[Part 3] How to use human nature to create irresistible content

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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…

  • So-called Christian crusaders murdered and tortured the “enemies of God,” ignoring the Bible in it’s entirety. They, like the Jews who killed Jesus, were too focused on the preservation of their group and not on following the God that they claimed to serve.
  • The Nazis believed that they were acting in the best interest of the “superior race.” It’s amazing to think that you could convince a rational human being of this. But like the Nietzsche quote says, groups aren’t rational.
  • School children in communist China under Mao Zedong believed this when they were torturing their teachers and murdering each other. They were acting for the good of the country.

These historical examples have been made clear with time. But recent examples are less cut and dry:

  • Bryan Cranston (Breaking Bad) recently accused followers of Donald Trump’s slogan, “Make America Great Again,” of being this type of evil.
  • On the other side, followers of the MAGA mindset believe that liberal elites like Cranston are ruining the country and need to be stopped.
  • Proponents of the COVID shot joke about murdering unvaccinated people in the interest of protecting the rest of the world from the spread of this scourge.
  • The “anti-COVID vaxxers” are excited to see kids like Damar Hamlin end up in the hospital with heart problems. They dance on the graves of people who died suddenly from heart conditions they didn’t know they had, like Dave Hollis.
  • And on a lighter note, Team Edward versus Team Jacob. Who can say which one is actually better?

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.


Andrew Ryder

Create irresistible content
using basic principles of human nature
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