Here’s something to remember when you do your marketing: we all want to belong to something bigger than ourselves.

We all want to belong to tribes, whether it’s the tribe that loves a particular musical genre or supports a particular sporting team or uses a particular gadget.

If you can show your customers that you’re a member of their tribe – through your values and language – they’ll gravitate to your business.

Telling a story that appeals to your tribe is a great way to build your brand.

I discussed all this and more with Jay Seeney on his amazing podcast, The Blacklist Sessions.