Download - Tribes Group 6
Group 6
Tribes
OUTLINE
What is Tribe? Crowd vs. TribeOrganizations vs.
factories
Tighten the tribe
What’s a Tribe??
A group of peopleConnected to one another
Connected to a leaderConnected to an idea
Requirements of a TribeA shared interest
A way to communicate
• Joel Spolsky –Runs a small software company
• Passion- Talking about how a small software company is run
• Writes blogs and books
• Extremely famous amongst software programmers, has created tribe
Are Tribes Local?Certainly not. Internet has removed all communication barriers
Facebook, Ning, Meetup, Twitter, Squidoo, Basecamp new channels of communication
• Jacqueline Novogratz – Founder, Acumen Fund (Involving 20 countries)
• Inspiring entrepreneurs to create products/services to enrich people
• Has a tribe of donors, employees, entrepreneurs and supporters
The Opportunity and Belief
Tribes are everywhere
Inside and outside organizations, in public and private, in non-profits and classrooms
Tribes are about belief in idea, in leaders and in the community
It is about respect for the tribe
The RealizationsWorking on stuff we believe in is much more satisfying
Factory centric model of producing things is no longer profitable, we need change
Consumers are spending money on fashion, on things that matter not on factory-produced commodities
OUTCOMES
Need a change
Need Heretics,
people who challenge the
status quo
Marketplace rewards heretics, trouble
makers and change agents
They bring innovative solutions,
solutions that are simpler
and that matter
LEADING FROM THE BOTTOM
Elon Musk
Steve Jobs Thomas Barnett
What does it take?Empoweri
ng the
tribe, thus
creating a movement
Establishin
g foundation for people to communicate
Inciting a movement rathe
r than tellin
g how bring change
Transformi
ng share
d interest into
passionat
e goals
What Market Wants?Crowd vs. Tribe
• Crowd is tribe without leader.• There is no communication within crowd.
• Most companies target crowd.
• Smart companies target tribe
• Market don’t want boring, they want remarkability, novelty and style
• Market is bored with yesterday and want tomorrow
• Good enough was past, today it has to be great enough
Average is Mediocre
Do you have Fans?
• Someone who care deeply about you and your work
• An artist need only thousand true fans
• Thousand is enough because they form a tribe
• Don’t look for numbers, look for fans with depth of
commitment• Hard to find and precious, need generosity and bravery
Average is good in stable environmentThe motto is to build reliability, predictability, cut cost and make profitTraditional marketer: standard product for standard marketAverage is mediocre for tribes and is boringNo difference between average and mediocreAverage is taken for granted
Twitter and TrustThe Status Quo
Initiative = Happiness
• Twitter build trust, slowly, provide true fans
• Consistent touch with tribe
• Tighten the relationship with followers
• Winners break status quo• Inspire others to change the rules
=> Thrive• Changing status quo =>opportunity
to be remarkable
• Innovation is rewarded• Creativity is fun
• Doing such work is engaging• Making successful things=> Great way
to spend time
With enough leverage, you can change the world
Status quo is in big trouble => King can not remain kind
Make something bigger than yourself => People will follow you
Crowbars
Scott Beale=> Innovator, Leader and hence Impresario
Walked into deserted bar after waiting for long to enter into
Google partyTweeted about being in
designated place
Scores of people cameDeserted bar => Line at the
doorPeople follow you if you earn
respect and permission of tribe
A Simple Example
A Brief History of The Factory
The BeginningFactories are efficientGood way to make profitMeasurable output, reduced costStability and absence of responsibilityGovernment job in India: no surprises and stable payNO motivation to make a difference
The End
Companies lost growth => Factory worker lost jobsAbsence of responsibility => illusion of deniabilityReap benefits => Imagine and provide insightsControl what you do => Authority over own time and effortsCan’t achieve it in factory
Organizations vs. FactoriesWe need
organizations, we don’t need
factories
Ability to create
complex product
Provide muscle and
consistency to get product into market
Have scale to care for large
tribes
Filled with smart , fast and flexible
people with a mission
Factories can slow you down
Factories are easy to
outsource
Organizations require
leadership
Fear => Reason why not all does innovation
Will to make ideas happen is missing
Winning idea is the one with most
fearless heretic mind behind it
The F Word
The Peter Principle Revisited
It All Falls Apart If ->
Fight Your Fear• Fear is emotion => Very strong• We are eagerly waiting to see an
fearless fail• If you want to do something =>
Make clear that world needs change• Everything is ready for change =>
only fear is holding you back
• The one who is leading is fearful• Many entrepreneur fail just because
of this
In hierarchy, every employee tend to rise to his level of
incompetencePromoted until ends up in job
that one can’t handleCan’t handle because one gets
paralysed with fear
Fear of Failure is Overrated
It will win if it spreads, it will spread if it is not boring
Its horrible to work for organization that does not want change
The IDEA Which Wins
It is an excuseOrganization bear failure and not youWe choose not be remarkable because we are worried about criticismWhen others are criticized, we believe that same will happen to usConstructive criticism is terrible, no one challenges itCriticism is a proof that you are not boringWeigh in the bad feeling of criticism and benefits from doing remarkable and decideFind what can you create that critics with criticize because they are meant to
The Way to Lead!
