Marketing Is Dead

Most creatives I know hate marketing. They want to write, speak, or entertain. But they hate the thought of promoting themselves or selling their art.

People Gathered at a Funeral - Photo courtesy of ©iStockphoto.com/FrankVinken, Image #4382065

Photo courtesy of ©iStockphoto.com/FrankVinken

If this describes you, I have good news. Marketing is dead.

Okay, maybe I am overstating my case.

Marketing may not be dead, but, in the world of social media, it has morphed. Dramatically.

Tribe-building is the new marketing.

  • Marketing is no longer about shouting in a crowded marketplace. It is about participating in a dialogue with fellow travelers.
  • Marketing is no longer about generating transactions. It is about building relationships.
  • Marketing is no longer about exploiting a market for your own benefit. It is about serving those who share your passion—for your mutual benefit.

In his groundbreaking book, Tribes: We Need You to Lead Us, Seth Godin defines a tribe as “a group of people connected to one another, connected to a leader, and connected to an idea.”

I reviewed this book right after it came out in 2008. It is just as relevant today as it was then. It is the first book I give to new authors. It is must reading if you are serious about building an enduring career as a creative.

Seth says that a tribe only has two requirements:

  1. A shared interest
  2. A way to communicate.

It is easy to think of examples:

  • Apple users—Just visit a local Apple retail store. People aren’t just there to buy products. They come to share their passion and interact with other enthusiasts. While other retailers struggle, Apple can barely keep up with the demand.
  • Dave Ramsey fans—He has built an immense tribe of people who are passionate about getting out of debt and taking control of their money. It borders on religious fervor. No wonder. His philosophy has given hope to millions.
  • Don Miller readers—His first book, Blue Like Jazz was on the New York Times bestsellers list for months. He tried to make a movie based on the book but couldn’t raise the money. But his tribe wouldn’t let it die. They raised the money themselves.
  • Evernote users—Who would ever think that a simple software database would engender such a large and burgeoning tribe. But with over 12 million registered users, Evernote has attracted a diverse and passionate group of users.

I am a proud member of all four tribes.

But here’s the key for creatives. Building a tribe is your ticket to enduring success. This is what platform is all about. It is a way for you to connect to your tribe.

How do you build a tribe? Let me suggest four ways:

  1. Discover your passion. Marketing is the act of sharing what you are passionate about. Nothing more. Nothing less.

    For example, Gary Vaynerchuk runs Wine Library TV. He has a huge tribe that didn’t exist a few years ago. It all began when he discovered his passion for wine.

    Millions of people tune into Gary’s short video program daily to discover new wines and better understand the wines they love.

  2. Volunteer to lead. This is everything. Without a leader, you don’t have a tribe. You only have a crowd.

    Marketing is really about leading people who already want to follow. They just need a leader to take them where they already want to go.

  3. Be generous. The old marketing was about taking from people. As it turns out, “It is more blessed to give than to receive” (see Acts 20:35) is a brilliant marketing strategy. When you lead by serving and by giving, people follow.
  4. Provide a way to communicate. People need a way to communicate. They need a way to share their stories.

    In Tribes, Seth outlines four kinds of tribal leadership. If you are going to be serious about building tribes, you have to provide for all four kinds of communication.

    • Tribe leader to tribe member.
    • Tribe member to tribe leader.
    • Tribe member to tribe member.
    • Tribe member to outsiders.

The real issue is no longer whether or not your publishing company or record label will market your product and give you the visibility your need to succeed. It is really about whether or not you are willing to step up and provide leadership to a tribe of fellow travelers who share your passion.

Question: What is your passion? What are you doing to serve your tribe? You can leave a comment by clicking here.
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  • http://www.warriorshepherd.com/blog Dave Hearn

    Another area where marketing and tribe-building conflict: Marketing is about pure numbers… Tribe-building is about finding a core group of passionate, committed followers.

    By the way, I love Tribes.  I buy a copies for those I mentor/coach/lead/disciple…

    • http://www.bigb94.wordpress.com Brandon

      Marketing is about pure numbers… Tribe-building is about finding a core group of passionate, committed followers.

      Love that!

      • http://www.jeffrandleman.com Jeff Randleman

        Tribes are about people.  Truth.

    • http://www.bradandlindsey.com Brad Bridges

      Dave, How do you integrate the Tribes book into your coaching? (other than giving the book away) Would love some tips. Love what you wrote about how Marketing=numbers, Tribes=people/ideas.

      • http://www.warriorshepherd.com/blog Dave Hearn

        Brad, I’ll contact you separately with some thoughts…

    • http://www.ricardobueno.com Ricardo Bueno

      Re: “Marketing is about pure numbers… Tribe-building is about finding a core group of passionate, committed followers.”

      Agreed 1,000%!

    • http://www.needleforthechristianbubble.com Joe Lalonde

      Nice way to put it Dave.

      • http://www.warriorshepherd.com/blog Dave Hearn

        Thanks!  

  • http://uma-maheswaran.blogspot.com/ Uma Maheswaran S

    Mike ! Your post for creatives applies equally to internal auditors like me. As an internal audit professional, I am not interested in self-trumpheting my function’s achievements in the organization. I find it bizarre. But, as things evolved, today we are moving from the position of policing to partnering and colloborating. Our approach has started to speak for itself among our clients. It’s not the competion of one-upmanship between us and the other functions. We are trying evolve as trusted advisers to the management. Now, the management ensures that our Chief Audit Executive gets a place in Board meeting while discussing business issues. The overall improvement in attitude has given greater enthusiasm to all my colleagues in my function.

    • http://www.tnealtarver.wordpress.com TNeal

      Uma, interesting take on internal auditing. That function seems more like the police in a community or a referee in a game. Of course, both police and referees can connect be proactive rather than reactive in building a positive environment. It sounds like that’s what’s happening with you and your position.–Tom

    • http://brevis.me Robert Ewoldt

      I’ve found that the audit team in my company is trying to work more on partnering and collaborating.  It has felt like they’re trying to help us to be better.

      Thanks for the perspective, Uma.

  • http://www.paulbevans.com Paul B Evans

    No doubt about it, “traditional” marketing has dissolved. Fortunately, new marketing requires authenticity, connection and relationships. Which is why I reck’n it’s called SOCIAL marketing.And maybe a better phrase for this readership… servant marketing.

    As Earl Nightingale said, “How can you improve the value of your service today?”

    Martin Luther King, Jr put service in perspective, http://www.youtube.com/watch?v=TSr6cIK-FWU

    Of course, Mark 10:45, “The Son of Man did not come to be serves, but to serve…”

    “What are you doing to serve your tribe?”

    Today in one of my markets I’m continuing a series of articles helping my audience (tribe) create recurring income online.

    • http://refreshmentrefuge.blogspot.com Gina Burgess

      “You don’t have to have your subject and your verb  agree to serve.”

      That is one of the most profound statements I’ve heard in a very long time. This is my struggle. My passion is Jesus Christ. I want to share Him with everyone I meet, but finding the verb to agree with the subject has been my trouble. I find it terribly difficult to strike up a conversation with a total stranger about Jesus. On the other hand, I talk about how He has changed my life even moment to moment on my blog and in my book, but the verb and the subject doesn’t necessarily agree. Thank you for this link, Paul!

      • http://www.paulbevans.com Paul B Evans

        Gina,

        My weakness is grammar. There are few things I love more than a run on sentence or a good sentence fragment!

        Subjects and verbs could have easily become my resistance. Instead, I know have an army of FREE EDITORS! :) Occasionally the Punctuation Police will contact me and let me know of my grievous errors to society. They explain that a comma instead of a semicolon may lead to the end of the human race.

        Meanwhile, I make the blog corrections and the next few hundred folks never know there was a problem.

        It’s certainly more important to serve with bad grammar than not to serve at all. :)

        Blessings,
        P

        • http://refreshmentrefuge.blogspot.com Gina Burgess

          :) I’m not so concerned with grammar as I am with the follow through, don’t ya know.

        • http://www.tnealtarver.wordpress.com TNeal

          Your humor shines through while making a similar point as something I’ll post tonight–if you wait until you get it all right, you won’t get started.

