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Updated on April 16, 2013

More about TRIBES

This page gives you links and information about my book, Tribes.

A long-run bestseller, the book is short and small and simple. It argues, as clearly as I am capable, that leadership is the best marketing tactic to any organization--a company, a school, a church, a job seeker.

Our role today is to find, connect and lead tribes in order to make change happen.

Now shipping from Amazon.

The TED talk

Business book of the year

As chosen by the wise, insightful and terribly generous people at

Here's the book

Tribes: We Need You to Lead Us
Tribes: We Need You to Lead Us

Tribes is a book about marketing, apparently, except it's actually about leadership.

We see Tribes behind every successful brand, organization, politician, non profit and cause. And yet it seems almost impossible to attract a tribe. In this book, I try to explain that the challenge is leadership, not marketing or hype.


Review in USA TODAY

Author Seth Godin is all about change. In Tribes, as he has in his previous books such as Purple Cow and The Dip, he challenges the status quo with a straight-on, get-with-it kind of attitude, and you got to love him for it. His books are sweetly short, and they manage to be breezy and thought-provoking at the same time.

This time out he tackles the oft-dissected concept of leadership. But he does so with a twist. He delves into the surfacing of a new kind of leader - one who has emerged since the Internet has enabled and mobilized countless global tribes around passions ranging from global warming to politics to great restaurants.

Godin defines a tribe as a group of people connected to one another, connected to a leader, and connected to an idea that inspires their passion. He argues that human beings have a need to belong, "to be part of a tribe, to contribute to (and take from) a group of like-minded people. We are drawn to leaders and to their ideas, and we can't resist the rush of belonging and the thrill of the new," he writes.

If you are thinking, Barack Obama, and his astonishing political ascent and money-raising prowess, you're on to it. But of course, the Grateful Dead pushed this concept some four decades ago. "The Dead helped us understand how tribes work," Godin writes. "They didn't succeed by selling records (they only had one Top 40 album). Instead, they succeeded by attracting and leading a tribe."

Thanks to the Web, the barriers to leadership have fallen. There are tribes everywhere, millions in search of leaders, waiting to connect to create change. And people yearn to belong to more than one tribe, according to Godin.

And therein lies the opening door for Net-savvy leader wannabes. Because the Internet eliminates geography, existing tribes are bigger and there are smaller tribes, too - tribes you work with, tribes you travel with, tribes that ride motorcycles, and more. There are "literally thousands of ways to coordinate and connect groups of people that didn't exist a generation ago," he writes.

Godin's mantra is that everyone can now find or assemble a tribe and lead it. The tools are there to lead the tribes that are forming from Facebook to Twitter to Craigslist.

"All that's missing is you, and your vision and your passion," he urges.

No one gives you permission or approval to lead. You can just do it. The only one who can say no is you. In other words, you can make a difference if you have something to say, and want to, that is, in his view.

He even has a name for someone who strikes out to assemble or lead a tribe, a "heretic." Heretics are no longer condemned or burned at the stake as they were in days of old. "The world has changed a lot. There are heretics everywhere you look," he writes. "Heretics are engaged, passionate, and more powerful and happier than everyone else," he explains. "And they have a tribe that they support (and supports them in turn)."

Heretics reach out to others and put their ideas on the line. Heretics believe. "Can you imagine Apple founder Steve Jobs showing up for a paycheck?" he asks. It's nice to get paid. It's essential to believe in what you do, Godin opines.

Faith is at the heart of the matter. It is one component of leadership that is underrated. "The only thing holding you back from becoming the kind of person who changes things is this: lack of faith," he writes. "Faith that you can do it. Faith that it's worth doing. Faith that failure won't destroy you."

So after all the pep talk and feel-good motivation, what's wrong with Godin's latest tribe manifesto? He tells you: "People might say that it's too disorganized or not practical enough or that I require you to do too much work to actually accomplish anything. That's OK. … Criticism like that almost always accompanies change."

So what if he's right. … Now go pursue something that matters. And lead.

Tribes in organizations

Does your organization lead a tribe?

No, but we need to

No, but we need to

Submit a Comment

  • neuromancer lm 5 years ago

    It looks really very interesting, I'm going to read it, it might be very useful for business I do.

