Why Your Followers Are Failing You: The Tribe Advantage
Unlock the Secret to Lasting Loyalty and Advocacy
You Can Have 10,000 Followers and Still Feel Alone
I once met a small business owner, let’s call her Sarah, who launched eco-friendly outdoor gear to a sea of likes, but no sales. Her social media was buzzing, yet her products gathered dust. Then she found her tribe, passionate eco-adventurers who didn’t just follow her but lived for her mission. Within months, her gear was selling out, fueled by word-of-mouth from a community that felt like family.
That’s the power of a tribe, and it’s why brands like OONI, Jeti, and Athletic Brewing, that I have written about, aren’t just selling products, they have build movements. Tribes turn businesses into something bigger: a shared cause that resonates deeply. Let’s explore why tribes matter, how they drive success, and how you can find or build your own.
“Connection is why we’re here; it’s what gives purpose and meaning to our lives.” – Brené Brown, Daring Greatly (2012)
What You’ll Learn in This Article
✅ The difference between an audience and a tribe — and why it matters
✅ Five reasons tribes drive real, lasting business growth
✅ Real-world brand examples: OONI, Jeti, and Athletic Brewing
✅ The dangers of unhealthy tribes (and how to avoid them)
✅ A step-by-step breakdown of how to build or find your tribe
✅ How I used these same tools to define the Build to Thrive tribe
✅ A free Notion diagnostic to help you do it for your own business
What a Tribe Really Is (and What It Isn’t)
A tribe isn’t just a group of people, it’s a living, breathing community bound by passion and purpose. Seth Godin defines it perfectly in Tribes: “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea” Think of the difference between a generic fitness app’s users and CrossFit’s die-hard community. The app’s users might log workouts and leave; CrossFitters push each other, share goals, and wear their membership like a badge of honor. That’s a tribe. Contrast this with an audience a passive crowd of followers who like your posts but don’t feel invested. Audiences give you likes; tribes give you loyalty. An audience might buy your product once; a tribe will evangelize it for life. A 2023 Bain & Company study found that loyal community members have 20–30% higher customer lifetime value (CLV) than non-community customers. Groups, meanwhile, lack the shared values or mutual support that define tribes. Picture a generic beer brand’s customers versus Athletic Brewing’s health-conscious tribe, who see sober drinking as a lifestyle, not just a purchase. Tribes are about depth, not just numbers. But beware: tribes can become echo chambers. Lululemon’s yoga tribe built fierce loyalty but faced backlash in the 2010s for excluding plus-size customers, alienating potential fans and stalling growth (Forbes, 2018).
Let’s clarify the difference:
An audience watches you.
A tribe walks with you.
Why Tribes Matter: 5 Core Benefits
Tribes aren’t just feel-good communities, they’re business dynamos. Here’s why they’re game-changers:
a. Emotional Safety & Belonging.
Tribes fulfill a primal need for belonging, right up there on Maslow’s Hierarchy of Needs. Jeti’s eco-conscious adventurers find a safe space to share their passion for sustainability, building trust through shared values. This emotional safety turns customers into advocates who stick around.
“Leadership is about making others feel safe to speak up.” – Simon Sinek, Leaders Eat Last (2014)
b. Sustainable Growth
Unlike fleeting social media attention, tribes drive organic growth through loyalty. OONI’s pizza enthusiasts don’t just buy ovens, they share recipes on Instagram, amplifying the brand. A 2024 Nielsen report reveals 92% of consumers trust peer recommendations from tribes over traditional ads. Harley-Davidson’s rider tribe, for example, has sustained the brand through decades of economic ups and downs.
c. Accountability & Support
Tribes push members to grow and stay committed. Athletic Brewing’s health-conscious tribe supports sober lifestyles, encouraging members to stick with their goals. This mutual accountability creates a cycle of engagement that keeps the brand thriving.
“Alone we can do so little; together we can do so much.” – Helen Keller
d. Identity & Shared Purpose
Tribes shape how people see themselves. Jeti’s tribe isn’t just buying gear, they’re eco-warriors fighting for a greener planet. This shared identity fosters fierce loyalty, much like Apple’s users who see themselves as creative innovators (Forbes, 2018).
e. Innovation & Collaboration
Tribes spark ideas and solve problems together. OONI’s community suggests oven tweaks, driving product improvements. A 2022 Harvard Business Review study found brands with strong communities have 50% higher retention rates, thanks to this collaborative feedback loop. TEDx’s idea-sharing tribe, for instance, has sparked global conversations by uniting curious minds (Entrepreneur, 2024). But there’s a catch: overly tight tribes can limit growth. Peloton’s fitness tribe soared during the pandemic but alienated budget-conscious consumers post-2021, leading to an 80% stock drop (Entrepreneur, 2024). Tribes need balance to avoid becoming exclusive clubs.
