Seth Godin argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change. He urges us to do so.
This is a great talk by Seth Godin, here’s how he describes Tribes …
What tribes are, is a very simple concept that goes back 50 thousand years. It’s about leading and connecting people and ideas. And it’s something that people have wanted forever. Lots of people are used to having a spiritual tribe, or a church tribe, having a work tribe, having a community tribe. But now, thanks to the internet, thanks to the explosion of mass media, thanks to a lot of other things that are bubbling through our society around the world, tribes are everywhere.
The internet was supposed to homogenize everyone by connecting us all. Instead what it’s allowed is silos of interest. So you’ve got the red-hat ladies over here. You’ve got the red-hat triathletes over there. You’ve got the organized armies over here. You’ve got the disorganized rebels over here. You’ve got people in white hats making food. And people in white hats sailing boats. The point is that you can find Ukrainian folk dancers. And connect with them … You can tell when you’re running into someone in a tribe. And it turns out that it’s tribes, not money, not factories, that can change our world, that can change politics, that can align large numbers of people. Not because you force them to do something against their will. But because they wanted to connect … That what we do for a living now, all of us, I think, is find something worth changing, and then assemble tribes that assemble tribes that spread the idea and spread the idea. And it becomes something far bigger than ourselves.
The talk resonates deeply with me at the moment particularly given that I’m currently thinking long and hard about what leadership actually means, how to build teams, what to look for when recruiting people, how to ensure everyone feels that they are empowered and that their contributions are valued. However the more I think about it the more I’m beginning to believe that whilst its possible to create an environment in which people can have the freedom to affect change it ultimately requires the individual to first believe in what they are doing, to have committed to it and to the people around them. They will then want to move things forward, improve things, affect real change and want to break the status quo. Seth crystallizes this sentiment beautifully in this talk when he says …
What all these people have in common is that they are heretics. That heretics look at the status quo and say, This will not stand. I can’t abide this status quo. I am willing to stand up and be counted and move things forward. I see what the status quo is. I don’t like it. That instead of looking at all the little rules and following each one of them, that instead of being what I call a sheepwalker, somebody who’s half asleep, following instructions, keeping their head down, fitting in, every once in a while someone stands up and says, “Not me.” Someone stands up and says, “This one is important. We need to organize around it.” And not everyone will. But you don’t need everyone. You just need a few people (Laughter) who will look at the rules, realize they make no sense, and realize how much they want to be connected.
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You don’t need permission from people to lead them. But in case you do, here it is. They’re waiting, we’re waiting for you to show us where to go next. So here is what leaders have in common. The first thing is, they challenge the status quo. They challenge what’s currently there. The second thing is, they build a culture. A secret language, a seven second handshake. A way of knowing that you’re in or out. They have curiosity. Curiosity about people in the tribe. Curiosity about outsiders. They’re asking questions. They connect people to one another. Do you know what people want more than anything? They want to be missed. They want to be missed the day they don’t show up. They want to be missed when they’re gone. And tribe leaders can do that. It’s fascinating because all tribe leaders have charisma. But you don’t need charisma to become a leader. Being a leader gives you charisma. If you look and study the leaders who have succeeded, that’s where charisma comes from, from the leading. Finally, they commit. They commit to the cause. They commit to the tribe. They commit to the people who are there.
This is a great, passionate and deeply profound talk and I recommend everyone take the time to watch it.