Is there a Northern Territory tribe?

Tribes by Seth GodinAs the NT News was hauled over the coals on Media Watch last night, something stirred in me.

Despite the fact that the criticism was legitimate, I still empathised with ‘my’ NT News.

I think this is because I spend a sizeable portion of my life in the Top End every year, and have done for a number of years now.

It also made me wonder whether Territorians share a stronger tribal bond than people ‘down South’?

As you market your business or organisation, it might be valuable to think about that question.

If it is true, then you have uncovered a dynamic worth exploring in your marketing efforts.

If it is not true, then you can free yourself from ‘wasting time’ in trying to whip up such a feeling.

Tribes are worth your time

American author, Seth Godin, wrote a book called Tribes a few years ago, in which he argued that we are now in an era of business that will rely more than ever on identifying and leading tribes.

He was urging us to think about who out there shares common yearnings, needs and wants, and would be likely to respond passionately to someone who could meet or satisfy them.

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.”

In a way, he was talking about target market segmentation, in which you isolate homogenous groups of people or prospective buyers and do your utmost to focus your marketing energy on them.

What he was really asking though, was for us to stop and do some rethinking about what we are trying to achieve and whether there are smarter ways of cultivating interest and energy around those goals; by starting with those among us who are aching for a change to arrive.

I’ll leave you with Godin’s TED talk on the issue. You’re also welcome to share your thoughts on Top End tribalism in the comments below or in your workplace.

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