I think that all organisations today should have a manifesto which contains a manual for how they connect to their customers in a deep and meaningful way. Not just how to sell their customers more “stuff”. What I have found is that the successful organisations are those who are connecting their customers to each other, for example, Apple and Microsoft. Both Apple and Microsoft have proved beyond reasonable doubt that you can make money from this if you are enriching your customers lives and connecting them to each other.


If you are going to build a tribe then you have to ask yourselves whether to make it easy to join, trivial or exclusive. It’s really not a hard decision, the most important factor is the tribe should not be trivial as nobody wants to join a tribe that is average. People will only join tribes that they identify with and/ or believe in. Building a tribe means creating a following of people respect you, believe in you, support you, know what you are talking about and want you to succeed. Historically, there were only 3 tribes: work, community and the church.

When we join a tribe we are making a statement about ourselves. Are you interested in knowing how to inspire loyalty and a feeling of belonging? Please send me an e-mail when you ready to build or grow your tribe.