A few days ago, I wrote about how we don't make our decisions alone...we make them as part of a tribe. We're highly influenced by those around us.
What some really smart companies (or their customers) have figured out, is you can give people an "us" to be part of.
Does Apple sell a better personal computer? Yes, but you're also becoming part of something larger when you buy a Mac. You're joining a movement (and Apple sells the tickets).
The same is true for a Jeep or a Harley Davidson.
And your local church or synagogue.
And a Ted Dekker novel.
Do your customers have something to be part of?
