Tribes Summary

"Tribes are about faith – about belief in an idea and in a community. Part of what it means to 'belong' is to step forward and take action on behalf of the tribe." – Seth Godin

1. Tribes Are Innately Human and Everywhere

Throughout human history, belonging to tribes has been essential. Tribes provide us with a sense of belonging and purpose, and they’re a natural part of how we connect. A tribe consists of a group of people, a shared cause, and a leader. This unity allows members to internalize the values of the tribe and become avid advocates rather than passive followers.

Whether it’s being part of a workplace, a religious group, or even a fanbase for a favorite band, everyone is already a part of one or more tribes. Tribes are deeply tied to our instincts and the need to rally around shared beliefs or missions.

Modern technology has escalated the scope of tribes. Social media and the internet allow people from all over the world to unite and communicate about shared causes, sidestepping geographical limitations.

Examples

• Wikipedia thrives because 5,000 core contributors believe in the shared cause of accessible, free information.
• Environmental justice movements unite people globally with their shared focus on ecological wellbeing.
• Fan followings for companies like Apple are driven by shared admiration and dedication to a brand.

2. Catering to Everyone Leads to Mediocrity

Trying to appeal to everyone isn’t sustainable. When products or ideas aim to appeal to the masses, they inevitably lose meaningful impact. Instead of trying to make everyone happy, seek to create something powerful that connects deeply with a specific group of people.

For instance, Nokia’s decline illustrates this principle. They focused on making inexpensive phones for everyone, missing the opportunity to innovate. Conversely, Apple’s iPhone initially appealed to a niche audience but was so well-loved that it expanded organically as enthusiasts recruited others into the tribe.

A successful movement or brand does not need to attract everyone but must be so unique and meaningful that its core audience passionately embraces and amplifies it. This is what sparks and sustains tribes.

Examples

• Apple’s focus on user experience and unique design created enthusiastic fans who turned into community evangelists.
• Harley-Davidson motorcycles prioritize a distinct lifestyle image that draws a niche, loyal audience.
• Political campaigns often mobilize specific demographics with targeted messages that deeply resonate.

3. Technology Empowers Us All to Lead

The advent of the internet has made it easier than ever to create and lead tribes. Anyone with a strong idea can use tools like social media, websites, and blogs to spread their vision and connect people who share it.

Communication is key. Leaders must foster both vertical (leader-to-members) and horizontal (member-to-member) connections within the tribe. Platforms like Twitter, Basecamp, and group forums allow for these connections to flourish, ensuring members feel included and engaged.

Greg Glassman’s creation of CrossFit is an example of turning an idea into a global community. Through a central website, CrossFit enthusiasts connect, share, and grow together— a clear demonstration of how leaders can use technology to unify a tribe.

Examples

• Viral YouTube creators often start small communities that grow into tribes with shared enthusiasm.
• CrossFit’s website and certification programs created a booming fitness movement with dedication and interaction at its core.
• Twitter allows activists and creators to quickly spread messages and mobilize followers globally.

4. Movements Fulfill an Existing Yearning

Great leaders don’t create movements from thin air. Instead, they organize people around an underlying desire or shared need. What takes a tribe to the next level is offering members a narrative they believe in, ways to connect, and actions they can readily take.

Movements thrive on providing something meaningful to their participants. Al Gore’s global warming campaign, sparked especially through his documentary "An Inconvenient Truth," succeeded not due to new information but by offering a compelling call to action for individuals already concerned about the environment.

Faith in a meaningful cause and shared storytelling make movements irresistible. Leaders cultivate a vision their tribe is waiting for, turning them into active participants in change.

Examples

• Martin Luther King Jr. rallied individuals already frustrated by discrimination into the civil rights movement.
• The Ice Bucket Challenge gave people a simple action to spread awareness about ALS, mobilizing millions.
• Al Gore’s presentation empowered individuals globally to amplify his climate change message.

