For the last few months, I've been fortunate enough to be a participant in Seth Godin's online experiment - Triiibes.  This is a learning community, (currently, membership is by invitation only) and participants are actively exploring questions about the future of markets and marketing, and the forces that are changing the competitive landscape.  It has been a companion experiment to his latest book:  Tribes - We Need You To Lead Us.  I have learned enormously from the experiment, and offer thanks to Seth for starting it, and to the fellow community members for their participation and enlightened perspectives.

This week, Seth launches the book at an event in New York City.  It offers a new perspective that the future of successful marketing lies in the ability to create, connect and lead tribes.  Why is this important?  Because as innovators we need to learn to rally support from within our companies, our clients, and our peers.  Without the support we need from others we cannot succeed. Without strength in numbers, what we are doing is too scary for most people to support us.  We need to acknowledge their need to belong and believe in something greater than they can imagine today.  We do this for a living, and it's our responsibility to show the way.

In addition to the book, Triiibes - the online community, has collaborated on an ebook of tribal case studies.  Each one discusses elements that get to the heart of what makes tribes successful.  It's available to download for free, and I feel fortunate to have had two case studies selected for inclusion. Download, enjoy, and share!

updatedtribescasebook.pdf (2.97 mb)

Seth Godin made an interesting reference to the usage of the words friend and google this weekend.  He talks about how they have become valid verbs.  "I'll friend you", on Facebook , for example. 

He makes a good point, but what I found interesting is that this usage depersonalizes the meaning of the word.  Typically, you "make friends" with someone because you share interests, circumstances, or you just genuinely like them.  When you "friend" someone, what is the nature of that relationship?  It signifies that you are willing to share information with them that is consistent with the nature of the website.  For example, on LinkedIn, you "connect" with people who want to network for professional purposes.  There is no question about the nature of the relationship.  But on Facebook it's a little different.  Are all your "friends" truly friends?  Do you have any friends in real life that you have yet to "friend"? 

I have met several people who are experiencing a backlash against making "friends" through websites.  One young woman from a consumer interview said, "This friend thing is getting out of hand.  I'll be your friend in real life.  That's what freinds are about.  Don't bother me online.  That's different."  Yet another consumer reconciled this question with "It's just a word.  It doesn't really mean anything."

And they are right.  "Friending" doesn't really mean anything.  Hopefully being friends still does.