Tribe Building

You are right. I screwed up. I'm sorry.

Seth posted a very short, but critical lesson about growing a tribe (and more).  The power in this one sentence is awesome:  “You are right.  I screwed up.  I’m sorry.”

However, here’s the key to applying it wisely:

Use this apology when the OTHER party believes it’s true, NOT just when you believe it’s true.  We have an amazing way of justifying our actions such that we believe “it” was someone else’s fault.  But, that doesn’t help much – even if we’re right - does it?

When leading my tribe of customers, I’ve found that using that one statement not only smoothes over a difficult situation, but usually results in a great relationship with the customer.  What more could I ask for?

I’m not suggesting you be fake and use it as a manipulative tool; however, I am suggesting that you use it even if you don’t believe you were in the wrong.  Why?  Because leaders do what’s necessary to lead and maybe you really are wrong. 

By saying you’re sorry, people actually believe you care about them – and the connections resulting from your caring are critical to building (strengthening) relationships necessary for your success – a basic tribe building necessity.

Try it, you might be surprised by the response.

Fish can be Purple Cows Too

What happens when you create a purple cow from a bowl of fish?  Something remarkable!

Yes, before you continue, click on the “something remarkable” link so you don’t miss out.

My prediction is that Paul Durban will be leading a tribe very soon.  Why?  It is because he's a creative genius?  No. 

Maybe because he’s really good at creating computer generated graphics?  Nope.

I say courage is the reason he’ll soon be leading a quickly growing tribe.  Paul had the courage to hang his ideas out for the world to see.  He had the courage to take that first step, subjecting himself to criticism and praise.

How many purple cows are in you?  Like Paul, perhaps you’re carrying a few purple cows that need to come out?

Chances are, all of us are capable of creating several purple cows.  But here’s the catch.  Thinking up a purple cow isn’t enough.   The challenge is DECIDING to take the necessary steps to present your purple cow to the world and follow through with your decision.   

So, do the world a favor - don’t die with purple cows left in you.  That’s just too sad to think about. 

Golden Cookies

In a recent discussion, Peter Kim asked me to elaborate about "golden cookies".  If you’re seeking the answer to very challenging questions – you’re seeking golden cookie answers.  Why is this important?

Most people never find golden cookie answers because they’re using sugar cookie problem solving techniques.  People like my friend Seth Godin, Chris Brogan, Aaron Wall and others find a lot of golden cookie answers.  It’s not because they’re smarter than me or you – it’s because they understand the importance of radical thinking and radical problem solving.  They understand that those answers reside well outside the “normal” way of thinking about the question.

If you desire to solve the greatest challenges, and answer the most challenging questions – you’ll need to develop the best problem solving strategies.  This means learning to think radical.  Here’s how you know if you’re thinking radical enough:  You’ll be worried that people will laugh at you, tell you you’re crazy and you’ll be the butt of many jokes.

Recently, Seth wrote a book called Tribes.  In this book, he offers excellent golden cookie solutions to challenges offered by the rapidly evolving world of marketing.  Who would have guessed the answer would be found in tribes and leadership?  Seth would – because he understands how to find golden cookies.

Lean into challenges in radical new ways – you’ll find those golden cookies.

Blog with Passion

People are inspired by passionate people.  People like to follow passionate people.  Do you write with passion?  Is your blog a trail of your passion?  Why not?

Think about the blogs you like best – chances are they’re blogs written by people who are very passionate about a particular topic.  If not, they’re probably pop blogs. 

Seth wrote a great blog post about passion and pop.  If you have a pop blog – you’re leading a tribe that prefers to move a little away from the edge.  However, the passionate blogger leads a tribe that likes the edge.  They thrive on the edge.

Here’s the critical point.  If you don’t have a passionate blog – you need to have a pop blog – otherwise you’ll find yourself between tribes and without many readers.  It’s tempting to write your blog for the masses – but that rarely succeeds.

Figure out which tribe you’re leading (or desire to lead) – then make sure you lead them with passion or with pop.

Bloggers: Harness the Viral Power of your Tribe

Bloggers who understand the tribal nature of blog readers are better able to tap into the viral producing behavior of their tribe.   

Blog readers are tribal – they’re always looking for blog posts to share with their friends.  Sharing cool blog posts is a great way for members of your tribe to help each other, interact and feel good about what they’re up to.  Think about it, how do you feel when you share something you know a friend will love to read?  Makes you feel good, right?

Okay then, why is it hard for small bloggers to consistently create viral blog posts?  Perhaps it’s because the blogger doesn’t understand his/her tribe well enough? 

Certainly, every blog post you write isn’t going to be a big hit, but when you’re leading your tribe – and writing blog posts your readers will be excited about sharing – you’ll find much more success gaining readers (growing your tribe).

Breaking it down - Three steps to better blogging:

* Understand that you (a blogger) lead a tribe.  Hugh understands this.

* Seek to better understand your tribe.  It’s not hard.

* Write for your tribal readers.  Write blog posts that excite your readers (tribe members) to share.