  • RichardMillner 5 years ago

    No but I think we need too. It is a very useful tool. Thanks for your lens and information.

  • JJNW 6 years ago from USA

    Well, I don't have an organization, but I have started my own family tribe within Squidoo. I have mentored 3 family members so far, and am about to start with my 4th. So we tribe of 5 are super dedicated to helping each other succeed!

  • home-ofice 6 years ago

    I've read the book, reflected on it and ... the future IS tribes, thus I'm working on building a tribe in my niche

  • PaulEaston 7 years ago

    I am working on building one...........

  • BlogThemeMachine 8 years ago

    Not yet - but I am working on a relaunch/rebrand that will help do just that.

  • emolnar 8 years ago

    Could you tell me the name of the lady, who was mentioned in the lecture as environmental architecture (Shoff Coffmann?)

    Thank you!

  • quicktomarket 8 years ago

    40 new hires within my division. There are competing voices for leadership.

  • TopLawyer 8 years ago

    I guess you couldn't call a legal family a tribe but... these day terminology is changing day-by-day so probably we will consider the term... Frank legal forms lawyer.

  • moody47 8 years ago

    Unfortunately no. There is an understanding that it needs to occur but bad habits die slowly.

  • allinfoisfree 8 years ago

    Just my family of 4 so no tribe here. :)

  • kemengr 8 years ago

    Unfortunately, in most places, we find tribes within a tribe. And wonder of all, each sub-tribe wants to lead the organization!

  • MoeBedard 8 years ago

    This is something that is imperative in building a business. Humans want to feel they belong and connect with those they surround themselves with and it is no different at work then it is in the home.

Yes, here's how

Submit a Comment

  • whatsyourbrand 3 years ago

    We are building the biggest Hispanic network of entrepreneurs, and consumers. Giving a choice and making Dreams come true.

  • wild-tribe-fitness 3 years ago

    Yes, that's the lifeblood of my physical training business. I love this book!

  • jeffgoins 7 years ago

    yeah, we're trying to... we invested into building our own blog network, and we've been building a community around the stories told on those blogs for the past several years.

  • Lizblueberry 8 years ago

    Well,, I am kind of doing this. Am creating a group of social networkers who I rally and ask to help the other members. One of them calls me the General and I call them my Troops!

  • tribeofblondes 8 years ago

    Welcome to Tribe Of Blondes. Not a hair color, it's a resilient, vibrant spirit that unites us and fuels our passionate choices and personal triumphs.

    This tribe unites single men and women seeking the great love of their life for video chats, expert interviews, special events and travel vacations through the Singles Club.

    The Tribe Of Blondes Pow Wow Show is your guide to healthy relationships and lasting love.

    If divorce or lost love makes you feel like you've lost your tribe, it's time you find each other in a community of savvy singles known as the Tribe Of Blondes. That's why I started this tribe. Hadley Finch

  • chughes 8 years ago

    I'm in the process with my partner Erika Thompson. We're developing a tribe for our MLM Leadership Course where we will be leading a tribe and helping develop them into Leaders in the Network Marketing industry. This website and the tribes book will be valuable assets to our future leaders. Thank you!

  • edbodnar 8 years ago

    as a teacher I lead several tribes by default, I have 3 classes a day where most follow me, but a few have decided to try to make their own tribes within the tribe. But I also have a track and field team that follows because they choose to follow, and a tribe of teachers, which is more real than the other four tribes I belong too. This tribe of teachers will follow many different leaders based on their need, but the super of schools is not one of them and she should be.

  • Stormhierta 8 years ago

    Yes, a very small tribe of psionics-fans for the D&D roleplaying game but I have bigger goals. I and my partner are designing a website and community which will lead people, creators, into a digital cross-media age.

  • EarnThruGDI 8 years ago

    I haven't gotten to "tribe" status yet. I'm currently at partnership. I'm working hard to establish a tribe and I hope that your book helps!

  • MikeHeadlee 8 years ago

    Yes, at Life University College of Chiropractic, we are the leader in the philosophical vitalistic application of Chiropractic.

  • spressnell 8 years ago

    I'm working on it. Just getting started.

