From the Publisher
"Tribes is a short book—only 147 pages. But its short size belies its true importance. As I read it, I was literally underlining every other sentence. I went through two hi-lighters before I finished!"
—Michael Hyatt, author of Platform and Living Forward
"Tribes is a must read for all of us. It’s up to each one of us to lead in today’s new kind of world.”
—Former U.S. senator Bill Bradley
"Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off."
"It's easy to see why people pay to hear what he has to say."
"If Seth Godin didn't exist we'd need to invent him."
—Alan Webber, founder, Fast Company
"If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin."
—Micah Sifry, cofounder, Personal Democracy Forum
"Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary."
Short on pages but long on repetition, this newest book by Godin (Purple Cow) argues that lasting and substantive change can be best effected by a tribe: a group of people connected to each other, to a leader and to an idea. Smart innovators find or assemble a movement of similarly minded individuals and get the tribe excited by a new product, service or message, often via the Internet (consider, for example, the popularity of the Obama campaign, Facebook or Twitter). Tribes, Godin says, can be within or outside a corporation, and almost everyone can be a leader; most are kept from realizing their potential by fear of criticism and fear of being wrong. The book's helpful nuggets are buried beneath esoteric case studies and multiple reiterations: we can be leaders if we want, "tribes" are the way of the future and change is good. On that last note, the advice found in this book should be used with caution. "Change isn't made by asking permission," Godin says. "Change is made by asking forgiveness, later." That may be true, but in this economy and in certain corporations, it may also be a good way to lose a job. (Oct.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.