Tribes, trust, and networks....

My work is simple - I design and build consumer architecture.

The new given is business has shifted from being all about supply to being all about demand. Why? Web based information and services has networked the economy - this means business is forced to be inclusive not exclusive. Inclusive of whom? There is the rub - the new inclusion is through tribes, trust, and networks.

People want to join tribes - this is why twitter, facebook, and myspace work so well. These technologies connect people with similar tastes, loves, ailments, afflictions, needs, wants, etc. They twitter each other because they want to belong to the tribe. I call these twittering tribes - Chattering Clusters. These tribes are nomadic, 24/7, based on individuals not groups, and live.

They cultivate them on facebook - there they dissect them into Demand Clusters. These Demand Clusters have a shared purpose. So you can be a member of my facebook tribe but not necessarily share the purpose of all 150+ gathered in my tribe. Your own tribe is also 150+ but it simply overlaps mine - it is not a replica of mine. The key to maintaining your own focus, purpose, and tribal ways is trust. Your trust is based on your love of the same things as me rather than on a sense of being faithful or keeping secrets. Trust is a bond - the bond could be as simple as being a consummate fan of The Blackeyed Peas. Trust is given freely but it is nonetheless essential.

People maintain their tribal traits by networking their Facilitated Clusters. Facilitated Clusters are networks inspired by a thought leader - it could be you. You challenge the tribe to extend deeper and deeper into their demand for The Blackeyed Peas. You do this in various ways - eventually you become the maven (respected know all) within the tribe. You may also become the pulsetaker - the one who keeps tabs on the mood within the tribe. Facilitated Clusters have their thought leaders who keep the network active.

Tribes, trust, and networks - its a wonderful new world of business out there......