Marketing against the grain
One problem with Tribes is that companies often build tribes by going against the grain. This means you may offer a product that is beloved to your Tribe but not so appealing to everyone out of your Tribe. However, as your business grows, your goals will ultimately shift to a wider audience. So what will do to get more users without disappointing your Tribe?
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"This is Marketing" delivers the message that marketing success comes from creating and focusing on the needs of Tribes rather than spamming everyone possible.
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