opportunity 139 of 150 It is common place for businesses in 2017 to build databases of customers and prospects. In many regards, this is just good business practice. It is less common for businesses to leverage the databases they build to develop relationships, despite the fact that relationships are central to maximising repeat business and […]

opportunity 139 of 150 It is common place for businesses in 2017 to build databases of customers and prospects. In many regards, this is just good business practice. It is less common for businesses to leverage the databases they build to develop relationships, despite the fact that relationships are central to maximising repeat business and referral. It is even less common for businesses to develop their databases into a tribe – a group of people who share values and, develop a loyalty, or perhaps even an attachment, to the business. In his book ‘Tribes’, Seth Godin, defines a tribe as: “… 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.” I can…