Tribes Jonathan Poland

Tribes are groups of people who self-organize around common interests, values, communities, professions, needs, or aspirations. The concept of tribes has been around for a long time, but the rise of social media and other online platforms in the 1990s has made it easier for people to connect and form tribes based on shared interests and values. Marketing and user experience design teams often use the concept of tribes to better understand their customers and develop strategies that are tailored to their needs and preferences. For example, a marketing team may engage with a particular tribe on social media to learn more about their preferences, habits, values, and aspirations, and use this information to develop targeted marketing campaigns or design products and experiences that meet their needs. Overall, understanding tribes can be a valuable tool for businesses seeking to connect with and engage their target audience.

Here are some examples:

  1. A group of hikers who connect through social media to share information about trails, gear, and outdoor adventures.
  2. A community of foodies who come together to discuss and share their love of cooking, dining, and food culture.
  3. A network of small business owners who support each other and share advice and resources related to starting and running a business.
  4. A group of people who are passionate about environmental conservation and work together to promote sustainable practices and raise awareness about environmental issues.
  5. A community of musicians who collaborate and share their music, ideas, and experiences with each other.

Tribes can form around a wide range of interests, values, and goals, and can be a powerful force for connecting people and fostering a sense of community. Marketing and user experience teams can use the concept of tribes to better understand and engage with their target audience, and develop strategies that are tailored to the needs and preferences of specific groups.

Learn More
Price Umbrella Jonathan Poland

Price Umbrella

A price umbrella is a pricing strategy in which a company sets a high price for a premium product or…

Sales Data Jonathan Poland

Sales Data

Sales data is a type of business intelligence that provides information about the performance of a company’s sales activities. This…

What is Promotion? Jonathan Poland

What is Promotion?

Promotion refers to any marketing strategy that is aimed at increasing recognition, awareness, and interest in a brand, product, or…

Real Estate Investing Jonathan Poland

Real Estate Investing

Real estate investing refers to the process of buying, owning, managing, and selling real estate properties for the purpose of…

Psychographics Jonathan Poland


Psychographics is the study of personality, values, attitudes, interests, and lifestyles. It is a research method used to identify and…

Cash Conversion Cycle Jonathan Poland

Cash Conversion Cycle

The cash conversion cycle (CCC) is a financial metric that measures the amount of time it takes for a company…

Product Management Jonathan Poland

Product Management

Product management is the practice of managing a portfolio of products throughout their lifecycle from concept to end-of-life. It can…

The Fundamentals of Business Mastery Jonathan Poland

The Fundamentals of Business Mastery

Overview Business comes down to just two areas: investments and deliverables. Leaders make investments in people, products that are delivered…

Sales Pipeline Jonathan Poland

Sales Pipeline

A sales pipeline is a visual representation of the sales process, from the initial contact with a potential customer to…

Search →
content database

Search my thinking on business, finance,
and the capital markets or start below

Marketing Technologies Jonathan Poland

Marketing Technologies

Marketing technology, or “martech,” refers to the tools and software used to support marketing efforts, such as advertising, brand management,…

Storytelling Jonathan Poland


Storytelling is the act of using narrative to communicate information in an engaging and memorable way. Businesses can use storytelling…

What is a Cash Cow? Jonathan Poland

What is a Cash Cow?

A cash cow is a business or product that generates a steady stream of income or profits for a company.…

Stability Jonathan Poland


Stability is the ability of a system, organization, or individual to maintain its current state or condition despite external pressures…

Marketing Message Jonathan Poland

Marketing Message

A marketing message refers to any media or communication that is intended to persuade or influence customers. Marketing messages can…

Quality Assurance Jonathan Poland

Quality Assurance

Quality assurance (QA) is the process of verifying that a product or service meets specific quality standards. This is often…

Market Intelligence Jonathan Poland

Market Intelligence

Market intelligence refers to the process of gathering, analyzing, and disseminating information about a market, competitors, and industry trends in…

In-Store Marketing Jonathan Poland

In-Store Marketing

In-store marketing refers to the use of physical retail locations, such as stores and showrooms, as a platform for marketing…

What is Risk Communication? Jonathan Poland

What is Risk Communication?

Risk communication involves informing people about potential hazards and the steps that can be taken to prevent or mitigate those…