<ul>
<li>A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.</li>
<li>A group needs only two things to be a tribe: a shared interest and a way to communicate.</li>
<li>Tribes need leadership. People want connection and growth and something new. They want change.</li>
</ul>
Humans need to belong. One of the most powerful of our survival mechanisms is to be part of a tribe, to contribute to (and take from) a group of like-minded people. We are drawn to leaders and to their ideas, and we can't resist the rush of belonging and the thrill of the new.

Defining A Tribe

Some tribes are stuck. They embrace the status quo and drown out any tribe member who dares to question authority and the accepted order. 
Big charities, tiny clubs, struggling corporations - they're tribes and they're stuck. I'm not so interested in those tribes. They create little of value and they're sort of boring. Every one of those tribes, though, is a movement waiting to happen - a group of people just waiting to be energized and transformed.

Stuck Tribes

A movement is thrilling. It's the work of many people, all connected, all seeking something better.Leaders have followers. Managers have employees.Some people admire the new and stylish far more than they respect the proven state of affairs. More often than not, these fad-focused early adopters are the people who buy and the people who talk. As a result, new ways of doing things, new jobs, new opportunities, and new faces become ever more important.

Movement And Action

Marketing, the verb, changed the market. The market is now a lot less impressed with average stuff for average people, and the market is a lot less impressed with loud and flashy and expensive advertising. Today, the market wants change.

The Changing Definition Of Market

Leaders don't care very much for organizational structure or the official blessing of whatever factory they work for. They use passion and ideas to lead people, as opposed to using threats and bureaucracy to manage them.There's a difference between telling people what to do, and inciting a movement. The movement happens when people talk to one another when ideas spread within the community and when peer support leads people to do what they always knew was the right thing.Great leaders create movements by empowering the tribe to communicate.

Telling People What To Do Vs Starting A Movement

It only takes two things to turn a group of people into a tribe:<ul><li>A shared interest</li><li>A way to communicate</li></ul> The communication can be:<ul><li>leader to tribe</li><li>tribe to leader</li><li>tribe member to tribe member</li><li>tribe member to an outsider</li></ul> A leader can help increase the effectiveness of the tribe and its members by:<ul><li>transforming the shared interest into a passionate goal and desire for change</li><li>providing tools to allow members to tighten their communications</li><li>leveraging the tribe to allow it to grow and gain new members</li></ul>

Improving A Tribe

<ul><li>Organizations are more important than ever. It's the factories we don't need.</li><li>Organizations give us the ability to create complex products. They provide the muscle and consistency necessary to get things to market and to back them up.</li><li>Organizations have the scale to care for large tribes.</li><li>Organizations of the future are filled with smart, fast, flexible people on a mission. Thing is, that requires leadership.</li></ul>

Organizations Vs Factories

All great leaders are generous - they enable the tribe to thrive.The most powerful way to enable is to be statueworthy : by getting out front, by making a point, by challenging convention, and by speaking up.It's easy to hesitate when confronted with the feeling that maybe you're getting too much attention. Great leaders are able to reflect the light onto their teams, their tribes. Great leaders don't want the attention, but they use it to unite the tribe and to reinforce its sense of purpose.

Creating A Tribal Culture

<ul><li>The first thing a leader can focus on is the act of tightening the tribe. It's tempting to make the tribe bigger, to get more members, to spread the word. This pales, however, when juxtaposed with the effects of a tighter tribe.</li><li>A tribe that communicates more quickly, with alacrity and emotion, is a tribe that thrives.</li><li>A tighter tribe is one that is more likely to hear its leader, and more likely still to coordinate action and ideas across the members of the tribe.</li><li>This tightening can happen without technology, and it can happen when there's no profit motive. </li></ul>

Tightening Of A Tribe

<ul><li>It's uncomfortable to stand up in front of strangers.</li><li>It's uncomfortable to propose an idea that might fail.</li><li>It's uncomfortable to challenge the status quo.</li><li>It's uncomfortable to resist the urge to settle.</li></ul>When you identify the discomfort, you've found the place where a leader is needed.If you're not uncomfortable in your work as a leader, it's almost certain you're not reaching your potential as a leader.Leadership is scarce because few people are willing to go through the discomfort required to lead. This scarcity makes leadership valuable.

