies.
The steady growth of the tribe's influence is based on people who love their work, promote their values and attract attention in any way.
Make an idea exclusive and meaningful to a specific group of people
In the past, marketing has been about getting as many people as possible about your product. But times have changed. Many companies still create products for the masses, but such a strategy could ruin the firm.
Example. Nokia was the world's leading mobile communications company. With the advent of smartphones, they missed the chance and still have not regained their former positions. But before the explosive growth of the smartphone market, no company had a technological edge (not even Apple). So what did Nokia do wrong? They worked to create the cheapest mobile phones that everyone would love. The problem with a product that will delight everyone is that usually a mediocre product is born that will be used but not loved. Apple has been working on a new kind of phone that a limited number of consumers would love. And if a person falls in love with something, he will tell his friends about it. So quickly a new tribe was born. And Apple won by creating a great product, because tribes are not formed from mediocre ideas.
Today people are not satisfied with typical ideas. A powerful idea should be personal, exclusive and meaningful. It must “cut the eye” with novelty and allow people to participate in its development. That is, a compelling idea satisfies a desire that has not been fully satisfied before.
Thanks to modern technology, everyone can form and lead a tribe
With popular YouTube videos or ideas from influential bloggers, getting people's attention is easier, cheaper and more effective than ever. And you too can form a new tribe. How can this be done?
People should actively communicate, developing a common idea not only vertically (between the leader and the participants), but also horizontally - between members of the tribe. Modern technology facilitates both vertical and horizontal communication. Websites, blogs, and social media allow ideas to be spread by providing space and tools to create, communicate, and exchange ideas for a tribe. In particular, you can use Basecamp to organize projects and Twitter to share current information about events. These services will establish the basic rules for participation and the specific goals of the tribe.
Example. CrossFit.com is a website where fitness aficionados can share their fitness programs, knowledge, and more. CrossFit certification courses across the US are selling out months in advance, and more coaches are opening their gyms to support the tribe's growing demand. All activities are coordinated through one website. All this is the merit of Greg Glassman, known as "Coach". He figured out how to lead a tribe by telling his fitness stories and letting people communicate through him.
If you have a meaningful idea and will to lead, people will follow you.
For the constant development of the tribe, about 1000 true believers are needed. But how do you attract such a large number of people?
Use what people already desire. Creating a tribe means transforming an existing desire into a way that tribal members can bond with each other and form a tribe under your leadership.
According to former US Senator Bill Bradley, the tribe contains three components:
What needs to be done to create a tribe?
Example. The idea of a documentary on global warming, An Inconvenient Truth, by Al Gore quickly became an international movement. But the author did not report anything new: the problem of climate change has been known for over 30 years. Why did his idea find such a response? Because you needed a leader who could organize people into a community that already knew what to do. Al Gore shared the film with thousands of people for free, because he believed in it and knew that, having the opportunity, people would join him. So he became the leader of the tribe.
Tell the story to people who want to hear it. Help them unite into a tribe. Lead the movement. And change the world!
Don't worry about the growth of the tribe, but focus on strengthening ties
It seems that the larger the tribe, the better. But this is a mistake. At least in the beginning, the main advantage of the tribe is not size, but the many connections between the members, the leader, and the outside world.
The tribe has four directions of communication:
The most important area is communication between members of the tribe. Cohesion is critical, that is, bringing participants closer together by facilitating communication and strengthening common bonds. This can be done by transforming common interests into one goal and providing a platform for easy communication.
You can use the power of insiders and outsiders. To create a sense of unity, cultivate an insider culture that inevitably excludes outsiders. This allows you to distinguish yourself from other tribes and create a sense of inner identification.
Example. Obsessed with secrecy, Steve Jobs passively created a bunch of sites where Apple fans swapped rumors and speculations about new Apple products. The sites have rallied fans and raised the level of interest in new products more than any other company.
Remember, a leader's main job is to organize and strengthen your tribe. But what else does a leader need?
Leadership means entering a vacuum and creating movement
Leadership involves change - going where no one has been before: into a vacuum.
A visible change is needed to create a tribe. The need for change arises from the discomfort of feeling that something is missing in the world. The leader steps directly into the zone of discomfort (vacuum) and makes people follow him. Despite the risks, leaders do it with faith in the idea and knowing that the sooner innovation happens, the more effective it is.
Do not think that only famous and charismatic people can do this. You can become a leader yourself! Leaders are, above all, noble and therefore considered charismatic.
Get rid of delusions. Many believe that it is necessary to be famous or exude charm to become a leader. But we (the members of the tribe) quickly determine whether a person's motivation is genuine and disinterested, or whether he is just a narcissistic egoist.
