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 Who's Leading Your Tribe (Industry)
[...], autobiographical prose
I know, I am little late on this one but just became a member of Seth Godin's Tribe, literally.
But before I go any further, the book is a bit thin on substance and lofty in idea. It took me less than 45 minutes to read and is not as sophisticated as I had hoped. Ironically, it stirs thought without 'leading' readers to a soap box-like platform and for that I give the quick-read 4-stars.
Godin uses quick examples to discuss marketing and industry in an internet-driven society. He claims the most substantive change will come from tribes; a group of people connected to a leader and an idea. He touches on industry adjustments, triumphs and failure to lead, event and evolve. Through internet's global reach and social connectivity, ordinary individuals can influence large communities and emerge a leader. However, anyone and everyone won't become a leader; most are kept from realizing their potential by fear of criticism and frankly, fear of being fired. This especially rings true in corporations. Although, I found few critics of the book, some argue that in a weaken economy, Godin's ideas could be a formula for firing, consequently proving his point. Godin's Tribes drives home one fundamental principle, that change isn't made by asking permission, change is made by asking forgiveness, later. Should be handled with care, many companies are not supportive of true risk - reward initiatives.
With that said: calling all visionaries, industry strategist, marketing trailblazers and even the charismatic, idea-maker from the cube next door. See, traditionally marketers led business strategy but lately many lack vision. Many marketer's are still categorizing consumers into tidy boxes like "general market" - based on stereotypes and surface demographics. This is dusty brand management marketing. Godin argues that mass marketing is dead and any person can significantly move a crowd, share ideas and influence behaviors. It takes c-level support to run inventive risk.
In some instances, the lack of change will not only impact big business but devastate entire industries. Godin references the record industry; they hurried along, day-to-day, business as usual with a few minor adjustments. A decade flew by, the music industry held tight their last big idea - music videos. And then one night, while all the execs lay sleep in Manhattan, Steve Job rallied the tribesman and armed them with Ipods. The rest is recent history. Well, Seth didn't quite put it that way...but you get the picture.
With that example, I was forced to reflect on my professional experience in branded entertainment. My primary focus has been radio. Now, I wouldn't refer to my role as a tribe leader (by any stretch of the imagination) but I love the challenge of identifying a trend, collaborating with development and delivering "new" on a calculated-risk platter. Exciting! Still far from tribe-leadership. More often than not, those characteristics allowed me to carve out a successful niche. So, I love change and innovation, that's where the passion dwells - regardless of industry.
People are attracted to change and seek tribe-leadership from those who promote new beginnings, ask President Barack Obama. However, some industries fight change to death; usually due to lack of vision and tribe leadership.
The Record and Radio industry rely on each other's success. Radio is scrambling to compete with new media, instead of invent. Invention is much harder than competition and far more rewarding. It requires mammoth change to industry-mindset, management, even ownership and sometimes existence. From my own experience, I've seen a nation of radio stations attempt to fill their internet slice with poorly branded websites, wonder widgets, lack-luster content and plain-old streaming. All completely void of any inventive thought. I have seen a few examples of clever contesting, clever not inventive.
disclaimer one: Because of my closeness to the industry i feel the need to say, no single radio owner/operator, regardless of size, deserves the weight of an entire industry's flub. Let's face it, most industry's are not making the cut. No tribe leader. WHO IS LEADING THE TRIBE?
Meanwhile, corporate radio has switched from community-driven focus to corporate programmed templates, where city-to-city there are no defined tribe characteristics. Each city holds the same formatted stations, same songs, and same identity. No tribe distinctions and no tribe membership or loyalty. The programming strategy is strictly limited to targeting simple demographics (age, race and income). Radio's defining characteristic and touted capability is its "community connection", it would be hard to find someone to disagree, that radio spent the last decade de-connecting from its following (community connections). This is not news. Many choose to sheepwalk through their remaining years in radio. Those inventive, will simply find another space to tribe.
Disclaimer two: Syndication, in concept is NOT a diluting factor or the cause. Many of those syndicated show hold a significant place in radio as community connectors. Nor do I believe simple programming fixes can evolve the industry. Radio has to change the way we do business and invest in creative minds, allow risks and promote inventive-thinking.
Community can be local or global, shared ideas, beliefs and experiences etc... Radio the self-proclaimed champion of community has lost its tribe. The definition of community evolved, radio didn't and lost connectivity. In that space, an opportunity arose, web 2.0 tribe.
Unfortunately, radio like its record industry sister is crumbling. Right now the lack of tribe leadership has forced the industry, to only focus on the next `spot and dot' media buy. In attempt, to keep lights on - bankruptcy at bay, imagination and risk sink to the bottom of priorities.
In the words of Seth Godin, Who's leading your tribe?
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Great Book!
