Most of the people I know are not happy with what they have. (Not talking about sizes here, my dear innocent fellow!) They inherently have a craving for better things. (which is a good thing)Not getting what you want when you want it evokes a standard set of emotions as a child. Tantrums! Wailing! Heart wrenching rebellion! But as we ‘mature’, we learn to bottle up these modes of expressing disappointment, or let it out in a very controlled manner.

Take the scenario of a couple breaking up. People react differently to this ‘frustrating’ of all situations. While some turn to self help books to maintain sanity, others take to drastic measures like alcoholism. There are some who cry their heart out, but in the privacy of their rooms, not letting the world know… There are others who are able to move on after just a couple of hours of good sleep… Different people… different reactions…

How about when you are passed over for promotion, AGAIN? Would you still keep that smile on your face and work as if nothing has happened? Would you threaten to quit if you are not recognized for ‘valuable contributions’ to the company? Would you have a straight talk with your manager? I have seen all three scenarios play out… to different effect…

The question is … How do you handle frustration?

Why are we afraid of ‘human touch’?

When in an elevator, we keep moving so we are at the farthest possible position from the people around us.

If you feel a hand on your shoulder in the “Tunnel of horror” at your local amusement park, you freak out!

Except for the occasional hug and handshake, are we now more comfortable with an ‘unphysical’ existence?

Seth announced recently the formation of “a tribe for marketers, for leaders, for those focused on building communities or creating products or spreading ideas”.

There are those who did not appreciate the idea of putting pre-ordering of his own book as a pre-requisite for membership to this invite-only forum. Putting in a minor roadblock on the way to membership to an “ideas” fight club is a good idea. However, I feel another hurdle which did not subtly market a new book would have held him in greater steed.

I justify the pre-order I made by remembering all his lectures on Youtube I have listened to for free. The online purchase of a book that is yet to be released is just my way of paying back. So in a way, I am paying for all the great Seth stuff I have been going through all this time by pre-ordering a book which is No. 36 on the Amazon.com best seller list! Quite a way to placate my conscience, isn’t it?

Now, about that best seller list! This tribe invite, on a blog which is viewed by thousands of people each day, has generated a lot of publicity for  the book in question. I would love to know how many books were sold on 30 and 31 July, post announcement, compared to the previous week.

Isn’t this what permission marketing is all about? Has he not managed in “turning strangers into friends, and friends into customers” by giving access to an exclusive club? Not only did Seth successfully create a buzz and induce a mad rush to join the tribe, he even managed to gather our mailing addresses. Another Hallmark July Christmas decorations sale in the making?

Now to answer some questions. Do I feel I have been used in a random social experiment by an acknowledged marketing expert? Not yet… Will I gain anything out of this? I sure hope so. Something ought to come out of interactions between like-minded people. At least, boring monologues. I am willing to take my chances on it. What has the Tribe been up to lately? No can do on that question. What happens in the Tribe stays in the Tribe…

Fight club anyone?