Everyone's looking for their tribe. Everyone. Who believes what I believe? Who does things like the things that I do? Ah! I found them and now I'm going to tell all of my friends because they're like me, too.
Not everyone wants to be in your tribe. But everyone wants to be in a tribe.
The internet, and especially social media, have created endless opportunities for people to find their tribes no matter where they are.
And that means marketing is no longer about interrupting people with the message we've decided must be plopped down in front of them. Marketing is about leading people to make new choices, helping people connect with you and with people like them.
Need more? This excellent video from the folks at ideaMACHINE studio kind of says it all, in the sage words of Seth Godin of course.