      • http://www.tnealtarver.wordpress.com TNeal

        Gina, it helped to watch the video to understand your first sentence. Having listened to MLK sermons a number of times, I can hear his cadence as he speaks. He sure removes excuses and barriers while offering the opportunity to be someone special, a great person who serves.

        • http://refreshmentrefuge.blogspot.com Gina Burgess

          You know, T, I should have been a bit more clear on this post. Sometimes my tongue goes a lot faster than my brain and sometimes my brain is so far ahead of my fingers I forget where I am LOL

    • http://www.tnealtarver.wordpress.com TNeal

      You offer a variety of sources to make an excellent point. Service, although it seems like a new trend, has an unbroken thread from the ancients to us.

  • Anonymous

    Great post!  I’m going to share this with as many creatives as I know.  And, I have read Tribes once, but I’m going to reread it this week.   Go Win!

  • http://chriscornwell.org Chris Cornwell

    My passion is seeing the Church come alive. The real Church. The one with Christ at the head. In that, I have other passions: I am passionate about systems and creating environments for people to thrive. I am passionate about technology and social media and using it as tools to reach and connect with people. 

    I am making sure that my online voice reflects this the majority of the time and that I am engaging with those in my tribes as well as those I learn from who already have tribes.

    • http://refreshmentrefuge.blogspot.com Gina Burgess

      Chris, I have to turn in three ideas for my thesis or portfolio by Friday and this sounds incredibly interesting. Thank you for this insight. I might be contacting you, okay?

    • http://www.needleforthechristianbubble.com Joe Lalonde

      Great passion to have Chris! We’ll be praying that you’re able to accomplish all that He has planned for you!

      • http://chriscornwell.org Chris Cornwell

        Thank You Joe!

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  • http://smallgroupbooks.com Ryan K

    Great post. I love how the internet has really opened up means of communication for tribes. It seems to me that society went through a big cycle that started with personal small towns and then grew to impersonal large societies but is now finding its way back to being personal again via technology. This blog is a great example of a way the internet can facilitate a personal community of people scattered all over the world.

    • http://www.bigb94.wordpress.com Brandon

      I totally agree!

    • http://www.jeffrandleman.com Jeff Randleman

      So true.

    • http://www.bradandlindsey.com Brad Bridges

      Fascinating how some people say that as humans become more dispersed their sense of community will break down. However, as you said, the internet can easily facilitate dispersed community or tribe building around the world. 

      • http://smallgroupbooks.com Ryan K

        I’d also add that community over the internet is no replacement for personal, in-your-face community. Instead it is supplemental and beneficial in its own ways – you see more ideas, hear from more experiences, and can find more people that challenge and/or support who you are.

        • http://brevis.me Robert Ewoldt

          Agreed.  The Internet doesn’t replace relationships, but it does enhance some relationships.

    • http://brevis.me Robert Ewoldt

      This is one of the points that Seth Godin makes in the Tribes book, too (great read, by the way); tribes used to be constrained by geography; now, with the Internet, tribes can be world-wide, and MUCH more specialized.

      • http://smallgroupbooks.com Ryan K

        I haven’t read Tribes yet, but am planning to. I know Michael Hyatt highly recommends it too.

        Great concept of specialized tribes all spread out.

    • http://www.needleforthechristianbubble.com Joe Lalonde

      It is amazing Ryan. People get tired of being just a number and want to be able to provide something of worth to  a community. Now the internet allows for this to happen globally in small groups.

      • http://smallgroupbooks.com Ryan K

        Great point. I think it’s important for people to understand their role in community and how they can have a great impact there. It’s tempting to want to change the whole world, but in reality, we each have our own important role where we are today.

        • http://www.needleforthechristianbubble.com Joe Lalonde

          So true. One of the things that people forget when they “want to change the world” is that by being in and changing something in their community, they are changing the whole world.

  • Chrisjohnstoncoaching

    Thanks for sharing this.  Great info. 

  • http://successbeginstoday.org/wordpress John Richardson

    You are on a roll, Michael. Great post. My passion is personal development and helping people change their lives through goal setting and time management. To serve my tribe, I’m working on helpful tools and e-books that offer a simple way to get organized and see meaningful change. 

    I would argue with you that marketing is painful for creatives. While the old push marketing can be ugly, I think the new online marketing tools offered are fun and really open the door for creative expression. I’m having a blast with the new toolchest. From video and blogs, to a whole variety of social media, marketing in 2011 is better than ever. The key is to take initiative and share with your tribe. Anthony Iannarino has a great post about the initiative process that gives more detail.  http://goals4u.us/npgjAY

    Thanks for leading the way with new tools and techniques. 

    I can’t wait to see how you market your new book!

    • http://www.jeffrandleman.com Jeff Randleman

      I agree.  Marketing can be painful.  As a youth minister, it mmay be one of thhe hardest things I have to do, and I’m only targeting a small group of people, our congregation and community.  I can’t imagine trying to reach the masses!

      And I want to see his new book strategy as well!

    • http://www.thesalesblog.com S. Anthony Iannarino

      Thanks, John! I appreciate the mention and the link!

    • http://www.tnealtarver.wordpress.com TNeal

      John, your passion comes through your writing. You’re right about the great opportunities we now have thanks to, as you put it, the new toolchest. For me, sometimes so much information is coming at me that I can’t process it. On the other hand, so many are taking what’s overwhelming and mysterious to folks like me and making it user friendly. You sound like that kind of person.–Tom

  • Sherri

    I really like the statement that “Marketing is really about leading people who already want to follow.”  Sometimes the leader is not the only person who CAN lead, it is the only person who WILL. 

    • http://michaelhyatt.com Michael Hyatt

      Well said.

    • http://refreshmentrefuge.blogspot.com Gina Burgess

      Amen! Christians with the motivational gift of Administration/Organization often get caught up in the authority chain and wait for permission to proceed. An excellent leader needs to have the willingness to take a risk, too.

      • Sherri

        I agree, Gina. It’s always a risk to lead. Sometimes the risk is not waiting for permission (ask for forgiveness later! ) and at times it is keeping ourselves in check along with those we lead. Fair or not, leaders are held to a higher standard.

        The good thing is, the way we handle things when we mess up can be just as inspirational if not more so, than being perfect.  Isn’t God great the way he always works that out? 

    • http://www.jeffrandleman.com Jeff Randleman

      So true.  In the church, that is very evident.

      • http://www.tnealtarver.wordpress.com TNeal

        Oh, yeah, big agreement on that one, Jeff.

    • http://www.abrahamchronicles.com Dustin

      Sherri – brilliantly said.

    • http://www.tnealtarver.wordpress.com TNeal

      Excellent point.

    • http://brevis.me Robert Ewoldt

      Sherri, this is very true.  Especially in the church, I think.  I know that, at most churches, 90% of the work is done by 10% of the people.  This can lead to some problems, when you have someone who isn’t a leader, but they’re they only one who volunteered.

  • http://metalmotivation.com C. J. – The Metal Motivator

    You revealed our secrets, Michael! Now anyone can do this! ;) I’m going to repost this on my own fan page because it effectively describes the method, philosophy, and principles behind what I do—although I wasn’t aware that that was what I was doing. It was more mistake than intention. I’m the creative type that hates to sell, and my Christian ethic drove me to the service and leadership of a group. All this combined naturally leads to Godin’s approach in Tribes. Well done, bro.

    • http://michaelhyatt.com Michael Hyatt

      Cool. I’m glad you liked it.

  • http://www.100memoirs.wordpress.com shirleyhs

    I love the way you condense already dense material into truly usable info. Thanks!

    • http://www.jeffrandleman.com Jeff Randleman

      Ditto!

  • http://tcavey.blogspot.com/ TCAvey

    Good info, thanks!  I need to work on these.  

  • http://twitter.com/KellyCombs Kelly Combs

    Not to mention all the speakers and writers in your tribe.  :-)

    • http://michaelhyatt.com Michael Hyatt

      There are a few of those! (I’m grateful.)

  • http://www.bigb94.wordpress.com Brandon

    I like this post! My passion is guitars and my website right now. Later, I will be going off to medical school, and that will be my passion as well.

    Great example of Don Miller’s movie!

  • http://www.facebook.com/profile.php?id=100000064494623 Sylvia Willie Burgess

    Michael,  I really like the idea of tribe building. Will definitely get this book.  Thanks

  • Jillian Kent

    Hi Michael,
     
    If you get an opportunity stop by The WordServe Water Cooler today where we are discussing Engergizing Your Market Strategies. Would love to have your input! 

    http://wordservewatercooler.com/

  • http://www.karlaakins.com Karla Akins

    I’m in love with my tribes! I love interacting with them and giving to them. What a wonderful way to live.

  • Beth West

    I read this,  “Marketing is no longer about generating transactions. It is about building relationships”, and it sends chills into my heart!  Michael, what if one is a socially awkward, introverted “creative” who is challenged just to maintain the relationships in their immediate family?  Is there any hope for us to have successful careers if our art is excellent?

    • http://michaelhyatt.com Michael Hyatt

      I am introvert, too. But I have to be honest. You will need to move out of your comfort zone. Unless your art is at the level of Hemingway and are willing to leave it to chance that you will be discovered, you have to build relationships.

      • http://www.jeffrandleman.com Jeff Randleman

        I am an introvert as well.  But in a position of leadership in my church, as a youth minister, I’ve had to develop people building skills.  It’s a necessity!

        • Anonymous

          I struggle with this as well.  It helped greatly that I married an extrovert!  She balances me out and teaches me at the same time.

          • http://www.jeffrandleman.com Jeff Randleman

            Sounds very familiar.  My wife is definitely more of a people person than I am…

      • Beth West

        I would not have guessed you are an introvert! 

        Thank you for the advice, I think I’ll work to get my art to the level of Hemingway :)

    • http://www.tnealtarver.wordpress.com TNeal

      I’m an extrovert and feel the same tension that introverts experience. We’re all moving into unfamiliar areas and feeling at times inadequate to the task. The terms and requirements may change but the I’m-leaping-off-a-cliff fear remains. That’s when you hope your desire to communicate overcomes your fear of failure. It helps to see others like Michael out front in the process.–Tom

    • http://brevis.me Robert Ewoldt

      Introverts can do it, too (I’m an introvert).  It may take time to learn how to do it, and it may take more time/energy for the introvert, but you can do it!

      • http://www.bethweststudio.wordpress.com Beth West

        Thank you Robert.  It sounds like you’ve managed.  Good for you!

    • http://www.needleforthechristianbubble.com Joe Lalonde

      Beth, being an introvert and knowing that marketing is changing is a scary thing. However, there is some great news. I was very much the person you described. I was socially awkward, had very few friendships, wanted to be left alone… While reading the Bible, I read a passage that made me realize I wasn’t here to just be by myself. God created us for community and I needed to accept it. I made a point to say “Hi” to strangers or acquaintances. An amazing thing happens, the introvert can become more of an extrovert. Hope you enjoy the success of stepping out of your comfort zone and find that even introverts can market!

  • Phyllis Dolislager

    Does this mean that I don’t have to blog?

    • http://michaelhyatt.com Michael Hyatt

      No, it means you DO have to blog. This is one of the main ways you can connect to your tribe.

      • http://www.jeffrandleman.com Jeff Randleman

        Agreed!

      • http://www.tnealtarver.wordpress.com TNeal

        Phyllis, blogging offers you a couple of benefits. First, you learn the discipline of writing–whether it’s daily, weekly, etc. I add the etc. but think if you write any less than on a weekly basis you don’t really experience the discipline part. Secondly, you learn the art of writing. Writing is similar to anything  you want to improve in. Borrowing from Nike, you must “just do it.”

        For me, writing a blog has helped me to see my style more clearly and it’s motivated me to connect with others in order to learn to be better at what I do.–Tom

    • http://www.bradandlindsey.com Brad Bridges

      Try microblogging by writing 100-150 words about a topic you are interested in once a week for a year. Once you get that going, expand. Another idea would be to utilized Twitter for very micro microblogging in 140 characters or less each week. Ask yourself, what could I post that would be a benefit to others?

      • http://www.tnealtarver.wordpress.com TNeal

        Excellent advice.

    • http://www.needleforthechristianbubble.com Joe Lalonde

      I think it means you need to blog. You’ve got to build up a community that trusts you.

  • http://www.facebook.com/ivette.camarano Ivette Camarano

    Drastic Title, I agree. 
    I also agree with Marketing being morphed. 
    I do think that it really isn’t dead. As a business owner you still have to deal with public relations, the value and quality of branding, traditional ways of advertising and market research. With the direct ways to reach our audience and interact with them online, maybe market research won’t be necessary. What better way to be in alignment with self, when you are passionate about your tribe cause-maybe public relations is not necessary. All questions I ponder.

    ~ivette

  • Jplynch04

    Since I am in your tribe, I would like to provide some feedback.  I think this should be an aspect of the Life Plan.

    Now I’m sure you will be able to carry on with the rest of your day.

  • http://www.StephanieBuckwalter.com Stephanie Buckwalter

    I’m trying to wrestle through the implications. Does this somehow indicate that natural leaders will have a better chance in this new paradigm? Or that passion creates leaders? Or is it simply that followers create leaders?

    • http://michaelhyatt.com Michael Hyatt

      Passion and the willingness to serve is the essence of leadership.

  • http://beckfarfromhome.blogspot.com/ Beck Gambill

    How many leaders is there room for in any given field? In the areas I’m interested in there are strong leaders in place and it seems like many of the other tribe members are jostling to rise to the top.  I’m thankful for the influence I do have and I take pleasure in serving but I wonder if there’s only room for so many at the top. It seems like social media should be the great equalizer but some people just seem to be cut out to lead and that’s obvious no matter the setting.

    • Anonymous

      Those are the questions I’m having, too.  Another one is, I know that I personally have very little time available for internet communications, as do many of the busy people in my marketing niche (homeschoolers)– this niche seems to be already glutted and there will be an endless amount of new marketers– it’s just part of the educational process that when you find something that works well for you, you want to share your idea/product with others.  What will determine which “tribes” rise to the top and which remain unheard voices in the clamor?  If there is only so much time, what determines whether someone chooses to listen to you, rather than to one of the hundreds/thousands of others?  Sometimes maybe it is the internet communication networking system itself; I happened to read this blog post because someone on a yahoo group I’m in recommended it.   Other times maybe it is chance, or possibly because someone was doing a search and you came up.

    • http://michaelhyatt.com Michael Hyatt

      I think you have to look at it through the lens of service. What unmet needs does the tribe have that you can meet? There is always room for people who are generous and serve.

    • http://www.tnealtarver.wordpress.com TNeal

      I think you raise a good question. As an author still working toward that first contract, I see books similar to mine doing well. Have I joined the party too late? That’s the question I’ve asked in the past. But I also recognize, though the stories are similar, they aren’t my story. Only I can tell my story. No matter how many great leaders are out there, none of them are you.

  • http://www.facebook.com/people/John-Haddix/581238421 John Haddix

    Great advice as it relates to fund raising also. I am serving people (my tribe) by inviting them to invest in the ministry, which is an investment in eternity. (Philippians 4:17) This allows me to impact the world through artistic ministry.

  • Bonnie

    I don’t believe marketing is dead.  I also don’t believe in social networking.  It is false.  There are too many liars and false leaders out there.  I will never have a twitter account.  I think it is time consuming and ridiculous.  So is facebook, not to mention dangerous to some people who get hacked into.  That is not to say their won’t be a way for me to communicate with my readers.  A basic blog with a place for commentary or e-mail or how about this… the old fashioned letter.  My tribe will long for real communication and not fake.  They will want to meet real people at book signings and speaking events.  I am so tired of this time wasting, fake relationship making nonsense.  So you may be a publishing giant… but we are told to “seek out the old paths” in the greatest book ever sold.  And to “to be in the world but not of the world.”  Everyone I know who social networks has fewer quality relationship time and far shallower relationships.  I have to say that when I first read your blog I found it inspiring.  But more and more all you talk about is technology and social networking.  It is boring me to death… is NOT greener (thousands of electronic dump sites around the world prove that… while you can recycle paper and grow new trees… you can’t do much with outdated technology… and what happens when the power is out.  You are all alone and most people don’t know what to do with themselves… especially when the kindle battery pack runs out.  And I will never read a book on a kindle.

