Seth Godin: What are Tribes?

Seth Godin's book 'Tribes' explores how marketers can lead change by forming tribes—groups of like-minded individuals connected by a shared vision. Tribes can be used to promote change or share a passion, and they are effective because humans have a need to belong. Traditional mass marketing is costly and less effective, making niche marketing through tribes a viable alternative. The internet allows tribes to be global, connecting people with shared interests worldwide. Building a tribe requires a leader to articulate a vision, connect with like-minded people, and maintain engagement.

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