Humans are tribal.
We take cues from the people around us.
We align with groups that feel safe, smart, familiar.
We don’t just buy coffee.
We become Starbucks loyalists—or indie coffee shop purists.
We don’t just buy sneakers.
We become Nike diehards—or Adidas believers.
We don’t just watch movies.
We become Marvel fans—or arthouse regulars.
Behavior follows identity.
Activate identity, and the behavior follows naturally.
But try to force the behavior first–try to simply convince–that’s tiresome work.
And you’ll often get nowhere.
In the Wild
CrossFit doesn’t sell workouts.
It sells a tribe: People like us suffer together.
Harley-Davidson doesn’t sell motorcycles.
It sells freedom and rebellion: People like us don’t follow rules.
Apple doesn’t sell processors and screens.
It sells creativity: People like us think differently.
The best brands don’t convince.
They mirror.
Apply It to Your Work
1. Define Who You’re For.
Not “everyone who likes photography.”
But “people who chase soul, not pixels.”
Not “everyone who likes music.”
But “people who miss the crackle of vinyl.”
Specificity creates quick recognition.
Recognition creates loyalty.
2. Speak Their Language.
Every tribe has its own shorthand.
If your people say “lift heavy” and you say “resistance training,”
you sound like a tourist.
Talk like someone who belongs.
3. Show, Don’t Tell.
Feature the people you want to attract.
Use imagery, stories, and tone that feel familiar, like home.
When they see it, they should immediately say:
This is for someone like me.
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