Finding Your Tribe
Starting a tribe around your brand or movement is so easy. It isn't even necessary to start the movement from scratch. You only need to identify the movement and then offer a better way to connect people within it.
If you are a mountain bike manufacturer, for example, then it isn't difficult to figure out what tribe you are selling to. The customers who are best-suited to drive your brand are the ones who are so passionate about mountain-biking that they regularly organize rides, races (and maybe even ride after-parties). These hard-core mountain bikers want to meet others like them and they want to be part of a movement -- a movement with it's own set of idealized experiences and values.
Beyond selling great bikes that appeal to this market, the larger opportunity is for you to build a tribe around your brand. Most marketers think that this happens by itself, but it doesn't. It happens when you take initiative and do something to help them with their movement. Imagine if you were to offer a social-media platform via your website and your app that connects avid mountain bikers and allows them to bring new members into the tribe and organize events.
Tribe-building online through a Tribe-Building Platform is something entirely new. If you are a first-mover in your industry, you can own the industry for decades to come.
