This is essentially the fabled “Grateful Dead Business Model” but I love it all the same. Seth Godin coins the phrase “Tribe Management” as a whole different way of looking at the brand management world. From Seth:
It starts with permission, the understanding that the real asset most organizations can build isn’t an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them.
It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.
Instead of looking for customers for your products, you seek out products (and services) for the tribe. Jerry Garcia understood this. Do you?
Simply stated, the “Grateful Dead Business Model” holds that any success comes NOT from a pre-conceived master plan, rather growth is generated from a love and respect for the fans/customers:
- Demonstrate love and respect for the fans/customers
- Spend quality time face-to-face with the people who matter – the fans/customers
- Celebrate uncommon sense - adhere to your unique ideas
- Create a community of fans/customers
- Stay true to the brand and extend it with integrity
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