Being Uncomfortable Is The Way To Growth

<ul><li>Blind sheep do nothing but mindlessly follow instructions.</li><li>They don't do the local leadership required when tribe members interact.</li><li>They're not going to do a very good job of recruiting new members. Evangelism requires leadership.</li><li>People eagerly engage when they want something to improve. This microleadership is essential.</li><li>It's the microleaders in the trenches and their enthusiastic followers who make the difference, not the honcho who is ostensibly running the group.</li><li>Leaders work hard to generate movement that can transform a group into a tribe.</li></ul>

Creating Followers: Microleadership

Not all leadership involves getting in the face of the tribe. It takes just as much effort to successfully get out of the way. Effective leadership does not work by inciting, but by enabling others to fill the vacuum. The one path that never works is the most common one: doing nothing at all. A leader who backs off is making a commitment to the power of the tribe, and is alert to the right moment to step back in. Someone who is doing nothing is merely hiding.Leadership is a choice. It's the choice to not do nothing. Lean in, back off, but don't do nothing.

Doing Nothing At All

Curious is the key word. It has to do with a desire to understand, a desire to try, a desire to push whatever envelope is interesting. Leaders are curious because they can't wait to find out what the group is going to do next. The changes in the tribe are what are interesting, and curiosity drives them.In order to lead a tribe, all you need to do is motivate people who choose to follow you.

Being Curious

Imagine two classrooms with similar teachers. One has 15 students, the other, 32. Which group gets a better education? The smaller class - because the teacher has more time to spend customizing the lesson to each student. She has fewer students, hence fewer disruptions as well.<ul><li>Great leaders don't try to please everyone.</li><li>Great leaders don't water down their message in order to make the tribe a bit bigger.</li></ul>Instead, they realize that a motivated, connected tribe in the midst of a movement is far more powerful than a larger group could ever be.

Less Followers Is Good

There are countless religions in our lives.<ul><li>The religion of Broadway determines what a musical is supposed to look and feel like.</li><li>The religion of the MBA standard curriculum and perceptions of what is successful.</li><li>Religion gives our faith a little support when it needs it.</li></ul>Religion at its best is a sort of mantra, a subtle but consistent reminder that belief is OK, and that faith is the way to get where you're going.Religion at its worst reinforces the status quo, often at the expense of our faith.

The Religions In Our Lives

Leadership almost always involves thinking and acting like the underdog. That's because leaders work to change things, and the people who are winning rarely do.Leaders go first.<ul><li>Initiating: see something others are ignoring and jump on it.</li><li>Cause the events that others have to react to.</li><li>Make change.</li></ul>

Leadership is A Sleath Attack

<ul><li>Everyone believes that what they've got is probably better than the risk and fear that come with change.</li><li>At first, the new thing is rarely as good as the old thing was.</li><li>If you need the alternative to be better than the status quo from the very start, you'll never begin.</li><li>Soon enough, the new thing will be better than the old thing. But if you wait until then, it's going to be too late.</li></ul>

Not Being Afraid Of Change

When you hire amazing people and give them freedom, they do amazing stuff.

1. Publish a manifesto.Give it away and make it easy for the manifesto to spread far and wide. It doesn't have to be printed or even written.2. Make it easy for your followers to connect with you.3. Make it easy for your followers to connect with one another.There's that little nod that one restaurant regular gives to another recognized regular. 4. Realize that money is not the point of a movement.5. Track your progress.

The Key Elements Of Micro-Movement

1. Transparency really is your only option.2. Your movement needs to be bigger than you.3. Movements that grow, thrive.4. Movements are made most clear when compared to the status quo or to movements that work to push the other direction.5. Exclude outsiders.6. Tearing others down is never as helpful to a movement as building your followers up.

The Principles Of A Tribe Movement

It's OK to abandon the big, established, stuck tribe. It's OK to say, "You're not going where I need to go, and there's no way I'm going to persuade all of you to follow me. So rather than standing here watching the opportunities fade away, I'm heading off. I'm betting some of you, the best of you will follow me."You can build a bigger, faster, cheaper tribe than you used to be able to. Transaction costs are falling while the costs of formal organizations (offices, benefits, management) keep increasing.

A Bigger, Faster, Cheaper Tribe

The secret of leadership : paint a picture of the future. Go there.

<ul><li>The easiest thing is to react.</li><li>The second easiest thing is to respond.</li><li>But the hardest thing is to initiate.</li></ul>Managers react. Responding is a much better alternative. You respond to external stimuli with thoughtful action.But both pale in comparison to initiative. Initiating is really and truly difficult, and that’s what leaders do. They see something others are ignoring and they jump on it. They cause the events that others have to react to. They make change.

