Seth Godin: Creating Tribes to Drive Change

Seth Godin, a prolific marketing blogger and author, spoke to the World Innovation Forum about innovation.  Much of his material was from his two most recent books – Tribes and Lynchpin.

Innovation is stuff that’s impossible, because otherwise someone else would have done it

Tribes is about leading the groups that already exist.  Communities in the past were formed around politics, religion or sports, now they can be for anything that can get people passionate.  As people get emotionally engaged, they can overcome fear of change by charging to the new way with a group of like-minded people.

In the IT world, convergence, virtualization and cloud are innovative trends that have the potential for companies to fundamentally alter the way that they do business.  Like any new idea, there is inertia and resistance to making this change.  For a couple of years, there have been thought leaders (including bloggers) that have been trying to lead this revolution.  This top-down messaging was a good start to allow people to become familiar with technology.  We are now starting to see field organizations from vendors adjust their structure to support cross-disciplinary offerings.  The prime example of this are vSpecialists from the VCE coalition – where there are employees from VMware, Cisco and EMC who are cross-trained on the full storage, network and server virtualization stack.  Enterprise IT organizations will also need to adjust to realize the operational efficiencies of the new solutions.  Nick Lippis had reported that some customers are creating a Chief Data Center Officer (CDO) for merging various disciplines.  J Michel Metz (Cisco) recently put a proposal out for a new SLAM (Storage and Local Area Management) Administrator to help with the bottom-up adoption of convergence.

Are you comfortable with the state of things today, or are you willing to help lead change?  I’ll leave with with a couple more words of wisdom from Seth Godin:

If you’re working for a big company, start with small changes, such as writing a blog or changing a meeting and these can grow into larger innovations.  Ask yourself, am I doing what I should be to make a difference or should I give my chair to someone else.

Go make something happen!

Stuart Miniman

https://blogstu.wordpress.com

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2 Responses to Seth Godin: Creating Tribes to Drive Change

  1. […] This post was mentioned on Twitter by Stuart Miniman, Andrea Meyer. Andrea Meyer said: RT @stu: [blog] Seth Godin: Creating Tribes to Drive Change http://bit.ly/cTqBbI #wif10 #innovation #vce #wif10 […]

  2. It’s interesting to see how companies (outside of just I.T.) are beginning to change their structures as a result of technological innovations. I like how this is affecting the very layout of staff, where you get the tech people now sitting next to customer service, to make sure that online channels are running well to deal with the community around your brand.
    Those companies that are starting to change their structures and processes will be well positioned as ‘Tribes’ begin to come into play more and more. It’s definitely not an easy process, but those that are committed to doing this will win out in the future.

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