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“Madness is something rare in individuals—but in groups, parties, peoples and ages it is the rule.” — Friedrich Nietzsche
Tribalism is a dangerous aspect of human nature.
We have a deep desire to belong to a group. But as a part of that group, we can easily be persuaded to do unspeakable or irrational things.
It starts as a simple notion: This other group threatens our group.
But it progresses to the point of a lie: The other group is less than human…
These historical examples have been made clear with time. But recent examples are less cut and dry:
So what does all this have to do with business?
It’s clear that humans are motivated to join groups. And once they do, they learn to identify with that group.
They will defend the honor of the group in public.
And they can be persuaded to do anything for the group.
When you look at these historical movements, whether good or evil, you see the same patterns. And you see how you can use them to create a tribe around your business.
Your job, as the business owner, is to create and lead this group.
First, you must instill a sense of purpose in the group. Why does it exist? What goal are you after?
Second, you must create a common enemy. An “us versus them” to galvanize the group and motivate action.
While there are countless examples of this being taken too far, there are many more examples of healthy tribes.
Running is a great example because the enemy is you. The enemy is the voice inside your head that tells you to quit. You’re not trying to defeat anyone other than your own shortcomings and mental limitations.
The same is true for many business owners. This voice is more deadly than any real competitor.
People are desperate to belong to a tribe. They are desperate for someone to stand up and lead them with conviction against their enemy.
When you step into the role of leader, you’ll automatically see your tribe grow and become more devoted to your cause.