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I received my copy of Tribes by Seth Godin it is a must read for anyone serious about marketing their business, trying to bring about change or build a loyal customer base. It is not about advertising hooks, gimmicks or gorilla marketing it is about adapting to today's market environments and gives many real life examples of people and companies that get it.
Customers do not care how long you have been in business. How many times have you heard a new broom sweeps good? There is a certain amount of stodginess that comes with being the old faithful, a certain amount being the man and a lot of complacency by having the status of the landmark.
Think of businesses we have seen rise and fall because of their unwillingness to adapt.
Remember when AOL was the internet?
Remember when you waited in anticipation for the Holiday Sears catalog?
How many vacant Blockbusters Stores in your area?
And now the big three are holding on by a thread.
Think about companies that are almost nothing more than a memory today because or their unwillingness to change or take a risk into uncharted waters before you deny a new idea or fail to try to embrace new things. If you are the one lobbying for it remember many times it is easier to beg for forgiveness than to ask for permission.
Get a copy of Tribes. If nothing else you will go from paralysis to comatose.