How to Build a Tribe Around Your Product

It takes two things to turn a crowd into a tribe:

- A shared interest
- A way to communicate

Leaders galvish, inspire, and connect their tribes through their remarkable ideas. No one watches a mediocre YouTube video they’ve seen before. No one passes on a boring e-mail. No one invests in a stock that’s boring, with few prospects of big growth.

People yearn for change, they relish being part of a movement, and they talk about things that are remarkable, not boring. Leaders lead when they take positions, when they connect with their tribes, and when they help the tribe connect to itself.

Remember, crowds are just waiting to be turned into tribes, and from thereon, into movements.

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