Seth Godin‘s new book Tribes: We Need You to Lead Us has just been released as a free audio download at audible.com. I took a listen today and the book is great (in fact, Seth actually reads the book). As most of you already know, I’m part of the Seth Godin Tribe. For those of you who don’t know who Seth is truly a marketing thought leader. His views on customer evangelism, edgecraft, branding, and marketing in general are unparalleled in my opinion. His down to earth, customer focused way of seeing the business world is awesome. One of his main points of marketing to the masses is the idea of creating tribes and tribe management. Tribes are the true fans who have a sense of depth of commitment. Earlier today I wrote about the Schaar Tribe in New Holstein, WI. So what are tribes and what is tribe management. In his own words:
“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.
It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.”