Seth Godin has had eighteen international bestsellers translated into 38 languages. Yet Tribes, published in 2008 and becoming an instant New York Times bestseller, may have been his most influential of all. For many it redefined what it means to be a leader.
Based on the premise that seeking out tribes is at the heart of human nature (whether religious, ethnic, political, cultural, even musical), Godin sets out to show that in the internet age, with a leader, a desire to change, and a shared interest, a tribe can be built around anything – and that you can not only be the one to build it, but the one to lead it. This, Godin says, is the future of marketing. If you can build a faithful core following of say just 1,000 people that believe in what you want to do, then the marketing will take care of itself. The only thing you need to make sure is that your tribe has a way to communicate.
This short book is more inspirational than practical, but if you are looking to become a leader, of a brand or otherwise, Tribes will teach you a lot about how to build a following. And if you aren’t looking to become a leader, then it may just persuade you to think again.