Seth Godin’s new book Tribes is changing the face of “marketing.” Here are some of his main points from his one-hour online lecture:
Crowds v. Tribes
Crowds have little in common. They can be bought.
Tribes (church, work, community, etc.) have something in common (a cause, message, connection) Cannot be bought, but must be invested in.
Three kinds of tribes:
1. Tribe members don’t know there is a tribe. They feel alone until they realize there are others out there just like them.
2. Tribe members know there are others out there like them, but don’t know how to connect.
3. Someone creates a tribe; recruits members. (Tribes are created by “heretics” such as Martin Luther.)
Marketers v. Tribal leaders
Marketers do things to people. They believe if you interrupt, yell at and spam enough people enough times, they will buy their product or message. Marketing popped dot.com bubble.
Tribal leaders do things for people. Rather than asking, “How can I yell at more people?” tribal leaders ask, “How can I connect people?”
For instance, The Grateful Dead was number one money-making live act for years, but had only one hit record (marketing), but they created a dedicated following, “The Deadheads” (a tribe), who bought their records and clothing while attending multiple concerts.
Tribes and tribal leaders
1. Want to connect
2. Create meaning
3. Make a difference
4. Want to be noticed
5. Want to matter
6. Want to be missed if they don’t show up
1. Challenge people
2. Create a culture
3. Have curiosity
4. Have charisma (Charisma doesn’t make you a leader; being a leader makes you charismatic)
7. Commit to movement
Godin makes the argument, that not one product or movement in the past ten years was created or promoted by traditional marketing. Tribes created the success.
Fascinating theory for entrepreneurs, pastors, writersanyone who wants to sell a product, promote a message or lead a movement!