When you develop a great product you have to make sure that it gets in the right hands. If it is a new and innovative product, like a Keurig Coffee maker or the Amazon Kindle, you want to make sure that it gets into the hands of what we call the early adapters. And you want to really make sure that these early adapters are so excited about your company and your product that they want to tell everyone else about it, they want to twitter and blog about it, they want to write about it in print and on line because it makes them feel good to be a part of this product. It makes them look good among their friends and relatives, that they were smart enough to not only discover this great new product but to take credit for introducing it to others. They become what Seth Godin calls, “your tribe.” They start creating a buzz about your product. They can become the single most important factor in the ultimate success of your product. You know you have a great product, and a great branding program, when you have a tribe out there selling your product for you.

 

Do you have a tribe?