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49 pages 1 hour read

Seth Godin

Tribes: We Need You to Lead Us

Seth GodinNonfiction | Book | Adult | Published in 2008

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Themes

Eudaimonic Happiness and Optimalism

The concept of eudaimonia was proposed by Aristotle in Nicomachean Ethics in the fourth century BC. Steven Joseph of Psychology Today writes, “Aristotle understood human beings to be creatures constantly driven toward what is more perfect” (Joseph, Stephen. “What Is Eudaimonic Happiness?Psychology Today, 2019). The philosophy promotes living with purpose and meaning while working toward self-actualization. Humans symbolize pure potential, and they must fill out their future self or they will feel lost, set adrift. It is important to differentiate eudaimonic happiness from hedonic happiness. A hedonist tenet is that the pursuit of pleasure and elimination of pain will lead to happiness. In contrast, Godin argues, “If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader” (31). In other words, some pain or discomfort can actually be a sign of fulfillment and, by extension, happiness. These statements also demonstrate Godin’s attitude that although discomfort may arise from hardship, criticism, and risk-taking, a person will feel more fulfilled having attempted to maximize their potential.

Personal empowerment and self-expression may sound attractive, but in the real world—a world fraught with guilt, fear, and criticism—they can be hard practices. As a foil to people living out their potentials, Godin introduces the idea of sheepwalkers, people who have forfeited their imagination, initiative, and determination in favor of compliance. Sheepwalkers are held in place by fear, and the author urges readers to embrace their rightful destinies by resisting such an anesthetic life. Moreover, an unthinking workforce is ultimately destructive to even the employers. Sheepwalkers neither strive for lofty heights nor challenge failing standards. Instead, they keep their heads down and become trapped in stagnation, neither discontent nor truly content. Godin posits eudaimonic pursuits as the cure to this terrible cycle.

Optimalism is a term proposed by American Israeli psychologist Tal-Ben Shahir. The concept was established in juxtaposition to negative perfectionism, which has mostly negative connotations. A perfectionist holds reality to unrealistic standards, has compulsions toward impossible objectives, and rejects any form of failure—but an optimalist rolls with the punches, accepting failure on the way to achievement. Godin states, “The only thing that makes people and organizations great is their willingness to be not great along the way. The desire to fail on the way to reaching a bigger goal is the untold secret of success” (61). Tribes has a strong optimalist throughline that presents belief as an antidote to fear: “[T]he only thing holding you back from becoming the kind of person who changes things is this: lack of faith. Faith that you can do it. Faith that it’s worth doing. Faith that failure won’t destroy you” (40). Together, optimalism and a vision of eudaimonia can buffer and reframe life’s hardships. Godin guarantees that resilience and a higher purpose will overcome self-doubt, peer criticism, and inevitable frustrations.

Humanism, Objectivism, and Egoism

Humanists locate the seat of morality within the individual. Humanism advocates for sovereignty, freedom, and advancement. Most humanist interpretations argue against any appeal to supernatural forces or deities for moral guidance. Godin falls within this tradition when, drawing a line between faith and religion, he favors the former. He asserts, “Faith, as we’ve seen, is the cornerstone that keeps our organizations together. Faith is the cornerstone of humanity; we can’t live without it” (47). In contrast, he views religion as a “strict set of rules that our fellow humans have overlaid on top of our faith. Religion supports the status quo and encourages us to fit in, not to stand out” (45). Tribes does not criticize all religious practices, but it does acknowledge that many belief systems, church-backed or corporately manufactured, have become stagnant. The remedies to such stasis are progress, innovation, and cooperation.

Selflessness is especially important to enacting change because people find it admirable and inspiring. It attracts a following. As Godin writes, “Leaders who set out to give are more productive than leaders who seek to get” (42). Reward for personal sacrifice flies in the face of Ayn Rand’s objectivist doctrine, which advocates looking out for one’s own gain so long as it doesn’t violate others’ freedoms. Godin’s views on this subject are best captured by his admiration for Nathan Winograd; the author states he is “[m]oved by [Winograd’s] ability to see the future and make it real. And most of all, moved by his ability to mobilize a tribe and to do it in a way in which every person involved came out ahead” (83). Tribes centers the humanist tenet that cooperation and respect are ultimately what move humanity forward.

Unlike humanism, egoism elevates self-interest and personal desire. Godin disapproves of egoistic mindsets and equates them with unproductive selfishness: “When a CEO takes the spoils of royalty and starts acting like a selfish monarch, he’s no longer leading. He’s taking” (29). Because they supremely prioritize personal welfare, an egoist naturally sees self-sacrifice as valueless. An egoistic leader may be attention-seeking, but they often use that attention to attain power and achieve selfish ends. In contrast, “[g]reat leaders don’t want the attention, but they use it. They use it to unite the tribe and to reinforce its sense of purpose” (29). Whether a leader’s ego has become inflated or their aim was always to use others, “tribes can sniff out why someone is asking for their attention. Looking out for number one is an attitude, and it’s one that doesn’t pay” (42). Fundamentally, Tribes celebrates cooperation and altruism not only as moral standards but as strategies for gaining trust.

The Revolutionary Power of the Internet of Everything

The Internet of Things describes the increasing connectivity between technological devices that trade data over the web or across smaller networks. The term was coined in 1999 by technologist Kevin Ashton. The Internet of Everything is a broader concept, involving more extensive connectivity: people-to-people, people-to-machine, and machine-to-machine. The Internet of Everything involves the web and networks binding people with machines through data exchanges, and this massive ecosystem is growing ever-more complex. Tribes consistently touches on the effects of this ecosystem, and Godin states outright, “The Internet and the explosion in social media have made it easier than ever to market” (30). As he watches communication become more instantaneous and ubiquitous, Godin notes a market revolution:

Welcome to the age of leverage. Bottom-up is a really bad way to think about it because there is no bottom. In an era of grassroots change, the top of the pyramid is too far away from where the action is to make much of a difference. It takes too long and it lacks impact. The top isn’t the top anymore because the streets are where the action is (43).

Considering that Tribes was published in 2008, these are prescient words from an era that had not yet experienced universal smartphone usage. Home PCs were common in 2008, and the first smartphone was released 14 years prior (the IBM Simon), but the first iPhone had only come out in 2007, and, due to its price and novelty, people had not yet caught on to its usefulness. It would not be until the 2010s that smart technology would begin its rapid advent.

Godin believes the streets are where the action is because hierarchies no longer dictate channels of communication. Top executives and their organizations’ boards can no longer mote themselves off from public demands, nor can companies feign altruism if their messages are out-of-touch and neglect the nuance of popular sentiment. The Internet has given way to grassroots crowdfunding, advertising pivots, and total restructuring. Bad behavior can be called out by anyone, and if an individual or company is deemed culpable, it usually has resounding consequences. As Tribes states, “[t]he Internet allows some organizations to embrace long-distance involvement. It lets charities flip the funnel, not through some simple hand waving but by reorganizing around the idea of engagement online” (66). User engagement has become the white whale companies chase—whether it is through Twitter Polls, Facebook and YouTube surveys, interactive ads, or data mining. In 2008, the Internet of Everything/Things, and theories surrounding them, had planted more seeds than can be possibly accounted for. Today’s society is reeling from the exponential acceleration that technology continually fuels, but Tribes is optimistic about humanity’s increased connectedness.

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