One of my favourite writers is Seth Godin. He writes a lot about Tribes and Tribal Marketing – the art of fostering the passion shared between groups, or tribes, of people and providing something of value to the group. This is all well and good in theory, but how do you find that tribe? What if it doesn’t exist yet? What if you wanted to build you own tribe around your brand? Where do you start?
This is something that I think about from time to time and, the other week, I found a video that may have the answer:
You’ve got to be prepared to go first, look stupid and stick with it.
You see, this is how it typically goes:
- When you go first, you stand out.
- When you stand out, you take a risk.
- When you take a risk, you feel stupid.
- When you feel stupid, you get uncomfortable.
- When you get uncomfortable, you seek comfort.
- When you seek comfort, you retreat.
Whereas what our shameless, wrecked, funky festival mover shows us is that, at the point when most people would stop dancing and sit down; the part where (if he was sober) we’d retreat; you need to persist and stick with it.
If you persist and stick with it, it’s only a matter of time before someone that can relate to you finds you, and when that happens:
- If you embrace those that find you, they’ll join you.
- When they join you, they work with you.
- When they work with you, they’ll encourage others to do the same.
- When others start doing the same, they’ll do the same again.
- When they do the same again, cue the avalanche.
If you show you passion, stand up for it, go first, not be afraid to look stupid (even for a while), leave your comfort zone for good and stick with it until you find those that share your passion, your tribe will, in time, build itself.
Never miss a post when you subscribe by email:
If you enjoy disruption, sign up by email and I'll drop inspiration like this into your inbox as and when it's published: