I disagree with this post by Seth Godin:
Everything the organization does is to feed and grow and satisfy the tribe. […] Instead of looking for customers for your products, you seek out products (and services) for the tribe. Jerry Garcia understood this. Do you?
My main problem with this is it ignores the power that instant interconnectedness give us. I”m perfectly willing to pull out a credit card for a product designed in France, made in Mongolia, and which I’ve never physically seen before as long as it fills a need and enough anonymous recommenders make me feel good about the purchase. So while the anonymous recommenders may be the “tribe” in Godin’s parlance, it might also be correct to describe them as “brand evangelists” (Oh, I’ll always use Amazon.com!)
It sounds like what Seth wants is the perfect, Platonic ideal of a communitarian corporate womb, where comforting Steve Jobs types coddle him with products, ask his input, connect him with his tribe-mates, and NEVER EVER break the trust relationship.
Sorry people, it doesn’t exist. Capitalism is tough, ruthless, scary, and unpredictable. If not exactly subject to the Law of the Jungle, it’s pretty close. Customers flee, corporations do stupid fucking things, governments intrude, and we are always on, all the time, to adjust to the new day ahead, where your tribe of yesterday may be dissolved before you take your first bite of your morning bagel.
(h/t Nathan Kaiser)
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Tags: SethGodin, Tribe, Brand Management
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