The Tribes We Lead

Blogger and entrepreneur Seth Godin presents a new perspective on mass marketing, arguing that the internet has launched a new era of leading and connecting people and ideas, thereby creating ideological tribes. While tribes have been around for a long time, today's tribes go beyond geography or shared culture. He asserts that people long for connections, and that today's marketing leader must move away fron the model of trying to persuade people they want something they don't have. Instead, they must connect people with similar yearnings who can become loyal fans of your idea, product or service--creating a sense of belonging or virtual tribe.