Are You in the Apple Tribe?

If you’re a member of the Apple Tribe – we're now "tribe-mates".  :)  Yep, I purchased an iPhone for myself about a week ago.  I found it to be such a great little tool/toy – I gave one to my wife for our 11 year wedding anniversary.  Now she's in the Apple Tribe too.  In fact, we might like our iPhones more than each other?  ;) Just kidding – at least I’m kidding anyway…..

This little iPhone is the first Apple product I’ve owned.  That’s right, I’m 40 years old, owned too many computers to think about since age 12, but never an Apple of any sort.

Sure, over the years, I’ve known many people in the Apple Tribe – they're very loud - but I’ve always wondered “what’s the big deal?” 

But, here’s the question that’s been on my mind:  Why did it take so long for me to join the Apple Tribe?  Once again, I turn to my friend Seth Godin to help with a few answers:

First, I never really had a problem to begin with (my teeth didn't hurt) – not that I knew of, anyway.  No, my trusty old PC could do anything I ever asked of it.

Second, no trusted sneezer (someone who spreads ideas like a virus) - nobody close enough to me happened to be evangelizing Apple computers or products, until now (think Triiibes).

What are the lessons?

First, it’s hard to sell someone a product if they don’t believe they have a problem – so, your product or service or idea is invisible to them – like Apple was to me.  Even thought I heard of them often.

And, if you’re not “close enough” to me – chances are I won’t be listening to you.  That's the real trick.  Evangelize all you want, but if you're not in my cabinet of advisors - I won't necessarily trust what you say.  Nothing personal.  ;) 

When you think about marketing – be sure to think about the power of tribes .

PS:  If you know of any cool, “must have” iPhone apps – let me know about them, and thanks!

Comments

[Pace]

Ed,

So if your teeth didn't hurt and no one sneezed, what changed? Why did you buy one now?

[Ed Welch]

Hi Pace!

Thanks for stopping by and GREAT question!

I’ve thought a lot about this and I’ve come to believe it was a “tribe effect”. Wandering around in Triiibes for a few months has exposed me to numerous discussions of Apple products (mostly positive discussions). I suppose we have a rather large contingent of the Apple Tribe who belong to Triiibes.

Although nobody really “sneezed” – I’ve been exposed to a collective “tribal voice” – something like an “extended virus/cold”, perhaps – and I finally caught it. I had to purchase the iPhone.

See, I really have come to trust many of the folks in Triiibes and I certainly value their opinion highly. So, I find myself persuaded by the influence of a subset of Triiibes. Certainly not one person, but a collective voice I happen to trust. Before Triiibes, I would never have listened to the “collective voice” of Apple evangelists – it meant nothing to me. But those connections with Triiibe members were obviously strong enough to make the difference.

That’s the only explanation I can think of…..

Actually, before joining Triiibes – I thought the iPhone was a silly gadget that was quite unnecessary… ;)

[Pace]

Coool! That makes sense and thanks for explaining!

[Megan M.]

And if the evangelists spent their time getting to know you, and doing what friends do (care about one another) and being a good citizen on a person-to-person basis instead of just on behalf of a product... well, then maybe they'd be in your cabinet. I don't know why people don't make this effort. It's such a joy to connect with new people for REAL!