Cluetrain told us that markets are conversations. Now Seth Godin tells us those conversations need leaders, that people want to become part of the “tribe.”
How does this apply to journalism?
Practicing “news as a conversation instead of a lecture” was the first step. The next step is to lead the conversation.
In Godin’s new book, he makes several key points that apply directly, in my view, to news organizations.
- For the first time ever, everyone in an organization – not just the boss – is expected to lead.
- The very structure of today’s workplace means that it’s easier than ever to change things and that individuals have more leverage than ever before.
- The marketplaceis rewarding organizations and individuals who change things and create remarkable products and services.
- Most of all, there is a tribe of fellow employees or customers or investors or believers or hobbyists or readers just waiting for you to connect them to one another and lead them where they want to go.
There are plenty of examples how leading tribes can be good journalism.
John Cook and Todd Bishop created a tribe and are now attempting to move it. Mike Sando created a tribe of Seahawks football fans and the momentum has carried on even after he left The News Tribune for ESPN.com. The niche sites that news organizations have launched that focus on moms, dads, pets or cars are attempts to lead selected tribes. Bakersfield has been out front creating tribes with projects like Bakotopia. And the Beatblogging movement started by Jay Rosen’s NewAssignment.net is all about the mixing of journalism and leading a tribe.
Godin writes “leadership isn’t difficult, but you’ve been trained for years to avoid it.” This is painfully true in the command-and-control structure of most newsrooms. The staffers in the best position to lead the tribe (reporters and photographers) feel the least empowered.
It doesn’t have to be that way. With a more entrepreneurial mindset, everyone in a news organization can lead at least one tribe (inside or outside the company).
A focus on creating “remarkable products and services” will allow journalism – and news companies – to evolve in the digital age.
Mark Briggs 
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