Book Review: Tribes by Seth Godin

I actually got this book as a “freebie” at last October’s Catalyst Conference and just got around to reading it tonight. Godin is a self-described “best-selling author, entrepreneur, and change agent.” I think of him as the Leonard Sweet of the Internet era. He specializes in marketing and communication, especially Internet marketing and connecting. He is a prolific blogger, writer, and speaker who loves to challenge the status quo, dares to question the accepted order and who specializes in debunking commonly held assumptions ("myths"). He calls doing this being a heretic.

Tribes is actually the first book of Godin’s I have read (he has written a dozen), but I read his blog faithfully. In the book he defines a tribe as "any group of people, large or small, who are connected to one another, a leader, and an idea." Tribes can be religious, ethnic, economic, political, or even musical (think of the Deadheads). Godin contends to be human is to long to be a part of a tribe.

With the Internet and all its social networking opportunities (Facebook, Twitter, etc…) it is easier than ever today to form or join a tribe. With the exponential expansion of modern forces of connection anyone who wants to make a difference now has the tools at his or her fingertips to form a tribe or to locate one to be a part of. The main question this opportunity presents, Godin contends, is who is going to lead all these tribes?

Tribes has some good leadership thinking in it. Much of it is very relevant to the church too. He talks a lot about the “tightening the tribe” using all the tools available to leaders in our new more connected world. He especially touts the efficiency of blogs for doing this. “A blogger has a free, nearly effortless tool to send regular (daily? hourly?) messages to the people who want to read them. And with comments and trackbacks, the members of the tribe can talk back and to each other. Discussions take place, ideas are shared, decisions are made – quickly” (pg. 53).

I loved Godin’s important distinction between "fans" and "numbers." He writes, “A true fan brings three friends with him to a John Mayer concert…a true fan connects with other true fans and amplifies the noise the artise makes…” “Too many organizations care about numbers, not fans. They care about hits or turnstile clicks or media mentions. What they’re missing is the depth of commitment and interconnection that true fans deliver…the real win is in turning a casual fan into a true one” (pg. 33)

There is a plenty of other good leadership insight in this short 147 page book. I definitely need to go back now and reread the book with a highlighter in hand. I plan to encourage our staff at NewSong to read the book and to use its principles as they form their tribes within NewSong as well.

In conclusion, I encourage anyone interested in thinking outside the box about their church or business to read this book and to apply its principles.