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Find your people. Build your tribe.

Great brands don’t sell products, they sell inspiration, transformation, and a strong purpose.

They don’t follow methods, templates, or blueprints of any kind.

They simply care about the people they serve.

And while doing this, they organically build tribes around them. Groups of people that believe, support, and live the values that these brands promote.

Of course, they also sell products, and they sell even more of those because they can bring huge numbers of people together.

Take Apple – their “Think Different” campaign from the 90s was so successful because it spoke directly to the audience they wanted to attract ( do me a favour an read this out loud ):

„Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules. And they have no respect for the status quo.

You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them.

Because they change things.

They push the human race forward.

While some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to

think they can change the world, are the ones who do.“

So powerful, right?

I don’t know about you, but every time I hear or read this, I feel “different”.

I am inspired to do great things. I feel like I can change the world.

And then I go and write down a note on my iPad.

Or check the latest news on my iPhone.

Or write my newsletter on my Mac, like right now.

I guess you get the drill.

This is how millions of consumer brains work at scale.

And this is mostly why we buy things that are not basic necessities – because they make us feel in a certain way (beautiful, confident, motivated, inspired).

Marketing today is all about engagement.

You see, creating a tribe is about more than just you. It's about creating a cause, a higher purpose.

Building a tribe means creating a following of people who not only respect you, not only believe you know what you're talking about – but they also support you and want you to succeed.

Or more exactly, they want what you stand for to succeed.

So, if brands want to be successful, they need to understand that the rules of the game have changed, and that to sell products, they need to sell a purpose too.

Marketing used to be about advertising. Today marketing is about engaging with your tribe and delivering products & services with stories that spread.

If you want to sell something, build a tribe.

There are 3 main reasons why I think building a tribe is the only way that you can successfully market today:

1. Products get copied, tribes don‘t.

2. Not all your products will be great, but your purpose will always be the beacon of light that your tribe will follow and support no matter what.

3. The internet eliminates geography, so you can scale your business quick through a loyal group of true fans.

Also, people crave connection, growth, and something new.

People want to feel they can change. And they want to belong not just to one tribe, but to many. Give them tools and make it easy, and they’ll keep joining.

Hence to build a tribe you must stand for something, champion something.

Because if you actually stand for something, then you can build a tribe around that, and all of a sudden marketing becomes a whole lot easier and way more fun.

Do you know what you stand for?

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