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TRIBES (MARKETING (Is the act of telling stories about the things we make …
TRIBES
MARKETING
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Marketing is about engaging with the tribe and delivering products and services with stories that spread
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The longer you wait to launch an innovation, the less your effort is worth (see graph)
New consumers buy stories, fashion, things that matter, things they believe in
Everyone is a marketer, everyone is a leader
LEADERSHIP
GREAT LEADERS
FOCUS ON THE TRIBE
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Getting out front, making a point, challenging convention, speaking up
They don't want the attention, but they use it
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They seek out to give, not to get; their compensation is watching the tribe thrive
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HAVE FOLLOWERS
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Have followers, not employees
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Leaders don't push people, they lead
VISION
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Do what they believe in, paint a picture for the future, and go there; then people follow
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ATTITUDES FOR ACTION
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Leaders step into vacuums and create motion; they lean in, then back off, and wait for the right moment to step back in
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They don't have things happen to them, they do things
The tactics of leadership are easy, the art is the difficult part; learning the trick won't do you any good if you haven't made a commitment first
Leadership comes when your hope and your optimism are matched with a concrete vision of the future and a way to get there
MOVE THE ENVIRONMENT
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Action, leadership, and leverage can happen anywhere on the organization pyramid
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FEARS
We aren't afraid of failure, we fear blame and criticism;
the products and services that get talked about are the ones that are worth talking about
If I get criticized for this, will I suffer any measurable impact?
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Identify discomfort
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If you're not uncomfortable, you're not reaching your full potential as a leader
Change isn't made by asking permission; change is made by asking forgiveness, later
The only thing holding you back from being someone who changes things is this lack of faith: faith that you can do it, faith that is worth doing, faith that failure won't destroy you
Acknowledge that perhaps this time you can't lead, so get out of the way and take the follow: when you don't know where to go; when you're not committed to passion; when you can't overcome fear
Instead of wondering when your next vacation is, maybe you ought to set up a life you don't need to escape from
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No one gives you permission or approval or a permit to lead, only you
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MANAGERS
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Thermometer: indicator, points out things, criticizes, whines
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TRIBES
CHARACTERISTICS
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People are drawn to leaders and ideas, it's thrilling
Tribes are voluntary; no one is forced to join, people have to make the choice
Tribes are the size they need to be, there's big and small tribes that work being that way
PRINCIPLES:
- Transparency really is your only option
- Your movement needs to be bigger than you
- Movements that grow, thrive
- Movements are made most clear when compared to the status quo or to movements that work to push the other direction
- Exclude outsiders; who isn't part of your movement matters almost as much as who is
- Tearing others down is never as helpful to a movement as building your followers up
Caring is the key emotion for a tribe; if no one cares, then you have no tribe; if you don't care deeply, then you can't lead
BUILDING
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You attract the tribe through your actions as a leader;
The tribe has a worldview that matches the message you're sending
People are most easily led where they wanted to go all along
You're not going to grow by going after most people; most people ignore big new ideas; most peple don't worry, they can't hear you; growth comes when you aren't most people and when you appeal folks who aren't most people
MICRO MOVEMENT:
- Publish a manifesto
- Make it easy for your followers to connect with you
- Make it easy for your followers to connect with one another
- Realize that money is not the point of a movement
- Track your progress
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Find leaders and amplify their work, give them a platform, and help them find followers
People believe what they tell themselves; give people stories they can tell themselves, stories about the future and about change
STATUS QUO
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Sheepwalking: the outcome of hiring new people who have been raised to be obedient and giving them brain-dead jobs and enough fear to keep them in line
If you insist on playing today's games by yesterday's rules, you're stuck
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