Marketing in the Age of Tribal Connections

Who are you? At first glance, it's a straightforward question. Yet, delve a little deeper, and it opens up a world of complexity and identity. Beyond the surface – age, name, location – lies the rich tapestry of 'tribal' affiliations that define us.

Imagine this: declaring yourself a 'Swiftie,' immersing in the vibrant fandom of Taylor Swift, or wearing the 'Gooner' badge with pride, echoing the passion of Arsenal FC supporters. Or perhaps, you find your identity as a globe-trotting entrepreneur, a small business owner with a story to tell. These aren’t mere labels; they are tribal allegiances, each with its own culture and community.

Seth Godin brilliantly explores this phenomenon in his book on tribes. While I could spend hours discussing his insights, I want to focus on a few key points that resonate with me and, I believe, are crucial for understanding today’s complex social fabric.

First and foremost, the concept of owning a tribe is a misnomer. I don’t own a tribe, and neither do you. We are part of multiple tribes, each with its unique ethos and language. Take firefighters, for example. They share more than a profession; they share a bond, a way of life that's uniquely theirs, yet not owned by any single individual.

This idea is perfectly exemplified by the 'Dead Head' tribe, followers of the Grateful Dead. They were never Jerry Garcia's possession; he was their icon, but the tribe itself has always been a collective entity.

It’s not about owning a tribe; it’s about leading one, being a storyteller, a connector. It’s about guiding them, helping them see the world through a shared lens, and most importantly, fostering connections among them.

This phenomenon was vividly captured by Fast Company. When Alan Webber and Bill Taylor branched out from the Harvard Business Review, they weren’t just leaving behind an established publication. They were stepping into a role as narrators for a new tribe – a tribe of innovators, thinkers, disruptors. A tribe that I, too, found myself a part of. And this is where the magic of the internet comes into play, connecting those who once felt isolated into a global community.

The internet’s power to unite is seen in groups like the 'Red Hat' ladies – vibrant women in their golden years, connecting across cities worldwide. Or consider Meetup, a platform not for creating interests, but for bringing together those who already share them. It’s a testament to the power of tribes in our digital age.

My personal journey with the Jazz radio enthusiasts in Baku, Azerbaijan, in the 2000s, serves as a telling example of tribal dynamics. We were a motley crew, gathering every Sunday at a local pub, bound by our shared love for Jazz. However, over time, it became apparent that our common interest wasn’t enough to forge lasting bonds. This experience underscored a crucial aspect of tribal identity: it's not just about shared interests; it's about shared values and deeper connections.

Contrast this with the enduring tribe of Dead Heads. Their bond goes beyond casual association; they’ve created a sense of extended family. This exemplifies the essence of true tribal connections – it’s about being seen, understood, and valued.

Tribes often define themselves through a sense of inclusion and exclusion, creating a distinct boundary between 'us' and 'them.' The Old Testament offers an intriguing perspective on this, especially in its teachings on usury. The message was clear: within the tribe, which is akin to family, certain practices like charging interest were forbidden. This distinction between insiders and outsiders is a fundamental aspect of tribal identity.

Similarly, the subtle nod between MacBook users in an airport speaks volumes. It’s not about the device; it’s about recognizing a shared ethos, a sense of belonging to a community that believes 'people like us do things like this.' It's a silent acknowledgement of our tribal affiliation.

This concept extends beyond personal interactions to broader societal movements. Take, for example, Curtis Sliwa’s Guardian Angels in New York. This group wasn’t just about citizen law enforcement; it was about creating a tribe, a sense of community united by a shared mission. Sliwa was more than a founder; he was a narrator, a figure who helped shape and guide the tribe’s journey.

So, as you reflect on your professional domain, consider the tribal elements within it. How can you enhance these elements? Look at Lululemon – not just a clothing company but a tribal brand. It thrives on creating a community around a lifestyle, not merely selling products.

Even in less obvious fields, such as teaching juggling, the tribal approach can be transformative. Instead of positioning oneself merely as an instructor, one can create a tribe around the art of juggling, inviting people to join not just for the skill but for the shared experience and community.

We see similar patterns in fitness trends like spin cycling, in the rise of certain political figures, and even in legislative movements. These aren’t just activities or personalities; they are tribes, united by a common language, shared goals, and a sense of belonging.

Religions are perhaps the most ancient and successful examples of tribal marketing. They offer more than beliefs or rituals; they offer a tribe, a community that spans millennia and touches billions.

Whether in a small community or a global movement, your role is to foster these tribal connections. Leadership in this context is not about managing tasks; it’s about guiding people towards a shared vision, creating a sense of belonging, and building a tribe. Remember, though, the tribe is not yours to own; it is theirs to belong to, and yours to serve.

Leadership, in the context of tribes, transcends conventional management. It's not about issuing orders or streamlining processes; it's about inspiring a collective journey towards a shared vision. It's about saying, 'There's our destination. Let's discover the path together.' This kind of leadership quenches a deep thirst for connection and purpose. It involves setting the principles and frameworks that define the tribe, fostering a sense of unity and belonging. Yet, crucially, the tribe is not a possession; it's a community to which you belong and contribute.

In your role – whether as a marketer, a leader, or a community builder – your task is to identify and cultivate these tribal elements. Your goal is to amplify their voice, to weave individual threads into a cohesive tapestry of 'us.' It's about nurturing a collective identity that transcends individual interests, uniting people under a shared ethos and purpose.

In conclusion, tribes are more than groups of people with common interests. They represent a profound sense of shared values, beliefs, and belonging. Whether through a brand, a social movement, or a community initiative, the heart of a tribe lies in its collective spirit and the connections it fosters among its members. As a leader or a narrator within this dynamic, your role is to identify, nurture, and help the tribe articulate its voice and path.

So, take the helm. Be the voice that unites, the guide that leads, and the empathetic heart that understands. Remember, it's not about owning a tribe; it's about being an integral part of its journey and helping it flourish.