  • douglascapozzalo 8 years ago

    I'm listening to your Tribes audio, Seth, and I get the picture. I am a technology trainer and I set up a google group and site called Teach Technology at Teach Technology gives tech trainers an opportunity to get the business directly, directly from the client, rather than the training provider. A trainer with an equity stake in the successful outcome of training increases the client's ROI.

    Anyway, sharing stuff on Teach Technology is fun and empowering and incredibly interesting and useful.

  • graphic-design-melbourne 8 years ago

    Yes. Every individual wants to belong to a tribe or group. It is an inherent human characteristic. But, often inidividuals surpress their own opinions if these are not conforming to the opinions of the group or the leader.

  • bernd49 lm 8 years ago

    Hi I work for Greenpeace in Vienna!



  • Under-Pressure 8 years ago

    Yes - I work in Commercial Real Estate and we are definitely a tribe! It is important that tribes stick together and hunt as a pack in order to be successful! Mark

  • walclan 8 years ago

    I work in an emergency dept and I think that a tribe is a good description of the team. They sure do have tribal tendencies.

  • MLM-Branding-Specialist 8 years ago

    I'm also leading a tribe of distributors, but not for the same reasons as others. I'm on a mission to help raise the bar for the home business & MLM industry. My tribe is made up of distributors and affiliates from every program and every walk of life. We're coming together to learn and implement better and more ethical selling practices in an effort to boost the reputation of the home business industry. They will in turn go out and lead their own tribes, and hopefully take with them the new practices that we've worked and agreed on. I'm not a member of a home business myself anymore, but I see the need for major changes to be made in this industry, and realize that it starts with the individuals that have the most influence on customers and the public - the distributors and affiliates.

  • mgaser 8 years ago

    My organization IS a tribe of distributors, and I teach them to lead their own tribe of customers. How? Leading local and virtual Customer Clubs, where the customers can meet, be recognized for their results the products, party, share information, participate in sweepstakes, get previews and discounts in new products, and lot more. All fun stuff. And we encourage them to bring relatives and friends next time.

  • julieannbrady 8 years ago

    Our company, being a start-up into its second year, is leading a tribe which we interacted with when we were all at our previous company. It's a bit different now though.

  • ZBT 8 years ago

    Now we do. Thanks to you, we're on our way toward making change happen. Seth, thank you for sharing just how simple this really is - for a multitude of reasons, people are just looking for and desire greatly to find their tribe leader and tribe that they fit into. Dude, I owe you BIG TIME for this one... thanks.

The inside of the dust jacket

If you've read the book, feel free to share your thoughts

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      anonymous 8 years ago

      Big thumbs up! Inspiring, full of the sort of tantalizing nuggets that drive us to innovate. More about the book in Join the Tribe of Well-Loved Husbands and Wives, at

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      nancydodds1 8 years ago

      Its very good information simple and best. My 5 stars for you.

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      Molly_Mac 8 years ago

      So far, this is my favorite Godin book. Short chapters that can be read on the run or in larger chunks. I am on my second run through now and the thougts and ideas are falling out of my brain and into notes all over the house.

      Very inspriational and motivating.

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      julieannbrady 8 years ago

      I'm on p. 92 -- trying not to read it too fast so that I can absorb what I am reading. Making time between Squidoo and my 'normal' job as I feel the importance of tribes.

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      anonymous 8 years ago

      I just reached pg 103 and realized I made a note to myself 40 pages ago about writing and publishing a manifesto. The idea about leading a "tribe" has been there all along for me. This book was the kick in the pants I needed. Thanks Seth for the early edition!

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      anonymous 8 years ago

      Writing a casebook - together, with multiple viewpoints on what it means to be together - as a tribe. What a great way to build community and tribal co-creation!

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      MLM-Branding-Specialist 8 years ago

      So great to have found this! Got a personal recommendation earlier today from Charles Heflin, my favorite social media blogger. How fascinating that I happened upon your lense this evening. Will definitely be reading up on this and checking it out!

    • profile image

      anonymous 8 years ago

      My copy still hasn’t arrived but I listened to part of the audio book last night.

      Seth makes great insights with this topic. It reminds me of the strategy used by the Honorable Minister Louis Farrakhan during the build up to the most successful tribal movements we’ve witnessed. The Million Man March.

    • profile image

      smithwestley911 8 years ago

      a gold in paper form. two thumbs up. Click Me! if you want to check lens.