True leaders give more than they demand. That's why Al Gore made his movie free, and Shepard Fairey (the famous Obama poster artist) shares his concept for free. These people believe in the value of their work and make others believe in it, and for this they are rewarded. Al Gore's film has been seen by hundreds of people around the world, and the cost of Shepard Fairey's work has skyrocketed since the 2008 US presidential election.
To make the world a better place, we need to swim against the tide more often.
Leadership can be deservedly rewarded. So why isn't everyone doing it?
Too many people are “herd”. Schools and society make us obedient, fearful of change. We are taught not to raise our heads and not to meddle in other people's affairs, turning us into a flock of "sheep". We are well educated people as well as obedient sheep.
It is necessary to swim against the stream more often: to question the status quo and existing dogmas, to act without asking permission. Organizations need people like that to advocate for change from the inside: given a certain amount of freedom, they will be capable of incredible things! They can lead tribes, invading new territories and helping to change the world.
There are few such people, because the media feeds us with stories of imminent bankruptcy and self-deception so that no one dares to challenge the status quo.
Reassure yourself that everything worthwhile is risky, and the world needs the changes you are trying to make.
Fear you from turning ideas into reality prevents and changing the status quo. But with modern technology, you no longer have excuses: you no longer need power or money. So raise your head and become the leader of your own tribe!
The most important thing
There are tribes around us eager to find their leader. Thanks to the Internet, anyone can become the leader of the tribe we desperately need to lead them to a brighter future.
We feel the need to belong to a team. Each of us is a member of at least one tribe: as an employee of a company, a member of a religious community, or a fan of a musical group.
A tribe has three components: a group of people, a general idea, and at least one leader who represents and organizes it.
Example. The majority of Wikipedia articles are composed of a group of 5,000 authors and editors. They work together to bring Wikipedia co-founder Jimmy Wales' vision of accessible, collaborative information to life. But most importantly, there is a common cause in Wikipedia that forces members of this tribe to accept the values and ideas of the tribe as their own. So they turn from ordinary followers into motivated supporters.
Tribal ideas range from environmental justice to a political campaign or a group of fans of Apple products.
Tribes have always existed, but if earlier they were localized, now, with the advent of the Internet, territorial boundaries are erased. Thanks to social media, the influence of a tribe does not depend on its size, but on what idea it stands for and how it uses communication technologies.
The steady growth of the tribe's influence is based on people who love their work, promote their values and attract attention in any way.
Make an idea exclusive and meaningful to a specific group of people
In the past, marketing has been about getting as many people as possible about your product. But times have changed. Many companies still create products for the masses, but such a strategy could ruin the firm.
Example. Nokia was the world's leading mobile communications company. With the advent of smartphones, they missed the chance and still have not regained their former positions. But before the explosive growth of the smartphone market, no company had a technological edge (not even Apple). So what did Nokia do wrong? They worked to create the cheapest mobile phones that everyone would love. The problem with a product that will delight everyone is that usually a mediocre product is born that will be used but not loved. Apple has been working on a new kind of phone that a limited number of consumers would love. And if a person falls in love with something, he will tell his friends about it. So quickly a new tribe was born. And Apple won by creating a great product, because tribes are not formed from mediocre ideas.
Today people are not satisfied with typical ideas. A powerful idea should be personal, exclusive and meaningful. It must “cut the eye” with novelty and allow people to participate in its development. That is, a compelling idea satisfies a desire that has not been fully satisfied before.
Thanks to modern technology, everyone can form and lead a tribe
With popular YouTube videos or ideas from influential bloggers, getting people's attention is easier, cheaper and more effective than ever. And you too can form a new tribe. How can this be done?
People should actively communicate, developing a common idea not only vertically (between the leader and the participants), but also horizontally - between members of the tribe. Modern technology facilitates both vertical and horizontal communication. Websites, blogs, and social media allow ideas to be spread by providing space and tools to create, communicate, and exchange ideas for a tribe. In particular, you can use Basecamp to organize projects and Twitter to share current information about events. These services will establish the basic rules for participation and the specific goals of the tribe.
Example. CrossFit.com is a website where fitness aficionados can share their fitness programs, knowledge, and more. CrossFit certification courses across the US are selling out months in advance, and more coaches are opening their gyms to support the tribe's growing demand. All activities are coordinated through one website. All this is the merit of Greg Glassman, known as "Coach". He figured out how to lead a tribe by telling his fitness stories and letting people communicate through him.
If you have a meaningful idea and will to lead, people will follow you.