    • http://michaelhyatt.com Michael Hyatt

      I’m not for everyone, that’s for sure. If I am “boring you to death,” please find someone who inspires you. Like is too short to waste. Thanks.

  • http://www.facebook.com/ivette.camarano Ivette Camarano

    I agree with much of what you have to say.  I have to say though that my face to face building relationship ways, have benefited from the social networking.  Practicing Social Networking by itself is not advisable, but very useful as an added communication vehicle to strengthen the relationships one already has, to maintain brand and clientele…this from a business perspective. The strongest form of networking I believe is person to person, it is the closest one can ever get to a prospective client or a non client. I respect and admire your take on this topic. 

    • http://www.bradandlindsey.com Brad Bridges

      Ivette, I think the two work together (personal face-to-face relationships and social media). Many people I’ve met in person, I now must interact with online due to distance. However, one can also meet people online that spill over into our face-to-face relationships (ie someone reading Michael Hyatt’s blog who decides to attend a conference he speaks at). The tough thing is to integrate the too and not overuse one at the expense of the other. 

    • http://brevis.me Robert Ewoldt

      There have always been levels of communication.  Twenty years ago, you had people that you lived with (Group 1), people that lived in your community (Group 2), people that you wrote letters to (Group 3), people that you spoke to on the phone (Group 4), people that you would travel to see (Group 5), etc.  These groups haven’t changed.  The WAY that we communicate with them has changed, perhaps.  And, perhaps, the number of people in each group has grown.

      I think people will always have intimate relationships, deep relationships, surface relationships, and one-way relationships.  Social media and the Internet doesn’t change that.

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  • http://www.jeffrandleman.com Jeff Randleman

    One of my tribes is youth ministry.  I’m headed to Colorado Springs latter this month to meet with about 40 more for a week while we seek God’s leading for our ministries.  Wouldn’t miss it for the world, even though it’s a pretty long drive for me.

    And I agree with tribes being the new thing.  Working with teens, I can see that very thing.  Their passions define their very life, it seems.  And when they get passionate about something big, it’s extremely exciting to watch.

    We have a girl who just graduated from high school.  Her passion is to help eliminate human trafficking in Cambodia and the rest of Asia.  She’s ttraved there twice already, spending several months there working with Rapha House.  I believe she will eventually give her entire life to this.  Like I said, it’s really exciting to watch.

    • Sherri

      Isn’t it amazing and humbling to see someone live out their passion! What a privilege you have to work with teens who are discovering theirs. I think that helps keep us passionate about our own issues. It’s so energizing!!! 

      • http://www.jeffrandleman.com Jeff Randleman

        It definitely helps keep me going!

  • http://www.CFinancialFreedom.com Dr. Jason Cabler

    My passion is Christian personal finance.  I’ve spent the last four years developing a course called “Celebrating Financial Freedom” and teaching it at my church for free (actually for cost of materials only).  I’ve just recently been active in getting it out to the rest of the world by starting a blog (about a month ago) and will be teaching for the first time at another church in October.  

    Building a tribe has become my main focus lately.  I want to build a good community of people who believe in what I’m putting out there so that when I write a book it will be more likely to change the lives of many because I will have a base of people that will spread the word far and wide.  

    I’m Currently reading “Tribes” and it has helped me tremendously in my understanding so far.

    I hope some of you will take the time to check me out and spread the word.  The world greatly needs this life changing information!

    • http://michaelhyatt.com Michael Hyatt

      How would you differentiate yourself from Dave Ramsey?

      • http://www.CFinancialFreedom.com Dr. Jason Cabler

        I am currently different from Dave in the type of course that I offer.  Mine is a basic one day course that can get you quickly on the road to making a plan to become debt free and taking control of your money.  

        Also in my writing I am making an effort to be funny and a little quirky in order to make the content a little more engaging.  I’ve gotten pretty good feedback so far, but only from a very limited number of people.  

        Any suggestions on how I can further differentiate?  Coming from you it would mean a lot.

        • http://tonychung.ca tonychung

          You may also want to look into the likes of Bob Ricci and Ed Silvoso. Bob teaches a course to build financial champions (the wealth of the wicked is laid up for the righteous) and Ed coaches business owners to run spirit filled enterprises. The New York Times sent a reporter to interview a bank that Silvoso had coached because of the transformational opportunities of Silvoso’s training. Powerful stuff.

          • http://www.CFinancialFreedom.com Dr. Jason Cabler

            Thanks, I haven’t heard of those guys before, I will definitely check them out.

        • http://michaelhyatt.com Michael Hyatt

          You might grab the book, Book Yourself Solid. The author, Michael Porter, has some great exercises on differentiating yourself.

          • http://www.CFinancialFreedom.com Dr. Jason Cabler

            Thanks, I’ll definitely get that one.

        • http://www.needleforthechristianbubble.com Joe Lalonde

          Jason, thank you for sharing what you’re doing. Helping others with finances has always fascinated me.

          • http://www.CFinancialFreedom.com Dr. Jason Cabler

            Awesome! Thanks Joe.  Hope you’ll direct people my way.

          • http://www.needleforthechristianbubble.com Joe Lalonde

            Jason, I’ll do my best if I come across anyone that could use the help.

  • Brett A. Magbee

    I would say Truett Cathy of Chick-fil-A is another example of someone who has rewritten how retail business can create “a Tribe.”  The Chick-fil-A location near me is packed with dedicated customers who feel really good about purchasing the Chick-fil-A experience — great food — fair price — customer service (second to none).  It’s as if you are in their home where the host is paying close attention to the fact that your drink needs refilling. When you thank them and they say “my pleasure,”  you realize that you have entered an unusual place where you can slow down a bit and savor the experience. You are in no hurry to leave. There is no rush to get back to the reality of how the rest of the world often thinks and operates. Their Tribe is built around the concept of “Do unto others as you would have them do unto you.” It makes you want to go back out into the world and practice it.

    • http://michaelhyatt.com Michael Hyatt

      Chick-fil-A is a great example. I am a member of their tribe, too!

    • http://www.bradandlindsey.com Brad Bridges

      I just wish they had “tribal meetings” on Sundays and in South America. :)

    • http://brevis.me Robert Ewoldt

      I’m so excited that Chick-fil-A is opening more stores in the Chicago area… it allows me to become a part of their tribe :)

    • http://www.needleforthechristianbubble.com Joe Lalonde

      Brett, so true! Truett has done some amazing things with his business. The next step he needs to do is open one up closer to where I live! (-;

  • Jessie K.

    My tribe is hurting people. So, my new business is about connecting technology, kids, & their parents thru book apps by infiltrating them with the one thing that helps hurting people: Jesus & the word of God. How does that look so far? Ministering to families through Christian Apps 4 Kids. One book app at a time…kids & their parents have the opportunity to tuck God’s word inside of them. Sometimes freedom in Christ is found one verse at a time.

  • Curtis O Fletcher

    Michael,

    While I agree with all of your observations about the morphing of marketing I’m not sure I agree with some of the conclusions. Marketing HAS and IS changing but at the end of the  day a “creative” without “transactions” is a starving artist…or a hobbyist.
    What you’re talking about here, I believe, is not so much a change in marketing to our target so much a a change in how we ‘define our market’. The concept of tribes and your application of it, or at least my interpretation of your application of it, seems to me to be mainly about applying today’s technology and social media to speed up the process of  market creation and definition.
    Now, as to how we treat our market after creating it, the art of building relationships (or Disciples) that’s a topic for another day.
    It is funny though isn’t it that in a season where the internet, and more specifically social media, has opened up a MUCH larger audience to anyone marketing anything than ever before that actual target markets for those anything’s has shrunk. Probably in direct proportion to people’s ability to obtain, handle and filter so much information.