Lead your Tribe with Passion

Are you looking to lead a tribe?  Here’s a tip.  Find something you’re very passionate about and start doing it.  Blog about it, get the word out about your passion.  Before you know it – you’ll notice some people interested in what you’re doing or saying.  These people are your first tribe members.  Share your passion with them.  They’ll find other people to join the tribe and so on.

People like to follow passionate people.  Passion inspires people, it creates energy and enthusiasm.  Here’s the best part about being a leader with passion – anyone can do it.  All you need to do is figure out what you’re passionate about and dive in.

ChangeThis is about passion.  Recently, I submitted a manifesto proposal to them - “Learning to View Your Customers as a Powerful Tribe”.  Why did I submit it?  Because I’m VERY passionate about the changes I wrote about in the proposal.

Today, we hear the politicians (both Obama and McCain) talk about change.  Passionate people create change.  Without passionate people, positive change rarely happens. 

Passion is contagious.  Discover your passion, put yourself in motion toward that passion and you’ll soon be leading a tribe.

Passionate people make the world a better place.

Seth Godin and Triiibes - Free Ebook.

Along with his new book – Tribes – Seth Godin is giving away a free ebook filled with case studies about various tribes.   Case studies - free ebook here.

The ebook was created by many of the members of Seth’s online community – Triiibes. You’ll find case studies written by me (Ed Welch) and others written by my friends.

It’s a great way to learn about modern tribal behavior.  If you have yet to read Seth’s new book – now is the time.  In fact, you would be wise to read the free ebook and his hardcopy – Tribes.

Don’t be left behind – this concept will change blogging and business as we know it today.

The Lifetime of a Business Transaction

Business transactions are usually completed in a few minutes – some longer.  But how long does the transaction last in the mind of your customer (your tribe member)?  If it’s a routine transaction – the memory probably won’t last over a day.  If the transaction was very poor – it could linger in the mind of that customer for many years.  Likewise, if the transaction was wonderful – it will last a long time.

Think about it, when you’re so surprised by excellent customer service, do you find yourself wanting to tell others about the experience?  I do.  When you experience very poor customer service – don’t you become angry, and feel mistreated?  I do. 

If you’re running a business, you need to understand that a single business transaction could last many years.  In today’s highly connected internet world – many of these seemingly benign business transactions are recorded on blogs and in conversations across the Net.  Suppose a potential customer is searching the Net for information about your business or your products, what do you want them to find? 

No longer can customer service be viewed as a department.  Today’s highly connected world demands that businesses view customers as a tribe and treat them accordingly.  Ideally, you should focus on customer service such that none of your tribe members will write anything but good things about you.

The lesson is clear, do everything you can to make sure your tribe of customers will say good things about you and your products.  Those single business transactions are actually lasting a lifetime and longer.  Perhaps they’ll last the life of the internet?

Your Tribe Talks: What Are They Saying about You?

What are the members of your tribe saying about you or your business?  Do you care?  If not, you should.  If you sell a product of service – I can promise people are talking about you and your product.

Does it make sense to spend large amounts of money marketing your products while ignoring some of your most powerful marketers (your customers, the members of your tribe)?  The members of your tribe (your customers) are busy talking about their experiences with you, your business and probably your products.  Don’t you want to be a part of the conversation?  I do. 

Here’s what you should do.  Search the internet (blogs, Twiiter, etc.) for your business name, products you sell, etc.  Do this every day.  When you find a person who’s writing about your company – engage them in conversation.  If they’re writing good things – give them a thankful comment.  If they’re writing negative things – find out what the problems are.  Use the opportunity to learn about your business from an angle you’ll never replicate in a traditional research environment.   Also, use the opportunity to correct problems that have happened with particular customers.  DON’T do anything to make the situation worse – like trying to shut person up.

Your tribe (customers) wants to know that you care – that you’re listening to them.  You might be amazed at result of seeking out disgruntled tribe members.  When properly cared for – they could become your greatest allies.

Bloggers Lead Tribes Too

Are you a blogger?  Do you understand that your readers are a tribe you lead?  Think about it, even if your readers don’t interact – they all have something in common – the motivation to spend a part of their day visiting your blog.  That’s powerful and you need to understand the dynamics of modern tribal behavior to better lead and grow your tribe.

Seth Godin leads many tribes - including a very large tribe people who read his blog.  Chris Brogan and Hugh MacLeod also lead big tribes of blog readers – perhaps you’re a member of one of these tribes?  I’m a member of all three.  If you’re a blogger and you have regular readers – you lead a tribe.

When you begin to see your blog readers as a tribe you’re leading and growing – you’re much more attentive to the needs of the tribe - enabling you to be a better blogger and increase your number of blog readers.

Here are a few tribal facts that all bloggers need to be aware of:

* It’s a privilege to lead a tribe of blog readers – they’re not really “yours” and you don’t own them – they only choose to hang out with you for their benefit.

* Make sure you understand why the tribe hangs out with you and continue leading them in that manner – being a benefit to them.

* Understand that the members of your tribe will grow it for you.  They’ll tell others about your blog and the tribe will grow.

* Don’t make any changes to your blog or blogging without first thinking about how it will affect your tribe of blog readers.

These are only a few things to get you started thinking about your tribe of blog readers.  Stay tuned – much more to come.