Why They Exist?
The Cult of Heretic
• Engaged, passionate and more powerful than everyone else
• They challenge status quo• They believe
Not for getting their statue built
They exist to help the tribeGreat leaders don’t want
attention BUT they use it…..
To lead the tribe and not take from tribe!!
• There is no right way• Understand what is authentic
leadership• Understand how to create a tribe• Connect and inspire, DON’T
manage
Leadership is ScarceHow to Tighten the Tribe? Because not many are willing
to go through discomfort required to lead
Discomfort come from:Standing in front of strangersProposing an idea which might failChallenging the status quoResisting the urge to settle
If there discomfort, leader is required there
If you are feeling discomfort, you are not reaching the
leadership potential
Tighten the Tribe
Spread the word to the
unreachedSpread the word within the tribe
Blogging is powerful, it
allows discussion and
knowledge sharing
Use online medium like
Twitter, Facebook and
Basecamp
They are not substitute for the hard work and generosity
• Don’t be tempted to make tribe bigger• A tribe which communicate quickly is the one
which thrives
Followers
• Group creates a vacuum where everyone is waiting for something to happen
• Figure out how to step into vacuum and create motion
• Those who don’t do anything are afraid of something that’s not out there
• Sometimes its good to set stage and step back
• Backing off is not doing nothing, it is finding right time to step in
• Doing nothing means hiding• Leadership is a choice of not doing
nothing• Participating isn’t Leading
Organization need people who are eager to follow
Those who just mindlessly follow let tribe down They will not do local
leadership while interaction among
membersThey will not do a good job in recruiting new
membersFollowers should be micro
leaders
Lean in, Back Off But Don’t do Nothing
CASE STUDIES CrossFit.com
Tribe of slightly crazy fitness fanaticsGet engaged in timed competitions on
websitesRuns certification courses to recruit new
members, coordinated by Central website
CrossFit Tribe is STRONG and GETTING STRONGER!!
Foundation laid by : Greg Glassman
Built the tribe from scratchPushes the tribe to their limit every dayCreates a friendly environment among the people
Patientslikeme.comLeaderless tribe
Builds an ever growing database of real world data
People support one another with enthusiasm and comfort
Different type of leadership :
Founders were Leaders in a different wayGave the tribe the tools to communicate with each otherMade the tribe tighter
Leaning in or backing off, but NOT DOING NOTHING!!
CURIOSITYA Fundamentalist is a person who considers whether a fact is acceptable to his religion before exploring it
A Curious person explores first and then considers whether or not to accept the ramifications
Curiosity is a key word. It is the desire to understand, to try, to push whatever is interesting
Curious people count.They are the ones who lead the masses in the middle who are stuck
Curiosity doesn’t happen overnight.It’s a process which is built over years, which distinguishes greatness from mediocrity
THE PLURALITY MYTHYou don’t need a plurality or a majority of people following you
YOU GET TO CHOOSE THE TRIBE YOU LEAD !!
All you need to do is motivate people who choose to follow you
Through your actions as a leader, you attract a tribe that wants to follow you
Ultimately, people are most easily led where they wanted to go along
Al Gore led a tribe whom they didn’t even know.