    • profile image

      anonymous 8 years ago

      I'll be checking out more about this!

      Great infos!


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      jessicashalyn 8 years ago

      wow, great lens! Very well explained.

    • profile image

      HomeBrewedBeer 8 years ago

      wow, this looks like a great book, can't wait for my copy to arrive

    • profile image

      anonymous 8 years ago

      Had great info on empowering your tribe to make a better impact

    • shalliebey lm profile image

      shalliebey lm 8 years ago

      I just finished reading Tribes today. I thought it was an excellent book. Because entrepreneurship is my major interest, I reas=d it from that perspective. I thought it was a great book on the entrepreneurial mindset. I especially appreciated the comment that it is more about good implementation than just having good ideas.

      Shallie Bey

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      GreenRevolution 8 years ago

      I have enjoyed your previous books (Permission Marketing, Purple Cow, All Marketers are Liars, etc...) and I'm sure this is going to be a great read. I'm looking forward to learning from it. Thanks for all that you've taught me. 5 Stars for your great lens!


    • ArtSiren LM profile image

      ArtSiren LM 8 years ago

      It's a great book (I'm just 10 pages from the end!) and thanks for the appraisal copy! I will use my other copy wisely. It's quite rare I read a book and find myself nodding and 'yessing' and agreeing so much. I wish this had been written years ago. Almost like seeing some of my own thoughts written down...but then taken so much further!

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      anonymous 8 years ago

      Read it. Loved it. Spoke to my core. One grain, ten thousand grains. Add me to your tribe.

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      ClbBluJkt 8 years ago

      Wonderful wonderful book. Added momentum to a direction I have already been moving in. The mention of a difference between leaders and managers really hit home, because it is something I have been exploring for a month or two now.

      I would love to join the tribe. There are a few non-profit advancement opportunities I am working on, and the wisdom of a tribe would be very helpful.

      Thank yo for all of your work and inspiration.


    • profile image

      jacklhasa 8 years ago

      about halfway through your book now. Really enjoying it, Seth.

    • profile image

      jacklhasa 8 years ago

      about halfway through your book now. Really enjoying it, Seth.

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      graphic-design-melbourne 8 years ago

      in my next life i want to be seth. =)

      started reading THE book. great stuff so far!

      Zen Creative Marketing.

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      anonymous 8 years ago

      just saw this in the bookstore yesterday. i'm going to get a copy one of these days :)

    • Kiwisoutback profile image

      Kiwisoutback 8 years ago from Massachusetts

      I think I'm going to ask for this book for an Xmas present, it sounds interesting.

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      anonymous 8 years ago

      Seth did it again. I had a really good time reading the book.

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      MikeHeadlee 8 years ago

      Awesome book, because of it I have made three lens' and am still learning to grow my tribe.

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      samuilgr8 8 years ago


      This is very good lens. . . .

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      Steve-SEO-UK 8 years ago

      Got to get this book. Many thanks.

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      inggrie 8 years ago

      I am reading the book, will be working on it, funny thing is customers are saying we are doing it without knowing it.. so I have to read this book soon!

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      anonymous 8 years ago

      Our local competitors in our industry have called our company a "cult", but we think a "tribe" more accurately describes redpepper. We are committed to creating an environment where creativity thrives & benefits others. And we've been sharing this internal culture with a weekly email called The Seed, which had more than 1,000 subscribers. We recently evolved our weekly email and created an entirely new web site/blog: Our hope is that by sharing fresh content about marketing and creativity, we will continue to build & tighten our tribe. Everyone at redpepper has read Tribes & it has inspired us to think about how we can lead change and keep growing.

    • TopLawyer profile image

      TopLawyer 8 years ago

      Very interesting and informative lens. There's so many new books being published and printed these days it's almost impossible to keep up with it! However, this certainly looks like a great publication, and I'll most definitely add it to my MUST read list. Thanks for the "Interesting links for more information" section it's also worth a second look. Thanks again for a nice lens. Frank legal forms lawyer and website owner.

    • profile image

      anonymous 8 years ago

      I really like your books and admire you. I want to be a good writer like you. I read two of your books and I enjoyed it. But I am not much interest on the topic of 'Tribes.'