    Curtis

    • http://michaelhyatt.com Michael Hyatt

      I don’t disagree with your comment about transactions. Ultimately, you have to have those. However, I think it’s a question of priority. The transaction is not the end-game.

  • Chrisjohnstoncoaching

    I thought about this a little more.  I don’t think marketing is dead. It has shifted.  And the type and effectiveness varies by demographic.

    Dave Ramsey was used as an example.  And yes Dave has effectively built a tribe of loyalists and uses social media to address some of them.  (I’d like to see a unguarded reverse engineering of what and why he does what he does on all levels of his marketing efforts). 

    But he still  is also a very effective and clever marketer.  He not only uses social media, but he also advertises in the trades to market his radio show.  Each of his events, whether it be the radio show, his live events or anything he does has an up-sale or cross sale to something else. 

    A great example is his one day Entreleadership events up-sale to his longer more exotic whole week event.  His radio show promotes his ELP program (which helps drive potential customers to his ELP’s and helps drive to people in those business to pay to associate with Dave’s name and become an ELP).  His radio show promotes Financial Peace University.  His radio show now seems to feature more pay to play guests who are promoting books or events and he offers a deal on the book or event through his website.  Again, it allows him to present like minded people to his audience while assisting in overall income and creating goodwill by offering the discount from suggested retail for his friends book. 

    Every book he gives away on the air markets that title to thousands of others who are listening some who will also likely purchase as well as building his own goodwill among his audience.  A fabulous marketing tool. 

    His TMMO event is a market for the rows of book tables at the events.  And he markets those books through specials while on stage.  As well as his Financial Peace program, Entreleadership and  H.O.P.E. program. 

    He’s getting ready to do an old school marketing event called a book tour for his soon to be released Entreleadership book.  

    And finally, his Great Recovery project blended a combination of old line marketing with new age social media including an webcasted infomercial along with Facebook and Twitter presence to sort of return to his roots and promote and boost his Financial Peace University program. 

    Using the above, I don’t think old school marketing is dead.  It’s simply adjusting to the changing demographics and times. 

    • Info Account

      I have to agree, I am doing all of the listed things in this post to build my tribe, but if I am not in front of new people all the time, then I am going to forever have only a very small handful of people that really like all of my generosity, my free information, and my discussions.  I have to market somehow in order to grow, and when I do market and new people come my way, then they will be drawn in by the tribe.  But I have to market somehow.

    • http://michaelhyatt.com Michael Hyatt

      I agree. As I said in the post, I think marketing has morphed. My new book will talk about both social media and old media. Building your platform requires both.

      • http://brevis.me Robert Ewoldt

        I’m excited about your new book, Michael… when does it come out?

        • http://michaelhyatt.com Michael Hyatt

          It looks like April 2012.

  • http://www.juliebarnhill.com Julie Barnhill

    Bob Briner noted such and instructed others to look at everyone as a relationship rather than an agenda. I read that well over ten-years ago and it not only underscored my already held core belief but also has been the chief “marketing” principal in all I’ve desired to accomplish and affect.  

  • http://talesofwork.com kimanzi constable

    In my eagerness to leave my current job I promoted my book way to hard and lost sight of the main objective. Through some conversations with close friends I realized that the sales were secondary, the message has to come first. So I’ve embarked on a mission to show people that they don’t have to stay at jobs that aren’t right for them, they can find their true passion and calling! The governemnt is not going to be able to fix our problems, we have to as individuals. My tribe (hopefully) are those that are not settling anymore and I hope to service them by giving them as much info as I can, and by “putting boots to the ground”. I am trying to be the voice of the “average worker” and talk about things that affect their lives and try and help them through those things. Thanks for this post Michael!

    • http://michaelhyatt.com Michael Hyatt

      You might also check out Jon Acuff’s book, Quitter. It is about how you can build a new career without quitting immediately.

      • http://talesofwork.com kimanzi constable

        I have read Quitter (awesome book, Jon knocked it out of the park) and 48 Days To The Work You Love by Dan Miller. I think these books are the reason I still have my day job. Now I’m working that day job but with my free time spreading the message that you can find that job that’s right for you (I wrote a whole book about it!). I’ ve made the money back that I invested in the book and to have my website designed so even if I don’t make another single dollar I’m still happy to try and help people with their work situations!

  • http://peterpollock.com Peter P

    Great post, Michael.

    I’m sure some marketers will vociferously disagree with you that ‘Marketing is dead’ but in reality, I do no traditional marketing for my business and it’s growing just fine through tribes! :-) 

  • http://thoughtsaboutnothing.com @kylereed

    My passion is mentoring. So I am apart of a community of 20 somethings that realize that we need help to grow and to learn. The tribe has the interest of learning and we can congregate online. 

    I think the interesting thing about marketing today is that it seems to have more to do with the individual now rather then a brand or company (see old spice campaign). So I wonder if marketing has shifted from company to individual marketing

  • http://stuartloe.com Stuart Loe

    My passion is making music and seeing people come alive in worship as they encounter Christ. I don’t have a tribe that I’m aware of.

  • http://twitter.com/Francarona Fran Carona

    Thanks, Michael.  I’m new to building a tribe, but I’m trying to visit other blogs and websites that deal with my subject, baby Boomers.  I interact with the authors and comment share their posts.  I am also learning to be more selective about Twitter usage.  It’s not about the number of followers, it’s about the quality.  

  • http://twitter.com/Francarona Fran Carona

    Great advice, as always, Michael.

  • Eckley Ryan

    Interesting Article.  It has reminded me some things about people… they (we) all need some one to follow. 

    I have just started my writing about something I am quite interested in… marketing.  I have only written my first article, but have not even posted it yet.  It stretched and stretched for 3 days before I decided that it must end … at least for now :)  I guess I must have some passion for marketing… ?   Not as much as I have for a couple of other things though :)

    Thanks again for writing your article,

    -Ryan Eckley

  • http://tonychung.ca tonychung

    It’s cool that you mentioned “dialogue”, Michael! The most impact I received from a communications course I took in 1995 was how even static images and text simulate a dialogue with the viewer. Good creators anticipate the viewer’s questions at every stage, and answer the questions at the point in time the viewer is expected to ask them.

    One example of this was in the series Lost. I watched Season 1 on DVD, so I avoided ads and didn’t have to wait for weekly installments. At the end of every episode, one of the characters, Hurley, would walk through the set while listening to his CD player. By the end of episode 3, I thought the question, “Shouldn’t the batteries in his player have run out by now?”

    I didn’t even have time to ask the question out loud when the CD player stopped. Hurley checked his batteries, and whined, “Aw, man!” Fade to black.

    BTW: I love the disqus plugin. I accidentally closed this tab when I looked up something else, and when I returned to this page, my comment was still in draft stage. YES!

    • http://michaelhyatt.com Michael Hyatt

      I’m glad to hear that about the Disqus plugin!

  • Tim

    Thanks Michael! As we are putting together the “marketing” plan for the movie about my book, The Street Sweeper, this is exactly the direction we need to take. Your wisdom benefits us all.

  • Terri Sonoda

    Very interesting and informative.  I hadn’t thought in these terms at all.  Thanks.

