We want to contribute and take from a group of like-minded people.
- a shared interest
- a way to communicate
Communication may be:
- leader to tribe
- tribe to leader
- tribe member to tribe member
- tribe member to outsider
- amplify the tribe
- everyone is a marketer + a leader
- tribes are about faith + belief in an idea and a community
Increase effectiveness of tribe and members by:
- transform interest into a passionate goal and desire for change (partisan/enemy)
- provide tools to allow members to lighten their communications
- leverage the tribe to allow it to grow and gain new members
A movement has three elements:
"Motivate" - a narrative that tells a story about who we are and the future we're trying to build
"Connect" - a connection between and among the leaders and the tribe
"Leverage" - something to do - the fewer limits, the better
Tighten the tribe
- tighten your organisation and spread the word within the tribe - communication with more clarity and emotion and if you're not uncomfortable in your work as a leader, it's almost certain you're not reaching your potential as a leader - heretics challenge the status quo, and are the new leaders
- everyone in an organisation is expected to lead
- easier to change workplace, and individuals have more leverage than ever
- marketplace rewards organisations/individuals who change things and create remarkable products/services.
- engaging, thrilling, profitable and fun
- tribes are waiting for you to connect them to one another and lead them where they want to go.
Leadership is about creating change that you believe in.
Marketing is the act of telling stories about the things we make - stories that sell and stories that spread.
- engaging with the tribe.
Be partisan - the more partisan the better (have an enemy):
- if you're middle of the sand, you don't bother joining
- partisans want something to happen, and something else not to happen
The movement happens when people talk to one another, when ideas spread within the community, when peer support leads people to do what they always knew was right.
Empower the tribe to overthrow enemy/tyranny, to connect to one another and to spread the word - incite a movement.
Make connections - grow a tribe of committed, talented people who spread a message of empowerment, respenct and growth.
Have an ememy - organisation that destroy the status quo win
- status quo could be packaging, pricing, commission rate, shipping time
- changing this makes you remarkable
Example of creating form for intern application and seeing which applicants would participate.
- leadership by enabling others to fill the vacuum
The art of leadership is undertaking what you can't compromise on.
Faith is the unstated component in the work of a leader:
- faith leads to hope and it overcomes fear
- faith gave ancestors the resilience they needed to feel with the mysteries of the (pre-science) world.
- faith that did work out okay.
- faith is critical to innovation. Without faith, its suicidal to be a leader and act like a heretic.
- religion works great when it amplifies faith. At its worst, it reinforces the status quo at the expense of faith.
- challenge religion and people wonder if you're challenging faith
Faith is the cornerstone that keeps organisation/humanity together:
- religion is different - its a set of rules/protocols
- heretics challenge religion but from a very strong foundation of faith
Successful heretics create their own religions. Recognise need for faith in your idea, find the tribe you need to support you, and create a new religion around your faith.
- if religion comprises rules you follow, faith is demonstrated by the actions you take.
- "over-the-top underdog bravery" leadership
- underdog because leaders work to change things and people winning rarely do.
- change - creating a future that doesn't exist - requires courage and bravery.
- over-the-top: it takes something extraordinary, a call-to-action that is irresistible and a cause worth fighting for to make people join in.
1. initiative - best -see something and jumpoint. Cease the events that others have to act on.
2. respond - better - respond to external stimuli with thoughtful action
3. react - dangerous - reacting intimately and instinctively (politicians, managers)
Your micromovement: five things to do:
1. Publish a manifesto
- give it away and make it easy for the manifesto to spread
- its a mantra and a motto and a way of looking at the world.
2. Make it easy for your followers to connect with you.
3. Make it easy for your followers to connect with one another.
- offline + online 4. Realise that money is not the point of the movement
5. Track your progress.
- do it publicly and create pathways for your followers to contribute to that progress.
Your micromovement: six principles:
1. Transparency really is your only option.
2. Your movement needs to be bigger than you.
3. Movements that grow, thrive.
- everyday they get better and more powerful. You'll get there soon enough. Don't mortgage today just because you're in a hurry. 4. Movements are made most clear when compared to the status quo or to movements that work to push the other direction. 5. Exclude outsiders.
- exclusion is an extremely powerful force for loyalty and attention. Who isn't part of your movement matters almost as much as who is.
6. Tearing others down is never as helpful to a movement as building your followers up.
- don't sell or rent tribe - nor compromise
- being wrong about something isn't fate. (Steve Jobs)
- leadership: do what you believe in. Print a picture of the future. Go there.
- in nonprofit charities, turn donors into patrons, activists and participants.
- start with people who desire feeling they get when they're part of a vibrant growing tribe, but are still looking for that feeling.
- don't begin with leader of other tribe, begin instead with passionate individuals who hasn't been embraced by other tribes.
The elements of leadership.
- leaders challenge status quo
- leaders create culture around their goal and involve others - that culture
- leaders have an extraordinary amount of curiousity about the world they're trying to change.
- leaders use charisma to attract and motivate followers
- leaders connect their followers to one another
- leaders communicate their vision of the future
- leaders commit to a vision and make decisions based on that commitment
Tribes grow when people recruit other people.
Find leaders (heretics doing things differently) and amplify their work, give them a platform, and help them find followers
Leaders give people stories they can tell themselves. Stories about the future and about change.