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Seth Godin on Tribes

Seth Godin on Tribes

Most of us like to spend the holidays with family, friends, and other tribes... I wrote this blog on the way to Mexico and auto-released it for Saturday, so we're now relaxing, probably having a taco at the little hole in the wall around the corner, and I feel good knowing the blog is giving my work tribe an idea or two about building business.

Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. This talk is from early 2009 - if you haven't heard it yet, or it's been a while, invest the 17 minutes. Here, Seth argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people and companies the power to lead and make big change. He urges us to do so.

Seth sees tribes as the latest evolution of competitive advantages:  

     Efficiency (think Model T assembly line) became a major U.S. competitive advantage in the 1st half of the 20th century.

     Mass marketing (think the hit series Mad Men, pushing Chevys and Colgate) created a consumer business engine in the 2nd half of the 20th century, which now fuels some 70% of the U.S. economy.

     Tribes (think facebook or the local coffee shop) of friends, customers or your employees wield cultural influence, economic and political power. Facebook is now the world's 3rd largest community (after China and India) with 700 million members and growing. I used to think aesthetics were becoming the major competitive advantage (think one-look companies like Pottery Barn, Apple, IKEA, Starbucks), until I realized aesthetics are but a key component of building community and connecting people into tribes.

As you listen to Seth speak about connecting people into tribes (and asking yourself who are you challenging/upsetting - connecting - and leading?), think about your business (how are you building an engine for growth and how are you fueling a passion for success?) 

To listen to Seth Godin "Tribes are what matter", click here

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