Seth Godin – Tribes: We Need You to Lead Us
Seth Godin has a new book out October 16th called Tribes: We Need You to Lead Us.
Here’s a bit from Seth’s Blog on "Tribe Management":
"Brand management was top down, internally focused, political and money based. It involved an MBA managing the brand, the ads, the shelf space, etc…"
"Tribe management is a whole different way of looking at the world."
"It starts with permission, the understanding that the real asset most organizations can build isn’t an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them."
He also presents some ideas from Tribes in a new ChangeThis manifesto titled How to Sell a Book (or Any New Idea):
"Tribes grow when people recruit other people. That’s how ideas spread as well. They don’t do it for you, of course. They do it for each other. Leadership is the art of giving people a platform for spreading ideas that work. If Fred’s book spreads, then he’s off to a great start. If it doesn’t, he needs a new book."
Also worth checking out is a talk to the music industry in which Seth’s notion of "tribe" is a key concept.