5. Connection Matters More Than Size

A tribe’s connections matter more than its sheer numbers. In fact, at its early stages, cultivating tight-knit relationships serves a tribe far better than simply expanding.

Strong tribes focus on enabling their members to speak to each other. Shared goals, insiders’ culture, and easily accessible platforms for interaction ensure that the tribe tightens its sense of identity. This sense of belonging strengthens their shared commitment to the group.

Apple’s culture of secrecy inadvertently built a network of engaged fans who speculated online about new products, demonstrating that community effort and conversation within a tribe can be more powerful than large-scale expansion.

Examples

• Small but dedicated activist groups have often set the stage for large-scale movements by first building trust in small communities.
• Apple fan sites not only drew members closer together but heightened excitement for their brand.
• Peloton offers virtual connections and exclusive classes, keeping its fitness tribe deeply engaged.

6. True Leaders Embrace Change

Becoming a leader means stepping up in areas that require change. Leadership is not about maintaining the status quo or completing tasks— it’s about inspiring and directing change to improve the future.

Sometimes this involves stepping into discomfort or uncertainty. Leaders navigate this space with faith in their cause and take action even when risks are unavoidable. What differentiates them is their ability to move people toward a shared goal.

The key is not charisma—it’s authenticity. People follow leaders who champion genuine causes, not those simply seeking personal gain.

Examples

• Shepard Fairey’s Obama "Hope" posters symbolized a new movement and were freely shared as a gesture of belief.
• Al Gore’s decision to present his global warming talk for free cemented his credibility as an authentic leader.
• Activist Greta Thunberg stepped into a global leadership role by speaking passionately about climate change.

7. Heretics Drive Transformation

Real change-makers are heretics— thinkers and doers who challenge norms and take risks. Unfortunately, many people shy away from challenging the status quo because they've been trained to play it safe.

Organizations and societies often resist heretics, but they need them to innovate and improve. Tribes tend to grow when their leaders push boundaries and offer bold visions that defy traditional constraints.

Today's tools lower the barriers to heresy, making it accessible to anyone willing to step forward. Fear holds most of us back, but it’s only by embracing risks that we can truly grow.

Examples

• Steve Jobs repeatedly disrupted industries, from personal computing to smartphones, by thinking differently.
• Elon Musk’s ventures in space exploration and sustainable energy continue to push societal norms.
• The punk music movement created something transformative by rejecting the polished mainstream.

8. Great Leaders Tighten Their Tribe

Leaders thrive when they deepen the bonds within their tribe instead of focusing on themselves. They align their members by uniting them around a single, powerful mission.

Storytelling is a leader’s superpower. By crafting narratives that resonate with their tribe, leaders strengthen connections and ensure their community feels purpose-driven.

Ultimately, tribes flourish when their members feel they’re actively part of something larger than themselves— contributing, connecting, and creating.

Examples

• Patagonia’s devotion to environmental issues creates loyal customers and empowered employees.
• The "Me Too" movement united followers through powerful personal stories and calls to action.
• CrossFit participants don’t just join a gym; they connect to an active, purpose-driven community.

9. The Status Quo Is Meant to Be Challenged

Leaders are rebels who question the ordinary and seek alternatives. They challenge societal norms and inspire others to do the same.

Many fear stepping into leadership because of the perceived risks or the fear of failure, but the world needs more people willing to stand up and question existing systems. By showing courage, leaders empower others to embrace change alongside them.

When leaders challenge the status quo boldly and authentically, they inspire movements that create lasting impact.

Examples

• Rosa Parks challenging segregation ignited major civil rights movements.
• Tesla’s push into eco-friendly vehicles reshaped the automotive industry.
• Non-profits like Charity: Water revolutionize donations by focusing on transparency.

Takeaways

1. Write down what frustrates you about the current state of the world and build a tribe to address it.
2. Don’t try to please everyone— focus instead on creating something meaningful for a passionate group.
3. Use the tools at your fingertips, from social media to blogs, to start connections and share your cause with others.