Tribe Management
Tribe management is a whole different way of looking at the world. It starts with permission, the understanding that the real asset most organizations can build isn't an amorphous brand
but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them.
It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.
And of course, since this is so important, product development and manufacturing and the CFO work for the tribal manager. Everything the organization does is to feed and grow and satisfy the tribe.
Instead of looking for customers for your products, you seek out products (and services) for the tribe.
Who does this work for? Try record companies and bloggers, real estate agents and recruiters, book publishers and insurance companies. It works for a small web development firm or a venture capitalist.
People form tribes with or without us. The challenge is to work for the tribe.
Source: http://sethgodin.typepad.com/seths_blog
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