Tag: tribes

Recently, I walked into a store crammed with people, lusting after technology, gathering, trying and buying new tools and toys. Then, five minutes later, something happened that stopped me in my tracks: the whole store erupted into cheers. Everyone stopped what they were doing, literally hundreds of people, and started applauding with vigour. Here's why.

If you listen to most marketing experts today, you could be easily forgiven for getting lost in the vast number of social media channels and options. The most popular tactic of late has involved harnessing the power of crowds, often called 'crowdsourcing'. But consider the merits, or limits, of a crowd – defined by most dictionaries as “a collection of people.”

Over 18-minutes, Godin outlines his theory that the internet has banished the era of mass marketing, and that the ancient social unit of the tribe has returned, empowering ordinary people to lead extraordinary movements. It's both educational and inspirational, with Godin conveying his message with purpose and humour (helped along by some witty photo slides).

Us Now is a fascinating documentary film examining the astonishing pace of change that society is currently undergoing, led by the growth of the internet, technology and the new tribalism they are enabling.