I purchased this book for selfish reasons. I am anxious to create more of a tribe mentality around my own book and had heard Tribes had some excellent ideas and strategies. Boy did it! I was incredibly impressed with Seth Godin's creative story telling and practical examples of developing a community of followers. I found this small book jam packed with thought-provoking ideas that I can't wait to begin applying to my own life and work. Godin does it again and this is a must read for anyone who wants to create a movement, build a community or create a following.
I look forward to building my Ripple Tribe and will have Seth Godin to thank for it!
 great read
like the other Godin books that I have read, this one was very well written, unique, and interesting. I learned a great deal from it.
Amazing book. Become the leader you want to be.
I loved the book so much I wrote this article...
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My name is Gregory Cox, and I am a Heretic.
What I learned from Seth Godin's Tribes.
Hello everyone. My name is Gregory Cox, and I am a heretic AND leader.
I wanted to start this review that way, because the book Tribes by Seth Godin is going to make you a bold person. It's going to make you excited about following your heart, about following your passions, and showing you the absolute need for you to be a leader in your business, your family, and your life. And - and this is what it's all about - other people's lives.
Are you ready to be a leader?
Why is it that Jerry Garcia and the Grateful Dead were followed around like a second coming of Christ? With only one top 40 album, the Grateful Dead became a complete movement unto themselves. And there's a reason. This book addresses that.
The Grateful Dead: one Top 40 album, HUGE following.
Tribes used to the local. Now, their global. There is the ability in our lifetime (!) to instantly communicate with one another, all over the world. And we are just beginning. Someday soon even, I don't even think languages are going to be a barrier. In our lifetime we will most likely see instantaneous communication between cultures, without learning different languages.
So, are you ready to be a leader? It's not whether you can get in touch people anymore, it's if your signal to noise ratio is high. That means what you say is more important than how many times you say it, or how loud you shout it. It's about speaking with authority and purity. It's about speaking with passion. It's about saying I know the way.
It's fun to be a heretic.
I am a heretic. Hence, the impishness.
For me, being in business for myself is much about being my own boss. One might say that's a cop out. One might also say that it's a greater responsibility. Especially to my clients.
I'm supposed to be the court jester, the fool, the dreamer, the magician, the one that challenges opinions and beliefs. Especially in marketing.
After all, if marketing is a predator and prey interaction, one might say that I am supposed to think like a heretic. I can't beat out my competition if I'm doing the exact same thing they are doing.
Leadership is not management.
Leadership is about creating change that you believe in, not about ordering people around. It's about changing status quo, not maintaining or managing it. There is no stability in life. Everything changes all the time, including in marketing. So, welcome change with open arms.
1000 true fans.
1000 fans will bring you enough attention and support to make a great living. 1000 fans will support you through your life - financially and otherwise. Many of the organizations that I (and Seth, apparently) have bumped into care about numbers, not fans. This is a very bad way to enter into the future.
Let me ask you this: do you think it's important to get on Twitter and Facebook and LinkedIn because it will bring you money, or because it will connect you with the people that will influence your future? QED.
Envision yourself rich beyond your wildest dreams.
Now what is important to you? Where would you throw your time?
Well, that's what should be important to you right now. It's important a start with the right mindset. And there are many books that say the same thing. If all you're here to do is to make money, you probably won't make much money. There are exceptions, of course. But are they happy?
Being a leader means being uncomfortable.
You know, Jesus made his disciples uncomfortable. He wanted them to be leaders.
The very nature of leadership is to lead others. That means there's nobody in front of you telling you what to do or where to go. That means it's going to be uncomfortable. Get over it.
If you accept the fact that you must be a leader, then you must accept the fact that it will be uncomfortable. Use your discomfort to drive you forward. I believe that adopting the right mindset means pushing towards discomfort. If you feel yourself becoming too comfortable, it's time to shake things up.
Your tribe members are not blind sheep.
If your followers do what you say without question, two things will happen. One, you will never ever find a quiet time to yourself ever again. Two, your tribe will never grow.
Hey, it's getting better.
They use to burn heretics at the stake. At least you don't have to worry about that anymore.
Why settle when you can achieve greatness?
And perhaps this is why I wrote this article for Vision Fridays. There is no logic in going for mediocrity.
And now that you have the ability to connect with everyone in the world very quickly, why not try out some of those crazy ideas on the global populace?
Why not challenge yourself throughout your life? Why not challenge others? The limit of what you can do is most certainly less restricting than you think it is. Why not find out the limits of your capabilities?
Start a tribe. At the very least, at the end of your life you won't have to wonder.
 too close to a self-help book
I think Seth is an intelligent man with great insights. This is the first of his book that I have read and probably will be the last. I did not like his style and the lack of support of what he is saying. I think he got a good insight and thought he might write a book about it, without at least trying to see what social scientists might have to say about that subject.
Instead of facts and rational support, you'll end up with a collection of hunches that might or not have sense at all. It's a shame, because if he had put a little effort on research or maybe some thoughts from people who might know something about social groups and leadership, Tribes could have end up being a different book.
My suggestion. Don't buy it if you're looking for supported and serious discussion on the subject.
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