Mark Eckhardt

Thoughts On Cool Shit That Matters

ark is a Zen Priest who trains visionary leaders, launches social businesses, loves cycling, composing music and trying to make the world spin in the opposite way.

Unique Buying Tribe

"Customers today don't like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a Unique Selling Point (USP) but on a Unique Buying Tribe (UBT)—a Unique Buying Tribe—that has a natural affinity for the company's products or services. 

In a tribe, news spreads quickly, which gives brands extra traction. USP was about PUSHING products and services. UBT is about PULLING people into a tribe they can trust. 

In a marketplace of me-too offerings, people don't seek features and benefits so much as tribal identity. "If I buy this product," they seem to ask, "what will that make me?" 

Marty Nuemeier