• Same Tribe

    Posted on June 1st, 2007 by and currently 6 commenting.

    This week we began work with a new client for a naming and identity project. It’s actually our first piece of pro bono publico work in a long time and we decided to take it on for two reasons. The first and most important reason is that Justice for Children International works to abolish child sex trafficking, which, when you stop and digest it, is arguably the most horrific thing going on in the world today. The second reason? We like them.

    It’s an unwritten rule around here that we only work with people we like. You know, it’s all about that set of words I probably use way too often: kindred spirits. But it’s true.  When you work with clients you like, it makes work a lot more enjoyable. And it has to be a mutual ‘like.’

    I say that to say this: I call them kindred spirits. But in the email we received after the JFCI initial Insight meeting, they called it something different:

    ‘We have a term we use often around JFCI and it expresses one of our values well. When we meet someone or a group of people who just seem to ‘get it’ or are very like-minded, we say ‘Same Tribe.’ For example…when we left Brains on Fire this past Tuesday, we got into our car, looked at each other, smiled and said ‘same tribe.’ All that to say…we like you.’

    What a great set of words. If a company’s true personality shines through in every single thing that they do ” in the people that work there, to the work they do, to they way they answer the phones to their very outlook on life, values, etc. ” then they will attract like-minded people and like-minded clients and vendors. It’s amazing to watch it happen with big and small companies alike. It’s a kinmanship that creates loyal advocates. And given the right tools, loyal advocates help with the word of mouth. It’s all about finding those in your tribe and speaking to them.

    Same tribe. That will stick with me for a long time.

  • http://www.independentshall.org Dave Speers

    Being apart of a Tribe is a beautiful thing. Of all the benefits of being a part of a Tribe the most important to me is the sense of identity. What a powerful concept: you are who you associate yourself with! When the weight of this concept hit me in my cushy advertising job surrounded by people who were passionate about mediocrity and getting bye, I realized I was in their tribe. Now obviously not everyone can control who they work with, but take the time to ask yourself, ‘Who do people associate me with, Who is my tribe?’

    I might have gone overboard with this Tribe concept because last year I actually helped create a tribe in Fiji: http://www.tribewanted.com

  • Carmen

    Spike, it’s really great to see BOF doing this type of work. The non-profit/social sector world is usually at a disadvantage when it comes to such efforts, and I know that you guys are going to give them nothing short of awesome work. I’m not the least bit surprised that these folks consider you part of the “Same Tribe.” You guys are my heroes…

  • http://www.woolardspeak.blogspot.com Andy Woolard

    You know, I always appreciate BOF’s take on RFP’s, new biz and client relationships, but I think you all really hit the nail on the head with this. Not only is it an extremely worthwhile organization to do pro-bono work for (and yes, to echo, it IS, in my opinion, our jobs as marketers and humans to share our talents with those who need our talents), but you have crafted a mutually-beneficial relationship and one that I’m sure will pay off remarkably for all involved. Kudos for being picky and being proud of the crowd you run with.

  • http://brainsonfire.com Spike

    Carmen, great to hear from you. Thanks for the kind words.

    And speaking of good to hear from you, hey there Andy. How could we NOT get involved with such great people? It’s enough to make our cold marketing hearts feel human again.

  • Christy

    “Same tribe…” LOVE this. That’s how I felt, too, leaving your office. You know, it’s a good way to build a fan base.

    I wonder at what point a company crosses over from having “corporate culture” to “building a tribe.”

    And I agree that this is a fabulous organization with which to build a tribe. Can’t wait to see what you all put together!

  • Gammo

    “Same Tribe.” It’s the Law of Attraction ;)