I recently revisited Seth Godin’s 2009 TED Talk on tribes (“The tribes we lead”), a presentation that predates the explosion of and then backlash on social media and the advent of generative AI, yet somehow feels even more relevant today.

Godin’s core premise is simple, but profound:

People want change. And they want to connect with others who share the same vision.

These like-minded individuals form what Godin calls tribes, groups of people united by shared ideas, values, or goals. And what every tribe needs is a leader. Not just a manager or spokesperson, but a heretic  - someone bold enough to challenge the status quo and paint a compelling picture of what a better tomorrow could look like.

In today’s fractured world that is polarised, distracted, uncertain, this kind of leadership is desperately needed.

Why Tribes Matter More Than Ever

We are living in an era defined by disconnection. Trust in institutions is eroding, attention is splintered, and people are looking for more than transactional relationships—they want meaning.

Tribes offer that meaning. They offer connection, direction, and a sense of belonging. And with the right leadership, they become a powerful engine for change.

What Makes a Tribal Leader?

Godin argues that true leadership comes from those willing to speak up for something they believe in. These leaders:

• Tell a compelling story about the future they want to create
• Unite people around a shared purpose
• Provide direction and a sense of momentum
• Build cultures of curiosity, creativity, and courage

You don’t need mass charisma to be a tribal leader (that will come as you lead). You need clarity, conviction, and connection. Over time, these traits help build influence and trust—two of the most valuable currencies in our age of attention.

The Opportunity for Heretical Leadership

Heretical leaders aren’t reckless—they’re visionary. They understand that standing still is the real risk. They challenge outdated systems, ask uncomfortable questions, and gather people who are ready to build something better.

This is the opportunity today’s business and community leaders have in front of them:

• To bring people together
• To speak not just about what is, but what could be
• To shape the future by leading tribes, not just teams

And here’s where marketing and communications leaders can make a meaningful impact: by identifying and supporting those courageous voices within their organisations who are ready to lead with purpose. It might feel uncomfortable—particularly in today’s environment and there may be stiff resistance to overcome, but doing so builds lasting trust, strengthens brand integrity, and positions leaders as expert voices of influence in their own right.

#TribalLeadership #SethGodin #VisionaryLeadership #PurposeDriven #StrategicComms #Storytelling #indigomurphy