The Easiest Thing

Change isn’t made by asking permission. Change is made by asking for forgiveness, later.

A fresh look at Leadership and how to manage change.

The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader. Since it was first published almost a decade ago, Seth Godin's visionary book has helped tens of thousands of leaders turn a scattering of followers into a loyal tribe. If you need to rally fellow employees, customers, investors, believers, hobbyists, or readers around an idea, this book will demystify the process. It's human nature to seek 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. Social media gives anyone who wants to make a difference the tools to do so. With his signature wit and storytelling flair, Godin presents the three steps to building a tribe: the desire to change things, the ability to connect a tribe, and the willingness to lead. If you think leadership is for other people, think again—leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma led a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, ran her internal tribe of marketers from her cube in Seattle. Tribes will make you think—really think—about the opportunities to mobilize an audience that are already at your fingertips. It's not easy, but it's easier than you think.

Stashed ideas

Tribes

Most successful businesses didn't start with an obvious business that they could build to a huge scale.  It is always someone who started something that close relations thought was a dumb idea. Then the person made it only for a few people before it spread. For example, every podcast launched started with less than 100 listeners. These listeners then told other people, who told other people. That is how it spreads.

Start small

What we should do is ask,<ul><li>Who is here that I can help today?</li><li>Who needs what I do?</li><li>Who will pay money to have this problem solved?</li></ul> If you don't have trust, you might be tempted to race for attention. It's like spamming people to get their attention. Social media thrives on people who try to race for attention because that's how they make a living. Instead, ask,  "who exactly am I here for?"

Ask who it is that you can help today

Seth Godin explores how to find your market.

Instead of competing for customers' attention, strive to help them and gain their trust, says author Seth Godin. #Business #SethGodin #Entrepreneur Get social with Inc. on: Facebook: http://on.inc.com/ilqUryJ Twitter: http://on.inc.com/8FGInRj LinkedIn: http://on.inc.com/gt7KsIn Instagram: http://on.inc.com/wLObvE2 Pinterest: http://on.inc.com/8lPoT0r

Seth Godin: To Find Your Audience, Ask Yourself This Question | Inc.

Permission marketing is the opposite of spam. It is messages people desire to get. The messages are anticipated and relevant. A simple test is: If you didn't show up on Instagram or send out that email, would people reach out and ask where you are? If they're not missing you, you are not doing permission marketing.

Permission marketing

The internet is not a mass medium. Television could reach 40 million people at once, but the internet doesn't reach 40 million people at the same time. The internet may have 40 million channels that each reaches 100 people. It's micro, not mass.  Finding people who are interested in what you're doing isn't that hard since they are already gathered by interest.

How to get people interested in what you're doing

We have been conditioned into believing that we're not able to speak to people who are smarter or wiser or richer than we are. But we can remedy this by making small promises and keeping them. Show up to small groups of people, known as the smallest viable audience and consistently offer them something, so that they learn to expect it from you.

How to earn trust, not attention

We believe that the only way to win is to have the biggest possible audience. But it actually never works like that. The way it works is to find the smallest group of people who trust you enough. When you overwhelm them with delight, they will tell others. Any brand starts that way. Facebook started serving 100 Harvard students who needed a date. That was Facebook.

The smallest viable audience

Hear from the GOAT of marketing, Seth Godin! Learn all about permission marketing, content marketing, content strategy, and his other top marketing tips and strategies of 2020! These content tips by Seth Godin will teach you how to market your business for 2020 and 2021 and give you ideas for viral content creation. For more Seth Godin marketing tips, check out the full Young and Profiting episode below. Link for full video : https://www.youtube.com/watch?v=J_WI54sbR0g Subscribe to YAP: https://www.youtube.com/c/youngandprofiting/?sub_confirmation=1 ✩Follow YAP✩ Website: https://youngandprofiting.com/ IG: https://www.instagram.com/youngandprofiting/ Twitter: https://www.twitter.com/yap_podcast ✩Follow Hala✩ LinkedIn: https://www.linkedin.com/in/htaha/ Instagram: https://www.instagram.com/yapwithhala ✩Follow Seth Godin✩ Website: https://www.sethgodin.com/ New Book, The Practice: https://seths.blog/thepractice Blog: https://seths.blog/ Podcast, Akimbo: https://www.akimbo.link/ Workshops: https://www.akimbo.com/