  • http://www.facebook.com/PoetSorinAdam Sorin Adam

    THE PETITION of Poet Sorin Adam, 
    .”Justice and Dignity”
    .
    http://www.change.org/petitions/justice-and-dignity?share_id=EZdRtUtBdx&pe=d2e 

    • Poe sorin Adam

      ^ ^
      Resume – “Summary”  CV
      - Dipl. Eng. Sorin Adam -
      .
      • Poet 
      • Geological engineer
      • Shindo Karate ltd.
      •  {small business}
      • *4757011
      • Piatra Neamt town
      • Romania 
      • Manager
      • Black belt 4th dan karate 
      .
      • Date of birth : 20 / 12 / 1959
      • Place : Piatra Neamt, Romania
      • PIN 1 59 12 20 27 05 84
      • Passport no. 13 72 79 34 ?!
      **50!!…….?,…….27 !,….84 < ! = political police !
      .
      • Degree : Geological Engineer, 1987
      • Specialization : Geological Engineering and Geophysics
      • University Al. I. Cuza, Iasi town, Romania
      .
      • Shindo Karate ltd. 
      • Piatra Neamt, Romania, 1991
      • Manager 
      • Chef instructor karate – do
      • Black belt Karate 1st dan 
      ( place : Iasi town, 16/12/1990 )
      • Profesional skills : 
      • Sankukai technique, black belt 
      • Shotokan technique, black belt 
      • Nunchaku technique : advenced
      • Secundary profesional skills : 
      • Bo, Boken, Iaido, Aikido
      • I started to learn Karate-do in 1978, Piatra Neamt town, Romania
      .
      •  VIP and Fellow Writer 2010
      •  Writer’s Digest University USA 
      .
      •  Nominated by International Library of Poetry, USA :
      • “Poet of the year 2002"
      • "Poet of the year 2006"
      • "Poet of the year 2007"
      • "Poet of the year 2008"
      •  Recorded on CD's 
      •  Recorded on tapes recorder
      •  Editor's Choice Awards
      •  Publisher's Choice Award
      •  Published Poet Editor's Choice Award
      •  Outstanding Achievement in Poetry Award,
      .
      •  International Society of Poets, New York, USA
      •  2007 Poetry Ambassador Associate
      •  2007 Commemorative US Poetry Ambassador Medal
      •  2008 Poetry Ambassador,
      .
      •  Elite Member & Fellow Poet, 2007 
      •  Noble House Publishing : New York – London – Paris
      .
      •  Published by:
      •  International Library of Poetry, USA
      •  International Library of Poets, USA
      •  League of American Poets, USA
      •  White Oak Press, USA
      •  Greenspring Publishing, USA, 2009
      •  Noble House Publishing : New York – London – Paris
      • PoetryofYoga.com, 2011,
      .
      PS 
      * Unique Registration Code
      Chamber of Commerce and Industry : two bitches stafs ;
      mother and sister, Icinschi Liliana, Tiron Laura-Beatrice(ex-wife)
      .
      ** 27 = my boy's birthday 27.06.1985 ( Razvan Dobrescu – Adam)
      84 = 1983/1984, the 4th year as student at Faculty of Geology, University Al.I.Cuza, Iasi city, Romania( "Securitate" = political police, year 1986, September! ; place 1st May ; next to students homes from Faculty of Medicine, Iasi city)
      72 = year 1972, I left 'Unirii'(Union) street, no. 8, Piatra Neamt town !
      13=31 ?! = Shindo Karate ltd., year 1991 – I started my own small business of Martial Arts 
      (Manager : Dipl. Eng. Sorin Adam)
      .
      PSS.
      ^ ^
      "General Comment No. 14 strengthens the basic principle that the accessibility, availability and affordability of health care of good quality is an inalienable right for all. In the 21st Century, the Right to Health is a right, not just a service and not a charity, commodity or a privilege. Absence of available, accessible and affordable health care and underlying preconditions of health is thus not an absence of service, but a violation of a basic human right."
      .
      DATE : 29.08.2011, 
      I have sent an important ENVELOPE to a 'democracy' : US Embassy in Bucharest.
      .
      For this action all this day, 30.08.2011, I have been persecuted by many citizens of Bacau town and by the romanian police.
      IMPORTANT : They know (Police) all I do in this apartament 11. One of them was here (30.08.2011), in front of the door of my apartament 11 : You speak rubish and very loudly! TAKE A LOOK on my http://www.facebook.com/PoetSorinAdam. You will see what is happening in my life !?
      .
      My S.O.S for FREEDOM :
      EU, Sorin Adam, poet, sunt zilnic urmarit pe strazile orasului Bacau si sunt persecutat!
      Sunt vorbit, sau se tipa de fata cu politia, sunt studiat, sunt analizat si sunt traumatizat intr-un mod "voit" si rauvoitor, eu fiind o persoana cu dezabilitati fizice. Se rade de mine incat mi se face rau, INCEP SA TREMUR si astfel sunt alungat spre casa, de fata cu politia care ma urmareste, "calm"… pe Strada Marasesti (Orizont place), strada Pictor Andreescu (Biserica Philadelphia!, Centru de primire batrani Speranta! ), strada Cornisa Bistritei,…
      .
      RUSINE…VOR SA MA " IMBOLNAVEASCA PSIHIC " !
      .
      Sunt amenintat de catre politie, se incearca stoparea actiunilor mele de aparare…CER AJUTOR PENTRU DREPTATE !
      Probele mele au fost transmise prin compana DHL Romania, la US Embassy in Bucharest, in 4(patru plicuri) tip corespondenta, plicuri ce au fost introduse intr-un alt plic mare format A4, si sunt de o importanta vitala pentru luarea unei decizii pozitive, la Demersurile mele incepute in data de 07.06.2010, in urma unei discutii telefonice, de sambata seara, din data de 15.05.2010, in care mi s-a spus foarte clar : "Puteti sa ne scrieti". 
      Va declar ca in iarna inceputului de an 2011, mi s-a spus, tot la telefon, de catre un functionar al acestei Ambasade, "Vorbeste frumos, poti obtine tot"…este vorba si de multi bani, pe care, statul roman i-a sechestrat : politie politica, eu fiind 'declarat' un tradator de tara, UN OM CARE NU ARE VOIE SA SE APERE IN FATA ACESTOR NEDREPTATI, IN FATA ACESTOR RELE-PERSECUTII, TRAUME, SUFERINTI, un om caruia ar trebui sa-i fie frica sa se ridica impotriva lui Traian Basescu, presedintele acestei tari care m-a ruinat prin metode staliniste ! SI SE SI MINTE !
      .
      VA ROG SA MA AJUTATI IN DEMERSURILE MELE, sanatatea mea este in pericol, ma refer si la piciorul meu stang, dar ma refer totodata si la faptul ca libertatea mea este in primejdie !
      " VA ROG DATI-MI DREPTURILE MELE INAPOI, DAR SI LIBERTATILE MELE PIERDUTE. 
      ACESTI OAMENI MA URASC" !
      .
      In iarna lui 1993 / 1994 fratele meu, Constantin Adam a fost rapit din restaurantul Caprioara (nu era singur!) de catre oameni cu masti pe figura, si dus cu o masina 4×4, in padurea Cozla, sechestrat pentru o noapte, traumatizat si lovit, amenintat cu moartea. Si in data de !…16.Decembrie.1994 ( revolta din Timisoara : 16.Decembrie 1989!, inceputul revolutiei romane ) el a murit de insuficienta cardio-respiratorie !?
      .
      Semnez electronic,
      .
      *Dipl. Eng. Sorin Adam, 
      poet
      sorinadam
      .
      Date : 06.09.2011
      .
      * "Human rights are rights inherent to all human beings, whatever our nationality, place of residence, sex, national or ethnic origin, colour, religion, language, or any other status. We are all equally entitled to our human rights without discrimination. These rights are all interrelated, interdependent and indivisible.
      .
      Universal human rights are often expressed and guaranteed by law, in the forms of treaties, customary international law , general principles and other sources of international law. International human rights law lays down obligations of Governments to act in certain ways or to refrain from certain acts, in order to promote and protect human rights and fundamental freedoms of individuals or groups."
      .
      Source : http://www.ohchr.org/EN/Issues/Pages/WhatareHumanRights.aspx
      .
       - Haiku - 
      Value, if U R listening of this, the 'montrosity' arise !  
      .
      We can not forget,
      This is the F's idea,  
      Freedom, enemies !
      .
      Author : Sorin Adam, poet
      02.09.2011
      .
      Incredible, 
      When U R very 'small' and THE LAW is in the wrong hands…'THE LIERS' !
      .
      http://www.youtube.com/watch?v=yxgXIK5RzUI
      http://www.youtube.com/watch?v=Scz4pf8XlY0&feature=related
      http://www.youtube.com/watch?v=-0MGBnIWrKk&feature=related
      http://www.youtube.com/watch?v=ksLSjIvLdlw&feature=related
      http://www.youtube.com/watch?v=881vlc0dHCw&NR=1
      http://www.youtube.com/watch?v=mUd55Jt11TI&feature=related
      http://www.youtube.com/watch?v=rUZ1MErr5qc&feature=related
      http://www.youtube.com/watch?v=QxinobkTv7s&feature=related
      http://www.youtube.com/watch?v=kqAuGBAJpNM&NR=1
      http://www.youtube.com/watch?v=QI7uKXhNPnA&feature=related
      .
      Thank you,
      dar sanatatea mea este distrusa de catre voi, politia romana impreuna cu acesti cetateni care se mira de acest poetry ambassador ca are dreptul de a se apara, de a scrie si de a se plange : Acum, cu-i ma intreb eu, in aceste persecutii si suferinti mari, daunatoare sanatatii mele ?!
      Si US Embassy in  Bucharest tace ! Iar piciorul meu poate fi afectat atat de grav, incat as putea sa pierd…laba piciorului stang : NEFRITA TICALOSILOR "07.June.2010"!
      .
      Iar voi, Politia, stiti tot ce se intampla cu mine in orasul Bacau, dar va faceti ca aceste fapte, aceste tipete zilnice adresate acestui poet sunt si legale : si 'teroarea' de pe strazile : Marasesti (locatiile Orizont, Biserica, Piata Sud), Pictor Andreescu, Cornisa Bistritei…
      SI MULTA UMILINTA( handicapatule!, bai idiotule, cretinule, imbecilule, injuraturi de tot felul, etc.)
      .
      Please sign  THE PETITION of Poet Sorin Adam, 
      .
      "Justice and Dignity"
      .
      http://networkedblogs.com/mPtSL?ref=nf
      .
      12.09.2011

