the driving need to be a part of something, a member, loved, important.
This is tucked neatly into Abraham Maslow‘s hierarchy of human needs right above safety: love and belongingness, or socialization. Interestingly this sense of tribe works both as a way of binding us to those around us, making us feel safe as well as a way of distinguishing ourselves as superior to those with whom we interact.
“Hello, I’m also a pilot…”
&
“hello, I’m actually a pilot.”
In the first statement I’m saying I belong to your group.
In the second I’m saying I’m a pilot, I’ll keep you safe.
Identity is the name of the game, it defines us, it let’s us and others know what sets of norms we subscribe to, and what motivates us.
Those of us who run businesses would do well to make this a primary area of focus in marketing and in customer retention.
It means selling t-shirts but it also means nurturing a community to which people crave to belong.