He stated his message and people followed him.
THE SCHOOLTEACHER EXPERIMENT
Class with less number of students tend to do
better
Teacher has more time to spend
customizing the lesson to each
student
Tribes are increasingly voluntarily.People have a choice of their own in every decision
Great leaders realize that a motivated, connected tribe is far more powerful than a larger group
The Virtuous Cycle vs. the Exclusive Tribe
Virtuous Tribe
Tribes that work better when they’re bigger
Political parties, Facebook etc.
• Career cannot grow by going after most people
• Growth happens when you aren’t like most people; when you appeal to folks who aren’t most people
The Wrong Question?• No one anoints you as a leader• Change isn’t made by asking permission• Change is made by asking forgiveness
The Two things you need to know
• First thing : Individuals have far more power than ever before
• Second thing : Keep faith; faith that failures won’t destroy you and that it’s worth doing
The Balloon Factory And The Unicorn
The balloon factory represents the STATUS QUO.
And the unicorn represents the LEADER who can disrupt the normal flow of work at the factory, because they want to create change.
Employees are afraid of change in their environment. They are persistent and resistant.
Leaders are Generous
Click icon to add picture Leaders don’t look for monetary benefits or
status, instead they get their compensation from
watching the tribe THRIVE!!
Leaders lead the tribe because of what they feel they can do for
the tribe, not because of
what the tribe can do
for them
Don’t forget the big mac and the microwave oven….
The status quo is more threatened than ever..
Change the rules before someone else does!!
Break the rules and invent a new sandwich !!
Understand the leverage available ,
go ahead and change things…
CLIMBING ROCKS..
You don’t need to risk your fingers on a
rock…Instead, you need to
have a persistent vision to make
change happen.
You will realize that impossible things
aren’t impossible any longer !!
WHO SETTLES ???
Fear, Faith And Religion
Faith is critical to all innovation. Without faith, it’s suicidal to be a leader.
Religion, on the other hand, represents a strict set of rules and encourages us to fit in, not to
stand out.
Religion Works Great When It Amplifies Faith
Religion reinforces the STATUS QUO, often at the expense of
faith!!
Religion gives our faith a little support when it needs it, it’s a
SORT OF MANTRA, a subtle, but consistent reminder that belief
is okay, and that faith is the way to get where you’re going.
Challenge religion and people wonder if you’re challenging their faith
You can recognize the need for faith in your idea, you can find the tribe you
need to support you, and YES!! You can create a new religion
around your faith !!
Faith & ReligionReligion and faith
go together!!!
Religion reinforces faith and we can’t
succeed without it
• Faith is the cornerstone of humanity, we can’t live without it…
while religion is just a set of invented protocols, rules to live by
• Successful heretics create their own religions
Over-the-top Underdog BraveryClick icon to add picture
Leadership involves thinking and acting like the underdog…That’s because leaders work to change
things.If you’re not over the top,
you’re not going to have any chance at all of making things
happen!!
THE EASIEST THING
Easiest thing is : To react
Second easiest thing is : To respond
But the Hardest thing is : To initiate
The Difference between Things that happen to You and Things you do
Sometimes, it makes more sense to take the follow.
Leading when you don’t know where to go, when you don’t have the
commitment or the passion, or worse of all, when you can’t overcome your fear---- that sort of leading is worse
than none at all.
Leaders don’t have things happen to Them. THEY DO
THINGS!!
“The Age of Heretics”When you DO things in the corporate world, you may end up demoted, fired, disgraced and unhappy
Art Kleiner’s above said book talks about many such people
But the world belongs to such Heretics
Leaders go first and create changes
Over and over everyone is wrong – if you believe that , then you are not everyone
Then you are right
We will see how
Why music industry fell into a crisis
It never had the heretics they needed
They forgot to embrace their tribe
So the best time to change your business model is when you have momentum
Don’t panic if the new business model is not as ‘clean’ as the old one
It is not about great ideas
It is about taking initiatives and making things happen
Sheepwalking
How to stop this?