  • http://www.inamirrordimly.com Ed_Cyzewski

    I keep the following Fred Buechner  quote at the top of my writing to-do list, and it has helped me immensely over the past year: 
    “Vocation is where a person’s greatest joy intersects with the world’s greatest need.”

    One thing that I’ve noticed is that the best-selling author of today has created tribes a little differently than say a Donald Miller. I don’t recall reading his blog until after Blue Like Jazz. Looking at someone like Anne Voskamp, I think she built her tribe first and then the book followed. Miller seems to sustain his tribe after catching their attention with his book. Voskamp’s way of creating a tribe is becoming more common from what I can tell.

    • http://michaelhyatt.com Michael Hyatt

      This is a good point. I think you are right.

  • http://twitter.com/BobOnBusiness Bob Taylor

    The American Marketing Association defines marketing as: “Marketing is the activity, set of institutions, and
    processes for creating, communicating, delivering, and exchanging
    offerings that have value for customers, clients, partners, and society
    at large.”Respectfully, what part of this definition is dead? Your headline may compel readers to read, but I submit; if anything marketing has been enhanced-it certainly is not dead. Perhaps your personal perception of marketing is dead, but the mere act of your promoting, creating, and tactically salting your post with SEO friendly tags is indeed…marketing sir.

  • http://shelaughsblog.com Shaena Crespo

    I want to see people stay married. I want to see our divorce rates drop. 
    1. Tribe leader to member:  I write to women about life and God in hopes that as we become more like Christ, our marriages start to look more like His union with the church. 
    2. I give them an opportunity to share their stories so that become aware of God’s presence and movement in their lives.
    3. Tribe to tribe: They minister hope, encouragement and love to each other 
    4. tribe to outsider?- Is the outsider anyone who is not the intended target? Husbands? I guess then the hope is that wives would lay down their lives for their spouse and husbands the same….?

    5. Not sure how to say this but: outside source to tribe leader- what does the tribe leader do to become a better leader i.e. reading (Bible, books, blogs). You can only lead as long as you learn. PS… I need to get that book thanks!

  • http://twitter.com/deandeguara Dean Deguara

    Love this post. It gives me a lot of hope. I’ve invested a lot in relationship, partnering, networking over the years and it’s encouraging to see that this approach is the way of the future. Need to read this book.

  • http://twitter.com/ti4tomorrows Bob Embry

    What is Marketing?  http://bit.ly/oBpr0i. The term has been hi-jacked by people attempting to sell what they created with an inside-out mentality. Tribes aren’t the answer to society’s problems or opportunties. Marketing and Innovation in a society moving in time http://bit.ly/9kdz7i.

  • Pamdjones56

    My passion is our school in Liberia, Africa.  We are “impacting Liberia with excellence in education and the glory of the Gospel of Jesus Christ”.  I am still working to build a tribe that shares my passion for educating these children while sharing Jesus with them.  We travel to Liberia on Sept. 17 to meet some of our staff their for the first time.  I am encouraged by your writing, and your thoughts on communication are very timely for me as I have just launched our website.   A friend just forwarded this article to me today.  I will stay tuned and be eager to read more!

  • Jillian Kent

    Hi Michael,
    I haven’t read Tribes yet, but I’ve read blogs about it and I read your book review. Some seem to love it and others seem lukewarm. How have you seen the concept of Tribes morph since it was published, or is it too soon to tell? What do you see it morphing into over the next few years? My passion is writing historical  inspy fiction with a strong mental health thread through it as a way of analyzing mental health practice today and getting others to think out-of-the-box and have an awesome reading experience too. I’ve been a social worker and counselor for thirty years and hope that will help me build my platform for years to come. I believe this is a way of serving those who work in mental health, are patients, etc. I hope I’m grasping the Tribes idea correctly. How do fiction writers best serve their readers other than writing a good book? There’s a lot of books out there. :)

    • http://michaelhyatt.com Michael Hyatt

      I really haven’t see the concept morph much. I think Seth nailed it. I also don’t see it morphing. I think technology is going to make it easier and easier to connect directly with your readers. In terms of fiction? Take a look at John Locke.

      • Jillian Kent

        Thanks Michael. Will do.

  • Randy

    Goden’s book is a valuable read for anyone who wants to be an influencer. I enjoyed it two years ago and your post reminds me I might benefit from a re-read. Thx!

  • http://somewiseguy.com ThatGuyKC

    I’m reading Seth’s book “Linchpin” right now and “Tribes” is next on my list. It’s been fascinating to see marketing transform within such a short amount of time since I graduated from college. I’m excited to put these principles into practice.

    I’m passionate about being a dad and telling stories well.

  • http://www.bradandlindsey.com Brad Bridges

    Someone recently told me they have a passion for writing but not marketing/tribe building/platform building. What advice would you have for them as I’m guessing this issue isn’t new?

    I love the way you are pushing people to be responsible for their own success rather than depending on a company to do everything for them. Ultimately it will also lead to a more authentic exchange of ideas between the author and his/her readers (take yourself for example). 

    • http://michaelhyatt.com Michael Hyatt

      Unfortunately, in today’s environment, you have to do both. If you come to a publisher with a great manuscript, for example, but without a platform, you will likely be turned away.

  • Joni Hannigan

    I couldn’t agree more that marketing has morphed–or it needs to if people are going to “buy into” your product or passion. In fact, back in the 90′s the chatter was about emerging cultural trends which showed that people might become more relational than rational. Now as the culture is increasingly Hispanic flavored (especially here in Florida), it should come as no surprise that brand loyalty will be on an upswing, the dialogue needs to be rich, and mutual passions should be explored.

    Just this morning I told my husband the total and all encompassing content of our product, I fear, is becoming secondary to the relationships we build with our readers, the perception that we care about what they care about, and our willingness to dialogue with them about these issues.

     

  • prof.dr.tyler durden

    Yep, that’s it EXACTLY. Tribes are the future, tighter connections through small groups. Like ours, never gonna have more than#150. Its a dunbar thing.

  • Colleen Coble

    As a fiction author, I found it hard for a really long time to figure out the passion that ran through my stories. The last time I was at Nelson, I was brainstorming with the team and Eric was writing my brand on a white board. There it was in plain site: I write to encourage my reader friends to be overcomers. Not to sit back and cry about what life has dealt them but to overcome and redeem their past with the help of Christ. The next book practically wrote itself with that clear path in front of me. :)

  • http://www.inhisseason.com Teresita Glasgow

    Enjoyed the post! I’ve read Tribes before but I think I’ll give it a second read. Thanks. 

