Soundview Executive Book Summaries

Do You Have One?
September 24, 2008, 3:14 PM
Filed under: Marketing | Tags:

Humans have a natural inclination toward “belonging” to a group. A lot of the time, our sense of belonging comes from the brands, activities and past times that we readily support and are often fanatical about. Deadheads, Mac users [], Parrot Heads, and even Saturn drivers.


Seth Godin—prolific blogger and bestselling author of books such as Meatball Sundae, The Dip, The Big Moo and Purple Cow—has decided to take a look at this human phenomenon (and take it a step further) in his newest book Tribes: We Need You to Lead Us. According to Godin, tribes are groups of people aligned around an idea, connected to a leader and to each other. Tribes make our world work, and always have. But with groups cropping up everywhere (especially due to the prevalence of the Internet), Godin has identified a shortage in tribe leaders—people want to belong to a group, but a successful group needs a head, a leader.


With the book set to be 160 pages published by Portfolio and released in mid-October, I’m sure this book will go the same way that Godin’s other books have gone—up, up, up. Godin knows how to do it because he himself is a leader of an immensely successful tribe in his position of CEO at


And Godin, of course, has taken this one step further by inviting loyal readers of his blog to join his tribe. He writes:


I’d like to invite you to join a members-only tribe. A tribe for marketers, for leaders, for those focused on building communities or creating products or spreading ideas.


This online community will live on a site we’ve created that will feature blogs, forums, social networking, comments, photos, videos and a job board. And it’s by invitation only until October. Spots are limited and early members get privileges and bragging rights.


Of course, if you go to the blog post, which was from July, you’ll see a note at the top explaining that as of August 10, the tribe reached capacity and is closed to only the new members. This is a man who knows how to create loyalty, brand fanaticism, and above all else, a tribe.




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