      You may interest my lens. If you have time, click here

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      anonymous 8 years ago

      Am assisting a trans-national program called the Forest Governance Learning Group (FGLG). It consist of 11 groups from Asia and Africa. Mine is in Indonesia.

      Read the book and inspire so much to transform the learning group more into a group of agent of changes of Indonesia's forest governance. The group is indeed a bud, becoming a tribe. Yes we have the belief, we own our 'language', and we are building our communication.

      Thanks, Seth!

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      anonymous 8 years ago

      I'm just in the middle of the race to finish the book and I found the words to speak to the future. "Get ready for my arrival!

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      Avare 8 years ago

      Keep going. People want to see more good news from you.

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      papaye4 8 years ago

      I co-founded EVE-olution foundation Inc., this is a global NGO, our motto "Women are the global power of change" We are building a global tribe of Women Entrepreneurs. We are acting in developing and emerging countries (80% of our planet). our tribe will be the most powerful influencers in the world soon. The objective of our organization is to give our kids more chances to live in a safer and healthier planet than predicted by the best experts in the world.

      If you need to know more on why this tribe will the most powerful ... ges (at)

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      anonymous 8 years ago

      Great talk on Have you read Bat Day, the novel about modern-day tribes?

    • profile image

      anonymous 8 years ago

      Great talk on Have you read Bat Day, the novel about modern-day tribes?

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      anonymous 8 years ago

      Thanks Seth, timing is everything and now I can "see" through the fog of uncertainty and can 'label' what I do naturally but not to my full potential, until NOW!!

      Thankyou so much for sharing your audio book Tribes! Now, how can I get an invitation to your triiibes ning page please :-)

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      jaspast6666 7 years ago

      Zero Friction Marketing Review

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      anonymous 7 years ago

      I just got the book oredered and I can't wait!

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      anonymous 7 years ago

      Hi Seth -

      Hope this finds you well. Thanks so much for Tribes. Even though it is my job to sell

      printing and mailing, this book and your ideas and suggestions pushed me to contact

      a non profit client and share your info with them about Mark Rovner and his


      My away-from-work tribe is small. There are three of us, me, Kirk and Brad. By end of year we plan on posting six songs on MySpace under Los Crazy Bats, a URL name I purchased after a trip to a bat cave outside of Monterrey Mexico. ( I went ahead and got Los Murcielagos Locos too, being in South Texas I really like them both).

      Have a good day Seth, your writing matters. Really.


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      Sleepingphoenix 7 years ago

      IMO, Tribes should be at the top of your list if you are looking for a blueprint for the new thinking that we are all thirsting for.

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      anonymous 7 years ago

      Loved it so much it's the first book I'm giving away.

      Grab your free copy here:

      More than a blurb of opnion there too :).

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      kievsalon 7 years ago

      very instructive and can be a little more intelligent than people are thanks

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      Ohrana 7 years ago

      Just finished "Tribes" from Seth Godin... Great book, amazing author!

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      clever_man 7 years ago

      The book is nice, I like it. Thanks!

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      project151k 7 years ago

      Thank you so much for this book! I wasn't aware of it until someone suggested that I was creating a "Tribe" - I'm excited to see what it's all about!

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      petanu 7 years ago

      The most wonderful book I have read in years!

      "must read". Thanks

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      JennyJ789 6 years ago

      will have to get me a copy of this book

    • sidther lm profile image

      sidther lm 6 years ago

      I just can't wait to read it! Someday, I will lead a tribe!

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      DaveHiggsVis 6 years ago

      I'm reading it right now, and I'm getting so much inspiration from it. Thank you Seth!

    • moniquer profile image

      moniquer 5 years ago

      I have heard of the book "Tribes." I haven't read it as yet. However, after reading it about here, I think I need to head over to and pick it up right away! Thanks for sharing your wisdom with us!



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      firstgrip 5 years ago

      I read your other lens about SETH. Now I am reading another inspiring lens again.

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      anonymous 5 years ago

      Here's a poem about Tribes that I wrote:

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      SIALicenceUK 5 years ago

      Have not read it yet but, will now.

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      Travbell 5 years ago

      I listened to this book twice now and am currently reading "Linchpin". Both are inspiring and eye-opening. We have a very small tribe at work and until now, I don't think any of us knew it or acknowledged it. I'm excited to think where we can take this.

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