  • http://life-insurance-calgary.com/ Mitch Reynolds

    My passion is, of all things, life and health insurance. This topic is generally boring to most people and something to suffer through, but risk management, lifetime financial planning and tax efficient strategies really get me excited. I try and share my passion through my website and blog. I am starting to get some real readership, but not many comments and communication with my tribe yet. I guess it will come, but my topic is not as exciting as many blogs and readers are more researchers getting info and less of a tribe wanting to communicate. I hope I can be a leader to my tribe over time.

  • http://ericspeir.com/ Eric

    Great post. I need to read the book by Godin on Tribes. My passion is encouraging others to thrive in life. I enjoy blogging and writing for my audience. It helps me to accomplish my passion. I’m in the process of building my tribe and my platform.

  • Melody_dubois

    Do you have any suggestions for HOW to discover one’s “passion”? Maybe for a future blog post?

    It’s been suggested to me a few times now that I should start a blog (usually in response to comments/stories shared on other people’s blogs). The idea intrigues me, and I like to write… yet I hesitate to add “just one more voice” without a clear, unique message of my own to share and explore, and some idea of who my tribe would be. I’m interested in many things — and no doubt passionate about some. Yet the word “passion” rarely resonates with me personally (though my friends could probably easily identify a few things that get me animated). Just wondering if you could go deeper on this point.

    • http://michaelhyatt.com Michael Hyatt

      You might find this guest post by Mary DeMuth helpful: Find Your Passion in Three Steps.

      • Melody_dubois

        Ah! Thanks for that. I follow you both but somehow missed this guest post of Mary’s. Very helpful suggestions!

  • http://www.CatherineJaime.com Catherine Jaime

    Thank you! Very interesting thoughts on tribes and connecting.  My passion is helping homeschoolers.  And it is good to be reminded to start with the passion and go from there!  

  • Anonymous

    I’m sure others have said this already, but you left out a tribe.  The Michael Hyatt tribe!  You embody all of the concepts you mention.  You know your passion. You volunteered to lead through your blog, which also covers the communication method.  And you are generous.  You struggle with math (that’s four ideas, not three – hehe), but no one is perfect! :)

    I really don’t have much to market, but I still enjoyed the post and think it lends itself well to areas outside of writing/speaking/entertaining.  

    Thanks for letting me part of the tribe! :)  I think my wife is already tired of hearing “Michael Hyatt this…” and “Michael Hyatt that…”

    • http://michaelhyatt.com Michael Hyatt

      Thanks for your kind words. AND, for correcting my math. I have fixed the reference in the post!

  • Anonymous

    Thanks for some great info! I’m sort of new to all of this, but sure makes sense to me. My passion these days are parents who are raising TCKs (Third Culture Kids). I just started a website and working on my branding part…Now, I’ll be ordering this book! Thanks!

  • http://www.ricardobueno.com Ricardo Bueno

    Seek to be helpful, first. That’s my mantra. If I’ve helped someone today, even if in a very small way, I feel like I’ve accomplished something. 

  • http://www.lauraparkerblog.com Laura Parker @ Life Overseas

    I loved reading this today, and I loved the reminder that sharing what you are passionate about, in Community, is much more effective than manipulating others to get something for yourself. 

    I just wrote about this idea when it comes to communicating from the mission field, back home to supporters.  Unfortunately, I’ve seen so many organizations and ministries that manipulate the truth in order to gain or keep the financial giving at a high– much like the “old-school” marketing of a book or product.

    http://www.lauraleighparker.com/2011/09/when-missions-goes-hollywood/

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  • http://www.shopmychurch.com Jason Stambaugh

    First, I am passionate about changing the way people find churches. Secondly, I’m not so sure we can say marketing is dead. It has changed, and may in fact be waning, but advertising is still big business. Google and facebook are using social to allow marketers to specifically target prospects rather than shouting with a megaphone into a marketplace. Social has made marketing better and more relevant to people. Tribes however are leveling the playing field.

  • Meimay

    We need build  tribes that they have passionate to spread the Good News to the end of the world.

  • http://www.tnealtarver.wordpress.com TNeal

    Marketing and/or raising funds isn’t just something creatives struggle with. During our missionary years, my wife and I loved the field and loved speaking to supporters. We connected people, those in the U. S. with those in Russia. But we also had to raise funds inorder to connect those two groups which felt  like self-promotion. I think our feelings and our strategies might have changed if we’d thought in terms of building a tribe.

  • http://twitter.com/ericlehnen Eric Lehnen

    Great article! The idea that we have these hyper/micro communities of interests helps to segment. I agree that marketing is adapting, if anything it is growing into new areas: mobile, digital, social media. There will always be a need for the nitty-gritty marketing.

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  • Dingheng0932

    Thank you to share! Well-written article! Carefully read it again, well worth reading!
    http://www.christianlouboutin-cheapest.org/

  • Susana Egea

    Good Morning every one;
    This article is another way to do marketing, nothing new for musicians, small labels and people with edgy taste in general.

    I imagine you are not very young, because what you explain here and the way you do it  (and confess that you proudly belong to 4 of them) is something known for intelligent individuals.
    This page is full of ads…. So I wonder if you are laughing at us??

    susanna egea
     of course in facebook

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  • http://twitter.com/johnlambert John Lambert

    I think I need to find a way to expand my tribe.  My niche is pretty tight right now….cross cultural missionaries with an emphasis of working among Buddhist people.  Not too many of us out here. But I love what I do.  Thanks for the food for thought.

  • http://www.facebook.com/profile.php?id=1626467553 Sandra Villarreal

    My passion is to encourage others and this takes many forms.  Encouragement of parents with special needs children, of moms that stay at home but want to connect and create and women who want to wake up and have a better devotional life.

    Recently I just stepped out on faith and volunteered to lead.  I started a mastermind group for women that didn’t even know mastermind group existed.  It has been amazing, we are using facebook to connect and our tribe is communicating in all four ways you listed.  

  • http://www.needleforthechristianbubble.com Joe Lalonde

    What is my passion you ask? I’m not quite sure. I can’t really see anything that I’m passionate about. My wife, on the other hand, says she can see multiple areas that I’m passionate about. Here’s a few that she sees –

    1. Financial responsibility
    2. Getting others out of their comfort zones
    3. Helping others find ways to do what they love to do

    Currently, I have no tribe. I’m looking to build it in the blog that I’ll be creating. I’ve taken the first step and registered a domain name, http://www.needleforthechristianbubble.com, and plan on building the site up.

  • http://stephenalynch.tumblr.com Stephen Lynch

    I’ve heard enough awesome things about Tribes that I need to read this book. My passion is spreading hope through music, and I was shocked to realize that I don’t intentionally open the 4 communication lines.

    I’d also add that your first 1,000 fans will not be your greatest 1,000 fans. Our work searching for people to connect with is neverending; we should never settle for enough.

  • http://www.thehahnhuntinglodge.com Nikole Hahn

    I was reading something similar over at Books N Such. I like the creating relationships thing. It’s so spammy to send out advertising. As a reader and a writer, I want to know about the person and I want to see if they have heart.

  • Israel Rotman – Google me

    Excellent article and you obviously get it!  We are doing what you are doing, building a tribe of leaders, local interactive agencies at http://uplog.org – please join the roar of all of US!

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    Very interesting entry, I
    look forward to the next! Thanks for share

  • Kathy

    Who knew?! I have a tribe! Thanks for the info…

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  • Todd Hampson, Timbuktoons

    My passion is great art and great family-friendly story telling. Thanks for challenging us to serve our tribe!  It’s simple, but often not easy. Your post reminded me that we need to think just as creatively about how to serve and lead our tribe, as we do in creating 2d animation for families!

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  • http://www.ducttapemarketing.com/blog ducttape

    I really disagree – bad marketing, interruption marketing, shouting all dead – but everything you’ve listed in this post is simply good marketing!

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  • RAKESHPODDAR

    quite intresting that i am doing the same but you have put these in words which was very hard to come out need some more self belief in this idea i just cant wait till it gets flourish kind of excited too