Best Marketing Tips and Strategies with Seth Godin

Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.
But you cant. You don't have the time and enough money. So that is good news because now you can be specific. You can say it is for these people but not for those people.
<ul>
<li>Who is it for? Who is it for psychographically? What do they believe? What do they dream of? What are their fears and desires?</li>
<li>You get to pick the who. They have a problem they know they want to solve. They have the means to solve it, and you are able to keep your promise.</li>
</ul>

How do I find your "who"

Be very sure you can name one person by name that will do business with you. Can you name ten or a hundred people by attribute? If there aren't ten or a hundred people who will stop by and do business with you, you should probably make something else.

Specify your "who"

We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.
<ul>
<li>People don't know what they want. It took someone to make an iPhone and show people, and then only did people want it.</li>
<li>We need to find empathy to understand how people think before we can make a product people will want.</li>
</ul>

How to know what people want

You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.
As marketers, we have to see what one type of person in a certain setting buying our product will be reminded of.
For example, if you're at a baseball game, someone can probably sell you a stale hot dog because it reminds you of going to the ballgame with your grandpa. But in a business setting, you would never buy it.

How to resonate with your audience

Marketing is about how we talk to other people in a way that earns their trust, get them excited and gain enrollment. You have a marketing problem if you battle to serve the people you want to serve because they don't understand you or don't believe you, or don't talk about what you make.

How to know when you have a marketing problem

You can only become successful at marketing when you know who to sell to. Seth Godin takes marketers through the process of finding their "who".

Watch Seth Godin, Founder of The altMBA and author of "This Is Marketing" explain who marketers need to find their "who" in order to be successful. One of the biggest traps marketers fall into is that they want to sell to everyone. You can’t. You don’t have enough time, and you don’t have enough money. And that’s good news because now you can be specific. Pick a “who” that has a problem they know they want to solve, a means to solve it, and you are able to keep your promise. If those 3 things are true, then marketing is easy. Free marketing courses in HubSpot Academy: https://clickhubspot.com/PopularCourses-b7o 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media-Certification • SEO Training Course: https://clickhubspot.com/SEO-Training-Course • Inbound Course: https://clickhubspot.com/Inbound-Certification • Inbound Marketing Course: https://clickhubspot.com/Inbound-Marketing-Certification • Email Marketing Course: https://clickhubspot.com/Email-Marketing-Certification • Inbound Sales Course: https://clickhubspot.com/Inbound-Sales-Certification • Taking your Business Online Course: https://clickhubspot.com/Business-Online About HubSpot: HubSpot is a leading growth platform with thousands of customers around the world. Comprised of a Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to grow better. HubSpot Academy is a worldwide leader in free online training for inbound marketing, sales, and customer service professionals. We specialize in comprehensive certifications, singular topic courses, and bite-sized lessons for professionals looking to grow their career and business. #HubSpot #sethgodin

Finding Your "Who" with Seth Godin

Organisations grow when they develop a base of customers. Businesses profits and political ideas become movements because they built and shaped a group of people by what they do. This is the most important thing an organisation does and the only part you can't outsource.

Growing a customer base

It's doubtful that the first product or service you develop will be precisely what potential customers want. Failure fuels new projects. It is a way to figure out what customers don't want. Most of the time, the innovations an organisation brings to the market is not immediately adopted. Of course, you will have early adopters, but most customers prefer to wait.

Failure moves projects forward

The paradox: Organisations need to be agile and willing to pivot as they engage with an invisible or sceptical market. But, at the same time, ideas don't spread through a market at once. That is why it is important to identify your smallest viable audience. By seeing them and serving them, you can refine your product while establishing conditions for growth.

<ol><li>Your core audience starts to spread to word. You've built the network effect into your offering so that it works better when people tell their friends and colleagues. For example, Twitter and the ice bucket challenge.</li><li>Your success at serving this small but viable audience gives you the team, cash flow, and social proof to find a different set of customers.</li></ol> The hard work of customer development is finding a reason for your customers to bring new customers.

Growth comes from two places

Seth Godin's Blog on marketing, tribes and respect

Tribes

Seth Godin: To Find Your Audience, Ask Yourself This Question | Inc.

Best Marketing Tips and Strategies with Seth Godin

Finding Your "Who" with Seth Godin

Customer development

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