YOR TRIBE IS OUT THERE

We all want to belong , we want to be part of a group , we want to be missed , that is why there are tribes everywhere

You don’t build a tribe , it already exists out there , as a leader you have to find and connect with them . I have a special love for animals , I feel the hurt when I see any animal is abused , many times I have picked up animals who are injured from the streets to get them treated , my love for animals extends to my food habits . My wife has a special connect with old people , if she does see any old person on the street she would stop and go out of her way to help , she regularly visits old age homes to spend time with old people .

We both are different in our choice for causes we follow and support.

Don’t waste time to argue

It maybe difficult to convince me support the cause of the elderly , though I do accompany my wife on her trips to the old age home . Similarly it would not help try convince my wife to support animals , though she does visit animal shelters with me.

Yet a lot of time , effort and money is wasted by nonprofits in trying to convince everyone to believe in the cause they believe in. Even within a single cause example supporting underprivileged children there are so many different options.

This also happens in political space I follow a particular ideology , so some of my school friends who have a opposite ideology expend a lot of energy trying to convince me why what I believe is wrong only that it does not work . It is almost impossible , you cannot convert the believers . The marketing spend in trying to convert no believers is wasted , trying to sell Microsoft to Apple fans is difficult if not impossible.

Tribes Everywhere

We all want to belong , we want to be part of a group , we want to be missed , that is why there are tribes everywhere . It is human nature to build connections and belong , there is the family tribe , the religious tribe , the school alumni tribe , the morning walkers , the cyclist , the diabetics , the organisation you work at is a tribe , the coders , the hackers , environment activist , the weight watchers , the vegans , the Starbucks tribe , the bikers , apple users , spiritual buddies , you look around and you will find a tribe. Each one of us belongs to many tribes , religious , political , brand , lifestyle , school , profession , career , organisation , we are all part of many tribes .

Tribe of Fans is not a marketing strategy

Harley Davidson has a fan tribe , when you see them you know . There is a sense of pride to belong to the community , everything the tribe does has a unique language , they way they dress , the tattoos , the attitude , the lifestyle everything is a reflection of the culture of Harley Davidson . When Harley changed from bing a bike company to a community and made it as part of its business strategy not marketing strategy many of its employees became bikers , many of the bikers became its employees . There is ownership of the Brand by the community , the brand did not build the community rather the community strengthened the Brand !

Tribes loves a conflict

It is Us vs Them , Greenpeace takes on the Governments and Corporations in its fight to preserve the planet. An Apple fan is against Microsoft .In India a Patanjali Indian homegrown Ayurvedic desi brand is against the multinational brand HUL (though it is as much Indian as any ) , the followers of Ramdev Baba the yoga guru back the desi , traditional , low cost brand story.

Lead your Tribe or be a part of a Tribe

You have two choices , create a movement or be part of a movement . If you choose to build a movement your Tribe is waiting out there.

Author: Sanjay Mudnaney

My favourite line is "Don't die with your song in your heart". Being aligned to Your 'Truth' is being in Integrity of existence. The future of Life and Work is being in Integrity. I believe that it is time for passion economy as a new world emerges where location does not matter , organisations and people will seek out passionate individuals who are living their calling and making a difference in our world. Experiments in Integrity and Future of Marketing are two themes around which I will share my thoughts . I am on a journey to explore being in Integrity with my 'Truth.'

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