For the constant development of the tribe, about 1000 true believers are needed. But how do you attract such a large number of people?
Use what people already desire. Creating a tribe means transforming an existing desire into a way that tribal members can bond with each other and form a tribe under your leadership.
According to former US Senator Bill Bradley, the tribe contains three components:
- A story about the future that you are trying to build.
- The connection between the chieftain and the tribe, as well as between the members of the tribe.
- Action - the fewer the restrictions, the better.
What needs to be done to create a tribe?
Example. The idea of a documentary on global warming, An Inconvenient Truth, by Al Gore quickly became an international movement. But the author did not report anything new: the problem of climate change has been known for over 30 years. Why did his idea find such a response? Because you needed a leader who could organize people into a community that already knew what to do. Al Gore shared the film with thousands of people for free, because he believed in it and knew that, having the opportunity, people would join him. So he became the leader of the tribe.
Tell the story to people who want to hear it. Help them unite into a tribe. Lead the movement. And change the world!
Don't worry about the growth of the tribe, but focus on strengthening ties
It seems that the larger the tribe, the better. But this is a mistake. At least in the beginning, the main advantage of the tribe is not size, but the many connections between the members, the leader, and the outside world.
The tribe has four directions of communication:
- The leader is a tribe.
- The tribe is the leader.
- Tribe member - A member of the tribe.
- Tribe member is an outsider.
The most important area is communication between members of the tribe. Cohesion is critical, that is, bringing participants closer together by facilitating communication and strengthening common bonds. This can be done by transforming common interests into one goal and providing a platform for easy communication.
You can use the power of insiders and outsiders. To create a sense of unity, cultivate an insider culture that inevitably excludes outsiders. This allows you to distinguish yourself from other tribes and create a sense of inner identification.
Example. Obsessed with secrecy, Steve Jobs passively created a bunch of sites where Apple fans swapped rumors and speculations about new Apple products. The sites have rallied fans and raised the level of interest in new products more than any other company.
Remember, a leader's main job is to organize and strengthen your tribe. But what else does a leader need?
Leadership means entering a vacuum and creating movement
Leadership involves change - going where no one has been before: into a vacuum.
A visible change is needed to create a tribe. The need for change arises from the discomfort of feeling that something is missing in the world. The leader steps directly into the zone of discomfort (vacuum) and makes people follow him. Despite the risks, leaders do it with faith in the idea and knowing that the sooner innovation happens, the more effective it is.
Do not think that only famous and charismatic people can do this. You can become a leader yourself! Leaders are, above all, noble and therefore considered charismatic.
Get rid of delusions. Many believe that it is necessary to be famous or exude charm to become a leader. But we (the members of the tribe) quickly determine whether a person's motivation is genuine and disinterested, or whether he is just a narcissistic egoist.
True leaders give more than they demand. That's why Al Gore made his movie free, and Shepard Fairey (the famous Obama poster artist) shares his concept for free. These people believe in the value of their work and make others believe in it, and for this they are rewarded. Al Gore's film has been seen by hundreds of people around the world, and the cost of Shepard Fairey's work has skyrocketed since the 2008 US presidential election.
To make the world a better place, we need to swim against the tide more often.
Leadership can be deservedly rewarded. So why isn't everyone doing it?
Too many people are “herd”. Schools and society make us obedient, fearful of change. We are taught not to raise our heads and not to meddle in other people's affairs, turning us into a flock of "sheep". We are well educated people as well as obedient sheep.
It is necessary to swim against the stream more often: to question the status quo and existing dogmas, to act without asking permission. Organizations need people like that to advocate for change from the inside: given a certain amount of freedom, they will be capable of incredible things! They can lead tribes, invading new territories and helping to change the world.
There are few such people, because the media feeds us with stories of imminent bankruptcy and self-deception so that no one dares to challenge the status quo.
Reassure yourself that everything worthwhile is risky, and the world needs the changes you are trying to make.
Fear you from turning ideas into reality prevents and changing the status quo. But with modern technology, you no longer have excuses: you no longer need power or money. So raise your head and become the leader of your own tribe!
The most important thing
There are tribes around us eager to find their leader. Thanks to the Internet, anyone can become the leader of the tribe we desperately need to lead them to a brighter future.
- If something bothers you, feel free to act. When something excites you, write a manifesto for the better future you expect. Then publish the message online and share it with as many people as possible. Swim against the current.
- Unite your tribe. Don't worry about tribal size, but about unity. Provide people with a platform to communicate easily. Maintain both vertical and horizontal communication at all times. Remember the power of insiders and outsiders - tribal members must distinguish themselves from other tribes.
