Seth Godin has a new book called Tribes. Before it was published, back in July, he built a social community around it called Triiibes that I was fortunate enough to be able to join. (By fortunate, I mean that as a regular reader of his blog I read the single notice he posted about the new book and a limited, exclusive offer he made: buy an advanced copy of the book and you can join this unique community.) After a very limited time, membership to the community closed, and won’t be reopened again until some time this month.
In all honesty, I’m not really a social media guy. I rarely visit my facebook or myspace pages. I under-utilize LinkedIn. But I’ve been a more regular visitor and poster to Triiibes. I’ve gotten great value and given a little back, too. It’s been a great experience for me, because I finally understand the passion and connection that social media members can feel about their community.
The most interesting aspect of Triiibes, for me, was the casebook that we Triiibes members created, a companion e-book to Seth’s own book, Tribes. That casebook is now online. You can get yourself a pdf copy of The Tribes Casebook here.
The case study I wrote was called “The Tribe of Marrus.” It appears on page 79 of the ebook. It’s about my friend, Marrus, an artist, who I also blogged about in a post here called “Portrait of the artist as an integrated marketer.”
There are plenty of great case studies about tribes of all kinds. It’s excellent reading, and I highly recommend it.
I’ve been reading Seth Godin for about 8 years now. I’ve seen him speak more than once. I’ve watched with glee each time he rewrites the rules of publishing when he comes up with a new way to market his latest book.
He’s been a leading pioneer of “the new marketing” and an honest, inspirational voice. He’s one of the most published business book writers ever, a voice respected by the people running the most successful companies in the world.
Every once in a while, I see one of his books on the shelf of a client or a prospect, and we instantly get into a vibrant discussion about Seth and new marketing. Invariably, we end up reaching a point in the discussion where one of us or the other says, “How come everybody isn’t getting into this stuff?”
I’ve discussed Seth’s thinking with other marketing professionals I know, usually ones with decades of experience and perspective. They frequently net out at the answer that there’s always new thinking that argues that the old thinking is wrong or outdated, and only time will tell. Until then, they’re not ready to throw out the old ways. They’re too invested in them, and they’ve worked for all these years, they say.
Not me. As a marketer, my only real rule is do what works best (as long as it’s ethical and honest.) Anything less isn’t worth doing, is it?
Not only am I a member of triiibes, but now that I think about it, it turns out I’m a member of The Tribe of Seth Godin, too.
Can someone please explain to me why everyone who works in advertising and marketing isn’t one too?