Human beings can’t help it: we need to belong. One of the most powerful of our survival mechanisms is to be part of a community, some form of group, a tribe, to contribute to (and take from) a group of like-minded people.

Invest in gaining a community of loyal subscribers, who are interested in what you have to say.

After all, people who would go ahead and buy what you sell are the ones who like what you have to offer in the first place.

These community members would also become the distributors of your ideas. They can be anywhere, your newsletter subscribers, your social followers and so on, the social club you belong to.

Create or join a niche group of like-minded people, a group of elites. Go ahead and make something for the elites. Not the elites of class or wealth, but the elites of curiosity, passion and taste. Every great thing ever created was created by and for this group.

Don’t aim to sell to anyone and everyone, aim for an elite group.

Call it a clan, call it a network, call it a tribe, call it a family, whatever you call it, whoever you are, you need one.

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