Modern Examples of Tribes in Action
Tribes are everywhere, transforming brands, movements, and creators into powerhouses. Here’s how they shine, starting with their stories:
OONI: Pizza enthusiasts form a global tribe, sharing Instagram videos of wood-fired masterpieces. By tapping into the desire for authentic, restaurant-quality pizza at home, OONI’s community drives sales through passion and user-generated content. Their tribe isn’t just buying ovens they’re living the pizza-making dream. (Read article here: Built to Blaze: How Ooni Turned Backyard Pizza into a $200M Global Movement)
Jeti: Eco-conscious adventurers rally around sustainable gear, amplified by events like clean-up hikes. Jeti’s tribe, united by a passion for green living, turns customers into advocates who spread the word, ensuring loyalty even in a competitive market. (Read article here: Built to Last: The Story Behind YETI’s Unbreakable Brand)
Athletic Brewing: Health-conscious beer lovers have made non-alcoholic beer a lifestyle, not a niche. Through inclusive events and social media engagement, Athletic Brewing’s tribe leads the charge in sober socializing, proving wellness can be flavorful. (Read article here: How Athletic Brewing Disrupted a Dead Market)
Beyond these examples, tribes thrive across categories:
Brands: Harley-Davidson’s riders don’t just own motorcycles, they live a rebel lifestyle, rallying globally (HubSpot). Glossier’s beauty tribe shares skincare tips, fueling organic growth (Forbes, 2018).
Movements: CrossFit’s fitness tribe redefined workout culture with group challenges, while TEDx’s idea-sharing tribe sparks global innovation (Entrepreneur, 2024).
Creator Economy: Patreon supporters form tight-knit tribes, funding creators and building communities on Discord (Trend Hunter).
These tribes don’t just engage—they stick around. Brands with strong communities see 50% higher retention rates, per a 2022 Harvard Business Review study, proving tribes are a business’s secret weapon.
The Dark Side: Not All Tribes Are Healthy
Tribes can be powerful, but they’re not always perfect. Some fall into echo chambers, fostering exclusivity or stagnation. BlackBerry’s business-user tribe clung to physical keyboards, ignoring touchscreen trends, and collapsed by 2010 (Forbes, 2023). Similarly, some online creator communities, like toxic gaming groups, alienate members with gatekeeping, stifling growth (Trend Hunter). The key? Align tribes with inclusive values and strong leadership. OONI’s foodie tribe welcomes all pizza lovers, from novices to pros, avoiding exclusivity. As the saying goes, “The right tribe lifts you up. The wrong one locks you in.”
How to Find or Build Your Tribe
Ready to find your tribe or turn followers into one? Here’s how:
Know Your Values: Define a clear mission. Jeti’s sustainability focus attracts eco-warriors; Athletic Brewing’s wellness ethos draws sober enthusiasts.
Show Up Authentically: Lead with genuine passion. OONI’s founders engage directly on Instagram, building trust.
Quote: “The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. People will follow.” – Seth Godin, Tribes (2008)
Engage in Conversations: Foster two-way dialogue, not broadcasts. Athletic Brewing’s social media Q&As create connection, like CrossFit’s group challenges (Entrepreneur, 2024).
Reward and Recognize Others: Highlight tribe contributions. Jeti spotlights eco-hike leaders, much like Patreon rewards creator supporters (Trend Hunter).
Use Platforms to Spot Tribes:
Social Listening (Create Business Hub): Use Hootsuite to track passions, like #soberliving for Athletic Brewing’s tribe.
Online Communities (HubSpot): Scan Reddit’s r/pizza for OONI’s foodies or eco-forums for Jeti’s adventurers.
Cultural Shifts (Forbes): Use Mintel reports to find values-based tribes, like Jeti’s sustainability focus.
Emerging Trends (Trend Hunter): Track TikTok for OONI’s foodie creators or wellness influencers for Athletic Brewing.
Market Research (Medium): Survey pizza lovers for OONI or outdoor enthusiasts for Jeti to uncover unmet needs.
Transform Followers into Tribes: Host events (e.g., Jeti’s eco-hikes), share stories (e.g., OONI’s recipes), and foster dialogue. TEDx’s local events turn audiences into idea-sharing tribes (Entrepreneur, 2024).
Free Resource: Perform an Audience vs Tribe Diagnostic
Paid Resource: Download the Tribe-Building Starter Guide : for builders who want to attract aligned people, deepen engagement, and create something that actually sticks.
How I Defined Build to Thrive’s Tribe
Before launching this newsletter, I asked myself a few grounding questions:
What can I genuinely share from my passion and experience?
Which tribe do I belong to? What kind of content would have been timely and actionable when I was in the thick of it?
So I ran the same Audience vs. Tribe Diagnostic I now offer to readers. Not as a branding exercise, but as a way to test clarity, connection, and real alignment. (This is still work in progress. It’s been only 4 months since I launched)
Here’s what I discovered:
That’s who we are.
Real builder stories. Actionable insights and Real growth strategies for entrepreneurs in the trenches.
And I understand that deeply because I’ve been there.
And when I look back, the content I needed most wasn’t theoretical. It was timely, tactical, and focused on solving real problems fast.
Final Thought
Attention is a metric.
Belonging is a moat.
If you're building something real with real customers, real risk, and real upside, don’t just chase growth.
Build meaning. Build clarity. Build connection.
Build a tribe.
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Juan Salas-Romer