Thursday, February 12, 2009

Tribal Knowledge


When Seth Godin writes, people listen.

Perhaps the most influential marketing expert in the 21st century, his blog is the Number One business blog in the world. With nine bestsellers to his credit, Seth has changed the way many of us think about branding, marketing, change and how we work. He is also the creator of many phrases now employed in everyday business vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers.

Seth's new catchphrase for 2009 and beyond?

"Tribes".

As Godin explains, "A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they're enabling countless new tribes to be born - groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming".

Upon reviewing the book and digesting its content, TSB believes business owners and branding practitioners should consider the wisdom in trying to sell to a crowd or market to a tribe. Godin points to several examples where the latter makes more sense in the digital age, including wine expert Gary Vaynerchuk, the builder of a devoted following while growing his family wine business exponentially.

Seth believes, Tribal Knowledge begins with the desire to change things, the ability to connect people with each other and the willingness to lead. There is plenty more to be discovered about "Tribes" as Seth explains in this recent interview:



Ignore what "Tribes" is saying and you risk becoming a "sheepwalker" - fighting to protect the status quo at all costs, never wondering or asking what that's for you or your organization these days.

Only you know how much status quo exists within your brand.

And how much Tribal Knowledge is needed to stir things up.


"It's not for you to somehow beam your message to strangers and convert them, because you can't convert strangers anymore. Not one major new consumer brand built in the last five years was built on the back of advertising. Google and Facebook, etc. are built because one person brought another one by the hand, not because someone bought ads on the Super Bowl" SETH GODIN

1 comment:

Mike Shanks PSP said...

It never ceases to amaze me when I hear the best of the best say the same things.

Seth Godin "The answer is not get your word out more, the answer is change what you're talking about."

Roy H Willimas "The message is way more powerful than the medium you use to spread that message"