Hiring and raising obedient people and giving them brain-dead jobsAnd enough fear to keep them in line
All such organizations give jobs where they are managed by fear
They use fear as a motivation
How to solve Sheepwalking• Give the problem a name,
Sheepwalking
• That is done
Step One
• Realization that you can stop Sheepwalking
Step Two
• Comes from anyone who teaches or hires.
• That is to cherish and reward non-sheep behavior
Step Three
Your Micromovement – 5 things to do
Publish a manifesto
Make it easy for your followers to connect with you
Make it easy for your followers to connect with one another
Realize money is not the point of a movement
Track your progress
Your Micromovement – 6 Principles
Transparency really is your only option
Your movement needs to be bigger than you
Movements that grow, thrive
Movements are made most clear when compared to status quo
Exclude outsiders
Tearing others down is never helpful to a movement as building your followers up
Every Tribe is a media channel
They are most effective media channel ever
They don’t do what you want, they do what they want
That is why joining and leading a tribe is such a powerful marketing investment
How to be wrongSteve jobs was wrong about Apple III, the Next computer, wrong about Newton
Insanely wrong
And the rest is neatly written down in history
Secret of leadership: Do what you believe in Paint a picture for the future Go there People will follow
Reactionary TribeIntend to change the world?Never concentrate on changing the worldview of the majorityOpportunity is to carve out a new tribeYes it is OKAY to abandon the big, established Tribe
It is all a riskAlwaysThat’s not true actuallyIt is a certainty that it is a risk
Initiative
Things that happen are rarely good, because they disturb the status quo
Organizations that need innovation the most are the ones that do the most to stop it
It is a paradox, once you realize it, it is a tremendous opportunity
The Posture of a leaderIf you see my new product but don’t buy it, that’s my failure, not yours
If you attend my presentation and you are bored, that is my fault not yours
It might be tempting to blame others in your tribe who are not working hard
But it is helpful to know that you have a choice when you communicate
Switching tribes
People don’t like to switch
To switch sides is to admit we made a mistake
If you want people to switch to your tribe , don’t look for loyal followers from another tribe
Don’t start with the leader
Start with those at the borders and work your way in
Change almost never fails because it’s too early. It almost always fail because it’s too late
The largest enemy of change and leader is “
Not yet”
Understanding the trick
Leadership is very much an art, one that’s accomplished only by people with authentic
generosity and a visceral connection to their tribe
Managers Vs. Leaders
Leaders have hope
Managers are pessimists because they have seen future before and they believe they have already done it as well as it can be done
Writing songs that spreadThe challenge
for the leader is
to help your
tribe sing,
whatever form
that song takes
Do they care?
If they don’t care really and deeply care
– then they can’t possibly lead
Elements of leadership
Leadership challenge the status quo
Leaders have an extraordinary amount of curiosity about the world they are trying to change
Leaders create a culture around and their goal and involve others in that culture
Leaders use charisma to attract and motivate followers
Leaders commit to a vision and make decisions based on that commitment
Leaders communicate their vision of the future
Leaders connect their followers to one another
Ronald Reagan’s secret
Value what you hear, and then to make a decision even it contradicts the very people
you are listening to
Commitment is the key
Employees who are committed to change and engaged in making things
happen are
happier and more
productive
What is Hard?Hard is breaking the rules
Hard is finding the faith to become a heretic
Hard is to lead a team
Hard is to push the innovation out the door into the world
The obligation: Don’t settleW
e ha
ve o
blig
atio
n to
change the rules
We
have
obl
igat
ion
to to
raise the bar
We
have
obl
igat
ion
to to play
a different game
We
have
obl
igat
ion
to
and to play it better than anyone has any right to believe is possible
ImaginationLeaders create things that didn’t exist before
They do this by giving the tribe a vision of something that could happen, but hasn’t yet
Leadership is now like that. No one gives you permission or
approval or a permit to lead. You can just do it. The only one who
can say no is you
Every tribe is different
Every leader is different
The very nature of leadership is that you’re not doing what’s been done
before
If you were, you’d be
following, not leading
Recap : Main Lessons from the book
No Escape• Seek
Criticism and persist
Create a Movement• Failure
isn’t fatal
Believe in what you Do• Create
Your Own Religion
THANK YOU