Anyone who knows me knows I am a huge Seth Godin fan. I’m reading his new book, Tribes: We Need You to Lead Us, and loving it. The idea behind the book is that a tribe is a group of people that are connected to one another, a leader and an idea. I haven’t read the whole book, but here’s what I’ve gotten so far:

• Leaders make a ruckus and aren’t afraid to do so
• A movement requires 3 things:
  • a story about who you are and what you are doing/building
  • a connection between and among leader and tribe
  • something to do – the fewer limits, the better
• Make it easy for your tribe to communicate with each other and the leader
• If you are not uncomfortable with your work as a leader, you are probably not reaching your potential as a leader

We have set a goal of finding 50 people who love One Eleven, so our tribe is pretty small – we are working on crafting our story (again!) and really making sure we are all on the same page and boy do I love a ruckus, so we are probably onto something here.

Pick up the book – it’s an easy read with lots of food for action!

Everyone says we are passionate about online/mobile marketing. We are…but not just because it is exciting — it is downright practical! Think about traditional fax-back/mail back programs for sampling:

1. Print out a form.
2. Get a doctor’s signature.
3. Fax it back (eventually – or if not done within 10 days or so, the request is nullified).
4. Wait for samples.
   Note: between 20 – 40% of printed forms are NOT faxed back – so you lose a giant chunk of customers from the get-go.

Let’s contrast that to mobile sampling – since the doc has an iPhone on their hip and because they’re already registered, and e-signature is in place, the sample request is as follows:

1. HCP gets text message that samples are available.
2. HCP enters login information.
3. Confirms sample order.

Done. Just do it (this slogan works well for mobile sampling!).