![]() ![]() Let’s say that your tribe is people with tribal tattoos and you have a photo gallery website for all members to post their tattoos for others to comment on. Alternatively, if you’re trying to find more members to fit existing products, you will make compromises on who you will sell to and reduce the value and sentiment within the tribe. If you’re putting your contribution to the tribe before your interest in making money from its members, those who you serve will trust you. This is at the heart of tribe leadership thinking. The job isn’t to find more customers for your products but to find more products for your customers However you’ll be able to control the process if you’re respecting the hierarchy and putting the story before your pitch. Now you’ve got the ability to say to the manager “Why don’t you have a chat to the VP or CEO, they’ve heard me tell this story before." If you’re bad at story telling, you didn’t build trust with the audience or they don’t have the problem that you can solve, you’re not going to get any further. Buy a few minutes of stage time to simply tell your story and don’t even think of selling anything on that night. However you can equally build trust in the organization with an investment of time to work out the networking events where these CEOs and VPs meet up. You can’t ring up the CEO and pitch an idea like you could do with a middle manager. As someone with a story to tell to another business, you can get that message to CEOs, VPs and middle managers through different channels. This was something that I never realised and is an incredible insight into where you should focus your time. I’ve been on both ends of the conversation: the buyer and the seller. ![]() If you’re in B2B sales, your prospect only has one decision to make: “Would this purchase deliver a good story to please my boss? or will I get fired?” It’s easy to ignore someone you walk by in the middle of Sydney, but much harder if it’s in Antarctica. Perhaps this happens when we try market to the masses instead of selecting our tribe. They will feel nothing, they won’t respond, you’ll be ignored. However no matter the execution, if the story doesn’t resonate with the tribe you’re connecting with there will be no transfer of emotion. There are courses, books and consultants who teach the science (4-P’s, market segmentation….yada…yada…yada). There is an art and science to marketing. Marketing is telling a story about the value you create for people I personally use a combination of both, and have done so for 10 years. In its simplest form, a freelancer rents themselves out to someone else to perform valuable emotional labour, whereas an entrepreneur organizes resources (people, connections, capital, time) to build something bigger than themselves. The distinction is critical because the emotional cost is high if you think you are one type and act like the other. Decide whether you’ll be a freelancer or an entrepreneur ![]() During those three days, I took them on a guided tour of some of the questions they were going to have to wrestle with, some of the difficult places they were going to strand up and say “this is me, this is what I’m making”. People right at the beginning of building their project, launching their organization. In the summer of 2012, I had an amazing opportunity to spend three days with a group of extremely motivated entrepreneurs. His welcome message sums up the purpose of the three-day workshop, with featured content within the five-hour podcast. This podcast, although unedited and unpolished, is an extraordinary insight into Seth’s thoughts about startups.
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