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 Tribe

A shared interestA 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 barriersFacebook, 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 Realizations

Working 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 JobsThomas 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. Factories

We 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

unreached

Spread 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 members

Followers 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!!

CURIOSITY

A 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 & Religion

Religion 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 Bravery

Click 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 wrong

Steve 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 Tribe

Intend 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 h

ave

ob

lig

ati

on

to

change the rulesW

e h

ave

ob

lig

ati

on

to

to raise the bar

We h

ave

ob

lig

ati

on

to

to play a different game

We h

ave

ob

lig

ati

on

to

and to play it better than anyone has any right to believe is possible

Imagination

Leaders 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